Social Media #Goals: Identifying Strategic Objectives for Your Brand’s Online Presence
With more than 3.8 billion people actively on social media (and growing), it is no wonder that brands should be using it as a tool to establish themselves and reach their consumer market.
News flash: if your brand isn’t active on social media, no matter what industry you may be in, potential consumers are likely to draw conclusions that you’re outdated and not relevant. But merely being on social media won’t lead you to automatic success. In fact, having a poorly maintained account may be just as bad (or even worse) than not having an account at all.
Whether you are new to the world of business social media, or you’re looking for ways to improve your account activity to reach its full potential, it is important that you take some to reflect and identify your strategic objectives for your brand’s online presence.
The type of content that you post on your brand’s social media should be reflective of the goals you are trying to achieve. Ask yourself:
– What content best communicates a clear idea of my brand and its offerings?
– What general theme(s) and/or branding would I like to convey through my posts?
– What content generates the highest impressions?
– What works best for what platform I am posting on? Consider videos, interactive posts (i.e. polls, quizzes), stories, reels, still images, etc.
– What would my ideal audience like to see? What is the value they get from following my brand’s account?
One main goal of a business account is to attract a growing audience and build up your online presence, therefore building brand awareness. The more followers you are able to attain, the more “free advertising” that you get. You’ll want to consider the type of audience you want to reach (i.e. current consumers, potential consumers, related industries) and how to best connect with them.
Unless you manage to happen upon a post that goes viral, organic growth requires a lot of time and attention. You’ll need to set specific goals and track your progress to see what works and what doesn’t. Create content and scheduling plans to set yourself up for success.
Interacting with followers
A wonderful aspect of social media is that it’s…well, social! Aside from simply growing your audience on social media, you’ll likely want to engage with them as well. An engaging brand account is one of the greatest ways to appeal to its followers; there’s something special and personal about getting attention from a business account.
As a brand, it is important to develop a consistent social media personality that can respond to comments and answer any questions. Interacting with any social media posts that you are tagged/mentioned in by liking, re-sharing, or commenting is a wonderful way to develop loyal audiences and generate more excitement for your brand.
Ultimately, your goal for building your brand is to drive sales. After all, what good is having a million followers if none of them are actually consuming your product? Assess that your content encourages easy conversions by providing links and easy access to purchase, as well as incorporating call-to-actions. You can also consider including special giveaways or promotions for your social media followers.
Once you have your main strategic objectives in place, you’ll begin to see your brand’s online presence grow. Want to take things a step further? Contact us today to learn more about how influencer marketing can be the secret weapon to your social media success.
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