1.Perform Content Analysis
Before coming to the strategic and tactical part of your social media plan, evaluate the performance of your content for the current year as this will allow you to set the tone for the next year.
Go through the analytics/insights section of your social media profiles to see the effectiveness of your content. Understand what type of content resonates with your different personas. While doing so, you will also come to know the ideal time and day to post different types of content.
Paul Herrera, Co-Founder and COO of Maven recommends the following 3-step framework:
Perform content analysis to understand the preference of your audience.
Find out the platforms where your ideal buyers spend their most time on.
Get inspired by your competitors by looking at what worked for them in the past.
2.Set the Right Goals
If you are running your marketing plans through guesswork, you are doing it wrong. Modern marketing is data-driven where you can virtually measure the impact of every single activity. Despite this, many marketers commit the dire mistake of not setting up any goals and measuring anything. In such cases, you’d find marketers saying, “Well, we stopped doing social media because it didn't work us."
To avoid this, start by setting the right goals and metrics, choosing the right audience, and using it as a foundation to create your strategy.
While addressing the social media mistakes to avoid, Neel Sinha, Founder, MyLnk, says, "To get success in social media, marketing strategy should have well-defined goals, the target audience must be identified, tactics to be employed should be implemented, the right amount of time should be invested, and proficient workforce should be employed to perform the tasks."
3.Embrace Omnichannel in 2019
One of the issues that has contributed to a dip in customer engagement in recent years is treating each marketing medium in isolation. This leads to different communication strategies and messaging for different channels, in the end confusing the audience. To indeed ace customer engagement in 2019, marketers must approach marketing as a whole rather than siloing it.
Jitesh Banga, Product Marketing Strategy, Adeptia says, “A smoother symbiosis between all social channels can help propel new horizons and innovation. Enterprises can set up a unified interaction center, counteract many scale issues, and swiftly deal with silos that prevent teams from boosting business loyalty and improving social engagement.”
4.Prioritize Customer Experience
In the early days, marketers used social media as a one-way communication channel but successfully evolved into using it as a platform to build and manage a community of their brand. Despite the dwindling organic reach on social media, you can still use it to interact with your audience as it is easier to start a conversation where they spend their majority of time on.
Eric Meyerson, Head of Marketing, Sensai, emphasizes on the importance of listening to your audience. “Even if you don’t spend a dime on sponsored posts or Facebook ads, it can still be useful to use Facebook or other social platforms as a listening tool to keep a finger on the pulse of public opinion. You might glean insights just from listening that can help you improve your customer experience – or head off the next public relations snafu,” he adds.
5.AI Will Be the Game Changer
AI and machine learning have already made giant strides through content curation, chatbots, email personalization, voice search, etc. to name a few. Since social media is a densely populated space, it doesn't take much time to turn a minor mess up into a major disaster. Thankfully, AI can be of a huge help by implementing the right damage control practices.
Pritha Bose, Marketing Content Specialist, Aritic informs, “Brands can find themselves in a sudden nightmare if product hoax stories or product disasters or trolls from competitors make way into social media. Luckily, AI is on its way to curating conversation flows and content to manage such fiascos. Using various filtering systems, AI systems are capable of monitoring millions of user comments across a large range of platforms and predict an emergency long before it occurs in real-time.”
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