Social media is an essential PR tool for many organizations. When you look beyond the cat videos and dance tutorials, you’ll see that social media is where many people spend their time, get their information, form opinions, and foster conversations.
In 2022, it is essential for organizations to understand how to develop a social media strategy that reaches your key audiences with your messages.
While this strategy can encompass a number of different activities. Generally speaking, social media marketing is the process of creating and posting content on various social media platforms to spread your organization’s message and drive engagement.
If you’re unsure of where to start, you’re in the right place! We’re sharing four important components that you should have in your first or next social media campaign strategy.
Goal-Setting: Social media marketing goals should support organizational goals
Make sure your social media goals align with broader organizational goals so your social media marketing efforts support the organization. Social media goals could include any of the following:
- Increasing followers
- Driving traffic to your website or landing page
- Generating new leads
- Growing sign-ups, sales, and donations
- Building a community
- Boosting engagement
- Increasing media mentions
- Increasing positive online conversations
Limit your campaign to two to three of these goals so you can keep your social media efforts focused.
Target Audience Definition: Use personas to define who to talk to
Knowing your target audience(s) helps you select the social media networks or platforms that would best reach them. Also, understanding your audience’s needs and concerns helps you develop meaningful content that they can relate to.
We recommend developing “personas” to clearly define your target audience(s). Personas are descriptive profiles of members of your target audience(s) that may be fictional but can help determine the kinds of content that resonate with your audience. The persona profiles could include gender, age, location, income level, interests, and behaviors.
Network Selection: Determine the right social media platforms
There are many social media networks to choose from. Each network tends to be used by different audience(s). For example, TikTok’s audience skews younger than Facebook. Twitter is used more by politicians, celebrities, and journalists.
Rather than diluting your efforts by trying to be on every social network, focus on the networks where your target audience(s) are more likely to be. We recommend starting with two social media platforms that match your goals and audiences and build from there. Then tailor your message to each platform and audience.
Content Creation: Deliver the right message
Creating content that conveys a meaningful, relevant message to your audience(s) is central to any successful social media strategy. Your social media posts should:
Engage the interest of your desired audience
Based on your goals, make sure your content addresses the needs and concerns of your target audience(s). For instance, if your audience is concerned about recycling, post about the recycling programs you offer. The trick is finding the intersection of what your organization promotes and your audience’s priorities.
Align with the strengths of the platform
Use your chosen platforms’ strengths to your advantage. Have your content match each platform’s personality and way of presenting. Different platforms’ features focus on different mediums – like long-form videos on YouTube or photos on Instagram.
Maintaining a consistent brand with tone, message, and visuals will make it easier for your audience to get to know and recognize your organization.
Grow Your Presence with Social Media Services
If your organization partners with a public relations agency, make sure it’s one that offers excellent social media management services – planning, scheduling, content creation, and more. The team at FCP can help you grow your platforms and bolster your public relations efforts with our expert social media services. Contact us today to get started.