In Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution I lay out a five step process that includes (1) situation analysis (target market, social media audit, setting business objectives), (2) developing key insights and a big idea, (3) selecting social media channels, (4) integrating other business functions, and (5) linking business objectives to social media metrics with KPI’s in each channel. Before all this you have to understand the context of social media. Below I present some key resources to take you through each of these steps.
Social media is mainstream and the consumer voice is powerful. Below are some resources on the scale and scope of social media, key definitions and a presentation on the shift in control from marketer to consumer.
To have a successful social media plan you need to follow a strategic framework that starts with business objectives, target audience and then collects data through listening to understand the current social media environment.
Once you understand the situation you need to take the research and transform that into insights that lead to a big idea. Then select the best social media platforms for that content and the target audience.
Consumers don’t think of social media as only a marketing channel. Social media influences all areas of a business and that will impact marketing results. You need integration in cross functional social media teams.
As with any business action you need to measure results and you have to estimate costs. Measuring ROI in social media will improve strategies, prove success to management and help secure future funding.
These resources will get you started, but where is social media headed? In writing the second edition of the social media strategy book I uncovered important insights into what has changed and not changed in social media. Take a look at the challenges and opportunities that lie ahead.