Before you start using social media as part of your digital marketing plan you need to do some research. Smart brands do research before implementing any type of social media strategy to find out more about their markets, messaging and reputation.
Chances are your business has already done some market research, so you may already have the information that will shape your social media plan. On the other hand, you may need to do some additional research to get the vital information you need to make your social media strategy as successful as possible.
Find Out Who Your Audience Is
You likely already know who makes up your target market. But, do you know who your audience is on social media? Do some research into which members of your markets will be most likely to connect with you on social media. Also take into account what demographics each social media channel attracts.
Knowing who your social media audience is can help you use the channel more effectively. It can also help you determine what kind of message to use and even which channels will help you reach your goals. Depending on who your audience is, it may not be appropriate to use the same messaging on your brochures and your Facebook page.
Find the Right Call to Action
Consider your company’s call to action and decide if it lends itself to social media. Of course, the call to action you use on social media should benefit your brand’s overall goals, but it should also be social media friendly. For example, your normal call to action may not apply to your social media audience or people using social media may not be able to respond to your call to action.
Do some research to find out how your social media audience will react to various calls to action. You can do some basic research by simply experimenting with different types of posts and monitoring which ones get the most engagement and are the most successful in fulfilling calls to action.
Find Out What Your Current Reputation Is
By finding out what your market, and even the public in general, is saying about your brand, you’ll know how you can use your social media accounts to sway public opinion. Listen to your target market and even ask some questions through social media to find out what people are saying about your brand. Then, take that feedback seriously as you create a social media plan.
Doing research before you start using social media as part of your digital marketing campaign is extremely important. By finding out key information about your audience, calls to action and reputation, and then using that information to make a plan, you will be starting your strategy on the right track.