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Social media marketing quick guide

1. Set business goals for your social media – it’s best not to experiment without a clear idea of how social media will support your business goals.

2. Create a social media strategy. A strategy will help you to deploy social media in the best way to reach your goals by prioritising on the channels in our RADAR which are most effective.

3. Active social listening and reputation management.  Most advice on social media marketing strategies advises to start by listening to your conversations. We prefer the term coined by Brian Solis in his book Engage of “Active Social Listening” since this shows the need for a feedback cycle within social media marketing.

4. Define content and engagement strategy. We’ve noted that encouraging engagement and participation are the biggest challenges to social media marketing, so clear strategies are needed to show how to achieve these.

5. Define communications strategy. In the social media era, a continuous communications strategy is necessary to engage your audience through the many channels available. Key issues here are defining the types of content value you offer through different social channels and the frequency. Integrating different digital channels including email marketing through a social media marketing hub is also a key issue here.

6. Deploy best practice approaches for the core social media platforms. Each social media platform such as Facebook, Twitter and YouTube has unique characteristics and audience needs. There is also a bewildering array of tools to deploy and etiquette to follow so you won’t be seen as a spammer.

7. Social media optimisation. You may have a presence established, but this is only the beginning in your journey to optimise your presence to deliver real value for your business.