New year, new social media marketing strategy. If you’re stuck on how to begin setting goals, try the S.M.A.R.T. Examples of the type of data you can look at: The days and times you get the highest engagement Hootsuite’s social marketing team is always on the look out for the best times to post based on when they receive the most engagement: “As a brand, we have a lot of content to share and we want it to reach our audiences when they’re actually plugged in,” says Amanda Wood, Hootsuite’s social media marketing specialist. Based on the data they see in their analytics reports, the team adjusts their posting times accordingly. The type of content or campaigns that worked the best Live and disappearing video (think Facebook Live and Snapchat) made a huge splash in 2016 and was something we tested at Hootsuite throughout the year. You want to be marketing to your target audience at all times. Hot tip: Never stop looking at data and adjusting your strategy as needed. The top five social media trends for 2017, as outlined by Hootsuite’s CEO Ryan Holmes, are: Paid social media Employee advocacy Social media training CEOs on social Social selling Of course not all of these will tie back in with your business goals or brand. Don’t get overwhelmed Social is constantly moving and changing—and that means your social media plan will too. Set your business goals in January but know that you can pivot your strategy as needed to keep working towards them.
New year, new social media marketing strategy.
But wait—you haven’t actually made one yet. Your brow begins to furrow. Your forehead begins to sweat. Panic ensues.
Do not fret, friend. There is no need to get your jimmies rustled. We cornered Hootsuite’s social media marketing team for some quick tips on how to create a stellar social media strategy even if you’re getting started late in the game. Rest assured, this guide will show you how to quickly build a solid social media strategy for the year ahead.
1. Start by establishing your goals
Before getting caught up with creating a full-fledged social media strategy, take a step back and establish your business goals for the year.
The foundation of your social media strategy depends on your goals and objectives, first and foremost. What are the metrics that matter most to your business? What return on investment (ROI) are you hoping for?
Your goals might be the same as the last year, but chances are, they’ve probably shifted at least a little due to the ever-changing nature of social (and your business).
If you’re stuck on how to begin setting goals, try the S.M.A.R.T. framework in order to set goals that are specific, measurable, attainable, relevant, and time-bound.
2. Use last year’s data to inform this year’s strategy
Dive into last year’s analytics and figure out what worked and what fell flat. Look at the success (or failure) of the social media campaigns you launched, the activity and engagement on all of your platforms, and what type of content resonated with your audience the most.
You can do this by conducting a social media audit. An audit keeps your finger on the pulse of your social presence to see what’s working and what’s not.
Based on the previous year’s data reports, you might want to switch up the time of day you post, in order to reach more of your target audience and drum up more engagement. Or, you might want to focus on Facebook over Instagram because you’ve seen more consistent return on investment (ROI) on one platform versus the other.
The point is to allow last year’s data to give you a better direction for the new year. For a comprehensive overview of metrics for all your social networks in one place, visit Hootsuite Analytics.
Examples of the type of data you can look at:
The days and times you get the highest engagement
Hootsuite’s social marketing team is always on the look out for the best times to post based on when they receive the most engagement: “As a brand, we have a lot of content…