This post on starting fresh for the new year in social media was originally written for Social Media Club and my original post can also be found here.
Now that you have your social media resolutions on your checklist, why not consider some other social media goals to accomplish this year as you “start fresh.”
As we stated in resolution #5 it is important to set reachable goals, such as a greater focus on content. Many consider brands as publishers nowadays, is your brand one of those? Content has been deemed “king” by many, but how does your audience perceive your brand’s content? Do they find it valuable? Useful to their everyday life? Helpful for their needs specific to your brand? Or is it just fun and helps build awareness and create engagement?
Whatever the purpose for your content, it is helpful to create goals around your content strategy for your social media networks.
Here are a few to consider…
If your brand doesn’t already have a blog or a part on the website to drive audience to for content, then it may be something to consider in order to demonstrate your brand is the expert voice in a specific arena. For example, if your brand sells fitness apparel, perhaps a blog on fitness, health, and matching apparel to fitness/health could be beneficial to your target audience. Link the content to the needs and wants of your audience through what they search for and consume on a regular basis.
Adding videos and photos to blogs, being on Pinterest (if your brand has fun visual photos), and/or sharing on Facebook can make your brand stand out.
Just look at Oreo - they rock this with fun, shareable nuggets of visual content.
3. Cross Promote
If you have a blog, and visual content – cross promote that amazing goodness. Depending upon where your audience consumes your content, you may want to share your blog posts on Facebook or on Twitter. If your brand is more suited on LinkedIn – share it there. If your brand utilizes the SEO perks of Google Plus – share it there. Just make sure you choose the social networks that work for your audience and your brand type.
Tip: Don’t forget you can cross promote in emails and newsletters too.
4. Personalize and Target It
Some of your audience may want to hear about tips and tricks, while others may want to learn deeper knowledge, and others may want on the surface fun with visual photos and videos that entertain. When you realize which types of content work best on a social network (through testing and learning), target your content to specific social networks more specifically. And to take it a step deeper – target your posts to different regions based on location and weather and events occurring. Another level deeper? In newsletters and emails, you can target your audience down to what they prefer. Personalize it! Make them feel like you are giving them exactly what they want and when they want it – and where they want it!.
5. Unite Offline and Online
Offline experiences have been washed away due to online engagement so we recommend you marry the two when possible for larger impact. For example, a brand likeLululemon uses localized Facebook pages for particular retail locations to promote clothing they have as well as in store events they will be hosting (like Yoga). You get the customer in the store to buy a top, you get them to fan you on Facebook to keep up with the latest news and updates, and then they come back to check out Yoga with their girlfriends and engage with the brand in a more personalized way…then perhaps they buy more clothes? And so do their friends? Awesome.
These are just a few of the goals your brand can consider to amplify your marketing and business goals. Determine the goals that fit your 2013 vision and will help build your brand’s presence and create deeper and more high level involvement with your fans.