Your social media strategy should support your business goals.
In the past few years, a lot of businesses have adopted social media as part of their overall marketing strategy. They recognized the need to be where their customers are and created profiles across Facebook, Twitter, LinkedIn and YouTube. Some ventured into Pinterest, Google+ and even Snapchat or others.
But for many of those businesses, results have been mixed.
A cry of “I don’t know if I’m getting any return on my investment in social media” is common.
In fact, the success of your social media activities depends on how you outlined those activities in the first place. If your original goal was “just get our business on Facebook because everyone else is there”, it’s unlikely you’re seeing much in the way of results, and you’re probably already somewhat frustrated.
If you have some followers on Twitter and are getting some of your Facebook posts are being shared, you may also think that you’re doing quite well (and it’s certainly better than a poke in the eye). But if you’re not sure if you’re getting the results you’d hoped for, it’s likely that your social media strategy needs work.
It’s a common fallacy that social media should be treated differently from other marketing or business strategies. Yes, social media is different in the sense that it provides the opportunity for two-way communication between a business and its customer. But a business should still fold social media into its overall business strategy – and use the same language and metrics to apply goals, conduct campaigns, serve customers and assess success.
Your social media strategy should align with and support your overall business goals.