5 Keys to an Effective Social Media Program

KEY 1: CREATE & COMMUNICATE

YOUR STRATEGY

Everyone should understand desired social media goals.

They should know agreed upon tactics for achieving each objective.

They should be aware:- The responsible party - The team members - The expected spend - The desired return- The actual results

KEY 1: STRATEGY

objectives

tacticsmeasurable results

strategy

Communication is the backbone of any worthwhile endeavor. Each department and every individual needs an understanding of their role in reaching the end goal.

Communicate goals clearly.

Communicate goals broadly.

KEY 1: STRATEGY

financesalesmarketing

• Create a strategy:

- Goals

- Objectives

- Tactics

• Communicate broadly throughout the organization:

- The strategy

- The roles

- The expectations

KEY 1: STRATEGY

KEY 2: REVIEW COMMUNICATIONS BEFORE

DISTRIBUTION

Review all materials for typos, grammar, substance, and tone.

* Good quality communications increase credibility.

* Poor quality communications reduce credibility.

Review your communications to correct errors and to instill confidence in your organization.

KEY 2: REVIEW

create

review

distribute

• Review all communications.

- Social networks

- Email

- Press Release

• Create a perception of excellence by paying attention to the details.

- Content

- Tone

- Typos

KEY 2: REVIEW

KEY 3: USE A SOCIAL MEDIA DASHBOARD

Use a social media dashboard:- Review communications.- Assign tasks to team members.- Schedule messages.- Keep everyone on the “same page.”- Increase team productivity.

Try Buffer or HootSuite for a good low cost option.

KEY 3: DASHBOARDS

Monday Tuesday Wednesday

Facebook Project AMary

Project BAmy

Twitter Project BLaura

Project BLaura

LinkedIn Project AJosh

Google+ Project BAmy

• Monitor communications.

• Coordinate efforts.

• Increase productivity.

KEY 3: DASHBOARDS

KEY 4: FULLY ENGAGE ON SOCIAL MEDIA

Small businesses benefit from interaction on social media. The social media manager should…• Share to build rapport and goodwill.• Respond to consumer inquiries.

Always resolve customer complaints:• 66% of customers will spend more

for good customer service• Negative reviews are 20% more

likely to be remembered and shared than a positive review.

KEY 4: RECIPROCATE

0 20 40

Don't Know

Not Willing

20% More

10% More

5% More

Value of Good Customer Service*

Customer Spend

*66% of customers will spend more for good customer service.

• Engender goodwill:

- Share information

- Engage with organizations in your industry

- Thank others for their interest

• Put the customer first:

- Respond to all inquiries

- Proactively handle negative feedback

KEY 4: RECIPROCATE

KEY 5: USE ANALYTICS TO

MAXIMIZE ROI

Use tools such as Google Analytics.

Tracking the effectiveness of your efforts provides talking points around goals and targets.

Results help to garner investor interest.

Analytic tools are usually reasonably priced and fairly intuitive.

KEY 5: DO USE ANALYTICS

• Measure the effectiveness of each campaign.

• Relay results to internal stakeholders.

• Relay results to potential external investors.

• Use results to tweak efforts and increase ROI.

KEY 5: ANALYTICS

THE END