Then there’s Shopify. The ecommerce brand uses Facebook to sell themselves by showcasing customer stories and case studies.
🇲🇽Cancun 🇲🇽Say it louder for the people in the back, Ceci: “You should never be afraid of failure” 👏Turning passion into purpose, Ceci is powered every day by a true love for what she does. It’s what motivated her to start Ukuleleria, and it’s what kept any doubts away through all the ups and downs. Let’s show Ceci some love with 💚 in the comments.
Posted by Shopify on Monday, January 27, 2020
And Glossier is a great example of superior customer service on Twitter. linksexpert They use their 280 characters to answer questions and solve problems—fast.
DM us your order number and we can help!
— Glossier (@glossier) May 5, 2020
Notice that each of these accounts has a consistent voice, tone, and style. That’s key to letting people know what to expect from your feed. That is, why should they follow you? What’s in it for them?
Consistency also helps keep your content on-brand even if you have multiple people on your social media team.
For more on this, read our guide on establishing a compelling brand voice on social media.
Ask your followers
Consumers can also offer social media inspiration.
What are your target customers talking about online? What can you learn about their wants and needs?
If you have existing social channels, you could also ask your followers what they want from you. Just make sure that you follow through and deliver what they ask for.
Step 7. Create a social media content calendar
Sharing great content is essential, of course, but it’s equally important to have a plan in place for when you’ll share content to get the maximum impact.
Your social media content calendar also needs to account for the time you spend interacting with the audience (although you need to allow for some spontaneous engagement as well).
Set your posting schedule
Your social media content calendar lists the dates and times at which you will publish types of content on each channel. It’s the perfect place to plan all of your social media activities—from images and link sharing to blog posts and videos. It includes both your day-to-day posting and content for social media campaigns.
Your calendar also ensures your posts are spaced out appropriately and published at the optimal times.
Determine the right content mix
Make sure your calendar reflects the mission statement you’ve assigned to each social profile, so that everything you post is working to support your business goals.
You might decide that:
50% of content will drive traffic back to your website
25% of content will be curated from other sources
20% of content will support lead-generation goals (newsletter sign ups, ebook downloads, etc.)
5% of content will be about your company culture
Placing these different post types in your content calendar will ensure you maintain the right mix.
If you’re starting from scratch and you’re not sure what types of content to post, try the 80-20 rule:
80% of your posts should inform, educate, or entertain your audience
20% can directly promote your brand.
You could also try the social media rule of thirds:
One-third of your content promotes your business, converts readers, and generates profit.
One-third of your content shares ideas and stories from thought leaders in your industry or like-minded businesses.
One-third of your content is personal interactions with your audience
Pro tip: Once you have your calendar set, use a scheduling tool to prepare messages in advance rather than updating constantly throughout the day.
We might be biased, but we think Hootsuite is the best social media scheduler. You can schedule posts to every network and the intuitive calendar view gives you a full picture of all your social activity each week.
Here’s a quick video overview of how scheduling works in Hootsuite’s post composing tool.
Step 8. Evaluate and adjust your strategy
Your social media strategy is a hugely important document for your business, and you can’t assume you’ll get it exactly right on the first try. As you start to implement your plan and track your results, you may find that some strategies don’t work as well as you’d anticipated, while others are working even better than expected.
Look at performance metrics
In addition to the analytics within each social network (see Step 2), you can use UTM parameters to track social visitors as they move through your website, so you can see exactly which social posts drive the most traffic to your website.
Re-evaluate, test, and do it all again
Once this data starts coming in, use it to re-evaluate your strategy regularly. You can also use this information to test different posts, campaigns, and strategies against one another. Constant testing allows you to understand what works and what doesn’t, so you can refine your strategy in real time.
Surveys can also be a great way to find out how well your strategy is working. Ask your followers, email list, and website visitors whether you’re meeting their needs and expectations, and what they’d like to see more of. Then make sure to deliver on what they tell you.
Social media moves fast. New networks emerge, others go through demographic shifts.
Your business will go through periods of change as well.
All of this means that your social media strategy should be a living document that you review and adjust as needed. Refer to it often to stay on track, but don’t be afraid to make changes so that it better reflects new goals, tools, or plans.
When you update your social strategy, make sure to let everyone on your team know. That way they can all work together to help your business make the most of your accounts.