Part 5 of 5 series.
Alas, we’ve come to the final part in the social media strategy series. The last ‘W’ stands for ‘Why’? And it’s in line with Altimeter’s quote about everything you do in marketing/social should pass the “so what” test.
When you create your social media strategy you need to ask yourself why do you want to be on social media and what are you hoping to get out of it? Why did you choose those specific social networks and why do you post on them with regular cadence? Why are you there?
It’s funny, but most people don’t really put a lot of thought into these questions and that’s what gets them into trouble. Because at some point they get overwhelmed and ask themselves the same question, ‘Why am I doing all of this?’ Without a game plan which answers the 5 Ws of who, what, where, when and why, you stand to waste a lot of time and money that you might not have to throw away.
- Who your audience is
- Where they hang out
- What your key messages are (what problem are you solving) and what do you want your audience to do once they hear your messages
- When you want to deliver those messages (and the frequency)
- Why are you on social media to begin with?
Your answers to ‘why’ should not be:
- Because everyone else is on there
- Because my competitors are on there (that doesn’t mean they got it right)
- Because it’s cheap and easy (probably not if you do it right)
- Because I want another mechanism to blast out my content (now that’s not very social)
Thanks for reading the 5 part series. My book is with my editor and I hope to have it out before the holiday season. Stay tuned.