Social Strategy Part 1: Businesses and Nonprofits

Social media is not rocket science but some folks get so overwhelmed by the “”of the potential impact that they lose sight of why they are engaging in social media. First and foremost you need a strategy.

Step 1: Ask yourself the following 2 questions:

1. What do I hope to get out of using social media?
2. What value can I give to my constituents or customers in having a social media presence?

It’s important to figure out why you are engaging in social media and set realistic goals. Once you’ve identified those reasons, you need to do a little homework before diving right in. You should already know your demographic and for the record, “everyone” or “nationwide” or “the world” is not a demographic. Demographics can include geographic location, sex, age, education level, ailment, or household income.

Once you’ve narrowed your demographic down, ask yourself:

Step 2: Where are my industry or products being talked about on the web? Are they on Facebook, Twitter, My Space, LinkedIn, YouTube, Blogs, Forums, newsletter, email, etc. Chances are they are not everywhere. Start off with one or two social networks that have significant reach and focus on those areas.

But before you kick off your social media campaign, you need to:

Step 3: Identify a resource to manage your social network and media campaign. You need to identify a person who is passionate and engaged about your company and product/service. They need to be a somewhat dedicated resource, meaning they need to have so many hours per week dedicated to managing your social media presence. Even if it’s only 5 hours per week, this is essential to be successful.

Tune in tomorrow for how to engage your constituents.

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About Tracy Sestili

Tracy Sestili is CEO and Chief blogger at Social Strand Media. She is also the author of Taking Your Brand from the Bench to the Playing Field -- Social Media Fundamentals for Business.


  1. […] Social Strategy Part 1, defining your strategy Social Strategy Part 2, engaging your customers […]