Your Social Media Strategy Overview


Many websites are now recognizing the need to incorporate a Social Media Strategy as part of their optimization process for getting found on the internet, in order to generate more traffic, sales leads and even sales from their website.   Here is a short summary of types of Social Media steps you might want to include:

1.     Define: Your Measurable Goals for the website:

The first step in this process is for you to determine what you want to have happen as a result of your social media activities.   More traffic?  New sales leads?  Sales on your shopping cart?  Facebook “likes”?  Twitter followers?  New prospects who visit your social media pages?   Video views on YouTube?

With these measurable goals in hand you can now develop strategies and activities to get those results.   Not sure what goals and objectives are best or even do-able?  Just let us know, we can help.

2.     Audit:  Know What is currently being written about you

A major element of what goes into your strategy starts with understanding what messages are being said about your company, brand, products, employees or website both favorable and unfavorable.   There are software tools available to help you to audit those messages, both current and past, to help gauge the sentiment of various social media channels.   The more you measure and audit, the more prepared and timely your strategies will become.

3.     Analyze:  Know who your competitors are and their Social Media Activities

Key competitors are a whole other, and large element of the social media landscape.  As a result, it is imperative to know and track the competition, what is being said about them, and what channels they participate in.   In general, you will want to travel in the channels they are traveling in.  Plus, knowing what is being said about them can help guide your strategy planning.

4.     Understand the Various Social Media Channels:   What are the right social media channels for your business and target markets.

Now you can combine your industry social channels with your competitors channels in addition to those on your checklist to round out the full spectrum of ideas for those channels you will want to incorporate into your strategies.

5.     Plan Your Messages:  Know what messages you want to deliver to your target markets, industries, prospects & customers.

Here is where it all comes together for your strategies.   You have the channels, messages, competitors and understanding of the marketplace to piece together your strategies.   Still at a loss?  Just ask and we will help.

6.     Schedule Your Messages:

With you messages prepared, channels and strategies selected you are now ready to lay out a schedule of who will do what, where and when you will roll out your activities.   There’s typically lots to do so a well-laid plan will allow you get the resources and people you will need to implement your strategies.

7.     Distribute Your Messages:

Now that you know where you want to send your messages, it is important to know and understand the key multipliers within each social media channel.  For example, are there Facebook groups that should be used to target messages, or have them re-send your messages to other like-minded folks.  Are there important bloggers who will have much more than others should they be interested in re-sending your messages?  Are there potential promotional partners who could leverage your message to even more like-minded folks.   By thinking through the distribution of your work you can find real leverage and effectiveness.

8.     Monitor Your World:

Your strategies need to include a process and a plan for monitor your messages and, more importantly, the feedback and the ‘chatter’ that your messages are creating.  This should be an on-going and real-time process to help you stay on top of the activities and the various comments, questions, reactions, etc that may need to be addressed as a part of your strategy in a timely manner.

9.     Plan Your Resources:

These steps are help to flesh out your strategies and now can provide you with a clear picture of what resources you will need to develop and implement your Social Media Strategies.    With plan in hand you can also explore ways to outsource some, or in some instances, all of the implementation of your strategies.  We can help you with this step and even help identify cost-effective options for implementing parts of or all your strategies.

10.   Measure Your Activities: Know Where You’ve Been

Finally, it is important to have a reporting process that allow you to capture and measure your results.  Not only does it help with the management of the cost and time-frames, but it helps you adjust the plans and activities that enable you to be more cost-efficient with your Social Media Strategies.

About the Author

About Chuck Stewart

Introduction: Enjoy Family, Church, Coaching Basketball, and Work
Occupation: Run an SEO firm called SearchEngineRanking.Net. Also serve as a partner and advisor to small businesses.
Employment: SearchEngineRanking.Net Owner, 2008 - present
Education: Miami University Marketing, Finance, 1981 - 1985
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