By Ruth Atherley
We recently had a potential client come to us for a social media strategy and tactical plan. They also wanted us to implement the plan. As they laid out their goals, targets and key performance indicators (KPIs) for the first six months, we worked to respectfully, but honestly communicate that what they expected was close to impossible – for anyone. (And that anyone who said they could achieve those targets was either misinformed or overselling themselves.) In addition to unrealistic goals, they had an incredibly small budget. They were adamant about their expectations and didn’t want to hear our feedback about the realities of what could be accomplished. It was clear that this client wasn’t a good fit for us, so we respectfully declined this contract.
We love social media and have an in-depth knowledge of the power of social networks and online engagement – but it takes resources, effort and time to build a community, to create engagement, and to facilitate communication and dialogue. We’ve been including social and digital media in our strategic communications plans since we opened our doors over 14 years ago. And we have learned some valuable lessons about what it takes to do social and digital media well.
View social and digital media as a component of your overall communications strategy.
No element is a stand-alone and there will always be overlap. It is crucial that you don’t just repost the same content on all of your networks. Change it up a bit to speak to the specific community or stakeholders, use different images, and stagger the posts from one network to another.
Don’t try to be all things to all people.
Unless you are a large consumer product or service company – limit which networks you use. It is impossible to keep up with multiple social media networks and do it well. Pick your top one, two or three and do those well first – and then see how you can expand out.
Create an editorial calendar.
Have it include all of your communication vehicles, networks and outreach. Identify the events, initiatives and information you will share and work through it like a magazine would work through their editorial lineup for the year, quarter, month and week.
Put enough resources into it to do it right.
Having someone manage your social media from the side of their desk doesn’t work anymore.
Respect the fact that your social media channels are a megaphone to the world.
Copyedit, proofread and fact check what you are saying. It matters.
Give yourself time to build a community and to create engagement.
Don’t expect that you will have thousands of followers the first week you are active on a social network. It doesn’t work quickly – and you want a good community that will engage. That takes time.
Give more than you take.
Engage with others. Comment, retweet and share. If you aren’t actively supporting others, you can’t expect them to support you.
Keep the algorithms of the social network in mind.
On Facebook, your followers might not see a specific post. Comment on your own post or respond to a comment to help bump it up a little. Don’t repeat a post three or four times a day – that becomes irritating to your audience – and don’t try to trick them by changing up one thing like an image. Your audience will see through that. If you want to make sure they have seen your post, find different ways to showcase it that isn’t irritating and repetitive.
Spread it out over a range of channels and social networks – plan it out with the editorial calendar.
Social and digital media are important parts of a communications strategy. To do it well, you need time, resources and action.