Questions Before You Go All Social…
At the final Untangling the Web series, a partnership between AAF-Suncoast, atLarge, Inc. and USF Sarasota-Manatee — attendees brainstormed their goals for their organization’s social media strategies. The series was the final piece on how to use analytics, search engine optimization and social media for deliberate, powerful customer relationships.
Throughout the workshop, attendees focused on tying their organizational goals and resources into their digital marketing strategies. Here’s a recap on the questions attendees worked through in relation to planning their social media strategy:
- Do I belong in social media?
In other words, can I create content — copy, videos, pictures, podcasts — that people will look forward to immersing themselves in?
- Do I have the resources to keep it going?
Beyond creating a Facebook page or a Twitter profile, do I have management support and the time to respond to comments and add valuable updates to the social media profiles I create?
- What do I hope to accomplish?
Am I looking to persuade new audiences to take action on my behalf, to establish my organization’s expertise within my industry or to boost online sales? The answers to these questions will determine the tactics and resources I employ.
- How will I track my progress?
Am I going to use social network analytics combined with my Web site analytics? Do I want to invest in a brand monitoring program like StartPR or Radian6?
- How can I integrate conversion paths?
Will I link my social networking profiles to my Web site where visitors can subscribe to my eblast? If I have an online store, will I link social networks directly? How can I make it easy for a visitor to view me on their turf whether that’s a Web site or social networking site? How can I connect my online spaces?