Planning & Strategy

Social Media Planning

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Social media has become a necessary and effective marketing channel. In fact, three out of four CMOs believe social media impacts sales (The CMO Club study by Bazaarvoice, 2012). So you know you need it. But where, how—and more importantly—to whom?

The key to ensuring successful social media campaigns that move the needle? A user-centric approach.

The User Deep Dive

Unfortunately, if approached the wrong way, social media can cause more damage to your brand than good. The most successful social media campaigns are designed through the eyes, ears and touch points of the consumer:

  • Where in social media is your user?
  • How are they using that channel?
  • What type of content are they responding to?
  • What is their motivation when they log in?
  • What makes them passionate brand advocates?

A social campaign is only truly brilliant if it’s designed with the user in mind. Only then will consumers recognize the relevance and engage in ways that ultimately impact the bottom line.

The Who, What and Where

As we build social strategies and determine which social networks will be most effective, we consider:

  • Brand objectives
  • How are they using that channel?
  • The presence and activity level of the target consumer in those channels
  • What resources will be necessary to successfully provide support in that space

The result is an intricate social media strategy and corresponding editorial calendar built to deliver brand messaging and engagement, while giving the user unique reasons to follow your brand within each channel.

Contact us if you're interested in learning more about how social media planning works.