Success through Social Media is not some voodoo formula that magically makes your business grow leaps and bounds over night. Like anything else you need to employ make sense strategy and execute accordingly. We have developed a 3 Step (Phase) process that we think works in achieving measurable success through Social Media Efforts:
Step 1- BE SEEN
We design your assets, update your touch points (Website Icons, Email Marketing Icons, and all of your Social Media Profiles) and devise a themed messaging strategy around what will be SEEN when fans/consumers/prospects SEE you online. We secure all of the necessary usernames across all platforms (even if you are not using that profile yet) and we make sure that everything is on brand. We focus most heavily on custom Facebook design because we feel this platform affords us the most robust messaging tools to communicate your overall message. We want to gain likes, encourage brand awareness around all of your products and services and encourage the sharing of your content by Facebook users amongst their friends and family.
Step 2- BE HEARD
This is where we actually get some new eyeballs back to your “home base platforms” (Facebook and Website) using tools such as “fishing social platforms” (Twitter, Pinterest, Instagram). We need relevant content to share with these platforms as a tool to incent the visit. What is your unique selling proposition and what is your brand strategy to drive buyer behavior? Some brands discount through sales while others might want to maintain a high end image. These are different brand approaches and with each you need to employ a different methodology.
The other tools we implement during this phase are: Facebook Ads, Blogger Outreach (influencers who can do some editorial or advertorial coverage on us) Email Marketing to strategic lists in our target demo, Live Events etc. We need to use non-social platforms to drive eyeballs back to our home base platforms in order to get them as potential users of our service.
Step 3- BE KNOWN
Once we have employed methods to drive new fans and followers it will create fresh activity on our platforms. Then the up front BE SEEN strategy starts to kick in as users engage with our EdgeRank optimized messaging plan (on Facebook) and our custom Facebook applications. Now we employ contests and promotions to help carry the brand and marketing message across multiple channels. We can also create collaborations with other brands and entities who will help us double down on our Be HEARD efforts. You cant jump to this step, because you first need to create buzz and a following to have these brand ambassadors doing the heavy lifting for you. Also other brands will only want to collaborate with your business if you bring some sort of tangible benefit to theirs. Having a real and active following gives them an audience to promote their services and they will be more inclined to enter into mutually beneficial relationships that allow you to both win.
So in the end it is very important to follow this 3 step (phase) process and know that you will squander opportunities and compromise success of the subsequent step if you cheat or rush the prior one! I also think this roadmap helps put into perspective that you don’t just launch a Facebook Fan Page and buzz just starts. You have to dig in and work to get there, but it is well worth it when you do!