Often people in my workshops start by saying that one reason for attending is because "I want to develop a social media strategy". I always suggest that social media is only a tool in the leaders toolbox for delivering the overall brand strategy.
Before embarking on social media, you need to clear about who your brand is....and what your goals are....
Then you can develop your social media as part of the 'how' you will achieve those goals. For me social marketing is about understanding and building upon these core principles.
- Why do you exist is the foundations of any brand strategy. The blue box is placed at the bottom of this chart because before you understand the answer to this brand question, social may be implemented of course....but success will be difficult to achieve.
- Once you know why you exist, you need to ask what is the social element to your brand...Why would people share about what you do? When would they be likely to share and how...
- Then you can decide your content strategy.....if you know your social element and when they talk about your sector.....then ask what content would be valuable to them and in what format?
- When you have thought about these three social elements of your brand...then the 'media' bit starts....so how do you reach those people, connect with them and start to build relationships.
The problem is that people often make one of two mistakes
- They see social media as a strategy not a tactic to deliver the brand strategy.
- They start at point (4) and work backwards.
Hope this helps...