Social Media Framework – building your strategy
Social media resembles a force of nature: you cannot control it, but neither should you let it run its course without taking some precautions. With a little planning and determination, you can even take advantage of social media and try to harness some of its power to have it work for your own goals.
Getting the energy of social media to work for you can be done by utilising a social media framework to support your actions. You can read here about the general setup of M-Brain’s Social Media Framework, which is structured around eight key success factors.
In this blog post, I will focus in more detail on the internal cycle of our model, where social media strategy is built. The internal cycle of M-Brain’s Social Media Framework consists of four key success factors, which are the corner stones of a social media strategy.
1. Setting objectives
Social media work should never be done apart from the rest of the organization. Setting objectives ensures that social media work is aligned with the organization’s mission, vision and goals.
When setting your objectives, you should ask yourself:
- Why is it important for us to be active in social media?
- What are we trying to achieve through our social media presence?
You should keep in mind, that social media objectives should always benefit wider business objectives. Therefore, achieving social media objectives should help in furthering the goals of your organization in general.
2. Determining target groups and channels
Multiple audiences can be reached through social media, but which ones are the most relevant? It is important to understand who your target groups in social media are, where they are and which channels need to be considered and preferred.
When determining target groups and channels, you should ask yourself:
- Who are we targeting?
- Where are our target groups?
- Where does industry-wide discussion take place?
Since we all live under the pressure of being maximally productive with minimal effort, it’s essential to determine relevant target groups and channels before investing too much time or money into social media work. This ensures that your efforts are efficient and accurately aimed.
3. Defining activities
To make sure that your eye stays on the ball, you should take some time to plan your work ahead and define concrete social media activities that you want to execute. If this step is done diligently, it will guarantee that you won’t stray too far away from the original objectives set for your social media work.
When defining activities, you should ask yourself:
- What sort of activities help us meet our objectives?
- What are the targets and goals we want to achieve through our activities?
You should also remember that the planned and executed actions should be directly linked to the overall objectives, and they should also be measured frequently in order to meet specific targets and goals.
4. Assigning ownership
Finally, for all this planning to turn into implementation and action, ownership should be clearly assigned. There should be no doubt about who is responsible for which channels and for which activity within that channel. Also on a bigger scale, there should be someone overseeing the general process of social media presence within the organization.
When assigning ownership, you should ask yourself:
- Who is in charge of the overall social media strategy and presence?
- Who is responsible for individual activities is social media?
- Which departments are involved?
Be aware, that roles without clearly defined ownership and responsibility make it virtually impossible to take on a successful social media implementation process.
You will find that taking the time to think about these key success factors and their implementation in your organization pays off. If this phase is done carefully, it will result in a solid foundation for a more detailed social media strategy for your organization.
If you have any questions regarding our Social Media Framework, we would love to hear from you.
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