By Jessica McLean, Account Manager, Zadro
It’s easy to see social media as a FREE advertising tool, a quick fix, a channel to get an immediate result. You post… people like it, ta-dah.
I hate to break it to you, there’s never a quick fix or an instant overnight result. It’s not about jumping on the latest trend or shouting the loudest; it takes more than a post to generate the sales your business needs, or to increase the numbers for that upcoming report; and your business won’t get the results or growth instantly, especially if you’re not communicating correctly or including any advertising budget to increase your exposure.
You need to think long-term growth that’s sustainable for your team. What you need is a strategic social media plan. A purpose. But even more than that, you need to know your audience.
Audience is one of the most important aspects of social media, to ensure you are engaging your online community, you are seen as a trusted brand and your advertising dollar is maximised.
So where do you start?
It comes back to the 5 W’s – if you can answer these questions before you start, you’ve got a solid basis for your social media plan.
- Who am I saying it to?
- What am I saying?
- When am I going to say it?
- Where am I saying it?
- Why am I saying it?
And ultimately: What are the desired outcomes?
Social media is a great option to not only be a part of your online community, it’s a chance to stay at the forefront of what your industry is talking about and ensure your brand is making lasting impressions.
Recently, I had the privilege of attending a seminar by Lars Silberbauer, the Senior Global Director of social media and video at LEGO, who talked about how LEGO hit their target markets and created audiences, using their message of inspiring ‘play’.
LEGO have an interesting audience engagement approach, their podcasts, YouTube channels, and social media are all aimed at kids, via parents. They have identified who their audience is, the best channels to reach them, and have rolled it out globally.
One unique example Lars presented, that stood out for me was ‘The $100 Campaign’ – by limiting a social campaign spend to $100, it forced the LEGO team to create more dynamic posts and really nail the marketing on the head in terms of audience, customer journey, brand language, clearly defined objectives, and expectations.
If you are interested in learning more about making the most out of your social media channels, check out ZU – Zadro University – we offer a one-day course on how to create a social plan for your business, using digital channels and advertising tools.
Or, find out more about Zadro facilitating a strategic planning COMM*BAT session for you, contact us today!