In order to get consumers more aware about your online brand presence, public relations professional online teams need to sit down and discuss a strategy, find out where your consumers are active, set a goal, identify how your goals will be measured and how you will implement your goals. Below are 6-steps, based on Jim Tobin's Ignite Method, to create a social media marketing strategy.
Discovery: The discovery stage is where you sit down with your marketing team and talk about your budget, what your product is, who you are trying to sell it to, etc. This is how you ‘discover’ what your company is all about.
Community Analysis: This is where you scan online sources to see where your target market hangs out on the web. This helps because you can see who your market interacts with, who they ‘follow’, what key terms customers are using, etc. The more time you invest in this stage, the better you will understand your market you’re targeting.
Goal Setting: This is where you and your team choose your objectives for how you want to be seen online.
Engagement Plan: Once you figure out a strategy, design a plan of action to reach your company’s goals. There are three main areas you should focus on in your engagement plan: content strategy, channel strategy and campaign strategy.
Measurement Strategy: This is where you and your team devise a plan for how you’re going to measure your brand objectives, who is going to be doing what, and what long term monitoring will be going on.
Implementation: This is where the ball gets rolling and you put your planning to action.
In order to understand your audience through social media, a marketer or a PR representative must follow these 6 steps in order to gain success in the market. Figure out what needs to be done, who your target is and what they do/like, set your goals, know how you will obtain those goals, assign tasks, and get to work.
It’s as easy as that. Click Here for a full length video on the Ignite Method.