Social media is one of the most important parts of engaging customers and spreading brand awareness. Companies designate large amounts of marketing budgets to social platforms because they know it is a method proven to garner new leads and sales. Creating compelling and interesting social content is on the forefront of every marketer's mind, but it's not easy maintaining a company's social media profile, and it takes a considerable amount of strategy. Here is how to build a social media approach with a high return on investment:
1. Define objectives and measurement methods
Social media takes perseverance, so companies need to make sure that they have a specific goal in mind to achieve. Plan out the first couple months of the social media campaign, then designate consistent benchmarks for measuring progress.
2. Observe market practices
Search Engine Land suggests looking and listening to what competitors are doing in the market to reach their target audience. This doesn't mean take their approaches, it means be aware of common practices and adapt unique approaches for the company.
3. Document every step
Always keep track of how social media efforts are playing off. Take note of what works best for the brand on networking platforms, but also learn from mistakes and strive to improve social practices for the future.