Once you have identified your core customers and determined which Social Media sites they use most frequently, it is time to create and implement your Social Media Strategy. Let’s say that your core customers use Facebook, YouTube, and Twitter most frequently. Take advantage the key features of each and integrate all three sites into a promotional strategy. For example, to promote an upcoming event: an in-store clinic or, a new music reading session.
- Twitter: Immediacy.
- Send out “tweets” about your event just prior to, during, and just after your event.
- Include links to the YouTube Videos you create in your tweets.
- Include a “hash tag” (#) for the keyword about your event in each tweet.
- YouTube: Visual Impact. Shareable Links. Searchable key words.
- Create YouTube Videos that focus on your event one month prior to, during, and following up after your event.
- Add “Tags” to each video and write “keyword-rich” descriptions for each video. Tags and descriptions make your YouTube Videos searchable!
- Copy and Paste the “links” for each video in a document so that you can use these links in your tweets and in your Facebook Page articles.
- Facebook: Pictures. Sharing with friends.
- Create Facebook Events on your personal Facebook profile. Invite your customers to attend your event.
- Post pictures and articles about your event on your company’s Facebook Page.
- Create short posts that include links to the YouTube Videos that feature your event.
Successful Social Media Strategy
All success is planned! Use these guidelines as you plan your Social Media strategy:
- Create a Timeline. Clearly communicate the deadlines for completing and posting videos, tweets, and articles for each stage: prior to your event; during your event; after your event.
- Delegate Responsibility. Assign the key tasks to the proper staff member(s). Ensure that they have the proper equipment, time, and support to complete their tasks.
- Monitor Progress. Hold regular meetings to ensure that your project is on time, on budget, and properly focused. Make adjustments to your strategy as required.
- Measure Expectations. Define and measure the results that will create a successful event. How many “views” on YouTube? How many “likes, shares, and comments” on Facebook? How many “re-tweets” on Twitter? How many people attended your event? What is your sales goal for your event?
- Evaluate the Results. Gather your team after the event to discuss:
- What worked well – and why.
- What didn’t work so well – and why not.
- What lessons you have learned.
- What adjustments you will make to your Social Media strategy.
This is the second in an ongoing series of articles. Click on this link to read the first article in the series. In the next episode, I will share my best practices for using Facebook to engage your Music Store’s core customers.