What is a Social Media Implementation Plan? I call it a social media tactical plan, which goes with the strategic plan, which is part of the overall marketing plan, which is part of the your business plan.
Having plans for every part of your business is crucial to keep you on track. Otherwise, you will be lost and waste time and money. Yes, I know it’s hard work. You know your business, your expertise. That’s where a SCORE Mentor can help guide you in the right direction and review your plan.
There are 3 things to consider before you can develop a Social Media Implementation plan.
- Clearly define your target market(s). Learn who they are, what they like, which networks they use the most. It takes some research.
- Set SMART goals. How many new clients or sales do you need each month to reach your monthly monetary goal? How many leads do you need to reach that goal?
- Develop a strategy on how you are going to market to your target. You’ll need some overall objectives and strategy and then strategies for each of the social networks as well as content marketing – creating your own content (blog posts, videos, graphics or podcasts) and sharing content from trusted sources of interest to your target.
Now you can start on the tactics – how you are going to implement the strategies.
If you’re more B2B, then you’re probably going to be heavy on LinkedIn, spending more time there. Use Twitter for overall exposure and Search Engine Optimization (SEO). You can use Facebook — and FB is trying to attract B2B advertisers with enhanced audience insights. However, don’t spend that much time there.
If you’re B2C — trying to reach the consumer — you’re going to be using Facebook, Instagram and Pinterest more. Posting regularly on Twitter and LinkedIn will help with gaining exposure and SEO.
You need to blog at least 3 times a week for optimum lead generation and drawing traffic to your website. Your website has to be set-up to capture leads so you can then convert visitors in to leads and leads into sales.
How much time should you spend on each network?
It depends. Focus on the networks where
- your target market hangs out the most
- you’re building relationships and
- the ones that are driving the most traffic to your website.
If you’re starting from scratch with little or no following, you should spend at least 90 minutes a day for the first 30 days searching for your targets on the networks, posting content that they’ll like and building relationships. Once you reach a certain number of followers (varies with the networks), you can start getting analytics and insights on follower demographics, best time to post, what types of posts they like, etc. It doesn’t have to be a whole block of 90 minutes. Spread it out. That’s what the tools mentioned above help you do. Schedule the time in your calendar system.
If you don’t spend this time up front to build your following, it’s going to take you longer to start seeing results.
Your first month’s following goals should be:
- Twitter: 100 Followers
- Instagram: 100 Followers
- Facebook: 50 Likes -- 100 preferred
- LinkedIn: 50 connections and a completed profile makes you an “all-star”
Once you’ve built a following, then you go into maintenance and management mode. This can be done in 30 minutes a day with many of the free tools that are available like Buffer and HootSuite.
Today’s digital marketing: social, content and mobile is effective and it’s not going away. You either need to embrace it, adapt, learn and use it properly and effectively, hire someone to do it, or close up shop.