Attending a luncheon this week, I got to hear the COO of Taco Cabana speak about their social media strategy. Since 2010 the company has worked diligently to reposition their brand and social media has played a major role. Here are a few things I took away from his presentation.
When creating your company's social media strategy start by asking yourself a few key questions.
What social media platforms should I use?
You want to be very careful not to spread your social media efforts too thin across too many platforms. It is much better to pick a few platforms and really work on building your presence on those. Quality definitely wins out over quantity when it comes to your brand and social media.
What social media platforms are right for my brand?
Not every social platform fits every brand. You must decide what platforms help you accomplish your company's objectives. Pick the platforms that will help you set the tone for your brand's voice.
How can I support the social media platforms I choose?
When creating a social media strategy, you need to figure out who will be interacting with your customers and fans on the company's behalf. You need to maintain a consistent voice that aligns with the company's personality.
Also, you need to be prepared to invest time in growing your brand over social media platforms. Really working your social media strategy can easily take a full 40 hours a week. Like anything else, you will get out of your social media activity what you put in.
How much money should I spend on my social media efforts?
Social media efforts need to receive part of your marketing budget. The percentage of your budget you choose to spend is totally up to you. When deciding the amount you need to think about what your objectives are when using social media, how quickly you want to see results and how much time you have to dedicate to your social media strategy.
What should I post (and not post)?
Commit to acting with a purpose. It is always important to define clear buyer personas to help direct your content marketing efforts.
Each action you take across social platforms should be consistent with your company's objectives. Make sure that you are keeping with your brand's personality. The content you post and all of your social interactions should provide some type of benefit to your customers and fans.
Set guidelines for how your company will implement your social media strategy.
- How will you respond to negative posts?
- How quickly will people get a response from you over your social networks?
- How often will you post?
All of the answers to these questions need to be planned out ahead of time so that you can maintain your brand's consistency.
How do I measure the effectiveness of these campaigns?
Set metrics to measure success and monitor your efforts. Maybe you are looking at total increase in Facebook likes or Twitter followers. You might measure success based on how often your content is shared. Analytics are vital to any inbound campaign.
It was very refreshing to hear from someone as passionate about their brand as Todd Coerver. What really impressed me, is that he was not afraid to step away from the confines of traditional media, and embrace the emerging digital channels.