Find out what are the 4 fundamental pillars of planning for social media.
At this point you should already know that you are not supposed to post anything on your company’s social networks, so it’s worth delving into planning.
Good planning for social networks includes aspects such as target audience, channel presence strategy, frequency of posting and constant monitoring of results. Having a clear plan for its social media, the company still gains the flexibility to take advantage of current affairs.
The presence of brands on social networks requires planning. In fact, any marketing strategy begins with the definition of objectives, indicators, audience, deadlines and responsible persons.
But many brands do not have any planning for social networks. They enter without knowing what to do there! And in this way, they waste much of the potential of these platforms for marketing.
Therefore, we are here to help you structure your social media strategy. Check out what are the pillars of planning for social networks!
What do I need to know before planning for social media?
Before planning for social networks, it is important to define the objectives of marketing and the company as a whole.
After all, the social media strategy only makes sense if it helps the company achieve its goals: selling more, expanding its reach, generating more Leads or attracting visitors to the website, for example.
Planning for social networks, therefore, is the way to organize ideas and strategies so that they fulfill their role in business strategy.
For this, you must go through the points that we are going to show you now: audience, objective, channels, frequency of publication, content and monitoring of results.
1. Know who the brand is talking to.
Social networks were created to create connections. They are powerful relationship tools between brands and consumers. So, to connect with people, you need to know who you’re talking to. For this, the ideal is to outline the profile of your buyer persona in planning.
The persona is the description of a character that represents your ideal client. It is with this character that their content will communicate, to address the subjects that the persona likes, resolve their doubts and needs, speak their language and be on the channels they use.
Realize that the buyer persona goes beyond the target audience, which you may already have defined for your brand.
While the target audience superficially segments people, based on gender, age and location, the persona deepens the audience’s interests and behaviors throughout their journey of discovering and learning about your brand.
2. Draw a planning strategy for social networks
If you already know who you are talking to on social media, what strategies will you need to adopt to communicate with your persona? The definition of a strategy shows the way to reach the persona, create a relationship with him and reach the results.
For this, the strategy must start with the definition of objectives and goals. Think about what you want to achieve in the short, medium and long term on social media. Set quantifiable and measurable goals so that the indicators can show whether you have achieved them.
With your goals and objectives in mind, set the path to achieve them. Analyze the context of your market, how competitors operate, how the public relates to brands and what opportunities you can explore on social media.
Define what content you will produce (paid and organic), which editorial lines you will follow and how your team will organize for that.
3. Establish channels, constancy and frequency.
Many brands put this step in the beginning and define the channels and content first of all. However, the choice of platforms depends on the definition of the strategy objectives and the persona profile, which must come in previous stages, as we have already shown.
Each social network has different characteristics, formats and languages, which serve different audiences and help to fulfill different marketing objectives. Therefore, it is important to know each social network to choose platforms that are more aligned with your planning.
When defining the channels, you should also plan a publication calendar that guarantees their regularity. The brands must have constant posts, with an adequate time interval between them, so as not to lose the engagement of the followers and show the algorithms that they are always active.
It is worth mentioning that there is no right frequency of posts – the important thing is to evaluate your production capacity and test with your audience to see what works best.
4. Manage content and monitor results.
On social media, it is not enough to publish the contents. At the tip of the iceberg are the publications that appear to followers, but behind that, there are many other social media management activities.
This management includes organizing the routine, producing the content, scheduling posts, analyzing the results reports and much more. One of the very important topics of social media management is the monitoring of publication results.
You need to monitor the performance of the posts to find out what worked best and which subjects or formats yielded the most interactions. Although it is neglected by many brands, it is this evaluation that feeds the planning of the next posts, so that they generate even more results.
To manage and monitor social media reports, it is essential to have materials and tools to assist the team in organizing activities and content planning.