The Latest Social Media Strategies For 2020
Social Media has been a norm especially when this year 2020 kicked off a new decade with an entirely new normal life and set of control rules for everyone. Many brands and businesses planned their strategies but could not have predicted how fast the current pandemic events have swept up the global market, conversations and behaviours. From the COVID-19 to the Black Lives Matter movement, everyone is so busy to adjust big and small strategies.
We have outlined how brands can reevaluate planned campaigns, contents, assess evolving customer needs, plan for the new normal and re-strategise all the works we have done before.
Assess On-going And Planned Campaigns
Before we make a move, get a realistic view of our starting position and push a pause to it. So, we are still able to give ourselves some room to breathe while evaluating a new plan.
Firstly, look at what we have planned to launch in the coming weeks and month. Ask ourselves, do all these activities still make sense and suitable today for what had happened? What can we keep and what we should postpone?
Especially right now, consumers have a very sensitive level of emotions as everyone is very concern in health and safety during the pandemic. Your brand’s content planning has to be balanced with positivity and responsibility aspect. So, evaluate the content with a well-intentioned message on social media. As a creator, always think from the audience perspective what would they like and concern to see during this time? Would they feel resistance if a company sent over a sales pitch during this time? As a consumer, what will you searching for during this pandemic? According to BrandWatch, the “how to” phrases on the search engines. With the piles of content on social media, we have been seeing a lot of trending contents such as how to make dalgona coffee, how to bake a burnt cheesecake and so on.
Study The Market And Change Your Strategy
Social listening is one of the great tools to help you gauge customer sentiment and identify what’s the top topic and concern from the audience. Listening is powerful for understanding a broad conversations pool around major happenings online, crisis situation and more.
Now, may not be the time to being salesy and pushy to close a sale but it’s a great opportunity to build a better relationship with your customers as they are spending more attention on social media during the period of time. Demonstrate how you understand the audience needs from your brand and show them how you supporting them during the crucial time. If you prioritize creating connection and customer care, you will definitely create strong brand loyalty that will last beyond this pandemic.
According to Social Media Today, analytic shows that social and digital media usage is at an all-time high during the COVID-19 lockdown globally. So, if your business has no choice to decide to postpone a product launch or sales campaign, may consider using the time and channel to drive more brand awareness, focus on wider reach, impressions, and follows.
The 6 Steps Social Medis Strategy Frameworks That Gets Results
At most your 2020 social media plan have been disrupted. However, we should always think on the bright side because there’s always an opportunity to focus our brand vision and have a reset on your business goals. So, shall we start?
- First, evaluate back the success of your social media activities in 2019 and year-to-date.
- Set a new social media marketing strategy for 2020 based on the projection for this year’s performance.
- Discover the resources needed to achieve and succeed.
When you have a clear view after the above planning, let’s kick start the rest and encompass a successful social media strategy.
#1 Set Social Media Goals
How to set social media goals? Just practising back the standard business basic, set your goals based on SMART modules. Always make sure be specific, measurable, achievable, relevant and time-bound. Besides that, the social media platform is a human-centric channel so translate the customer’s journey into audience-oriented.
Awareness – Brand consistently reach out and capture the customer’s attention
Conversion – Consistent marketing effort to drive customer’s action
Advocacy – Retaining loyal customer with brand love
Goals have to start big and also break down with KPIs so you can keep the performance on track with monthly and quarterly KPIs.
Few examples of social media KPIs you can start off:
- Frequency – Number of posts published
- Audience Growth – The growth of your followers and fans
- Reach – Organic and paid reach and impressions
- Engagement – Interactions including likes, comments, shares and views
- Traffic – Quality visitors draw from social media
- Lead Generation – Leads generated from social media
#2 Identify Target Audience For Social Media
- Your Valuable Customers – Your valuable customers are your primary goal, so building a better relationship with customers will drive the greatest return from your social media investment.
- Your Aspirational Audience – Aspirational audience is the desired segment that you want to grow next.
- Your Influencer Advocacy – Find out your niche of audiences who can lift up your brand. It’s key to unlock earned media and traffic.
When you have confirmed your target audiences, next describe them at a deeper level – customer persona.
#3 Establish Your Channel Strategy
First, you need to identify the right platform for your brand. Let’s start with:
- Primary Channels For Organic & Paid Content – Your primary social media channel is where you focus most of your effort to build an online presence with your content strategy. For most brands, there are around 2-3 primary channels to prioritize so choose wisely based on your industry and platform research.
- Secondary Channels For Future Growth & Opportunities – If your audience is starting to make a way to a new platform, then consider 80/20 with the 20% representing a small subset to experiment the secondary channels for growth and opportunities.
- Channel-specific Feature To Improve Performance and Engagement – The rule of thumb, if a platform publicizes a new feature, don’t be afraid but be sure to try it out.
#4 Craft Your Content Strategy
An effective social media strategy structure is important, so the social media framework could be your blueprint for organizing your entire on-going content strategy or for a one-off campaign. Our social media content blueprint can be broke down into 3 components:
- Content Purpose / Objective – Guide an overarching idea or purpose for your social media content marketing plan.
- Content Pillars – Plan your social content pillars, imagine these are the building blocks for all your supporting content ideas.
- Content Sub-topics – Underneath the content pillars share more specific content topics.
Example of Social Media Content Topics
Content that makes your audience care, share, aware and convert.
- funny content that makes people laugh
- Useful content – content that helps people to learn something new
- Beautiful content – content that makes people fall in “like”, create stunning visual content that can make viewers thumb-stopping
- Inspiring – content help people feel inspired through storytelling
#5 Amplify Your Content Distribution
You have done all the content planning, production and live it up on your social media channel, now you need to take amplification seriously.
- Paid Social Advertising Strategy – Use paid social to reach people as it’s mandatory in a pay-to-play world. Estimate a minimum monthly budget for paid social media.
- Influencer and Earned Media Strategy – Earned media helps your brand message and content go beyond your own community.
#6 Plan Your Execution
With a solid plan in place, it’s time to evaluate and delegate your people to execute including a strategic planner, community manager, content creator, ad buyer, analyst and more. Next, defines your social media tasks daily, monthly, quarterly and yearly basis to evaluate performance.
So now let’s go and start winning! Social media is definitely a proven tool and platform that could take relationships to the next level. If you need help to improve your social media branding, contact us today at firstname.lastname@example.org