New social media consultants are starting up the world over with the advent of web2.0 and its incredible grip on modern interaction. The majority of these consultants have a history in PR and Marketing and as the three mediums lend so well to each other, it’s easy to see where there is cross over.
Big Cat has been working on social media clients for several months now and we have settled on a strong and scientific strategic model that, fingers crossed, will continue to deliver results.
Most of our model is based around what you would imagine; objectives, tactics, KPIs, content etc, but trust me, these did not come about easily and a lot of tweeking continues to be done to perfect our model. So far it has proved successful with even the greatest cynics.
Firstly, social media is all about content. You could do everythig right, but if content is poor, no one will care for your campaign or your blog and you’ll soon find yourself in front of a furious FD armed with a balance sheet and a grim determination to find a part of your body to accomodate it. Make your strategy content focused, breakdown all the types of posts you will write, topics, date of publication, why it is relevant and ensure they are tailored for your audience.
Keep your objectives front of mind, make sure that everything you do is geared to achieve those objectives and make sure your client is aware of the synergy. As KPI is the hot potato of social media, excelling in getting across strong objectives and proving you can achieve them is superbly important in convincing a company that social media is worth investing in.
And that’s the big one: KPI. How do you quantify a social media campaign; followers, friends, comments, page views, unique users? Look at your clients website, see how they would quantify the success of their website and adopt those indicators. Chances are there will be a call to action portal that can be posted at the bottom of each post. Oh and one last point: Don’t, under any circumstances, try conning the reader or be salesy in your posts, tweets etc. You will be sniffed and unfollowed before you can say ‘Twitter Twattergy’.
At the end of the day, remember what benefits social media has and simply apply them to your client. Dialogue, attraction, engagement and exposure are all advantages of social media, if you can prove how that will make a company money, you are on to a winner.