According to a popular saying ‘If you fail to plan, you are planning to fail’. These words make absolute sense, especially when it comes to social media marketing. Till the time you don’t have a goal-oriented strategy, your social media projections are at stake. Once you have a developed approach, the need of the hour is to assess the health of your online brand and understand whether content is being disseminated to the right audience or not.
The process of Social Media Evaluation aims at analyzing the future direction of content on social outlets. When performing an audit for your brand in terms of social media presence, it is vital that you take care of the following questions:
What are your Social Media Objectives?
Your Social media objectives are dependent on the type of business you exist in. You might want to gain exposure for your brand, generate leads and queries or just build connections for investment purposes.
Based on your goals, you will be able to analyze whether you are utilizing the right platforms or just existing on all of them without any kind of vision.
What is your current position?
Understanding where you stand on social media at the moment is essential in planning for the future. You are aware of the platforms you are using but the key lies in knowing how they must be used. Analyze the type of content being sent out, its presentation and the feedback it is receiving.
Once you analyze content, you will be in a better position to identify communication gaps and the audience to whom your message is being conveyed.
Where are you heading?
Diagnosing the current position of your social media promotion enables you to prepare a roadmap for its growth and development. Quantifying current results help you predict numbers for the future, but remember to be realistic with the numbers. It is recommended that you have a smaller yet engaging audience rather than a large, inactive one.
The approach to adopt is to know the kind of content you are sharing and emerge as a social media thought leader in your particular industry.
What are the right social media outlets for you?
There are several social media outlets today, such as, Facebook, Twitter, LinkedIn, Instagram, Pinterest etc. which have gained immense popularity. However, this does not mean that in order to build your brand, you need to exist on every platform.
If your end goal lies in attracting consumers and spreading awareness about your product/service, Facebook and Twitter are a better fit than LinkedIn. Conversely, if your goal is to spread news about the business and develop connections, LinkedIn is a suitable avenue for you.
What are your competitors doing?
You want to stand out on social media presence and maintain your individuality, but keeping an eye on what others are doing and if they are doing it well, is always advantageous.
See what similar organizations or your competitors are doing and understand where they have attained success. Is it the way information is presented or the content that is selected to be posted or the time of the post? What is it that is helping them reach their audiences faster and quicker?
Also read: Impact of Social Media on Business
Are your social media followers converting to customers?
As is mentioned earlier, there is no use having a large, inactive audience. It is important to make note of the audience you are imparting your message to and if there is any feedback coming in from them. You must be ready to respond to their feedback and effectively attract potential customers.
Value 360 Communications provides integrated public relations services to their clients, with efforts being put in by the team to create a substantial social media presence for the brand.