Influence social media with 5 good decisions

Building an online community around a brand, project or business is an investment. And as such, it can bring benefits or it can lead to the waste of time and money. To make a significant social impact, your company needs something more than just financial and human resources. It must have a vision and a long-term social influence strategy.

In one of my recent posts, I have briefly talked about the importance of strategic planning in social media marketing campaigns. In this article, I would like to make a deep dive into key decisions every company should make to develop a consistent and effective plan for influencing social community.

Decision point 1: What should your community persona be like?

Try to identify who are you targeting to join your network. What characteristics should your followers have? Try to include as much information as possible, i.e. demographics, habits and attitudes, passions and beliefs, education level or language register.

Decision point 2: Who should run your community?

Are you the right person to lead the dialogue with your target audience? Is there a person within your organization who will find a common language with your community more easily? If your community persona description doesn’t match your characteristics, it’s better to outsource social media work to an agency or recruit a new employee who would personally fit this.

Decision point 3: How are you going to convince people to join?

Does your company have a value proposition for the target audience? What benefits, online or offline, would the people get from joining your community? There are millions of social groups on the Internet, and without added value to people’s lives, nobody will care to join your Social Circle. They need a good reason, and are the one who need to give it to them.

Decision point 4: What is your plan for retaining the members?

Once you have managed to get new members join your community, what you really need to do is make sure they are engaged and stay in the group. It’s easy to unsubscribe from a community, so you’d better have a plan of making people committed and involved. One of the sure-fire solutions is to build a relationship with the members, but offering something unique that they cannot get from anybody else would also be appreciated.

Decision point 5: How are you planning to create content?

If you are serious about making a social influence, creating content ad hoc may not be the best approach. Do your best to stay ahead of publishing. Plan content launch 4-6 weeks in advance. Identify when your audience interacts most actively and adjust your content calendar to meet the expectations of your group members.

Do you think it’s valuable to make these decisions prior to campaign launch? What other decisions do you think should be made by social media practitioners?

Dorota is currently advising clients how to create and manage effective advertising campaigns in accordance with the principles of Inbound Marketing. She offers training sessions and provides consulting and audit services for businesses of all sizes. To date, Dorota has worked with over 60 professionals, private entrepreneurs and top 500 companies. She has also been responsible for the online presence of over 40 businesses (white label).