Published on Mar 21, 2019
Was 2018 a good year for you and your organization? Hopefully, your year in review was a smashing success. Whether you had a detailed strategy and a content calendar driving you to achieve your daily goals or not, looking back to analyze the results is a critical part of making 2019 an even better year.
So how do you go about this? It’s not by talking about it, hoping, making a plan, or writing it on a whiteboard. Success at anything requires a game plan. There is no one singular thing that is going to help you make 2019 exponentially better than in 2018. Achieving your goals requires time, research, planning, and effort.
So where do you start? You’d think the first step to achieving success is to establish goals. Well, not yet. You can start by looking back and grading your success by positive change, growth, and goals achieved.
An audit comes in a wide variety of shapes or forms. It’s not just about auditing yourself which can also be helpful. Take a deep dive into any holes your strategy may have. If your social media didn’t achieve the results expected, was it because you didn’t dedicate time on your calendar each and every day to nurture your online presence? Or, could it be as simple as setting goals that were unrealistic? Although there is no real science to a social media audit, you can pinpoint follower and page trends that you may not have been previously aware of. Start by looking at your Facebook Page Insights. This will tell you everything you need to know about your audience and their behavior.
Because social media is an extension of marketing, we social media folks tend to focus more on sales and promotional type content. Unfortunately, that message doesn’t always perform best online. Once you’ve audited your social media presence, talk to department heads from various parts of the company to ensure your social media strategy is all-encompassing and highlights all of the needs of the organization. Go as far as to ask how you can help and what they would like to see on social media.
Try to be inclusive, because your strategy should represent the true voice of the company and your goals should benefit all departments. For example, human resources may want to focus on talent retention or health and wellness, your sales team may want to drive sales by promotional or educational. You might be surprised what your colleagues have to say.
Goals are great but don’t overwhelm yourself with too many. In social media, 2-4 goals is a great place to start for the average small to medium-sized business. And, these goals can change or evolve from month or month or quarter to quarter. Keep in mind that they should be simple, quantifiable and realistic. Think single-digit growth, not double-digit growth.
This could be a simple one-page document. Start with a 3-4 sentence mission statement that includes why you’re using social media, what your voice and message may sound like, platforms you intend to use and projected posting frequency. From there outline 2-4 goals and include boxes to track your success from quarter 1 through quarter 4. Also, set a range for an ads budget.
A campaign for social is a coordinated marketing effort to reinforce or assist with one or two business goals. In other words, campaigns would be a series of planned content and posts over a period of time like a month or quarter. Social media generally has increased focus on visual assets, targeting, messaging, measurability and like metrics.
At this point, you should know what you want to say, how to say it, and where to say it. So, put this information into a spreadsheet or calendar. If your roadmap says you plan to post 3-4 times per week on three platforms, that should be clearly outlined along with your message and visual asset. This may seem like a lot of work but just think, if you plan it out and put it in writing, you’re more likely to follow through and execute on the strategy.
Now that you have your calendar and roadmap clearly laid out, print out a copy and tack it up on the wall next to your computer monitor and let that guide you through the month.
If you’re busy and social media always seems to get brushed under the rug, set 2-4 blocks of time on your calendar each week. These could be 30-90 minute blocks dedicated to strategy, posting, content creation or anything else that helps you successfully build upon your social media success.
If you don’t have a marketing manager or CMO you report to, find an accountability buddy you can meet with bi-weekly or monthly that is going to provide objective feedback, hold you accountable and continually drive you toward achieving your goals.
This is the fun part and if you’re reading this, you already know that good, visual content is the key to grabbing someone’s attention. Don’t be afraid to get in front of a camera and tell the world about what’s going on inside your organization.
Just remember, this is a marathon, not a sprint and to achieve most of your goals, it’s likely going to take all of a year to get there. You might get lucky and achieve all of your goals before December 31st. When you do achieve your goals, reset and raise the bar. Evolve and be sure to have a diverse strategy with a wide variety of content. More importantly, be active and be consistent. If you make this fun, I have no doubt that you will achieve great success in the new year.