What is a social media integration strategy?
While it is one thing to be involved in social networks like Facebook and Twitter, it is a whole other thing to integrate these networks and communities with your marketing strategies. A social media marketing strategy involves taking the time to step back, review your organizational goals, and then aligning your social media goals to engage your customers and donors, expand your reach, and enhance your online brand and reputation.
Why do I need a social media integration strategy?
You can be certain there is a dialogue happening right now on social networks about your organization and others in your niche. It is important that you are a part of the conversation. Donors and customers want to know why they should donate or buy from you. It is no longer enough to have a static "About Us" page. People want a relationship with you and want to know that they can trust you. Social media is a great avenue to be involved in the conversation if you have a strategy for how to handle these interactions.
What is included in a social media integration strategy?
We understand that every organization is unique so each developed strategy is customized for your organization's goals and needs. Your strategy would include:
- A unique social media policy and guidelines
- A Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis
- Recommended social media channels and tools for use
- A plan for nurturing and participating in social communities
- Metrics and measures tracking spreadsheet, and
- A 12-month content calendar.
We have several social media accounts already; is that all we need?
Setting up social accounts is easy; maintaining them with a purpose and a plan is quite the opposite. Are you spending time weekly listening to your constituents in various social communities? Are you becoming an "influencer" in the conversations? Leveraging social media outlets allows you and your organization to manage your online brand and reputation.
Why should we make the investment in time?
Maintaining your social communities does take time but there are tools that make the process easier and less time consuming. Five Q can introduce you to many of these tools and recommend the ones that best fit your organization, needs, and goals.
How does a social media integration strategy drive results?
Having a social media marketing strategy gives you goals and metrics to ensure that your efforts have a lasting impact. Once you have spent the time listening and engaging with your customer and constituents, you develop a trusting relationships. Therefore, as you expand your campaigns for fundraising or other ventures, the return is markedly increased. Your followers and friends become contributors and advocates, spreading your message for you and increasing traffic and revenue.
