Your Social Media Strategy

Here are a few other things to consider when enacting your plan social media plan.

1.Know your intended audience. If you don't engage with a relevant audience, you'll be defeating the purpose of social media. Your audience will be very different depending on the roles you play, the goals you have, and the content you provide.

Rock stars (the role) have fans (the audience) following their every word on Twitter, perhaps leading them to post tour updates (the content), providing a good social image of themselves (the goal). Scientists, however, may have colleagues and advisors with whom they must share research results, expanding universal understanding of a particular topic. In both cases, there is a defined audience. So who is your intended audience most likely going to be?

2.Create interesting content consistent with your goals. Content that diverges from your audience's expectations may cause your audience to dwindle, although it's fine to occasionally include something that doesn't strictly focus on your goal. Consistent and relative content is key.

3.Remember that your content doesn't market itself. If you want a bigger social media footprint, you're going to have to market your content. The amount of effort you put into marketing your content will be determined by your goals.

If you're in a particular industry or profession, consider reading and posting on other people's blogs. Take time to mention someone from your audience or a person that inspires you while writing content for your blog or tweet. Join Facebook and LinkedIn groups relevant to your content. Post videos of your activities on YouTube. Speak at conferences and events or create an organization to spread awareness about the subject of your content. Depending on your goals, many of these suggestions will go a long way towards marketing your content.

4.Respond to and interact with your audience, whether it's over the Internet or in person. While it's great to receive comments on your blog posts or replies to your Twitter messages, it feels just as warm and fuzzy for your followers to receive a response in return. It lets them know that you care, building a greater sense of community.

As you work with social media, don't be discouraged if you don't see immediate results. In this new world of social networking, trial and error is the norm. If one strategy doesn't work, simply try another until you find a strategy that best works for you.

Last update: Mar 22, 2010