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1、The No-Nonsense Guide to Building a Social Media StrategyNo-Nonsense GuideSoMe StrategyThe difgerence between making some noise and getting lost in it.2The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioIntroductionSocial media is a complex and multifaceted realm.Theres an assortment

2、 of difgerent platforms(which is expanding through the rise of niche networks),an expansive array of content formats,a lengthy list of best practices,and an ever-evolving set of the latest trends to keep up with.And,on top of that,every brand under the sun is on social media competing for attention

3、and engagement.In such a dynamic setting,its crucial to develop a clear strategy to guide your initiatives.Attempting to leverage social media without a well-defjned strategy is like trekking through a dense forest with no compass:youre liable to get lost or,at the very least,youll struggle to fjnd

4、the most profjtable path.Conversely,with a concrete social strategy in place,your efgorts will be more decisive,effjcient,consistent,and,ultimately,efgective.In the following guide,well cover the essential elements you need to create a robust social media strategy,including goals,research,planning,h

5、elpful tools,and more.Lets get started!3The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioDefine Your GoalsThe legendary Yogi Berra once said,“If you dont know where youre going,youll end up someplace else.”While this paradox was meant to be comedic,the notion rings true for both bu

6、siness and life in general which is why goal-setting is the fjrst step toward building a social strategy.Business goals are the foundation of any social media strategy.If you lack clarity in your objectives,your strategy will consequently lack clarity.So,lets begin by reviewing six common goal categ

7、ories you may choose to pursue:Awareness-positioning your brand in front of your target audience to establish familiarity.Traffjc-driving users to your website and/or social profjles to take further action.Engagement-spurring audience interaction to build trust and nurture relationships.Sentiment-sh

8、aping the public perception of your brand to win your audience over.Conversion-capturing subscribers,leads,and purchases to fuel your bottom line.Customer Experience-turning your existing customer base into loyal supporters of your brand.Notice how these categories are aligned with the stages of the

9、 marketing funnel.So,for brands,the question becomes:which segments of the marketing funnel will we prioritize in our social media efgorts?4The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioThe modern marketing funnel goes beyond the traditional stages of awareness/consideration/con

10、version to include loyalty and advocacy afuer the sale.In other words,happy customers can be one of your brands most valuable assets.Key InsightS.M.A.R.T goalsOnce youve considered your overarching goal categories,youll then need to dig deeper by developing S.M.A.R.T goals within those categories.A

11、S.M.A.R.T goal is:Specifjc-replacing general concepts with quantifjable outcomes.Measurable-using objective metrics that can be tracked.Attainable-setting ambitious,but realistic aims.Relevant-understanding how the goal ties into the bigger picture.Time-bound-using dates and deadlines to stay accoun

12、table.To demonstrate,heres an example of a S.M.A.R.T goal within the Traffjc category:“Reach 5,000 unique visitors per month from social channels by February 2021.”With your goals in place,the next step is to prepare to reach them and that starts with a combination of thoughtful refmection and dilig

13、ent research5The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioA complete customer persona will include a detailed profjle,with information such as:Understand Your Target AudienceTo resonate on social media,you need to know who youre talking to.This involves identifying,researching,

14、and listening to your target audience to crafu content and messaging thats relevant to them.In the marketing world,customer personas are a primary method for defjning target audience segments.A customer persona is essentially a fjctitious character(i.e.avatar)that you create to represent key traits/

15、characteristics found within your audience.DemographicsPsychographics Age Gender Location Occupation Income Marital Status Education Personality Traits Values Attitudes Interests Behavioral TendenciesHaving these detailed profjles on-hand will allow you to tailor your content accordingly,maximizing

16、its relevance and efgectiveness.But,one potential pitfall with customer personas is the temptation to create them based on intuition(rather than data).This results in a set of personas that refmect who you want your audience to be instead of who they actually are.The solution?Audience research.6The

17、No-Nonsense Guide to Building a Social Media Strategy Falcon.ioAudience researchUnless your company just launched,you already have a rich source for audience data:your existing customer base.To learn more about them,implement surveys at various touchpoints(e.g.email,checkout pages,etc.).You should a

18、lso be carefully analyzing your brands online reviews,customer service logs,and CRM data to glean insights about their preferences and challenges.Pro Tip For additional insight,check out your competitors online reviews to see what their customers are saying(as theyll likely have a lot in common with

19、 your audience).If you already have a social media following,you can use the built-in analytics tools on each platform(Instagram Insights,Twitter Analytics,etc.)to assess your audiences demographics and interests.And,even if you dont have a social following,you can use Facebook Audience Insights to

20、study aggregate data on various segments.You can also use public forums like Quora to see the questions people are asking about a particular topic,as this will ofuen indicate what theyre struggling with.Remember,your goal should not be to simply know who your audience is but to understand what delig

21、hts them and,perhaps even more importantly,what their biggest pain points are.7The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioStudy the competitionWhen formulating a social media strategy,you dont have to completely reinvent the wheel from scratch.Observe what other brands in you

22、r niche are doing(and whats working for them)to get a lay of the land and guide your own strategy.You can try to beat them at their own game by doing it even better or fjnd underutilized areas to capitalize on.Put together a list of 5-10 of the top competitors in your space.If you need help,head ove

23、r to Google and enter search terms related to your products/services.The results on the fjrst page will likely be from the leaders in the fjeld.When assessing your competitors,here are some key questions to be asking:Which social channels are they most active/popular on?What types of content are the

24、y posting?(video,images,stories,paid ads,etc.)How much engagement are they getting on various channels/content types?What tone and aesthetic do they use in their content?You can view the ads that your competitors are running on Facebook by visiting their page,clicking See All in the Page Transparenc

25、y section,then selecting Go to Ad Library.Quick TipA competitive analysis should not be done with the intent of copying what others are doing.Rather,you should be taking note of general principles,tactics,and trends you see,but with the end-goal of determining how your brand can make its own unique

26、splash in the space.8The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioFacebook.The largest network with over 2B users.Organic reach has declined,but paid ads ofger powerful targeting and Groups can be used for community-building.Virtually every audience segment is on Facebook,but y

27、ounger demographics are now gravitating toward Instagram.Instagram.A highly visual platform,increasingly favored by Millennials and Gen Z.Great for growing an engaged following,showcasing products,and partnering with infmuencers.Primary content formats are images and short videos.Twitter.Runs primar

28、ily on short text-based updates(Tweets),making it great for brand voice,activism,humor,announcements,and thought leadership.Suitable for both B2C and B2B,with user demographics slightly skewed toward 35-65 year-old males.LinkedIn.For B2B brands,LinkedIn is a must.As the premier professional networki

29、ng site,its the leading option for sharing business and career-related content.In addition to posts,you can also publish articles directly on the platform,further enhancing its potential as a content marketing channel.Now its time to move forward from preparatory considerations into tactical plannin

30、g.Once your brands customer personas have been established and a competitive analysis has been performed,the results of both can help inform the decision of which platforms to concentrate on.Factors to weigh include:where your audience is spending time(think back to your customer personas and compet

31、itive analysis),the difgerences between platforms,your industry,and your goals.Focus on the Right ChannelsTo elaborate,here are some key highlights of the leading networks:9The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioPinterest.Like Instagram,Pinterest is inherently visual with

32、 images as the main content format.The core demographic is women(aged 25-54)and the platform is particularly appealing for ecommerce brands,with 89%of users turning to Pinterest for purchase inspiration.Snapchat and TikTok.With short,ephemeral(disappearing)video clips and a highly engaged young user

33、 base,these platforms are promising options for brands looking to connect with Gen Z in creative ways.With your primary channels selected,the next step is to outline a plan for publishing consistent,compelling content to engage your audience within each channel.10The No-Nonsense Guide to Building a

34、Social Media Strategy Falcon.ioCreate a Content GameplanContent is the lifeblood of social media,which is why everything weve covered so far has been leading up to this critical section.At this point,youve now compiled a substantial set of useful information to help inform/guide your content creatio

35、n:Youve pinpointed your goals,which should infmuence the content types/formats you use(e.g.branded images for awareness,stories and polls for engagement,product images and demo videos for conversion,etc.)Youve defjned your customer personas,which should infmuence your messaging(e.g speaking in a rel

36、atable way,celebrating the things they love and calling out the pain points that bother them).Youve assessed the competition to see what tactics theyre using,whats working for them(and what isnt),and how your brand can difgerentiate itself.Now,by tying the above concepts together,you can develop a s

37、eries of content“buckets”to categorize the content you want to publish.These buckets will bring organization,focus,and clarity to the otherwise hectic endeavor of trying to determine what to post on social media.11The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioTo demonstrate,here

38、s a hypothetical content bucket for a fjtness app company:Goal:AwarenessPersona:Motivated MartinPlatform:InstagramFormat/Type:Inspirational branded lifestyle images(fjtness)Messaging:Uplifuing remarks on setting fjtness goals,rising to athletic challenges,breaking through plateausContent Bucket#1Bra

39、nd voiceIts okay,and even benefjcial,to have a diverse array of difgerent content buckets.But one unifying aspect that should be the same throughout all your buckets is your brand voice.Maintaining a consistent voice across social posts and channels is key to establishing a brand identity.So,ask you

40、rself,“if our brand was a person,what would it sound like?”Would it be bold,quirky,playful,inspirational,dramatic,thoughtful,professional?.the list goes on.And you dont have to select just one tone.Rather,you can compile a collection of adjectives to paint a more holistic picture.12The No-Nonsense G

41、uide to Building a Social Media Strategy Falcon.io Thoughtful but not absorbed Bold but not arrogant Fun but not silly Simple but not boring Friendly but not invasive Ambitious but not reckless For example,here are our very own brand voice guidelines at Falcon.io:SchedulingLastly,you should implemen

42、t a content calendar to stay on top of your posting activities.In addition to the day of the week,your publishing calendar should also take optimal social media posting times into account.You can put your calendar together manually,but its advisable to use a social media scheduling tool to streamlin

43、e the process.Mon 15 FebTue 16 FebWed 17 FebAnd on that note.13The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioLeverageHelpful ToolsWe know what you must be thinking at this point.That with all these difgerent social media channels,target audiences,SMART goals,and strategies,youll

44、 have to be on social media around the clock just to keep up.But no.Theres an abundance of social media tools out there to make your life a whole lot easierand you really should take advantage.Like any modern marketing tactic,social media is half art,half science.The tools were listing here will at

45、least help you accomplish the science part.Here goes.14The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioFalcon Falcon was voted a G2 leader in social media management tools for several consecutive years.Its easy to learn and absolutely vital if your brand is(or is planning to be)po

46、sting frequently on more than one social media platform.Features include:Scheduling your content across your channels in advance.(tweets,Facebooks posts,Instagram updates,and whatnot from the same tab)Managing all your social messages from the same inbox.Creating your own feeds where you can display

47、 the messages,users,and keywords that are most relevant to your workfmow.This makes,say,re-tweeting,engaging,and exploring your audience way easier.Tracking your performance in customizable reports that you can share directly with your boss and colleagues.Also,you can:benchmark against competitors o

48、r industry leaders,set up social listening projects,and manage ad campaigns to name a few other helpful things.Our tool has many features but the sum of all its parts is that you can easily manage all your accounts and build your following on social media in a smooth,effjcient way.15The No-Nonsense

49、Guide to Building a Social Media Strategy Falcon.ioCanva Canva is a real fan favorite for any social media marketer that needs to create custom on-brand graphics for their brands social media channels.The website has so many difgerent templates which not only inspire but also makes it super easy to

50、create branded images,memes,infographics and much more.Its kind of addictive,actually.HypeAuditer We all want to grow our follower base(the sooner the better,right?)but fake followers only look good for a second and ultimately hurts your engagement rates.HypeAuditer was built for fraud detection,but

51、 thats a bit of an understatement.You can use it to analyze your own audience and weed out fake followers,so you know your actual organic reach.Same thing applies to potential infmuencers you want to work with.You can analyze infmuencer profjles,dig into each audience,and quickly determine if someth

52、ing doesnt look right.Like,say,if you detect unrealistic follower growth or bot-generated comments.In short,its gives you a better idea about audience quality.16The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioLightroom Adobes Lightroom is a photo editing tool thats easy to use eve

53、n if you dont have that much editing experience.When youre deadling with a medium as visual as social media,its important to create vibrant,on-brand photos.With this tool you get sliders,fjlters,and presets in a complete and truly intuitive photo editor.Best part is that Lightroom is available on bo

54、th desktop,mobile,and tablet,and that all edits are immediately updated on all devices.BuzzSumo Okay,so with BuzzSumo you can analyze the most popular content on any given subject.This is incredibly valuable when youre trying to understand what kind of content you should be producing to keep your au

55、dience interested and engaged.It also can help if youre working with curated content as part of your social strategy.Quora Most people know Quora as a helpful question-and-answer website where questions are asked,pondered,discussed,and answered by its opinionated community.For marketers,however,that

56、 is only step one.Not only is Quora great for getting your questions about social media answered,but you can also use it to identify the most common questions people have about your industry(which,of course,should give you a lot of ideas about what content to create and share with your audience).17T

57、he No-Nonsense Guide to Building a Social Media Strategy Falcon.ioAnalyze&RefineWith the concepts and guidelines above,you now have everything you need to create a clear,robust social media strategy for your brand.As mentioned previously,having this strategy in place will allow you to be more decisi

58、ve,effjcient,consistent,and,ultimately,efgective on social media.That being said,you shouldnt take ofg your strategist hat the moment you complete your initial strategy document.Rather,once you begin acting on your strategy,you should periodically review your performance to learn from your successes

59、 and identify weak areas to improve.When assessing your social media performance,the truth is in the data which means youll be digging into your KPIs and other metrics.Need some help?Weve got you covered!For further reading,be sure to check out our free ebook,How to Measure Your Social Media ROI.18T

60、he No-Nonsense Guide to Building a Social Media Strategy Falcon.ioTo Inspire You:The following strategy is a hypothetical example for a fjctitious fjtness app company.GoalsAwareness:15k new followers by April 2021Conversion:5k new app downloads by April 2021Motivated Martin:male,age 30-38,urban area

61、,corporate job,feels like hes falling out of shape in his 30s and is eager to reverse that.Busy Brenda:female,age 28-35,suburban area,middle income,struggles to fjnd time for fjtness,balancing work,young kids,etc.Instagram and FacebookUpbeat,motivational,understanding,with a dash of humorCustomer Pe

62、rsonasPrimary PlatformsBrand VoiceContent BucketsFitnesta-Q1 Social Media StrategyGoal:AwarenessCustomer Persona:Motivated MartinPlatform:InstagramFormat/Type:Inspirational branded lifestyle images(fjtness)Messaging:Uplifuing remarks on setting fjtness goals,rising to athletic challenges,breaking th

63、rough plateausGoal:AwarenessCustomer Persona:Busy BrendaPlatform:InstagramFormat/Type:Short video clips demonstrating simple yet efgective at-home calisthenics with no equipmentMessaging:Highlight pain point of fjnding time to work out and convenience of these exercisesGoal:ConversionCustomer Person

64、a:Busy Brenda&Motivated MartinPlatform:Facebook&InstagramFormat/Type:Paid ads-Demo videos of the app with CTA to downloadMessaging:Benefjts of the app,conversion copywritingBucket#1Bucket#2Bucket#3DOWNLOAD APP19The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioFinal thoughtsReading

65、the eBook is half the battle.Now you know exactly what it takes to stand out and how to make social media work for your business.You know the ins and outs of SMART goals,psychographics,content gameplans,and brand voiceall invaluable when it comes to building a following with scroll-stopping social m

66、edia content.Or.If you want to dive even further into the benefjts of using premium social media management sofuware,then.Our Flufg-Free Guide to Instagram Marketing The Easy as Pie Social Media Return on Investment(ROI)Guide 10 Digital Marketing Trends You Need to Know Since youre all good on SoMe,you might want to read one of our other free and helpful eBooks:Get to know Falcon20The No-Nonsense Guide to Building a Social Media Strategy Falcon.iofalcon.iowelcomefalcon.iofalconIO