Do you even need a social strategy?

Indeed, you can achieve your business objectives through your content strategy without social media marketing. For example, visitors using long-tail search terms (e.g. lower back pain or injury-related back pain) can certainly find your content through Google or Bing (although this doesn’t happen overnight).

However, social media marketing can help you distribute your content much faster and reach more people than your website. But, your social strategy doesn’t need to be complicated, and it certainly doesn’t need the help of a ‘guru.’ It’s simply a plan that will work seamlessly with your content strategy to help you achieve your business goals.

Plan your strategy and define your goals

To do this, first understand how consumers behave online:
  • They meet in different places (Twitter, Facebook, Linkedin, YouTube, Digg);
  • They read, share and discuss different content (blogs, videos, podcasts, music);
  • They evaluate brands based on content. “People buy products to accomplish something” ~ Clayton Christensen author of It’s the Purpose Brand, Stupid. A brand’s content needs to explain what that ‘something’ is.
  • They are connected with one another and influence each other’s purchasing decisions.

The conversation opportunity

Organizations that understand this behavior are able to communicate directly with consumers and influence their perception of their brands. Here’s what you need to do:
  • Think about where your customers are located online and join those communities.
  • Establish a listening campaign to figure out who’s doing the talking and what’s being said.
  • Consider how you will connect with the more influential ‘conversationalists’ within those communities. Do you need to create your own Facebook page or Linkedin profile? Or do you need to comment regularly on select blogs? Use these channels to interact with your community by asking questions (surveys), participating and contributing to conversations (comments/discussion forums) and sharing your expertise (your content).
  • Share whatever is going on in your offline world with your online community (pictures and videos).
  • Reach out to other bloggers (guest blogging).
  • Respond quickly to comments and feedback on your own blog.