Social media marketing strategy. Sounds complicated, right? The truth is: it is not nearly as complicated as it sounds. (trust me I wouldn’t lie to you) Social media marketing strategy is just another way of saying your social media plan. Think of it this way: if you were making a new dish you would want a recipe to follow, just like if you’re starting a new social media platform you want a plan to follow. In this case, your social media marketing strategy is your recipe, so let’s get cooking!
Social media marketing utilizes different social media networks as a marketing tool. The purpose of your health organization using social media is to increase brand awareness and exposure. Social media marketing is also a great way to get immediate feedback from your consumers.
The basics of social media marketing strategy can be broken down into a few easy steps.
- Choose a target audience. It is important to choose an audience that your health organization is trying to reach. Something to keep in mind is that if you are trying to reach everyone, you will reach no one. Once you pick this audience be sure to tailor your messages to them.
- Listen. Once you pick a target audience, the next step is to listen to what your target audience is saying. This will give you an idea of what sort of health information they respond to and you can make your messages directed to their desires.
- Determine your objectives. Make a list of your objectives and how they will help your health organization reach its goals. Be sure to include a timeline of when you would like to meet each objective.
- Select a channel. Different social media sites serve different purposes. Based on your objective, your health organization can choose the medium that will work best. Also be sure to keep in mind what social media network your target audience responds to the most. If you’re trying to reach 50-60 year old men it is probably best not to use Snapchat or Instagram.
- Decide from the beginning how much time and effort you are willing to commit. Like in a new relationship, you have to decide if you’re willing to commit. Your social media marketing strategy can take a lot of resources. It is important or your health organization to decide from the start how much time and effort you can dedicate.
Part of your health organization’s social media marketing strategy is using effective content. Using these content tips will take your social media plan to the next level:
- Find your voice. Your health organization has a certain voice and a certain brand. Everything you post on social media should “sound” like your organization. Once you find your voice be sure to stick with it through all social media messages.
- Time your content. Pay attention to the time of year and what is going on in the health industry and relate your content to what is relevant at the time. Programs like HootSuite can also be beneficial because it allows for your health organization to time your content in advance. For example you can time a post to appear over the weekend even though you may not be working at that time.
- Interact. Your health organization interacting with your audience is key. Encourage people to ask questions and get involved. Keep in mind that as a health organization there are certain things you cannot say when answering questions because of confidentially. Interacting also involves solving problems that your consumers may have.
- Keep your audience engaged. You do not want your social media sites to be a big snooze. Having a boring social media page may reflect badly on your brand and cause your target audience to not pay as much attention to what you post. Here are some tips to keep it interesting:
- Give your followers a look behind the scenes. This could include profiling an employee or giving a sneak peak to what your health organization is working on.
- Give your health organization a human feel. Some ideas for making your brand seem more personal include showing your employees having a good time at an event or posting a funny quote.
- Encourage a response. A good way to get a response is through asking a question or a fill-in-the-blank post. (ex. If I had $1 million I would _____)
- Redirect. Redirect your followers to your blog, website and other social media sites. It is also a good idea to redirect your followers to interesting stories by providing links.
- Recommend. Recommend other health organizations, products or services that you think would be beneficial to your followers.
Doing it right
All I can say about Go Red For Women is “you go girl!”. Their social media strategy has clearly been thought about. Go Red For Women does a great job of sticking with their target audience and keeping their audience engaged. They post a variety of content that gives their brand a human feel and include links to stories and articles from reputable sources. They also time their content with posts about Black History Month and other relevant things. It is clear that this health organization is listening to their audience and posting accordingly.
Wrapping it up
I hope this blog post made “social media marketing strategy” seem a lot easier than it sounds. Keep in mind that you should always be listening to your audience. Be sure to keep your content interesting so they will keep coming back for more. Most importantly never forget about your target audience and what they want to see. Best of luck!