Social is Not Separate
Small businesses and non-profits are still learning how to navigate the maze that is social media. They either think social media is their entire marketing plan or they create a completely new plan just for social networking. Social networking sites are platforms for the ideas of your core marketing plan to take shape. As PR professionals, it is important to tell your clients that social media is not a separate plan, but an integral piece of their entire marketing plan. The goals and tactics of social media have to align with an organization’s overall goals.
Before implementing your social media plan, ensure that is structured around your core objectives. Social media should not be placed in a silo. The best way to approach social as an integral, not separate piece is to assess how social media will help you achieve strategic pieces of your marketing goals. Do your social media tactics align with other communication methods and objectives? Integrating social media into your marketing plan increases its potential value.
Similar to traditional marketing tactics, social media has to be measured and monitored. Many companies are still apprehensive about adding social media to their business because it is hard to measure the return on investment. If your campaign is ingrained with the principles of your brand and overall marketing strategies, then it will be easier to measure ROI. Social media strategist, Jay Baer, said, “The goal is not to be good at social media. The goal is to be good at business because of social media.” Although, you may have a rocking social media strategy, it is not enough to achieve high profits and the brand awareness you want. After completing a social media campaign go back to your overall marketing plan and see if the pieces fit together. To get the most out of social media, make sure it is integrated in all aspects of your business.