It amuses me to see some social media strategies; it is so easy to get bogged down in the detail and do everything at once and use every tool possible, that you suddenly need a Ph.D. to decipher how to get at your target market. Simply stop it. Now. Please.
If you are already busy running a business an effective social media strategy should make life easier, not harder.
Who Do You Want To Reach?
Think of the audience you want to speak to, you need to tailor to that group and it’s not a one size fits all. Lets picture a scenario to make it easy to digest. I know you are all busy people.
Think if you wanted to reach Justin Bieber’s ‘Beliebers’ to sell tickets to his concert (sorry about using that one, I probably will be heckled forever!). You would consider their location; where in the world they are as you would need to take into consideration currency. The age and possibly gender, so the concert is held at a reasonable time for the audience. You may even want to think about other interests they may have at the time. Think about the lovely extra merchandise you can sell to them….(thinking like a merchandiser again! Past life seems to resurrect)
Aims and Goals
This is the methodology, the real thinking behind the social media strategy. Considerations are now that you are clear on the reach, what can you do better or differently to improve the sales of the tickets, and how can social media help with this? With so many platforms out there pick the right one! Picking the wrong one is like throwing the proverbial against the wall to see what sticks. Messy!
And if something does stick, great! Are you able to quantify why this happened? (again, going into the world of merchandising!)
Substance and Appraisal
As you are not the only ticket vendor out there sadly, what makes you stand out from the rest? Why should the ‘Beliebers’ part with their hard earned cash with you? What experience and seats can you offer to this concert? You may offer unique programs and mugs, useful backstage information. You may even want to know who else is doing what you are doing and if they are doing well, what makes it successful? What makes yours unique?
This is the simplest way I could think of to plan a social media strategy. Of course more considerations can be added, but sometimes the simpler the plan, the effective the impact.
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