Do not let your fire go out, spark by irreplaceable spark, in the hopeless swamps of the approximate, the not-quite, the not-yet, the not-at-all. Do not let the hero in your soul perish, in lonely frustration for the life you deserved, but have never been able to reach. Check your road and the nature of your battle. The world you desire can be won, it exists, it is real, it is possible, it is yours.
As with so many things that change when the clock strikes midnight announcing the new year, our lives are given a moment to review the past and embrace the future. For every business, there are tax consequences, employees who are reviewed and let go or promoted, new laws take effect…it is all new!
“Check your road and the nature of your battle,” wise words to guide our lives and business. Look at the direction we are heading and then make modifications, but use the New Year Resolution as an opportunity to really focus on the end goal over the next months. Get the To Do List done.
For those of you who had your fill of articles and new stories on social media, perhaps this is the year to really embrace the movement and create the spark that is missing from your business and career. Baby steps are all that are required, but steps none the less.
2015 Social Media Goals Part 1: Steps 1 to 4
1.Define the End Goal: If increased sales are the end game in 2015, then look first at increasing your current client engagement with your employees and company. How can you communicate better? How can your employees engage your customers more with your expertise and services? Perhaps it is time to get that Blog started, create an Instagram account, or just revamp that newsletter that no one reads because it is outdated. Focus the process on the goal. Get open and honest feedback from employees and then let them help you in the process.
2. Assemble Your Team: Your social media force for action. I get it, cost cutting makes hiring new people, especially “social media” people impossible, but if the goals are solid and the process strong, then it may really be the time to get those sparks fanned into a real fire.
- Social Media Strategist: Someone who can turn those goals into a long-term, day-to-day social media system. This may be the only position that you must consider hiring from outside because they can get the structure in place for current employees to take over.
- Content Manager: Yes, it is a job! Writing relevant content directed toward your goals and the needs of the customer are essential in today’s 15-second-attention-span-world. This includes all content–website, printed materials, tweets, posts, and eNews.
- Community Coordinator: Here is “command central.” This is where the wall turns into a wonderful circle of post-it-notes with themes and messages that are spread across the social media platforms you have created. It is where you respond to Yelp reviews and thank people for Tweets and shares on Facebook. It is the ears and eyes of the customer; where all the conversations and information take place.
- Analyst: And don’t get all freaked out over this. Someone can do this job. It is just a collection of data on how your strategy is working, or not working. It is someone who understands keywords and your brand goals. This is the longest term position because social media takes time to grow and prosper. This is where the baby steps will happen.
- Social Media Manager: This is the person who can get you all together every single month to plan and grow this very important marketing initiative. They are on top of every single thing going on with every platform and they are right there stoking the flames toward your year end goals.
Roles may cross-over and be one or two people combined, but they need to be in place and accountable for the year end goals to work.Define them, it is part of the process for success.
3. Strategy. Strategy. Strategy: Get the team together and write it all out. Answer the questions, and listen to the really tough answers. What is your brand? What is your brand voice? Who really are your customers? What information do they need? How best can you offer that information? These are just the tip of the iceberg questions when it comes to creating your social media strategy. Follow the lead of the Strategist on the team and make sure they understand the big picture.
4. Be Consistent: If this single factor is not in place, for the entire year, your efforts may get one or two good moments, but you will never turn those baby steps into a real, living breathing social media marketing program. Everyone in the company needs to know what you are doing and be a part of the process. Social Media Marketing is not just for MBA’s, it is the culture and core of your business today. It is your brand. It is what makes the consistency absolutely doable.
Steps 1 to 4 are just the beginning of the process begin to create success in the new age of business. Next week we will talk about Employee Engagement.
..it can be won, it exists, it is real, it is possible, it is your.
Feel free to send me an email with your questions and progress.
Part II Next week.
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