We all remember those great Ronco commercials. Ron Popeil would show you an amazing product that seemed to get better with every feature and then excitedly announce that you could also “set it and forget it!”
The ability to “set it and forget it” is just as appealing to companies as it is to homemakers. Like most industries, social media has its fair share of “ninjas” and “gurus” selling buzzwords because they can’t sell results. One of the big buzzwords has been “automation.”
While some components of the marketing process can be automated, social media needs to evolve along with the goals and objectives of your company. When it doesn’t, companies end up working from outdated, inefficient or non-existent social media plans, making their social media efforts outdated, inefficient, and their results non-existent.
So, how do you know if your company’s social media plan was a “set it and forget it” project?
1. Your social media goals are not connected to larger business objectives
Why do you create commercials, run ads in magazines and send direct mail to prospects? The reasons will vary based on the objectives but they will always be tied to the goals of the business. Social media is no different.
Before beginning any social media effort, you need to research, analyze and align objectives. Every effort should further the goals of your business. Your social media plan should be designed from the ground up with that in mind.
2. You never developed a Content Calendar
Posting strong, consistent content is important. If you’re only posting content when your company issues a press release, you’re ignoring a crucial component of doing social well: it’s not about you it’s about your audience. At Make Me Social we use robust Content Calendars that target posts by audience, theme, post style and platform. We leave room for real-time posting and one to one Community Management, but every Community Manager starts the week with a set of optimized content that can be used on the days and times that historically have the highest engagement. If you’re not posting consistently, you can’t expect consistent results.
3. You’re violating the Facebook Terms of Service
Whether you have a personal Facebook Page set up “as the brand” so that you can friend people or you’re telling people to share a post in order to win a prize, you’re violating the Facebook Terms of Service and your Page can be deleted by Facebook without any warning. The Terms of Service continue to evolve with the network, so it’s important to stay on top of any changes.
If you don’t know if you’re violating the Terms of Service, you can read through them here: https://www.facebook.com/page_guidelines.php
When she’s not working as a marketing manager for Make Me Social, Mandi Frishman enjoys watching old wrestling interviews like this one. During her time studying at The University of Florida, Mandi became convinced in the power of learning through play. She has since committed herself to playing (and learning) all day, every day.