These days, many businesses have adopted social media marketing as an overall part of their marketing mix. Gone are the days where businesses simply threw up a fan page on Facebook and either waited for or solicited a few “likes” to their page and left it at that.
Ric Dragon, author of Social Marketology spoke at the BRITE ’13 conference about building an action plan for your social media marketing and he provided an adaptable action plan that is suitable for any business, regardless of size.
Dragon explained that as with all forms of marketing, social media campaigns should align with the overall marketing strategy of the business.
He points out that it is important to keep in mind the four major brand stakeholders:
He also explains how to focus on developing the metrics of campaigns and how to drill into micro-niches, which may reveal hidden communities.
Dragon suggests that there are five key approaches to consider when executing social media campaigns. These are:
- Reputation and crisis
- Community building
- Big splash
He explains these points in detail in the video and also provides further insights related to storytelling, which as most marketers understand, is a valuable tool and should be included with a balanced mix of the points mentioned above.