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er social media sites to post on, it’s
important to choose the proper areas
of those sites. Facebook and LinkedIn
both offer users interest groups; these
groups are specifically designed to
discuss topics of interest. Think about
what topics ideal customers would be
interested in discussing, and join and
participate in these interest groups.
INCLUDE PUBLICATION METHODS
IN A MARKETING PLAN
Social media marketing will only
be effective if a business can publish
relevant content on a frequent basis.
Otherwise, readers will lose interest. In
addition, it’s important to be able to re-
late content to breaking news and hot
topics in order to gain more attention
from readers and higher placement in
Facebook news feeds.
These two aspects must be care-
fully considered as part of the market-
ing plan. There are highly intelligent
social media tools that can let business
owners know about breaking news
in their industry so they can jump on
top of it with timely posts. In addi-
tion, business owners may want to use
scheduling tools to plan posts in ad-
vance and/or hire a social media man-
ager to post often, respond to com-
ments and post in response to breaking
news.
MEASUREMENT IS KEY
In order to monitor a social media
marketing plan’s effectiveness, busi-
ness owners must measure key metrics
regularly. Plan which metrics to mea-
sure and how often to measure them.
When it comes to social media, some
important metrics include metrics re-
lated to engagement levels, increases
in traffic to the company’s website and
conversion rates. The plan should map
out exactly what will be measured and
what tools will be used to do so.
MARKETING
