social media solutions for building your online presence

Making Social Media Part of Your Business Strategy

By on Nov 12, 2012 in Social Media Marketing | 2 comments

How to make social media a part of your overall business strategy

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Finding the right social media solution for your business has more to do with your core business goals than it does with marketing.

As I mentioned in a previous article as Social Media matures politicians will have to do a lot more to engage and connect with voters.

Regardless of who won the election, there are a some valuable lessons to be learned from watching the Obama Campaign in regards to their approach to Social Media.


In 2008, political candidates used social media to engage  voters. In 2012, it
was taken a step further as data was used more strategically and effectively to connect with voters.


A business owners approach to implementing a social media strategy should be similar. The  Obama campaign used a grass roots approach to organizing followers in 2008. In 2012, the Obama Team used “Big Data” to organize and develop key strategies around reaching voters.  According to Time “In politics, the era of big data has arrived.”

The goal of the Obama camp was to win the election.   The team used various social media tactics which were the result of data mining.  Strategies included everything from contests to win dinner with Sarah Jessica Parker and George Clooney,  to email campaigns from Vice President Biden and First Lady Michelle Obama.  The strategies were tied to the overall goals of attracting voters and donors in key areas.

The election may be over and Obama is obviously riding into his second and final term.  However, the question remains is how will the data be used to keep voters engaged when it comes to policy going forward?

This of course is another article for another blog.

Yet one valuable lesson can be learned from Obama’s Campaign.  Obama’s Campaign Team tried a number of strategies and tested them all. They kept what worked and got rid of what didn’t.


Why You Need A Social Media Strategy

What is your business trying to accomplish in the next 6, 12 or 24 months?  Social Media was never meant to be stand alone solution. Rather implementing a social media strategy should be a part of your company’s overall business strategy.

For example are you launching a new a product or service? Are you introducing new features to an existing product? How can you use Social Media to attract new customers and keep existing customers coming back? Determine what your company’s goals are and use those goals as a roadmap to help you develop a Social Media Strategy.


How To Create A Social Media Strategy

1. Determine what are your goals. What are you trying to accomplish with your Social Media program?
2. Find the best platform that will help you accomplish your Social Media goals. Here’s a few leading platforms to consider



3. Determine Your Content Delivery Strategy. How often will you post, comment, respond? What types of content will you post? text, videos, images, infographics?


4. Test, Test and Test some more. Test your strategy often to find out what’s working. Stop doing what’s not. What type of content (text, info graphics, images, video) is resonating with your audience?


5.Measure Your Results, What are the key items you will measure? # of followers, # of tweets, referral traffic to your website, # of leads generated from social media? What tools will you use to measure? Google Analytics, Crazy Egg or Sprout Social.

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  1. Thanks for the insight Jim. I agree the role of planning is critical when it comes to measurement is critical. I will look further into this and will let you know what I find.

    Sandra Tedford

    November 14, 2012

  2. Great insights Sandra! The one point that I would have loved to have you emphasize is the role of planning as relates to measurement. The benefit of working with someone with your level of familiarity with these platforms could be invaluable to the uninitiated. Great post!

    Jim Dougherty

    November 14, 2012

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