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Social Media Marketing (SMM) is the process of creating a brand by engaging with your audience on social media channels like Facebook, Twitter, YouTube and Foursquare. We know what to do or what not to do as far as social media marketing goes, but sometimes it can be tough knowing which strategy works best for your brand. A solid social media marketing plan is a strategic plan that outlines exactly how your brand will achieve its marketing objectives through various online channels such as social media and search. Most SMM strategies will outline which social media channels and online marketing tactics you are going to use, and how much money you are going to invest in those channels and tactics.
The most common mistake new brands make when it comes to SMM strategy and implementation is using too many platforms and not enough focus on one particular platform. When you compare influencer marketing to SMM strategy, influencer marketing is really more about leveraging your followers on multiple platforms to promote your brand, versus focusing on one specific platform. For instance, let’s say you have an Instagram account and you want to drive traffic from Instagram to your Foursquare page. You could start sending invites to people who mention #Instagram, #Foursquare, and #weconnect to their Instagram posts and see if any of them click on the link to go to your page or if they share the link to Foursquare. Although Foursquare does have some value and has several apps, if your audience is not already following you on Instagram, they probably won’t want to follow you on Foursquare either.
On the other hand, most social media users only care about a few platforms, and that can become a problem because the platform becomes stale and impersonal. Brands that utilize influencer marketing must have a dedicated account for each platform, which is then promoted through various methods like videos, promotional posts, and links back to the brand’s website. It is important to have a solid strategy in place that includes influencers within your overall social media plan and work closely with influencers to help grow and strengthen a mutual relationship between the two companies. This strategy will create tremendous long-term value for both brands and their customer base.