Updating your marketing plan

This analysis will also help you spot opportunities.For example, maybe one of your competitors is dominant on Facebook, but has put little effort into Twitter or Instagram.For more on this, read our guide on establishing a compelling brand ‘voice’ on social media. What are your target customers talking about online? If you have existing social channels, you could also ask your existing followers what they want from you.Just make sure that you follow through and deliver what they ask for.

You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.Without goals, you have no way to measure success or return on investment (ROI). For example, Benefit Cosmetics drives brand awareness with its paid social campaigns, but measures acquisition and engagement for organic social posts.Make sure to align your social media goals with your overall marketing strategy.A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media.It guides your actions and lets you know whether you’re succeeding or failing. It will guide your actions and ensure they lead to real business results.

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Check out our guide to using social media analytics and the tools you need to track them.

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