How to Evaluate Your Social Media Plan: A Checklist
Is your social media plan effective? Are you reaching your followers and improving your social engagement goals? These are just some of the questions on the minds of business owners. The checklist below will help you improve and evaluate your social media plan to get the most return on your investment:
Identify Your Social Media Goals
Before you re-evaluate your social media plan, think about what you want to accomplish with your strategy. If you don’t set clear-cut goals, it’s difficult to know how well your social media strategy is performing. Set social media goals using the “SMART” acronym:
- Specific (Set a goal with a clear objective)
- Measurable (Be sure you can measure the goal’s progress)
- Attainable (Make sure your goal is realistic)
- Relevant (Set a goal that is relevant to your business)
- Time-bound (Set a deadline in which to reach your goal)
For example, let’s assume your goal is to reach and engage more followers on Facebook. How will you reach more followers? How many followers do you want to reach, ideally? Is it possible to increase your followers by 50 or 500 people in one month? The more specific you are when setting your goals, the better.
Take Inventory of Your Social Media Platforms
How many social platforms are you currently using? Have you considered creating an account on Instagram, Facebook, Twitter, LinkedIn, Pinterest, and YouTube?If you only use one or two social media platforms, you’re likely missing opportunities to engage with followers and potential customers. To choose the best social media platforms for your business, spend time getting to know how each platform works and what each can do for your business.
Consider Post Frequency
Do you post on social media every day, or only when you have 5 minutes of spare time during your busy week? If you aren’t posting engaging content on a regular basis, followers have no motivation to follow you.On the other hand, be careful not to post too often. According to HubSpot, post frequency on Facebook depends on how many followers you have. If you have less than 10,000 followers, you should limit your posts to one or fewer times per day.
Engage Your Followers
It’s not your customers’ job to follow you. You must follow your customers and listen to their conversations to find out what is important to them. This is where social media listening comes into play.According to social media expert Neil Patel, with the right social listening tools, you can find out immediately when someone says something positive or negative about your business, even if they don’t mention your social media handle. Learn more about social listening tools and how they can help you better understand your customers’ needs.
Create Relevant Content
Does Your content resonate with your intended audience? Based on the results of your social listening efforts, you’ll want to create content that is relevant to your followers.If you notice users are discussing your recent article about employee benefits, you have identified a hot topic that warrants additional content. Use the information that you glean from social listening to shape your social media content for future months.
Evaluate Your Metrics
Neil Patel talks about the importance of metrics when evaluating social media plans and campaigns. According to Patel, there are two kinds of social media measurement:
Ongoing Analytics – This involves monitoring activity over an indefinite period of time.
Campaign-Focused Metrics – Campaign or event analytics with a clear beginning and end.
Both measurements are equally important. Monitoring analytics over a period of time is key to the success of your social media plan. Similarly, if you have spent money to promote a special campaign, you’ll need metrics to inform you about the event’s performance.
Provide Opportunities to Connect
Do you have a website or blog presence that can drive your audience to your social media platforms? Your content is only helpful and informative if your followers can find it, read it, and share it with other users. Give your followers plenty of opportunities to connect with you. Even if you don’t have content to share every day, consider creating a poll or post other incentives so followers can chime in and share what’s on their minds.
With some careful planning, your business can have a more effective social media presence. By setting a specific objective, taking action to meet your goals, and monitoring your progress with analytics, you’ll get the most return on investment from your social media plan.