Como você alinha suas metas e objetivos de mídia social com seus objetivos organizacionais?

Die Zeiten sind vorbei, in denen wir Social Media Marketing nur betreiben, weil man das so macht im Jahre 2024. Die wenigsten Unternehmen können und wollen es sich leisten, so viel Energie, Zeit und Budget in Marketingmaßnahmen zu stecken, die unterm Strich auf kein einziges Unternehmensziel einzahlen. Umso wichtiger ist es, genau festzuhalten, WO und WIE Social Media die aktuellen Unternehmensziele unterstützt. Solange das nicht festgelegt oder zumindest durchdacht wurde, zahlt es sich nicht wirklich aus, weitere Schritte zu machen (zumindest nicht langfristig gesehen!) :)

Social media is fun. It's rewarding as well. But it's also time and resource-consuming. This is why you should answer these two "why" questions before even starting on social. 1. Why do you need social media? Be as specific as possible in defining what you want to accomplish. Would you like to gather people around a common cause? Do you want to bring together people facing similar problems? Do you want to encourage people to take action? 2. Why do people need you on social media? As much as you want to be on social media, it won't work if there is no need for it from people out there. You have to ask yourself what the added value of your social media presence would be. What would make them spend their time with your content?

Going to bring out something from the archives--the Venn Diagram, people. I have had to learn this as a practicing oncologist. HOPEFULLY, there are things about the organization you're with that you're in same way, shape or form interested in, or passionate about. If not, you probably should not try to thread the two--and be looking for the right environment. But if so, hone on in on those topics. The safest wonders, are always those that are fundamental. Philosophical, or conceptual, if you will. Because THAT--the 'what' that BROUGHT both you and the organization to what you both are doing? That's the sweet spot. That's all the gravy. And it can be dissected in way more versions and case examples than you realize, and everyone is happy.

It starts with getting clarity on the organizations social media priorities, the preferred social media channels as well as what is the key expected outcome is. Once that is place, the monitoring angle is important and so is the response and engagement approach. One also needs to keep an eye on the social media polices and keep revisiting them as org priorities change or evolve. Last thing is to develop an active measurement strategy that focuses on the effectiveness of the campaign.

Aligning Social Media goals with organisational objectives begins by thoroughly understanding your company's strategic vision and KPIs. Identify specific targets, such as brand awareness or lead generation, that directly contribute to the overall success of the business. Collaborating with relevant departments can ensure a cohesive strategy that integrates SM into the broader organisational framework.

This is all good if seen from an organizational perspective but a successful social media presence serves an audience need more than your own goals. My recommendation would be to ask yourself what is it that you could contribute to your stakeholders on that specific channel that is within your skillset/knowledge. Instead of focusing on growth (of numbers/engagement) and noise (thus frequency of posting) consider value/contribution/retention.

Your social media account should have its own KPIs followers like:post ratios, shares etc. Most SM account managers just think more is better but in reality it is the quality of the followers and interactions that matters most. Understand the purpose of SM and then define your kPIs which are separate from your business KPIs

Review marketing funnels. Identify gaps where social adds value. Set SMART social goals that map to business KPIs. Context aligns content and converts customers.

Aligning social media goals and organizational objectives involves coordination across various departments: Marketing: Ensure social media enhances brand visibility, engages the audience, and drives traffic to the website. Sales: Utilize social channels to generate leads, nurture prospects, and support the sales funnel. Customer Service: Use social platforms to address customer queries, provide support, and maintain a positive brand image. Product Development: Gather customer feedback through social media to improve products/services and identify market trends. Human Resources: Leverage social platforms for employer branding, recruitment efforts, and employee engagement.

Mirror organizational goals by defining specific social outcomes. 1. For sales - generate leads or referrals. 2. For customer satisfaction - improve response times or engagement. Keep social objectives aligned but more flexible, without complicating with numbers. Stay realistic about what social channels can achieve. Simplicity keeps focus clear.

Prior to establishing a presence on any social media platform, it's crucial to grasp the intricacies of the platform—comprehending how information is gathered and disseminated to the intended audiences i.e algorithms. This comprehension should be complemented by an awareness of how your target audience engages with content on the platform, paying special attention to their content preferences. If there is synergy between your objectives, the platform's features, and the audience's behavior, the likelihood of successfully executing the tactics outlined in your social media strategy significantly increases.

Choosing the right social media platform is crucial because your target audience might not be all of them, and you might not have the team to prioritize all of them. Once you decide on which platform you will launch, make sure you work with the platform's algorithm. Analyze the platform, your competitors, the content, and what the algorithm prioritizes. Find out where your target audience is most active and start with that platform. You can expand to others once you have a plan and strategy that works on one social platform.

Tracking and measuring performance in line with business KPIs is absolutely crucial in a successful social media strategy. Being open to adjusting a strategy based on performance is a quality that must be engaged. A viral post can be great, but if engagement is stemming from the wrong audience, or the objective of the post has not been met (e.g. driving sales, or increasing understanding of a topic), the social media professional should monitor this carefully and adjust future content where needed to ensure alignment with the organisation's mission.

Always track and measure your social media campaigns. If you don't, you will never know what actually works and what does not. Remember, the goals and metrics should be aligned with the company's goals. Another key metric to measure is to measure the social ROI of your social media campaigns. If you can show the ROI of your social media campaigns, you will be able to get a bigger budget, and people will see that social media plays an important role and is a revenue driver.

The hardest thing I find is the balance between automated reporting vs full, accurate data. In my experience, there's no substitute for pulling the data manually from each social platform. Yes it takes longer, but often automated reporting tools have gaps and blind spots. It's so important to get the native, real learnings in terms of what performs best - so worth the time investment in reporting properly!

When you are on social media for personal branding, it's wise to first understand your company's social media policies. Touch base with your communications team if you're unsure about anything.  Your personal objectives and the content you share should generally be in harmony with the values of your industry or employer. Steer clear of polarizing content; moderation is key. Importantly, set a clear vision for your online presence and consistently work toward it. Your personal brand should reflect your professional values and contribute positively to your industry's digital landscape.