The Brand Evangelist

I wrote a post in the past on DIY [Do It Yourself] approach to social media, what the social media experts won't tell you. There I stated that trial and error can help you design a unique social media marketing strategy.

But Is social Media Marketing LUCK?

NO. It has an element of luck.

You cannot determine when a campaign will go viral. You may initiate a campaign with the intention that it should go viral, but there is no guarantee. There are factors you can't control.
You can't tell people how to use Facebook or Twitter. People decide their own way. Even Facebook and Twitter are not telling people how to Facebook or Tweet.

Things you should not leave to luck

1. Social media marketing goal. The goals you set must be measurable and meaningful. Deciding to gain 20,000 likes (Facebook) or 10,000 followers (Twitter) is a goal that is achievable and measurable. However it is meaningless in marketing. I wrote a post on the value of building business relationships over accumulating numbers. Example of meaningful goal could be - gather insight for your brand or increase awareness.

2. Data Collected for analysis. You can use certain tool to collect and analyse data. The data you mine must be able to provide you with information that will help you in deciding if you're achieving your goal. To gather insight, you can ask your community questions on Twitter or Facebook. The information you gather could them be use to create more value for your customers.

3. Best time to engage. Through careful observation and direct questioning I was able to know that the best time to engage with my own community on Facebook and Twitter is 8am - 10am, 12noon to 2pm 5pm to 7pm, 10pm to 12am [Nigerian time] at other times they are either asleep or at work. You have to observe yours. What is the benefit of sharing information when the people who are to see it are not available?

4. Social Network Platform to use. Your service and the people you're targeting will determine the platform to use and how to use it. Most users of social networks in Nigeria access social network via their mobile phone. If you're targeting such people, it is obvious that they won't see adverts you place on Facebook [I typed the draft of this post from my usual Nokia E71 btw].

Don't just do trial and error, research.

A social media marketing strategy will help you save resources that can result from trial and error. Get yours drafted today and stop leaving your social media marketing effort to luck!
What challenges are you having in implementing an effective social media strategy? Let me know in the comments and I will share my experience with you.

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