Best Practices for Brands - Organic Social Media Strategies
Organic social media is promoted through social media content strategy, controlling the cadence and frequency of social media engagement and community management. These areas are vital for educational test prep service companies.
Social Media content Strategy
It is critical to define and create the social media content strategy with the target consumer in mind. A brand must develop guidelines to promote to the target market. HigherEd Marketing Journal's Clayton Dean suggests, "when creating your strategy, you should identify your target market, your marketing goals, and your current use of social media. Be certain to establish not only social media publishing policies but also a schedule."
Have a solid plan. Caylor Solutions warns, "Social media marketing can be a cornucopia of new leads, but it can also be a black hole where your time, money, and efforts disappear never to be seen again." A solid plan will include several important aspects: audience personas and chosen social media channels such as Facebook, Twitter and Instagram. These channels should be decided based upon the target audiences. A list of curated content sources is key as well as setting goals and metrics to be measured to determine success.
Another key first step in organic social media promotion is to decide the organization of the social media team, what areas of strategy to focus on and to create a social media directory and a resources guide if the brand will be on multiple platforms. In addition, creating interest-based Facebook groups targeting the target test prep group, such as GED, SAT, and MCAT. Once these groups are established, begin by posting telling stories about the brand and student experiences and allow the same from current engaged students with their own entertaining stories. The result is being able to see who the audience becomes and can be used for further content refinement.
For best practices, endeavor to work from an editorial calendar to keep on track with posts and responses. A quick turnaround on answering inquiries or shout-outs can result in increased KPI. By this point, it's necessary to adjust the communication by network by researching what type of content is resonating and where to better target the audience. Post frequently and regularly, and set up an effective communications' system. Automatic updates and other repetitious social media functions can be handled by platforms or apps, depending on which social media is used. It is critical to modulate the cadence of social media by controlling the frequency of engagement.
Community management is key. One way this is done is to create student ambassadors to give the brand a face and a set of values. These influencer relationships can greatly increase the social worth of the brand. Kaplan Test Prep does just that. The brand states, "Your peers are aiming to get into the graduate or professional school of their dreams, and you will help them get there." The company emboldens fellow students through social media as they act as brand ambassadors for the prep service. This is accomplished through social networking, in-person presentations and engagement through several social media platforms.
Measure and Tailor
Measure progress with social media analytics that are generally available through the media platforms. This is to see what figures are being generated by the brand marketing campaign. Once social media KPI’s are identified, a tailoring of the content to the target audience will generate more hits and expand the social media base.