MANY COMPLAIN THAT THEY DON’T GET ENOUGH “BANG FOR THEIR BUCK!” ARE YOU GETTING ALL YOU NEED FROM SOCIAL MEDIA?
“ Success seems to be connected with action. Successful people keep moving. They make mistakes, but they don’t quit. ” — Conrad Hilton
S ocial Media is such an ambiguous term. What exactly does it mean? Of course, you don’t know whether you’re getting the best bang for your buck when you may not know the true meaning of the term “Social Media.” For this article, we’ll define social media as the various interactive platforms that allow the sharing of informa- tion, ideas, services, products, company press releases, career interests etc. via virtual communities and net- works. These platforms include LinkedIn, Facebook, YouTube, Instagram, and Twitter. Back to the initial question, before you can determine the “bang for your buck” or your return on investment (ROI), you need to clearly define your social media ob- jectives. As you brainstorm and put together your Social Me- dia marketing plan, here are some possible objectives: business conversions (customer lead generation/ac- quisition), products/services awareness, employee trust, branding, traffic to your website etc. Also, make sure you consider all your social audiences, like em- ployees, suppliers, partners, and shareholders. These are very important as well. After you’ve decided what your main objectives and audiences are, determine the strategies and tactics WHAT EXACTLY DO YOU WANT TO GET OUT OF SOCIAL MEDIA?
to achieve these objectives. Success starts with your team. First, select the team that will oversee social me- dia creation, posting, responding and analytics. You can either look within, hire new staff or choose an agency that specializes in social media. Next, put together a social media calendar which con- sists of the topics, links, photos, quotes, videos, me- mes, events, content etc. that will be posted for the day, week, and month. You will need to do this monthly. Make sure that there is a central location like Google Drive to keep all your photos, videos etc. Finally, you need to have platforms for measuring suc- cess. Most companies have Google Analytics integrat- ed on their website. There are many tools for measuring the success of social media. SEO platforms like SEM- rush and Moz also have tools for measuring social me- dia success. Social listening tools such as Sprout Social and Hootsuite will help you determine if you are getting the best “bang for your buck”. And if all this seems quite overwhelming, you can always reach out to us here at Media Magic (mediamagicnow.com). We’ll be happy to give you a free consultation! n
P46 November 202 1 / HOSPITALITY NEWS
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