The key steps to be well positioned on social networks
Any self-respecting community manager must apply the 4 C's rule if he wants his strategy to bear fruit.
WILL FEDERATE A GROWING COMMUNITY WITH WHICH CONVERSATIONS WILL FACILITATE DAILY EXCHANGES AND CONNECTIONS.
If you want to make sure that your social media strategy will be successful, no matter what your level of knowledge in social networks is, there are some simple steps that everyone can follow :
- Editorial line
STRATEGIC AND OPERATIONAL AUDIT
If you are already present on social networks, an audit allows you to measure the effectiveness of your social media strategy. By highlighting your strengths and weaknesses, recommendations will appear to allow you to improve the actions to be taken on the various social media invested. However, if your presence on social networks is not yet launched, the audit will focus on your direct competitors and their fields of action, in order to be inspired by what works, the reactions of their community and not to reproduce what does not work.
BEGIN by asking yourself the right questions about your community, this is the key that will open the door to a quality audit.
Who is your audience? How is your target audience defined and how does it behave on social networks?
THEN ADDRESS THE FOLLOWING POINTS:
A. Identify new opportunities. Identify new expectations for services or products (wellness, coworking, etc.), a new target due to contextual changes or a major event in the area. B. Know your competitors. Take a look at the known and unknown competitors and make a list of the ideas presented, their tops and flops. C. Optimize your social media campaigns. Tailor your campaigns or goals in terms of feasibility, not utopia. D. Apply the best Social Media practices of your sector of activity. Monitor regularly to know the trends of the networks and their evolutions, to have ideas of buzz, to be aware of the current events to be inspired by them.
When the audit is established, the positioning of your hotel or restaurant well defined, a planning of actions must be thought and followed to the letter to not forget anything.
DETERMINE YOUR OBJECTIVES
Are you looking to promote your hotel? Promote a special offer? Acquire new customers? Depending on your objectives and expectations, your reflection must be carried out according to certain concrete tracks:
Specific objectives Your expectations must be clearly stated. The number of fans expected per month, the number of publications planned per week with a reach of X views... Achievable objectives Don't confuse goals with utopias. The competition will give you a pretty clear idea of the numbers you can expect. However, during your audit, take into consideration that your competition's community has been around for a while and that you will never get the same results in a few weeks, or even several months. Measurable objectives Look at your statistics, they will give you the number of engagement on a publication (comments, likes, shares), study the reach between organic and sponsored publications and closely follow the number of visits and reviews given on your page. Scalable goals Your objectives and your approach must be flexible, which means that you must be able to modify them and adapt them according to the results obtained after a first assessment. On the Internet everything changes very quickly, you must be able to adjust your objectives and expectations accordingly. Once the objectives have been clearly established, all you have to do is choose the platforms that correspond to your positioning before thinking about the editorial line you want to follow.
MY THEME OR EDITORIAL LINE
Too many clients act and define their actions without thinking about the coherence of the topics to be addressed. Your themes are the very basis of your strategy and the creation of your content must be carefully thought out. If you want to increase your chances of success, the content must meet your target's expectations, entertain and inform them, without boring them.
Limit yourself There's no need to spread yourself too thinly by going off in all directions. 2, 3 or 4 different topics are enough. The main thing is the creativity with which you will use it. For example: the hotel (services, rooms, restaurants, swimming pool...) constitutes a single theme, tourist activities, a second, and photos of landscapes and monuments with quotes, a third. Be ingenious Regular brainstorming will allow you to find new ways to approach your topics. Think like your target. Social media users like visuals that speak to them, that are effective and that don't require a lot of "blah". Use emojis and free online creativity tools to provide visual animation. Show more than you talk Publications with images have guaranteed returns. With the advent of video, photos are no longer enough to feed the cravings of the social user who is increasingly fond of on-demand videos. It is worth noting that 50% of mobile traffic now comes from video*. With the rise of live streaming or live broadcasting on mobile, we have access to a more dynamic and interactive form of communication. * source HootSuite
Don't be afraid to show your personality through your posts. On the Internet, engagement is about transparency with your fans. Ask open-ended questions to give them a voice and prove that you are listening to their needs and preferences. Social media users like to know who they are talking to. Don't hesitate to give them this pleasure with photos/videos. The key is to have fun and create a close relationship with them. After all, they are the ones who will advertise you the most if they feel invested. So sharing their content (when it's interesting) and responding to their comments is the best way to make them feel important.
MEASURE AND ANALYZE THE RESULTS
Once your presence is deployed on the networks, you will have to study the results to find ways to rectify your mistakes (and there will be some), draw conclusions from the statistics (and you will not be short of them) and make your next projections and plans of attack (and this will be more difficult).
Facebook has developed a live service on Messenger, to allow you to interact directly with your customers by being available to them and answering their question live. This is a good way to avoid negative reviews.
Adjusting your method according to your results and your exchanges with the users is probably what will require the most time and practice. Example of Facebook statistics over the last 28 days