Implementing a successful social media program isn’t rocket science.
Or, is it?
NASA is riding high with social media success and is a great example of how to do social media right. With a Twitter following that tops Donald Trump, NASA has put the focus on understanding the customer and providing top quality content.
At CabinetM, we advise you start with a strategy. Then use a Marketing Technology Stack – a tool that marketers use to pull together the marketing technology needed to get the job done. A well-built social media stack includes tools from across several categories and subcategories.
To begin, identify the target market and paint a picture of the ideal customer that you want to reach. It’s also a great time to evaluate the various social media properties to see where the brand will fit best and where to focus your efforts.
What categories do you want to pull from?
- Business Intelligence gives an overall picture of the market across many data points.
- Audience Segmentation dives deeper into the customer data providing demographics and location information.
- Customer Profiles pull together key attributes of cohorts so you can tailor the content to different groups and reach a larger audience.
- Social Media Monitoring gathers information about what topics are trending, keywords being used and how the brand is currently seen.
- Social Media Analytics provide quantifiable numbers, insight and analysis of social media properties.
With a clear picture of the customer, it’s time to think about content. NASA taps into its deep well of content mixing fantastic photography with historical facts and scientific information. Of course, not everyone can share photos from the Hubble Space Telescope. Gather what you have and see what can be re-purposed whether it is a compelling customer story, a recent product review or corporate philanthropy work. Content Discovery and Content Curation tools can be useful in the search. Social Media Content Creation tools offer the ability to curate existing content and develop a plan to distribute it.
Once you have a good source of content, it’s time to prepare for liftoff.
- Social Media Management marries the content with the tools to trigger scheduled posts and promote cross-posting.
- Marketing Planning provides schedules to keep the marketing department organized with timing and next steps.
The key to social media success is being light on your feet whether it is quickly reacting to a competitor’s post or a breaking news item.
- Social Engagement integrates with web tools to automate the process and set up automatic triggers for responding to customers across platforms.
- Hashtag Marketing identifies potential hashtags to use in campaigns and uncovers opportunities to tie into larger conversations.
Of course, it’s always good to keep an eye on the results using social media monitoring and social media analytics.
With a strong social media stack, you too can become a rocket scientist at social media shooting for the stars just like NASA.