How does social media marketing start from scratch?

The first time I went to rock climbing, I couldn't find the skill at all. My friends and I are like beginners, and we see everyone else doing very well. The thought of climbing to the top of the wall was exciting, but we didn't know how to climb it.

I think a http://www.aliyun.com/zixun/aggregation/7786.html "> Social Media Marketing program may have the same feeling. Everything was exciting at the beginning of the origin. You know exactly what you want to do and why you do it. You can see other people already on the high mountain of social media, and you have some ideas to get there.

A plan will help a lot this time. This paper combines the data analysis of social media operation with the author's personal experience to provide you with a detailed plan blueprint.

I like to think of the plan as a road trip. We start by finding the right direction, and then we choose the means of transportation that we need to constantly check whether we're on the right path and have fun in the process.

Step one: Choose the right social network

The homogeneity of social media networks is similar to some brands, and Google + and Twitter are like Cola and Sprite in social networks, each with their own unique style and user base. So you need to find social networks that are best suited to your social media goals and strategies. There is no need to cast a net-just choose the most effective platform for you and your users.

What social networks do you need to choose? Here are a few factors to consider.

Time-How much time can you devote to a social media? Initially, you need to plan to spend at least 1 hours a day on every social media.

Resources-Do you need new people and skills? Visual social media Pinterest and Instagram are based on image and photo applications, and Google + focuses on quality content. Do you have the resources for these platforms?

Users-where will your potential customers gather? Which social media has your user base?

In the latter part of the discussion, you can refer to user studies, such as the Pew Research Center, which collected data from mainstream social media such as Facebook, Twitter, Instagram, Pinterest, and LinkedIn in the third quarter of last year.

A horizontal contrast between Facebook and Twitter is as follows.

Step Two: Improve information

We check social media profiles every month to make sure the Avatar, cover, resume, and profile information are complete and up-to-date. A complete profile shows your professionalism and brand consistency, and it shows visitors how serious you are in social media.

The information material consists of two parts: vision and writing.

The visual part needs to achieve the goal of consistency and familiarity. The Twitter avatar is going to match Facebook, and Google + and LinkedIn's cover maps are best aligned. In order to do these pictures, you can refer to the ready-made format summary, the Canva tool can directly use the template to generate the appropriate size of the picture.

For text, you need to personalize the profile and Information section. Creating a professional social media profile can be easily divided into the following six rules.

1. Show, not preach. Showing "What I did" is often more effective than introducing "who I am";

2. Display keywords to users;

3. Maintain the freshness of the language, but avoid overly fashionable words;

4. Answer questions from potential users and tell them what you have;

5. Maintain personal style and demeanor;

6. Check your page frequently.

Step three: Find your marketing tone

Now, you may be anxious to start sharing a social network. There is a need for more preparation before that.

If you can find the right tone for the content, the risk of getting into social media will be more purposeful.

To do this, you need to think carefully about marketing tasks and customer basics, and so on.

Start with the following questions:

If your brand is a person, what kind of personality does he have?

What is his relationship with the client? (coaches, friends, teachers, fathers, etc.)

What does your company's personality not include? Describe with an adjective.

Which companies have a similar personality to your company? Why is it similar?

What do you want your customers to think about your company?

Finally, you'll get a lot of adjectives about your corporate marketing strategy, which is the tone you should keep in your social networking interactions, and respond to your customers in a consistent tone, perhaps with unexpected rewards.

Step four: Select a posting strategy

What is the ideal number of posts per day? How often do you post? When should I post? What kind of content is better for you? For such a problem, according to the actual situation to decide. Social media marketing is linked to your audience and your customer base. Your honey, my arsenic, must keep trying.

With regard to strategy, there are some data and ideas that can tell us how to start better.

What should be published?

The picture is one of the most ideal social media communication content. When browsing the stream of Twitter and Facebook, you'll probably be browsing through the pictures. Picture posts get more browsing, clicks, and shares than other types of posts. Data show that, on Facebook, picture information gets 53% more praise, 104% comments, and 84% clicks than text messages.

Twitter is the same, and in one study, by analyzing 2 million tweets from users from all walks of life, Twitter found that images contributed the most to reprint's increase:

As shown in the picture, the image can increase the amount of 35% of the push, higher than the video (28%), the reference address (19%), the number (17%) #井号标签 # (16%) of the amount of push.

By combining the above strategies, the strategy of long-term operation can be formed.

1. Starting from five basic types: links, pictures, references, forwarding, and plain text information;

2. Choose a major type, most posts will be this type of content;

3. Use the ratio of 4:1 to arrange the content. That is, after sending 4 of pieces of content using the main type, you should select a different type for the swap.

This way, your followers will know what they can get from you, and you can also polish your style through the process.

How often do you post?

There are lots of interesting data on how often social media updates are available. Some factors may affect your posting frequency, including industry, resources, reach, content quality, etc. The platform you use also has its own frequency.

If the content is popular, you can certainly increase the amount of posting.

The frequency of posting for various social platforms is as shown. Facebook is 5 to 10 a week, Twitter is at least 5 a day, and LinkedIn is the best day of the workday, and Google + 's posting is under 5 posts per day.

When to post?

There are a lot of tools to tell you the best time to post on Facebook and Twitter. These tools watch your followers and post history, see when your users are online, and when they are released.

What about people who just started social media operations without users and posting history?

SumAll provided useful chart data, and they found the following results: (US Eastern Time)

Twitter: Weekday 1 o'clock in the afternoon-3

Facebook: Weekday 1 o'clock in the afternoon-4 point 2-5

LinkedIn: 7 O'Clock in the morning-8 point 30 5 o'clock in the afternoon-6 points Tuesday Wednesday and Thursday

TUMBLR: Weekday 7 o'clock in the afternoon-10 and Friday 4 o'clock in the afternoon

Instagram: Weekday 5 o'clock in the afternoon-6 Monday Night 8 o'clock 6 o'clock in the afternoon is also the best time point

Pinterest: Weekday 2 o'clock in the afternoon-4, Night 8 o'clock-11, and throughout the weekend

Google +: Weekday 9 o'clock-11

Step five: Repeated analysis, testing

Social media sharing is a very specific and independent work. As the posting increases, you'll find the right content, time and frequency. How do I get this information? Most of the mainstream social media pages provide data analysis modules, which are better if they have the perfect data information from third parties. These tools can give you detailed data, including how much browsing, sharing, and Zane comments each post brings.

How do you use the data after you get it?

Set the benchmark. After two weeks or one months of operation, you can review the data and find the average number of clicks, shares, points of praise, and comments, which will be a benchmark for your continued operation. Of course, as operations continue this number needs to be updated in a timely manner.

Try new tools. In buffer, we open various tests. For example, will the optimized picture get more clicks than no optimized picture?

Check the results. The results of the test are compared with the benchmark data, and if the test results are positive, these changes can be added to the daily strategy. When a test is over, make a new test.

Step six: Automating and engaging in interaction

The final step in social media marketing involves creating a system that can track the effects and help you stay in touch with your community.

First, automate the update activities. The tools allow you to set up the predefined content once and then arrange it in a predetermined order.

Of course, automation is not a permanent. Social media needs to be involved and interactive. You need to respond in a timely manner to follow up on what is happening in the social media, which implies potential clients, referrals, friends, and co-workers. This is a point that must not be overlooked. New topics and new responses are notified in a variety of ways.

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