The constant evolution of social networks requires a permanent renewal of social marketing strategies, adapting them to the new proposals and tastes of customers. To avoid situations of uncertainty and loss of control in the face of dizzying changes, we will detail the four keys to success, which in English are known as the "4 A's": Aims, Audience, Approach and Analyze.
- Objectives (Aims): The most important thing is to be clear about what you want to achieve, that is, what your goals are. Only then will you be able to enter the brand in the social networks that are closest to the users of your sector. In other words, it is not necessary to use all the social tools as a communication strategy, but only those that allow you to meet the proposed objectives.
It is also necessary to plan the objectives specifically and adequately to carry out a correct measurement of the results.
- Audience (Audience): It is essential to be able to understand why you are or want to be on social media, and what you intend to achieve through it. Having an adequate strategy to impact the networks will allow you to take advantage of and optimize its reach. Otherwise, your visit to them will be fleeting and you will even run the risk of putting the reputation of your company or brand at stake.
You must carefully analyze the brand's target audience and evaluate what their activities are on social networks in order to directly attack that area. For example, children and adolescents tend to actively participate in social games, mainly on Facebook, so a good alternative to attract users could be the creation of a virtual game related to the brand, where real prizes are given away.
- Our Approach (Approach): Once you have defined the objectives and the target that the brand will address, you can start executing the marketing actions. To begin, you must choose the social media that fit your general web strategy and define the use that you will give to each of them. In addition, you must specify the content that will be provided from the web and the tones that you will use to speak to your audience. Formal or informal? As an individual or as a group? These will be some of the issues to be resolved. At this stage you must put together the communication architecture that you will use from now on.
- Meta (Analyze): Once you have everything correctly planned and in action, the time to analyze begins. Measuring results will prevent you from repeating mistakes and improve strategies a posteriori. Although you can entrust this work to communication agencies specialized in measurement, there are several free tools, such as Google Analytics.
