Social media marketers often like to start with tactics, but the "Social Structure" provides a scheme that develops a direct strategy. This helps further to guide all social media efforts. The companies that obtain the greatest success in social networks are those that have a defined strategy. As for others, the challenge is to find where to start.
As indicated by Gretchen Fox, co-founder of the social system and training agency "Made To Order", the Internet-based industry is working under the guise of the early stages.
However, that is no longer the truth:
“The industry has been long enough for us to need some procedures; We need some rules. This is our attempt to start creating some standards. "
Fox acknowledged that, in general, it was not up to the standard, but that she and MTO's main supporter, Kyra Reed, found an undocumented standard while developing their own restrictive procedure. Together, Fox and Reed distinguished five stages that they believe are a solid foundation of any great social technique, and called their discovery "The Social System."
The problem is that people need to start with strategies, he said, when they really have to start with the initial step. From that point on, each progression expands on the following.
The media in The Social System, as recorded by Fox and Reed, are as follows:
Social identity: this is "the root from which your social strategy will be developed". According to Fox, it is essential to characterize his identity, but from the point of view of a two-way discussion. Building a brand character is quite standard. Be that as it may, the bidirectional discussion expects brands to characterize the parameters: what to say, what not to say and the tone they should follow, for the individual or group that deals with social media accounts.
Community activation: traditional advertising approaches the community in terms of scope, but in social networks, people come to you. In addition, Fox realized that "it's not just his target audience: it's investors, employees, journalists, they're all." She said this is the most common point of disappointment for brands that simply need to move forward. In this progression, organizations need to understand themselves from the point of view of who their group of buyers is and what those crowds anticipate.
Content strategy: Fox said that people understand the need to create content, however they are taking a technique of "throwing it against the wall to see if it sticks," instead of creating in light of the initial two stages. The problem with this approach is that you cannot make a compelling content strategy without first knowing your identity and, secondly, knowing who your target group is.
Social battles: Fox considered campaigns as the bright object. "Everyone wants to campaign." Without the establishment of the initial three stages, he said the campaigns give short-term victories, but there is no feasible development.
Social knowledge: many people are discussing social analysis and big data, however, as Fox indicates, social knowledge is more tactical than strategic; It is the place where you find exactly how cunning your association is with respect to social networks. Social knowledge is not the beginning of social technique, but the social methodology is executed through procedures, policies, metrics, tactics and devices that tune, measure, react, incorporate and participate in online discussions in real time.
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