Yes, technology can seem like a godsend.
But if you don’t have a solid social media strategy, you’re going to waste a lot of money on a lot of tools that promise a lot of results.
What does a social media strategy look like?
The POST method (People, Objectives, Strategy, Technology) was originally coined by Charlene Li and Josh Bernoff in their book, Groundswell (Harvard Business Review Press) is a proven framework for developing a social media strategy.
It’s basically the Briggs & Stratton of social media strategies:
P – People
You can’t achieve even a basic level of success on social media if you don’t understand your people. No one will like, retweet, or repin your blog post if you haven’t answered the only question that really matters: What’s in it for them?
O – Objectives
If you don’t have a destination any tool will do. Any best practice will do too.
Clear objectives help you determine if you were successful or not. Long-term success on social media requires a lot of trial and error. But you have to know what’s a trial and what’s in error. Plus, they help you discover what you’re doing right!
S – Strategy
Your strategy is more than just a plan. It’s a plan that will meet your objectives based on what you know about your people.
A good strategy focuses on a value exchange between you and your supporter. What are you going to give in exchange for their email, money, time, influence and attention?
Whether it’s a meaningful pledge or a sweepstake, write down exactly how you will offer enough value to encourage them to help you achieve your objective.
T – Technology
Once you understand your people, objective, and strategy, you can confidently select the tools and tactics you’ll use for your campaign. For example, if your strategy is to engage Millennials on Instagram, crowdsourcing content around a hashtag would be a tactic.