Using Social Intelligence to Kick-Start Your Social Marketing Strategy
While social intelligence plays a critical role in developing an effective B2B social marketing strategy, many marketers make the mistake of instead rushing to deploy tactics and experiment with new tools first.
Don’t make the mistake of overlooking the importance of gathering social intelligence before you develop your social marketing strategy.
The foundation of a social marketing strategy begins with social research. It’s imperative to understand the social eco-system relative to topics important to your business priorities, the on-line behaviors of your target audience, and your brand’s current or relative position and opportunities within it.
Slow and steady wins the race.
The first step to building your social marketing strategy should be taking the time to gather as much social intelligence as possible and harnessing insights from it to build an informed engagement and tactical execution plan.
Through mining and analyzing on-line conversations you can build a baseline of understanding of the social eco-system. There are several key performance indicators (KPIs) you should be looking for, here are some examples:
• Where are conversations happening?
• In which venues and domains?
• Who’s leading the conversations?
• Have are these individuals earned a stature of authority on the topic?
• Who’s following and contributing to the dialogue?
• How often are they discussing key topics?
• What is the natural language used?
• Is your brand mentioned? If so, by who? Your customers? Your competitors?
• Are you or your employees a representative voice within these conversations on behalf of your brand?
• What is the sentiment around your brand mentions?
Harness the findings, then use them to inform your social marketing strategy and the best mix of tactics. Use them to set benchmarks. Then use them for measuring relative change over time as you implement and evaluate the effectiveness of your tactical execution plan.