Get online and listen to what is being said. What do people think about you and your brand? What are their points of views? Who are key people who influence others and which ones should you cooperate with? What are the various topics? Is the tone of the conversation heated? Do people favor one point of view over the other, or is it mixed?
2. Identify Goals and Objectives
You should now be in a better position to establish your goals now that you have had a chance to "listen" to your audience. Some goals might be to drive a certain amount of traffic to your website. Or you want to increase the number of followers by 15 percent in six months. Maybe you just want to extend you brand presence on the social web.
3. Develop Your Plan and Time Your Content
Map out your approach to delivering content to your audience. Will you reach out and leverage Influentials? Will you provide free material or samples? How will it be delivered? You may have products that are environmentally friendly. Will you moderate and lead a conversation about environmental issues? There are many creative ways to approach your audience. Be innovative.
4. Develop Your Content
Next, develop the content you have outlined from your timeline. This timeline will help you know what order to start building your content. This is where you really need to understand your audience and your brand. You must be highly creative and much of what you say within social media channels should sound like your brand.
5. Engage - Implement Your Plan
Armed with smart objectives, a solid timeline, great content, and the right social media sites you are now ready to post your content. Engage in the conversation and express your point of view. Remember to keep to your schedule and be constituent. Have the resources on hand to respond to comments and feedback so you can keep the conversation going. This is not an "if you build it they will come" type of scenario. You have to keep at it.
6. Measuring Success
As you know, the ability to measure the effectiveness of marketing activities is imperative to any company's marketing strategy. Social media marketing isn't as easy to measure as other online channels but it can be done. If you identified your success metrics in step No. 2, then you're already ahead of the game."