What’s the basis of every successful social media strategy?
An engaged community.
Once brands can get the engaged community part down pat, nailing the entire social strategy is just that much easier.
But to gain this kind of loyalty, you need to first use social media to understand and connect with your audience.
More 16-24 year olds use social media than Google when researching a brand. So, taking ownership of your brand’s organic social and community management strategies is imperative. This is how brands build connection and loyalty with consumers.
Rather than just being a space for accumulating a big following and selling products, social media is where people expect to see brands being authentically themselves. It’s how brands connect with consumers and demonstrate the credibility and trustworthiness that builds long-term loyalty.
That’s why every brand needs to make their social strategy uniquely their own. What works for one brand could be a total PR nightmare for another.
The one thing every successful social strategy will have in common, however, is a deep understanding of what it takes to build relationships with people.
And since ProQuo’s AI-Powered Brand Management platform helps brands build these relationships, the two really do go hand in hand for creating and executing a social media strategy.
Here’s 5 ways to use ProQuo to nail your brand’s social media strategy.
Any good strategy starts with fully understanding and exploring who the strategy is actually for.
Flexing your messaging and creative on socials can help you to resonate with different audience segments. For example, Gen Z typically go for the brand with the most buzz, whereas older age groups prefer slower-burners - brands they’ve grown to trust over a longer period of time.
Taking the time to understand these individual differences will lay the groundwork for your social strategy, helping you to identify what your brand should keep doing, stop doing, and do better.
Here’s how you can use the ProQuo AI platform to gain a deeper understanding of the motivations of your target audience
And because ProQuo monitors how your target audience is feeling every day – this data will help to inform your social strategy, ensuring you’re effortlessly keeping up with the times.
No brand can be everything to everyone.
Similarly, no brand can do everything on a single social channel – or do everything on every channel.
Your brand will have a different audience on each channel, so you’ll need different messaging, tone of voice and content for each – but more on that later.
Depending on the demographic of your target audience, some social platforms could be counterproductive to your strategy. If your target audience is Gen Z, for example, Facebook wouldn’t be the right choice, since use has been steadily declining for years.
Think of each channel as a community of potential brand advocates, not another channel to sell through. Each of these communities will expect different things from these channels, and an outstanding social strategy takes this into account.
Here’s how to use ProQuo to choose the right social platforms
50 million people consider themselves content creators on social media. That's a deafening amount of noise for brands to cut through.
What your brand says on social media needs to be perfectly honed so it reaches the receptive ears of your target audience.
Tone and messaging need to be tailored to the channel, so they directly speak to each segment of your target audience. Something that’s far too promotional for a younger audience could work wonders for older ones.
Something too brand-centric could be a disaster for platforms heavy on user-generated content like TikTok, but perfect for Instagram or even your website.
Although a brand’s voice needs to be consistent everywhere, you can change up your tone to cut through the noise. The right way to do this is to combine what people expect from a brand in your category with what they don’t expect.
How to use ProQuo to say the right things in the right ways
Use ProQuo’s Action-Plans to help you figure out exactly what to communicate on social. There are 14 Marketing Levers ProQuo’s AI chooses from when analyzing what actions your brand can take to reach its goals. Use them to inspire your next social campaign or post.
Here are a few examples:
A/B testing your campaign creative on social is a great way to find out which visuals and copy drive your target audience to take the action(s) you want them to. But it won’t show you whether the concept behind the campaign is actually landing.
There’s nothing worse than getting halfway through a campaign and realizing people are apathetic about the content – or worse, they hate it because it has a negative connotation your team didn’t think through.
Sure, you can quickly delete the offending creative, but chances are people have taken screenshots and the damage to your brand’s reputation has already been done.
That’s why only testing creative on social isn’t enough to determine whether the campaign itself resonates. It’s the concept behind this campaign that is essential to get right.
If none of the Instagram ads you launch make people want to hit that “Shop now” button, at best you’re wasting budget and at worst you’re alienating or even offending your customer base.
What will resonate with your social following tomorrow could be something completely different to the creative you’ve used in the past. Testing and optimizing your creative beforehand is the only way to ensure that every dollar you spend is effectively pulling your brand in the right direction.
How to make sure your creative concepts land before launch with ProQuo
Social media is an arena for building stronger relationships with consumers.
So, nailing a social strategy also means constantly monitoring to what extent that strategy is strengthening relationships. You should see your reach and positive social media engagements increase, as you monitor, as well as people’s perception of your brand change for the better.
Monitoring social KPIs is a community manager’s bread and butter – but how can you measure improvements in something as abstract as people’s perception of your brand?
Nailing social strategy means continuously improving on this social strategy. What works now won’t necessarily work tomorrow, and with something as fast-paced as social media, you’ll need real-time data to keep up.
How to monitor the success of your social strategy with ProQuo
The right social strategy for your brand does more than grow followers and engagements. It gives you a space to hear what your customer base is thinking, straight from the horse’s mouth, helps you manage crises, and creates a steadily expanding community of lifelong fans eager to talk about how great your brand is.