Social media has proven to be an effective channel for marketers to reach out to and convert customers. Social media marketing, known for its agile approach, necessitates channel managers to stay up to date on the latest social media trends in technical and social developments to ensure they are capitalizing on all available opportunities.
It's not surprising that this year has seen unprecedented changes in social media usage, as well as a slew of other customer behavioral factors. In terms of 2021 planning, we already knew from Datareportal's July 2020 Digital snapshot that nearly half of respondents have spent more time on social media as a result of COVID-19, as evidenced by a 10% YOY increase in usage, resulting in 3.96 billion active users in July 2020.
The total number of active social media users has risen to 4.33 billion as of April 2021. That's a 9.6 percent increase in 9 months. So, once again, we're on track to outperform YOY growth by the end of July. And as the social community grows, so do your chances of reaching, interacting with, converting, and engaging your target audience.
As we approached 2021, we asked ourselves, "How do I keep my social media audience engaged?" What kind of content is appropriate in today's world? These questions remain the pinnacle of marketers seeking to improve their performance through social media trends.
Furthermore, it is more important than ever to get it right.
It's time to dive into the 2021 social media trends, which range from rising platforms to worthy causes, as well as using social media for shopping, live events, and relationship building. Let's start 2021 with a clear understanding of the components of a successful social media strategy.
The Complete Social Media Strategy Framework
1. Set energizing goals
2. Identify target audiences
3. Establish a channel strategy
4. Design your content strategy
5. Amplify your content distribution
6. Plan your execution
Step 1. Set Energizing Goals
We start with goals, as we do with everything in business. Goals come in all shapes and sizes, so let's lay the groundwork for good social goals. What defines a good social media marketing goal?
1. Goals should be SMART.
2. Goals should be audience-centered.
3.Goals should be linked to the impact of the organization.
4. Goals should be big at first, then broken down into KPIs.
Step 2. Identify Target Audiences
Do you have a specific target audience in mind for your goals? This step is preceded by having clarity on your most valuable and important customer types. Start there if marketing, sales, and service haven't already discussed it. There are three main audience groups we want to reach for the purposes of social media strategy planning.
For the purpose of social media strategy planning, there are three main audience groups we care about reaching:
1. Your most valuable customers.
2. Your aspirational audience.
3. Your influencer audience.
Step 3. Establish a Channel Strategy
The right platforms must be chosen for a focused social media program.
First, you must determine...
1. Primary channels for organic and paid content.
Where will you devote the majority of your time and energy to establishing a presence? The solution is to use your primary social media channels. There should be a clear link between the time and resources you invest in that platform and the priority goals you set. If customer engagement is your top priority, you must ensure that you can reach and track your customers on a consistent basis. Otherwise, it degrades into a secondary channel with lower investment. Most brands should prioritize two or three primary channels. Keep in mind that more channels to manage equals more resources to manage. Choose (and cut) carefully.
2. Secondary avenues for future growth and opportunity.
Gone are the days when adhering to best practices implied being "everywhere." Even so, there are significant advantages to being an early adopter. If your audience is beginning to migrate to a new platform, you should be aware of it. B2B I'm referring to you, TikTok. Consider an 80/20 split, with the 20% representing a smaller subset of your bandwidth dedicated to experimentation and growth.
3. Channel-specific features to boost performance and engagement.
The devil is frequently found in the details. When it comes to Facebook, for example, thinking beyond organic Facebook Page posts can open up a world of possibilities. Messenger, Groups, Shops, Stories, Marketplace, and Events all saw significant growth in daily usage and necessitated their own strategy.
Our general rule is that if a platform publicizes and promotes a new feature, it is recommended that you use it. In 2021, Instagram is encouraging creators to use Reels to increase their reach, for example. Don't be afraid to try new things!
4. A clear strategy for increasing your channel's presence and audience.
Organic reach isn't what it used to be, but if you're going to devote time to a channel, you should also devote time to audience growth. There are numerous strategies for growing your audience, ranging from invite-to-likes to proactive following, engagement groups, and retargeting. The shiny object of the moment
Step 4. Design Your Content Strategy
An effective social media content strategy organizes your content plans and specifies what you'll share across channels. This social media framework can be used to organize one-time campaigns or your entire ongoing content strategy.
Here’s how it works.
The content blueprint is organized into 3 core components:
Step 5. Amplify Your Content Distribution
What will you do to increase the reach of your content? Let me say it again for the benefit of those in the back: it's time to put an end to the "just boost it for $5 and see what happens" strategy. The year you take amplification seriously is 2021.
There are two main ways to amplify your content:
1. Paid social advertising strategies
2. Influencer and earned media strategies
Step 6. Plan Your Execution
Now that you've established a solid foundation, it's time to assess your people, process, and publishing strategy. Your execution strategy should answer the question, "Are the right people in the right seats?" Are they concentrating on the right things? And how will we iteratively improve the plan?
1. Determine who will be in charge of the five major social media roles.
2. Establish a schedule for your social media tasks on a quarterly, monthly, weekly, and daily basis.
3. Establish a time frame and procedure for assessing progress with your team.