Describe how businesses develop a social media plan.
Before developing a plan to use social media, it is important to determine how social media can improve the organization's overall performance and how it "fits" with a company's objectives and other promotional activities.
Once it is determined how social media links to the company's other activities, the first step is to listen to what customers like and don't like about a company's products or services. Typically, the second step is to establish social media objectives that are specific, measurable, achievable, realistic, and time oriented.
After listening and establishing objectives, the third step is to identify the customer or market segment a business is trying to reach with a social media promotion. The fourth step is to select the social media tool that will be used to reach customers.
While it is not necessary (or even advisable) to use all of the available tools, a company can use social media communities, blogs, photos, videos, podcasts, or games to reach potential or existing customers. Once social media tools have been identified, a company can implement and integrate the social media plan.
Both quantitative and qualitative measurements can be used to determine the effectiveness of a social media plan. Quantitative social media measurement consists of using numerical measurements. Key performance indicators (KPIs), for example, are quantitative measurements.
Qualitative measurement is the process of accessing the opinions and beliefs about a brand and primarily uses sentiment analysis to categorize what is being said about a company.
Because social media costs both time and money, it is important to maintain, update, and measure the success of a social media plan and make adjustments and changes if needed.
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