Did you just find another link you can’t wait to share on Twitter?
Do you have a product you think your Facebook fans would love to see?
Are you convinced that your YouTube subscribers are waiting breathlessly for your next clip?
Whether you tweet for yourself, your company, or as part of a team-based branding strategy, here are 6 questions to help ensure your inbound marketing efforts are being underpinned by a sound social strategy.
1. What’s your real, measurable goal?
Are your efforts ultimately being judged according to how many units you sell? How many page views you generate? How much online chatter you generate? If you don’t know where you’re aiming, you don’t know if you’re hitting the target.
2. What kinds of messages generate the most feedback?
Not everything you create will resonate with your audience, but some status updates are stickier than others. Do your fans and followers respond more to questions and polls, or by commenting on photos and videos? Understanding their interaction habits will help you feed them the kinds of information they’re hungriest for.
3. Which of your media gets shared the most — and by whom?
Your fans and followers have their own fans and followers, too. Are you giving them information that they can use to become trusted influencers and curators among their own audiences? Do you know who your superfans are? Do you know what they’re most likely to pass along to their audiences?
4. What’s your policy on controversy?
Hot button issues can get clicks, but there’s a fine line between joining the conversation and alienating potential customers, partners or fans. Do you want to push that envelope, or are you better off playing it safe?
5. Actually, what’s your social media policy, period?
Do you know what you can and can’t say in the name of your employer or your client? (If not, you should figure that out ASAP.)
6. What is your competition doing?
Is the information they share catching fire with their audience? Are there gaps in their strategy that you could be filing? There’s always room for multiple brands to share information within the same channels, but if your competition is doing it right — or wrong — you should be paying attention (and taking notes).
Wondering if you’re doing it right? Ask us; we can help you do inbound marketing better.