Crafting Social Media Success: Know Your Audience & Goals

When it comes to social media marketing, keeping up with the latest trends is like trying to predict a wildfire. But you’re not in it to be trendy. You’re in it to drive success for your organization – no matter what that might look like. So you’re tasked with crafting social media success by:

• Knowing your audience
• Aligning your goals
• Planning compelling content
• Deploying content in ways that drive engagement

It’s easy for the businesses and nonprofits we typically serve at Grand River Agency to get lost in the digital clutter and chaos. Establishing a digital presence is essential for engaging customers and donors, but with numerous platforms vying for attention, how does one keep up? Fear not! A strategic approach can be your guiding light in this labyrinth of social media as a component of a broader organizational communications plan.

As Josh Hatcher, Vice President of Client Success at Grand River Agency, says in this new blog post: “How can anyone keep up with them all?” Indeed, the challenge of managing multiple social media platforms can be daunting, especially for smaller organizations with limited resources. However, the solution lies in crafting a well-thought-out strategy that not only simplifies the process but also ensures your efforts yield meaningful results.

Related Reading:

• Leveraging Nonprofit Social Media for Maximum Impact
• Grand River Agency – Nonprofit’s Social Media Experts
• Amplify Your Nonprofit Storytelling: Expert Communications Strategies for Ultimate Impact

Social Media Marketing Insights from Josh’s Blog

Here’s a rundown of what Josh had to say about crafting social media success in his recent blog. 

Understanding Your Target Audience

Who are the individuals you want to connect with? What are their needs, preferences, and pain points? According to Josh at Grand River Agency, “You need to set goals centered around your ideal audience.”

Where Does Your Audience Hang Out?

Understanding where your audience hangs out on social media is crucial. Is it YouTube, Twitter, Facebook, or another platform? Tailoring your strategy to the platforms your audience frequents ensures that your efforts are well-directed and yield maximum impact.

By choosing the right platforms to engage effectively, you’ll be well on your way to crafting a social media strategy that brings clarity and purpose to your digital presence. For more in-depth insights on mastering social media scheduling and building a successful digital presence, check out the Grand River Agency blog.

Planning Social Media Content: The Key to Consistent Engagement

As Josh astutely points out, “The biggest mistake most people make regarding social media content is posting in the moment.” While there’s certainly a place for spontaneous posts to capture exciting moments, building a sustainable and engaging social media presence requires some forethought.

Developing a Content Calendar

A content calendar serves as your roadmap and planner to ensure a volume of well-thought-out posts accomplishing a variety of goals are ready well in advance. You can even use FREE tools like Google Sheets to create a content calendar. This calendar becomes the canvas on which you’ll paint your social media marketing narrative.

Start by outlining key dates and events that are relevant to your business or industry. These serve as anchors for your content. For instance, if you run a fitness apparel brand, National Fitness Day would naturally be a date worth highlighting.

Establishing Posting Frequency

Josh Hatcher recommends posting at least once every weekday. Some social media experts recommend more; others less. This frequency might seem intimidating, but it’s a powerful way to keep your audience engaged. Posting consistently ensures that your brand remains on your audience’s radar.

The key to achieving this consistency is batch content creation. Take a dedicated block of time to brainstorm ideas, create content, and schedule posts in advance. 

Customizing Content for Different Platforms

Every social media platform has its unique quirks and preferences. Some have character limits, while others favor visuals or videos. Josh wisely advises, “Ideally, the content would be a little different for each platform.”

Tailoring your content to each platform shows that you respect the platform’s unique audience and culture. (And it also takes advantage of how algorithms deliver content to users.) For instance, Instagram users might appreciate visually appealing posts, while Twitter users engage more with concise text and hashtags.

Monitor, Engage & Respond: Building Strong Social Connections Through the Comment Section

As Josh Hatcher from Grand River Agency continues, “If we continue the analogy of personal relationships to social media, this is a conversation.” Indeed, successful social media management involves active engagement, monitoring and responsive interaction.

The Power of Engagement

Think of your social media presence as a conversation with your audience. To make it meaningful, you must actively participate. Engaging with your audience is pivotal for building rapport and trust.

Moreover, consider using autoresponders judiciously. While they can handle routine queries, nothing beats real human interaction in fostering genuine connections. Authenticity resonates with your audience and sets you apart.

Responding to Comments & Messages

When someone takes the time to comment on your social post, it’s a golden opportunity for interaction. As Hatcher points out, “If someone comments on your social post, respond! Like their comment, thank them for their comment. Answer their questions!”

These simple actions show that you value your audience’s engagement and opinions. It’s a two-way street, and acknowledging your audience’s contributions can go a long way in nurturing a loyal following.

Dealing with Negative Comments

As you well know, not all interactions in the digital realm are positive. Occasionally, you may encounter negative comments or trolling. Hatcher offers a pragmatic approach, noting that “negative comments come with the territory” for brands that intentionally post divisive or controversial content.

However, for most brands, negative comments are the exception rather than the rule. In such cases, it’s perfectly acceptable to delete or limit comments that breach your platform’s rules. Maintaining a respectful and constructive online environment is crucial for maintaining your brand’s integrity.

Grand River Agency: Your Partners in Social Media Marketing Success

Effective social media marketing management is a multi-faceted endeavor. Mastering it can be challenging, especially for small and under-resourced teams. Discover more insights on engaging with your audience, handling comments and messages, and navigating the dynamic world of social media. 

Together, we can help you build a thriving social media presence that truly connects with the people who matter most to your brand. If you need help, contact Grand River Agency today. Contact Josh Hatcher directly here for a FREE CONSULTATION.