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The Social Media Engagement Guide

Guest Post by Dmitriy Gamarnik

Before social media, reaching customers was a challenge accomplished by face to face, television, radio, or print advertising. Today, a company can use services like Twitter and Facebook to directly communicate with customers. This also means that crowd is filled with many voices and to be effective the message needs to be clear.

1. Goals

What are you trying to achieve and what is the expected outcome? This is an important question to ask at the beginning of any social media campaign. This step will provide guidance and a clear course to follow as you navigate the world of social media.

2. Metrics

How will you measure the results? There are a variety of ways in which to measure social media success. Typically the goal of social media is to build relationships and trust, which cannot be easily defined. Some common metrics to keep an eye on are the number of interactions, fans/followers, and conversions.

3. Message

What is your business’ message for the world? It is critical to decide what is unique about yourself or your business. Determine the ways in which you can deliver value to your customers and how you separate yourself from the competition. A unique identity, idea, or concept is highly beneficial in developing an online following.

4. Scenarios

What will you do if you receive a negative comment or a positive one, and how will you respond? It is important to have a clearly outlined protocol for managing your interactions and delivering appropriate and prompt responses.

5. Roles

Who is in charge of what and on which social platform? If multiple people are managing a social media campaign it may be necessary to define responsibilities and boundaries. This will ensure that no aspect of your social media campaign is neglected.

6. Audience

What type of crowd are you targeting and how will they benefit from the interaction? Social media is all about building relationships, so it is critical to make ensure that these relationships are with the right people. Your fans/followers should be interested in the value you can deliver.

7. Platforms

What social media tools will you use and how? There are many different mediums through which you can engage your audience. Choose the ones that will allow you to access the largest possible portion of your audience and communicate with them efficiently.

8. Influencers

Who are the influencers in the arena? Identify the important and well-known people within your audience who wield influence. Building relationships with these individuals can be very valuable and will help you climb your way to the top of the social media food chain.

9. Timeline

What are the phases of the project based on goals (special events, deadlines, sales, seasonality)? A timeline will allow you to take a step back and look at your social media campaign as a whole. Setting specific deadlines will allow you to stay on task, punctually execute the different phases of your social media marketing efforts, and ultimately allow you to reach your goals.

Dmitriy Gamarnik is a marketing analyst with Blue Fountain Media ( in New York City.

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6 Responses to The Social Media Engagement Guide

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