Earlier this week I attended a strategy session with Social Media Club — Jacksonville, for the domestic violence shelter Hubbard House. During the two-hour session we examined the status of Hubbard House’s current social media strategy, and looked for opportunities where they could grow.
A theme that came up consistently throughout is the “time” dilemma: There are these social media platforms that your company or brand should be using, but everyone is stretched so thin that the time just is not there to make anything work.
It happens to bloggers, too. It even has a name, called “blogger fatigue.”
Here’s what I told the people from Hubbard House to help them overcome this problem and move onward to a sustainable and realistic social media strategy:
- Be realistic: There’s an expectation that a social media strategy will show results in a matter of days. While there are a few that might, most will not. Give yourself six months to devise and implement the strategy. At the end of the six months step back and evaluate what worked, what did not and what you would like your next move to be.
- Have individual strategies: Determine what you would like to get out of each social platform that you are using. Twitter is nothing like Facebook, and neither are anything like YouTube. Cross-posting from Facebook to Twitter works best when it is strategic. Blindly doing so fails to offer anyone value, including the company.
- Write a schedule — and stick to it: No one is saying that you’ve got to monitor Twitter or Facebook for hours each day, or that there needs to be a steady stream of blog posts queued up. Pick a day, or a time, and stick to it. You will find that it will eventually become a part of your routine.
These three steps should get you on your way to developing a personalized social media strategy that will, over time, become effective and sustainable.
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