¿Cómo armar una estrategia de Social Media?

Para armar una buena estrategia de Social Media, hay que tener en claro cuál es el rol que cumplirán las redes sociales en nuestra estrategia global de marketing. La importancia de nuestra presencia en las redes sociales radica en que por medio de ellas buscaremos fidelizar a nuestros clientes, aumentando su compromiso con la marca.

Es por esto que nuestro objetivo en las redes no debe ser vender, si no construir un perfil y manejarnos acorde a él. Debemos entonces preguntarnos: ¿Qué podemos ofrecer como empresa? y ¿de qué manera podemos ofrecerlo? La clave no es girar en torno a nuestro producto o servicio, si no generar contenido útil para la comunidad.

Establecer objetivos

Antes de desarrollar una estrategia o un plan de acción es importante definir qué resultados esperamos obtener de nuestra participación en las redes. Algunos de ellos pueden ser: dirigir mayor tráfico a nuestra web o blog, aumentar el compromiso de nuestros clientes hacia la marca, crear un canal de comunicación bilateral en donde los usuarios puedan interactuar de manera directa con un representante de la empresa y hacerle llegar sus sugerencias e inquietudes.

Análisis de la situación actual

Ver qué presencia tiene nuestra marca en la web, en qué redes participa mayormente nuestro público objetivo y cuáles son las plataformas que más se adecuan a lo que queremos ofrecer. Un buen punto de partida es analizar la actividad de nuestra competencia, esto además nos puede ser útil para establecer de qué manera queremos distinguirnos.

Identidad

Si bien cada plataforma tiene distintas característica y requiere, muchas veces, distinto tipo de publicación y forma de contenido, todos nuestros perfiles deberán tener la misma línea estratégica. La idea es abarcar todas las redes manteniendo el perfil y la identidad de la marca. Es importante también definir la estética de nuestros perfiles, utilizar la misma paleta de colores que represente a la empresa, de esta manera facilitamos la asociación de los usuarios y aumentamos la seriedad de nuestros perfiles. Recordemos que el objetivo de las redes es la humanización de las empresas, mostrar transparencia e inspirar confianza.

Contenido

Como hemos dicho anteriormente, a la hora de participar en las redes sociales debemos preguntarnos: ¿Cómo puede la empresa ayudar a los usuarios? El contenido que vayamos a compartir debe ser útil y valioso para la comunidad. Lograr esto aumentará, a largo plazo, el compromiso de los actuales clientes y nos ayudará a captar nuevos.

Si querés más información sobre Marketing de Contenidos podes ver nuestro otro artículo acá.

Plan

Una vez que hayamos determinado el perfil de la marca y el contenido que queremos publicar; es importante enfocarnos en la manera de publicarlo. Más allá de mantener en todas las plataformas una estética similar, y una correlación en los mensajes que damos, cada red maneja sus propios días y horarios de mayor tráfico y es primordial aprovecharlos para optimizar nuestro alcance. Además de los horarios cada una de las plataformas tienen otras características que las diferencian: en Facebook las publicaciones con imágenes tienen mayores índices de participación, mientras que en Twitter los mejores mensajes incluyen hastags. Estos son dos ejemplos a modo ilustrativo, es crucial interiorizarse en cada una de las plataformas y sus particularidades para sacar el mayor provecho posible.

Análisis de Métricas

Una vez puesto nuestro plan en marcha, debemos monitorear nuestros movimientos y sus consecuencias. Analizar y prestar especial atención a las acciones de nuestros seguidores, qué tipo de publicación genera mayor participación y de qué manera interactuan con los perfiles. Un correcto análisis nos permitirá enfocarnos en lo que mayor resultado nos da y tratar de mejorar nuestros puntos débiles.

En resumen

Son varios los ítems que debemos tener en cuenta a la hora de lanzarnos a la redes sociales. Pero si nos interiorizamos y ejecutamos nuestro plan de manera responsable de seguro a largo plazo tendremos recompensas.

¡No dudes en dejarnos tu duda o comentario!

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