We needed KPIs for our social strategy, and to define how social media would support our broader marketing. We created a strategy with SMART goals to not only increase brand mentions and engagements with posts, but to also increase clicks through to the website, email signups, and downloads of content such as whitepapers.
To execute this strategy, we invested in social media management software, and created branded graphics to grab our audience’s attention. We critically audited our previous social media activity, and analyse the current social media landscape, to see what content was resonating with our target audiences.
We did this with a selection of social analytics tools. These helped us better understand our audience, identify topics of interest and key influencers. We also conducted competitor analysis to see which of our competitors were using social media successfully, and specifically what they did to cut through the noise.