5 Steps to a Winning Communication Strategy

As Facebook goes back to its roots of focusing on family and friend connections, it continues to make changes in what it allows on the platform and what a user will see in his or her newsfeed.  What does that mean for business? Who knows? One thing is certain, platforms will change, campaign strategy should not.

1. A winning social media campaign plan starts with picking a very specific and ATTAINABLE and MEASUREABLE goal or objective. What matters to you? Are you trying to reach new customers? Promote a new product? Share an expertise? ETC. Whatever you pick, how you will MEASURE success?  For example, “I will increase my followers by 10% after 3 months.” Is this measurement realistic?
ONO EXAMPLE:
Goal/Objective: Show my expertise with Visual Merchandising
Measurement: Increase followers by 10% over 3 months

2. With an attainable and measurable goal in place, it’s time to talk STRATEGY. Who is the intended audience and where are you likely to find them? Armed with these answers, you can select the appropriate platform(s) to reach them.
ONO EXAMPLE:
Audience: Independent retailers with maximum 5 stores in a 200 mile radius. Gross: $1- 2 million annually. Owner operated. Owner 35 yo+
Platform: Facebook

3. With your platform selected, it’s time to select a TACTIC. Here are some ideas to get you thinking: Contests, Coupons, Flash sales, “Virtual events” that are tied to your physical event or place, Tell a “story” that others want to share  - text, photos, videos.
ONO EXAMPLE:
Tactic: Weekly FB Live post that discusses the effectiveness of a retail store window each week (same day/time)

4. Implement your campaign AND track your progress.
ONO EXAMPLE:
Note number of users before first FB Live. Implement FB Live same day/time for 3 months. Track new followers weekly.

5. You aren’t done yet! EVERY campaign must be reviewed against the measurement you established. Did you meet, exceed or fall short of your goal? What went well and what can be improved? Debriefing each campaign will help you improve all campaigns over time.
ONO EXAMPLE:
Convert numbers into percentage. Did you meet, exceed or fall short of your goal? What went well and what can be improved?

​The 5 steps will work for any Digital or Traditional Communication Plan. Set an attainable and measurable goal. Determine an optimum strategy. Select an appropriate tactic. Implement the tactic. Track the results. Debrief. Repeat.
Need help with a winning strategy? Contact Anne Cecil, [email protected]

​