8 Steps To A Future-Proof Social Media Strategy In A Web3 World
To take your Web 2.0 presence to the next level and get you ready for Web 3, here is a step-by-step approach to developing an efficient social media strategy.
I would appreciate it if you could provide me with a copy of your social media plan.
Brands are still falling behind in terms of having a defined social media strategy more than a decade after the beginning of the Web 2.0 era and as we move towards the evolution of Web 3.0.
When we think about it now, the middle to late years of the 2000s were when we first got our hands on things like Facebook, Twitter, LinkedIn, YouTube, and the iPhone.
A quick jump ahead in time brings us to the present day, when we have entered the metaverse, the next generation of the internet, as well as even more digital ways to communicate with viewers.
If you don’t have a plan for using social media, you aren’t the only one in this boat.
Even though about 60% of the world’s population is thought to use social media, more than 50% of business-to-consumer firms say they don’t have a written content or social media strategy.
In addition, when asked to rate their degree of skill, the vast majority of businesses place themselves in the amateur category. More than half of the brands polled said that their social media marketing skills were not very good.
Uh oh?
It’s accurate!
If you don’t have a plan, you’re just gambling.It would be crazy to skip Web 2.0 and go straight to the next version, especially since Web3, the metaverse, digital commodities, and virtual worlds are all on the way.
“I am of the opinion that Web 2 and Web 3 have a best deal to gain from each another.
As a result of the fact that each has its own set of frameworks and best practises, it is necessary to construct bridges between them in order to maximise efficiency.
We need to get rid of the behaviours that are holding us back, but we also need to keep the ones that offer structure and help us scale in a way that is environmentally responsible.
“We are moving too rapidly to reinvent the wheel; it is preferable to grasp the finer points and modify them to our future requirements,” said Stefanie Hingley, the Chief Operating Officer of Mission Impact, an organisation that assists women in advancing their careers in Web 3.
In most cases, those who are forward-thinking, intentional, and strategic will emerge victorious in the social media game.
To take your Web 2.0 presence to the next level and get you ready for Web 3, here is a step-by-step approach to developing an efficient social media strategy.
1. Compose an administrative overview
Create an executive summary as the first step in your approach.
This should be a one-pager that identifies your social media purpose and how it connects to the aims and objectives of your present business in a clear and concise manner.
In addition to that, make a note of any pertinent tests or estimates that pertain to Web 3.
Determine both your overarching target and the more detailed goals that will help you get there.
Be careful to choose a channel to focus on and resist the temptation to attempt to be everything to everyone on every social media network.
For instance, if you own a business that caters to other businesses, you might want to create content for LinkedIn and then repurpose it for use on other secondary channels.
Web3 – As a piece of advice, investigate and investigate what other brands are doing with Web3.
What is working?
In the context of Horizons Workrooms, you should immediately begin organising team meetings to discuss your social media strategy.
“Horizons Workrooms works across both virtual reality and the web and is designed to improve your team’s ability to collaborate, communicate, and connect remotely through the power of VR,” as stated in the Meta Newsroom. “Whether that’s getting together to brainstorm or whiteboard an idea, work on a document, hear updates from your team, hang out and socialise, or simply have better conversations that flow more organically,” the Horizons Workrooms platform allows for all of these activities and more.
Establish a benchmark, and be sure to include quantifiable results so that all of the participants in the game have the same expectations for what constitutes success.
Granular goals are necessary for larger, overarching goals.
Example: By the end of the quarter, increase the number of people following you on Instagram by 20%.
2. Do a Social Media Audit
An astute strategy for staying one step ahead of the pack is to maintain strong relationships with both your allies and your adversaries.
To get started, run an audit of your brand’s social channels on social media and compare them to those of two or three of your rivals.
You may even choose a brand that is not in direct competition with your own in order to use it as a source of motivation and desire.
Consider going with a company that already has its hands on Web3-related methods.
Examples of companies that are well-known for their social media savvy include Wendy’s, Airbnb, Netflix, Buffer, Hubspot, and Cisco.
It is beneficial to go outside the boundaries of your sector to discover what is successful.
Compare the different types of content, levels of interaction, frequency, audience size, images, the usage of video, tone, and the customer service messaging.
How many people have responded to this?
Other considerations to weigh and take into account include: live streaming
• Online classes and live seminars
• Marketing based on influencers
• Original content created by users.
• Extras like reels, stories, and frequency, among other things
• Communities.
• AR/VR; s 3D
• Online or “virtual” worlds
• NFTs.
• Coins, tokens, or cryptocurrency issued by the creator
• Metaverse partnerships
• Audio adventures
• Emoji usage
• Facebook Messenger, chatbots
• Hashtags and keyword phrases
• Content sourced from a third party
• Search results for recognisable brands on the internet
• Reviews.
According to the 2022 Social Media Marketing Industry Report, companies and marketers believe that the primary benefits of social media are higher visibility and traffic.
On the other hand, it might be difficult to translate the ROI that can be achieved through social media into quantifiable terms, such as increasing sales and generating leads.
If you are seeking leads that come from social media channels, recent reports show that Facebook and LinkedIn are the channels you should focus on using.
3. Get laser-focused on your social media goals.
Focus Pocus.
Let’s take a moment to briefly go through the distinctions between GSOT, which stands for goals, strategies, objectives, and tasks.
Goals: These are the overarching objectives you hope to achieve with social media.
• Strategy may be defined as the means that you will employ to achieve your objective.
• Objectives: These are observable goals that you will strive to accomplish in order to realise the strategy.
• Tactics are the tools or activities used in the process of achieving a goal that is linked to a strategy.
Examples:
• Our objective is to have our book become the most popular purchase in the Metaverse category.
• The plan is to increase the quantity of information that we produce on social channels in order to support the issues, thoughts, and viewpoints presented in the book.
• The goal is to increase the number of unique visitors coming from social channels to the website or landing page for the book by fifty percent.
• Strategy: Leverage the visibility by employing branded hashtags and behind-the-scenes material on social media platforms such as Instagram Stories, Facebook Live, and Twitter, and by utilising the metaverse and Web3 influencers.
• Advanced: Participate in web-centric communities and host events inside those communities by using Twitter Spaces, Clubhouse, Discord communities, and virtual environments like Roblox, Alt Space VR, and Meta’s Horizon Worlds.
4. Create representations of ideal customers.
Get to know your virtual self.
Create a rapport that is more intimate with each of your personalities.
If fifty percent of firms do not have a documented social media strategy, then a substantially higher percentage of brands must have buyer personas that have been developed.
Personas are essential for brands.
This is an absolute must if you want to make it through Web3 alive and well.
Personas are a marketing tool that is preached about by marketers as being valuable; yet, when it comes down to it, do marketers actually put the time and effort into creating and implementing personas?
Zzzzzzzz.
Having a deep slumber
The good news is that if your competitor is skipping the buyer persona phase, the absence of buyer personas presents a significant opportunity for your business.
A successful recipe is comprised of buyer personas on social media.
The findings imply significant increases in:
• Conversions.
• Relevance scores
• Engagement.
• Efficiencies in each and every aspect of the operation
It is essential to get the ball rolling on your identity!
Get to know your customers by using these buyer persona hacks as a starting point.
• Xtensio Persona Maker
• The Hubspot product known as “Make My Persona.”
• This persona template is the pinnacle of all that is available for Web3 start-ups.
#SocialPRSecret:
Digital analyst Brian Solis wrote the following in his book “X: The Experience When Business Meets Design”: “You want to construct personas for the professionals who buy from you now as well as for those who don’t, whom you were targeting.”
The research that goes into accurately portraying both existing and future clients as well as their behaviours should be a blend of demographic, psychographic, and ethnographic research.
Remember to include your media, stakeholders, community admins and moderators, podcasters, bloggers, and influencers as personas while you are developing your buyer personas.
Your target audience also includes members of the media, such as journalists, podcast hosts, Twitter Spaces hosts, and room hosts in clubhouses.
Make it seem like they are genuine individuals with real lives and true interests.
It’s possible that you can connect with them better.
5. Determine the Persona of Your Brand
Voice, personality, and character are essential components for any successful brand.
Think about the words that best define your product or service.
Are you optimistic, fun, playful, or coy?
Perhaps your company is known for being professional, unflappable, and emoji-free.
Do you have the courage to ridicule or make fun of a competitor such as Wendy’s or Taco Bell?
Create a list of the attributes you want people to associate with you when they think of you in relation to a brand.
Are you trying to uplift and encourage others, or are you trying to shock and provoke them?
Aliza Licht, a best-selling author and public relations (PR) star, assumed the character behind the renowned (and now defunct) @DKNYPRGirl account in 2009, when social media was just beginning to heat up.
In reference to the event, Licht was quoted as saying, “Before any other fashion brand had gotten into the social game, I developed an incognito Twitter personality named DKNY PR GIRL.”
The DKNY PR GIRL account is credited with pioneering the use of real voices in social media, which resulted in the account successfully capturing the attention of 1.5 million people across all platforms.
In 2011, I came clean about being the person behind the handle, which led to more than 230 million impressions all around the world, including a full-page profile in The New York Times.
As a result of her efforts, Licht’s persona as the DKNY PR GIRL resulted in some positive improvements for her own brand.
“Over the course of six years, my character as the DKNY PR GIRL led to the achievement of several accolades, a TED presentation, and a book contract.
It was published in 2015, and since then, “Leave Your Mark” has effectively guided the careers of thousands of working professionals all around the world.
6. Determine your approaches and resources.
At this point, you will determine how you will divide your totals into the paid, earned, and owned categories.
It is essential to use paid social media, but the cost should not be prohibitive.
It’s possible that the combination seems to be something like this:
Paid
You may improve the results of your efforts by boosting a highlighted Facebook post once a week.
Wait a few days before boosting a post on Facebook; let the post publish naturally, and only then boost the post. This recommendation comes from Joe Youngblood.
Owned
Always keep in mind that whatever you create on social media is, in essence, “rented space.”
Your social media community, following, or content are not yours to own in any way.
As was the case with Vine, Blab, and a number of other social media outlets that no longer exist, it might go offline tomorrow.
Converting your community on social media into an email list is something you can do (this is what you own).
Consider developing some kind of free download, cheat sheet, guide, or course in order to establish direct contact with your audience.
Establish a branded hashtag, and then begin using it consistently across social media channels.
Publicize the event in your posts and profiles.
Influencers should be encouraged to use the hashtag.
Encourage the use of hashtags throughout all social media platforms, as well as in emails, advertisements, and the covers and captions of social media posts.
Earned – Keep an eye out on social media for branded keywords and phrases related to your target audience.
There are a lot of journalists, bloggers, and other people who have real-time impact on Twitter.
Locate the chats and then participate in them.
Caution: It has been established that participating in this activity can result in favourable consequences for engagement, shares, and media coverage.
#SocialPRSecret:
You can’t purchase positive public relations and social proof, and you can’t run away from bad public relations. Also, you can’t hide from them.
Gain favourable results in search as well as on social media by earning the positive first and owning more.
Tools
I enjoy Canva.
Spark appeals to her.
They enjoy Hootsuite.
We like Buffer.
The son of the company’s CEO has questioned your lack of a Snapchat geofilter and wants to know why.
It’s not pleasant, and it’s not effective, for your social media team to have 50 million different tools spread out throughout the organisation.
That’s a bit of an exaggeration, but the objective is to compile a list of platforms and tools that have been given the green light.
It is imperative that all parties use the same social media management tools and platforms.
Tip for Web3:
In order to improve the quality of your brand experience, you should investigate web-centric solutions and platforms like spacial.io, Discord, and Threedium.
7. Make Your Mark: Timing and Dates
It all comes down to timing!
If you’re even one day late, you lose a dollar.
You are expected to arrive at the social media celebration early and never run behind schedule.
This requires conducting research on the dates when various industry conferences and events are being held.
Investigate possible connections to certain days, months, or seasons.
Make sure that your reporting is effective and on target in order to conduct an accurate analysis.
The chief executive officer receives the one-page summary; the chief marketing officer receives the two-page summary; sales receives the sales connection report; and analysts receive the entire 10-pager.
Try to match the report with the appropriate character and the things that are most important to them.
Determine the dates for the internal organisation, the external organisation, and the reporting dates.
• On the company’s own turf, attend industry-related conferences, workshops, and team meetings, as well as read marketing reports.
Do not overlook the use of hashtags!
• Look to the outside world for inspiration for your social media material by taking into account recurring patterns, topics, and occurrences.
#SocialPRSecret:
Never miss a day, from International Pineapple Day to World Productivity Day!
Check out Days of the Year to ensure that your editorial calendar is always brimming with the most unique holidays, exciting celebrations, and other noteworthy events.
Additionally, bookmark this post from the SEJ for additional assistance with your editorial calendar:
You Can’t Live Without This Free Marketing Calendar and Template!
Tip for Web 3: Register for events that are linked to cryptocurrencies, Web 3, and NFTs.
Be on the lookout for events and conferences, both online and in person, that may educate your staff and perhaps link you with Web3 partners in order to raise the profile of your business.
8. Determine What Is Critical
The key to maintaining sanity and having success with your social media strategy is to measure what really counts.
Analytics are available on every network in some form or another.
It is quite simple to lose track of time while running reports.
Ensure that you keep coming back to those quantifiable goals at regular intervals.
Examine the quantitative aspects for the cold, hard statistics as well as the qualitative aspects for the feeling and intent.
• Some examples of quantitative data are the number of website sessions, the number of email sign-ups, impressions, and data from social networks.
A positive review from a customer or a thoughtful comment on a social media post are both instances of qualitative evidence.
For instance, did you recently boost the pricing of the items on the menu, which resulted in customers complaining on your Facebook page?
Quantitative data reveals what took place, but qualitative data typically reveals “why” something took place.
For example, Business Insider recently published a good feature piece about your firm that included a link to your website. This led to an increase in the number of people who went to your website.
The decrease in sales, negative media publicity, and negative social media sentiment all occurred when influencers began turning on Daily Harvest, the vegan meal-delivery service that sells bowls, soups, and smoothies, with negative reviews after falling ill. This could be an example of both quantitative and qualitative research.
