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by Martin Santos | Guest Contributor | DIGITAL MARKETING 
Here are some tips on how you can custom made an effective social plan for your business.
By now, we can all agree that social media is an effective marketing tool for businesses in terms of increasing sales, brand awareness, and customer engagement. Gone are the days when traditional marketing purists would scoff at the idea of considering social media as a helpful medium in leading a business to a successful path.
As online platforms have become widely used and accepted, the conversation shifts to, what now?
Having social media accounts to add to your list of marketing channels for business is one thing; effectively utilizing these accounts to reap the benefits is another. Posting every now and then, liking tagged content, and announcing business schedules don’t count without a strategy to back them up. If, by any chance, a business cannot see the positive difference of having a social media platform, perhaps it has no definite plan to back it up. There are so many businesses out there vying for people’s attention and loyalty. Plus, there’s the fact that people’s attention span is plummeting little by little in this fast-paced life. Finding the right formula for your business is the way to make it online. There is no single formula on how to create an effective social media plan. It all boils down to the kind of business you have, the goal of your business, and the audience you want to connect with. All these questions that need answering show that social media marketing requires just as much thought as any marketing campaign. It is not easy or lazy. It entails serious attention that can be translated into something fun and informative—something that will blend with your cross-channel media marketing seamlessly. 
As there is no singular way of doing it, here are some tips on how you can custom made an effective social plan for your business:
1. Check your current social media presence. Before you take a measured step, know first where exactly you stand. Ask yourself the following: What type of content garnered the most number of likes and responses? Which of our channels has the widest reach and engagement? Knowing the answers will let you know the kind of content that your audience wants from you and where exactly you should be focusing your energy on. Don’t forget to analyze your social media analytics data so you have numbers to base your next step on. 2. Appeal to your audience. Know who your target audience is. This way, you can have an idea of whom you are strategizing for. Not only will you be making the content for your audience, but how you deliver will matter, too. For instance, your tone as a brand doesn’t only have to fit your branding; it also has to speak to your audience for them to connect with you. To do this, you have to be specific in creating a focused character profile. This includes knowing their age, location, income, interests, online hours, and preferred social media platform, to name a few. 3. Align your business objectives to your social media marketing goals. Why does your business need social media marketing? Is it for brand awareness? Do you wish to engage with your audience to create loyalty? How about converting both into something more substantial, like sales? Consider the possibility of joining different social media networks for different goals. You can use Twitter to showcase your customer service prowess, Facebook groups to inspire community building, and Instagram to spread brand awareness. 4. Know your measure for success. In relation to the previous point, there are different ways to measure the success of your social media strategy. You can use actions like brand mentions, comments, the number of followers, impressions, reach, etc., to determine if you are meeting your social media goals or not. You can measure them based on your goals. For brand awareness, you can track the number of followers and views on your Instagram stories. Engagement, on the other hand, can be monitored by comments, likes, and mentions. However, be sure that your goals are achievable, whether for paid ads or organic posts. 5. Have a vision and mission. More often than not, when a business starts, there is a vision and mission in mind. As your company stands for something, make sure it is reflected and carried out in your social media content. From videos and images to podcasts and influencer collaboration, there are so many types of content that you can try. Similarly, there are many ideas that you can include in these types of content. Even if engaging and viral-worthy content is the ultimate goal, never forget what your brand stands for before joining the party. Marketing in the Modern Era Remember, your social media plan is a customized strategy you aim to do and achieve for your business in various social media channels. Since marketing in the 21st century is continuously evolving, companies must keep track of the changes and adapt to the new environment. Although it is challenging, it is also exciting to explore how you can use web and all the things it has to offer.
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