Tactics and Tools to Consider
Learn the ins and outs of Paid, Owned and Earned social marketing
Once your social media objectives have been determined, you’ll need to outline the specific tactics and tools that will be used to achieve them.
Social Media Tactics are fine grained, short-term actions that flow from, and directly support your Social Media Objectives.
Social Media Tactics can be grouped into three buckets: Paid, Owned, and Earned. Today, most social media marketers employ all three types to achieve their Social Goals.
Tactics are in turn supported by 3rd Party Software Tools, like Hootsuite, which are becoming increasingly important as the social media landscape grows in sophistication. The ecosystem of 3rd Party Tools supports a wide range of uses, from surfacing trending content and measuring audience sentiment to running campaigns and scheduling hundreds of social messages at once.
To understand how Tactics can be crafted to support Objectives, let’s think through an example. Let’s say you have a social media objective to drive a certain volume of social mentions of a branded hashtag relevant to the opening of a new hotel location, for 3 months following its opening.
An Owned Tactic would involve serving messages and content organically through your organization’s official social channels.
In this case, an owned tactic could be to schedule 2 tweets per day for 1 month, containing beautiful images of the region around the hotel, encouraging followers to tweet back with the branded hashtag and photos of their own, showing fun experiences followers have had in the region.
An Earned Tactic would involve community engagement, for example spurring positive online conversations about your organization, by gaining the voluntary support of influencers, advocates, and employees to boost awareness on social channels.
In this case, an earned Tactic could be to identify a regional social media influencer and invite them to spend a complimentary weekend in the hotel, documenting the experience on their Instagram and Snapchat channel.
A Paid Tactic would involve spending money to get social messaging and content in front of a targeted audience, using, for example, Social Ads, Boosted Posts, or Paid Influencers. Paid Tactics have become increasingly important because of the decline of organic views AND because of the overall increase in the volume of content being published on social channels.
A supporting Paid Tactic could be to boost a Facebook post that’s already performing well organically.
3rd Party Software Tools increase the efficiency and effectiveness of social marketing tactics. So, once your Tactics are developed, it’s time to look at tools that will enable you to execute them effectively.
When thinking through tools needed for a given social tactic or objective, start by looking at your organization’s existing software memberships and licenses, to see what can be utilized.
Tools like Hootsuite enable sophisticated listening and responding options, which is vital in the 24/7 social media landscape. Hootsuite also provides advanced publishing features, like scheduling messages in bulk. It also optimizes the money you’re spending on social ads, and helps track social KPIs in real time.
You may also want to utilize content surfacing tools such as UpContent, Right Relevance, or BuzzSumo to stay on top of relevant news and industry trends. Flashstock is a great source for custom visual content to support important campaigns or product launches on social channels.
Of course, if your organization doesn’t already have a license or membership for a Tool needed for tactical success, it may require budget. Which means that you’ll need to be prepared to make your case for any increases needed to acquire these tools.