4 Steps to Consider Before Implementing Social Media Marketing

Recently, a friend asked me if we could talk social media. And that's great. The only problem was that he wanted to talk about social media before having a strategy—not even a marketing plan—in place.

I know why he's excited about social media. We've been inundated lately with new social rollouts: Facebook for Business, Facebook's Sponsored Stories, Facebook Search, Shuush for Twitter, Google+ and more!

So, it's easy to get caught up: "We're ready. Let's get started. Can't I just create a Facebook page?"

As I told him: hit the pause button.

I believe Facebook, Twitter and the like to be strategies toward a greater goal.

With that in mind, here are a few questions to consider.

What if you go forward with a Facebook page or a Google+ account and have no strategy? Will it be a success? How will you measure that success? What content do you have to share? How will you sustain it with no plan? Who will want to listen? Where are your past clients, current clients or potential clients hanging out? How will you align social media marketing with the other marketing tools in your toolbox?

Those are just a few of the questions I had for him. Once he realized he couldn't answer all of the questions, I gave him the following advice:

1. You need a marketing plan. Your small company may grow. You may need someone to take over your marketing, and you'll want to be able to pass on the vision and action plan.
2. Once you have a skeleton marketing plan in place, work out where you will market your product or service: social media, traditional, sponsorships, partnerships, events, etc.
3. Do you have the content and collateral needed to support these marketing endeavors?
4. Finally, let's talk social media: specific goals, target audiences, platforms, content, how often, who handles, who tracks, etc.

As you can see, it's more than just registering your company on LinkedIn or adding a Facebook page. You need to create a marketing strategy that will produce results. Then your brand's presence in social media will be purposeful, well-planned and ultimately, successful.