The social media / digital interactive marketing model involves five major stages.
Topics:
- Stage 1: Determine the Right Social Media Goals, Benefits, & Roles
- Stage 2: Understand the Current Social Media Behavior of Target Groups
- Stage 3: Develop the Right Online & Social Media Strategy
- Stage 4: Implement High Impact Online & Social Media Management Plans
- Stage 5: Measure the Right Social Media Management Performance Indicators
In this first stage of the social media / digital interactive marketing model, organizations need to consider their marketing goals and strategic directions. In addition, organizations should identify typical social media contexts of their primary target customers. It is important to understand when, where, and why customers are interested in interacting with various touchpoints and collaborating with other customers and organizations. To accurately grasp the overall picture of social media contexts, organizations need to perform a diagnostic audit.
The second stage of the social media / digital interactive marketing model involves understanding the current target customers’ social media behavior. To prepare the organizational website and social media pages for the intended audience, information professionals must first detail who the intended targeted audience is. This involves creating various personas. Then, to understand how the intended audience searches for the organization’s brands, products, and services, a detailed keyword research project is required.
Social media strategy should be built around collaboration and customer engagement rather than traditional operational customer management. Organizations need to develop strategies for managing their social media sites. Three basic strategies can be identified. They are development, enhancement, and enrichment strategies.
The fourth stage of the social media / digital interactive marketing model deals with developing an actionable social media management plan and implementing the detailed action plan to achieve the set goals.
The final stage of the social media / digital interactive marketing model deals with the measurement metrics for the effectiveness of the social media action plan. The measurement strategy is to develop various key performance indicators and to analyze the information presented by the web, video, and mobile analytic tools.
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