Which major factors can cause social media management costs to go up (or down)?
- Strategy
- Frequency of posting & engagement
- Quality of posting
- Scope of creative services (graphic design, video creation/editing, writing service)
1) Strategy
Before a social media campaign’s frequency, quality, and creative services can be determined, a strategy must be developed. How detailed should your social media strategy be? Social media strategies begin with determining the specific target audience, selecting the right platforms to reach that audience, and then defining the goals, how you will measure success, and actions are considered a conversion. These aspects can be as general or as highly detailed as you see fit, but they must both be in place to effectively determine your social media costs. In our experience, we believe the more detail in your strategy and plan, the better your execution will be, and the better you can control the social media costs in the future.
For our comprehensive guide to defining your target market, click here.
Goals, Measurements, Conversions – What are you looking to achieve with your social media campaign? Knowing your goals will help your social media team (whether they are in-house or an agency) put together a strategic plan to accomplish the goals. Some goals to consider are:
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- increasing followers to boost brand awareness and website traffic
- engagements and interactions including comments, likes, shares, re-pins, lists, etc.
- customer service and answering customer questions through social media messaging
- lead generation through sign-ups, downloads, phone calls, brick-and-mortar visits, etc.
- online sales
