Social media is as important as a website. Your brand needs to be on social media. It’s imperative. At least, that’s what most companies have been told for the past few years. And many believed them. While, yes, it is true that being without any social presence can hurt your company, there are a number of things to consider before blindly jumping on all platforms. Your brand needs to understand the ROI social can produce and how it would help reach your goals in order to determine which channels are right for you and how to use them.
That’s where a social media mission statement comes in.
Understanding Your Social Media Mission Statement
A social media mission statement articulates why you’re on social media, channel by channel, and what you hope to accomplish there for your business. If done right, the exercise of developing a social media mission statement will also help you identify channels that won’t work for your brand, either.
Perhaps surprisingly, articulating your social mission statement should not be the first step in building your social strategy. It should be a midpoint—the culmination of a discovery process.
Here’s what that means: Your brand has a mission. Social media is a promotion channel in which your brand engages an audience. Everything you do on social should support your business’ mission, primarily by driving engagement. Therefore, before you can develop a social media mission statement—from which you will develop your overall social media strategy—you should understand your target audience, how to engage with them and consider how your effort on each channel supports your business.
Think of your social mission statement as the intersection of two things: what you want social to do for your business, and what your audience wants your channel to do for them.
Social Media Mission Statement Example
The best way to create a social media mission statement is to be crystal clear on your audience: Why are they on social? What channels are they on? What do they want from those channels? How do they engage?
Identify what you want your audience to do on your social page. As yourself: do you want them to like and share? Comment? Buy something? Visit your blog? Remember, as with any marketing efforts, you can’t be all things to all people. You need specific answers as often as possible in order to be effective. Be ruthless and strategic with each question and answer.
Once you have answers to these questions, you can articulate your mission for each channel you decide to use. Here’s a model:
We are on [social channel] in order to [purpose of your effort], which will [area of business this will affect].
It might read like this: “We are on Facebook in order to raise awareness of our new products and drive traffic to our product pages, which will increase sales of our new products.”
Measuring The Performance of Your Social Media Mission Statement
Keep in mind: Your social media mission statement is not the endpoint of your social strategy. Far from it. It simply gives you a strong business reason for being on social and then shapes what you do there.
To be sure you execute against your mission and that your efforts work toward your business goals, you’ll need to build a comprehensive social strategy that ladders up to your mission. This includes defining how you’ll engage your audience, identifying KPIs that will help you determine success, and then—of course—revisit your mission periodically to identify whether or not your social channels truly are supporting the business. Be prepared to make adjustments frequently.
Written by Ben Snedeker