Creating An Effective Social Media Strategy For Your Singapore Brand

Creating an Effective Singapore Social Media Strategy For Your Singapore Brand

It may surprise you to learn that there are many Singapore businesses that don’t have a social media strategy. In fact, according to research, 50% of businesses have no documented social media plan. And this is unfortunate because they will likely never reach their full potential. If you own a Singapore business and don’t have a purposeful and strategic social media strategy, then take a look at this step-by-step guide.

Step 1: Create an Executive Summary

Create your executive summary. This is a one-page brief that identifies your social media purpose and how it relates to your overall business goals. What would you like your social media presence to achieve? What will be the focus of your channel? Keep in mind that you will not be able to cater to every audience. You need to think about how you will measure your success.

Step 2: Perform Your Social Media Audit

Conduct an audit of your social media channel as it compares to your top competitors. If you want some extra inspiration, then you may even compare yourself to a non-competing brand. How does your content measure up to theirs? Is your audience as engaged as others? Are their posts more frequent? Who has the larger audience? Are your visuals as good as theirs? Who offers the better customer service messaging? Keep in mind that a great way to measure your ROI is to pay close attention to your engagement.

Step 3: Focus on Your Social Media Objectives

There’s a difference between your goals, objectives, strategy, and tactics. Goals refer to broad results. Objectives refer to measurable steps that you will take to achieve something. Strategy refers to your approach to accomplishing your goals. Tactics are the tools you use to pursue your objectives.

In this case, you need to put most of your energy towards your objectives. This ensures that your plan has a strong foundation and is clearly defined. For example, you may decide that your objective is to increase unique visitors from your social channels to your site by 60%.

Step 4: Develop Customer Personas

A crucial part of succeeding at social media marketing is developing a persona for your buyers. And this requires a significant investment of time and effort. Considering that half of the businesses have no social media plan whatsoever, this step can put you miles ahead of the rest.

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Buyer personas can ensure an increase in your conversions, relevance scores, and audience engagement. Try using tools like Hubspot’s Make My Persona and Xtensio Persona Maker. And remember to include bloggers and influencers as personas as they are a part of your target audience as well. Make sure that your personas reflect real people who have real interests. This way it’s easier to relate to them.

Step 5: Identify Your Brand Persona

No matter what niche your business is in, every company needs a voice, character, and personality. Take a moment to consider which adjectives describe your brand. Would you be considered playful, fun, or coy? Perhaps you are more likely to be considered brand serious and straight-laced. It’s important that you create a list of words that reflect how you would like your brand to be perceived.

Step 6: Establish Tools and Strategies

Think about how you plan to divide your paid, earned, and owned categories. For example, when it comes to the paid category, maybe you want to increase your reach by boosting your Facebook post once per week. When it comes to the owned category, perhaps you would like to introduce branded hashtags and use them in the bios and posts of all of your social media platforms, encouraging influencers to use them. When it comes to the earned category, maybe you would like to monitor all platforms for targeted keyword phrases as well as branded keywords.

When it comes to tools, there are several that you can choose from. Sites like Canva, Buffer, Hootsuite, and Spark can be extremely helpful. Just make sure that you don’t use too many as this is not efficient.

Step 7: Be Aware of Your Timing & Dates
When it comes to social media, timing is everything. Even one day late could mean that you miss out on a huge amount of opportunities. So make sure that you’re researching and paying close attention to industry dates for events and conferences. You should also be mindful of your external, internal dates, and reporting dates.

Internally, you should check out workshops, conferences, meetings, and marketing reports in your particular industry. Be on the lookout for hashtags. Externally, you should check out events, themes, and trending news so that you can tie them into your social media content.

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Step 8: Measure What Matters
One of the keys to succeeding on social media is to measure the things that actually matter. Each platform has its own form of analytics. So it can be easy to get caught up in running reports. However, you need to make sure that you always measure the elements that affect your objectives. Measure the quantitative for hard numbers and qualitative for intent and sentiment. Quantitative may be the number of website sessions, impressions, email sign-ups, and social network data. Qualitative may include comments and positive reviews.

The Takeaway
When it comes to online marketing, social media is at the heart of it. This is where most of your Singapore customers spend their time. Not only do they socialize here, but they also do research about products and services. And they get to know more about the companies they are interested in doing business with.

So it’s important that you create a strategy that helps you to interact with your audience. You need to identify your reasoning for being on social media. You need to find out how your social media presence measures up to the competition. You need to put as much time and attention towards your objectives. Develop personas for both your customers and your brand. Be familiar with your most important strategies and tools. You should always be aware of the events that are taking place in your industry. Also, you should measure the elements that affect your objectives.

Once you have seen each of these steps, you may find that your brand is going in a completely different direction than you initially thought. Perhaps you will continue your current campaigns or maybe you will have to make changes to your budget. Whatever the case, this guide will help to give you a deeper look into your business.  Just make sure that you leave room for change. Remain flexible and stay tuned in to what your audience wants as this can change from time to time.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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