In the article “Organic Social Media: A Book Excerpt” by Jenny Li Fowler, the author outlines six key components that are essential for building a solid social media strategy. The six M-words are mission, message, management, medium, metrics, and monitoring. The author emphasizes the importance of these elements in creating an effective social media strategy.
The first key component is mission, which involves identifying the goals of the social media strategy. The author highlights the importance of aligning the social media mission with the specific objectives and goals that the organization aims to achieve through its social media channels.
The second component is message, which involves determining the stories and content that will support the goals of the social media strategy. The author emphasizes the value of storytelling and its role in creating an emotional connection with the audience. The author also discusses the importance of consistency and repetition in delivering the message to the audience.
The third component is management, which involves establishing processes and procedures for posting social media content. The author emphasizes the significance of having a formal system in place for posting content and highlights the benefits of having a documented process, including building trust with leadership and minimizing mistakes.
The fourth component is medium, which involves identifying the primary social media platforms that will be used to reach the target audience. The author emphasizes the quality of content over quantity of platforms and emphasizes the role of good content in gaining attention and achieving virality.
The fifth component is metrics, which involves tracking and analyzing the key performance indicators (KPIs) to measure the success of the social media strategy. The author emphasizes the importance of determining which metrics to track and highlights the relationship between tracking metrics and achieving specific goals.
The final component is monitoring, which involves actively listening to the audience and paying attention to their interactions on social media. The author emphasizes the value of audience feedback in understanding their needs and preferences, and highlights the importance of community building through active engagement with the audience.
Overall, the article provides a comprehensive overview of the key components of a solid social media strategy and emphasizes the importance of each element in achieving success in social media marketing.
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