Each Athena Executive Club meeting includes Business Development Training. These short sessions are designed to share useful tips, facts and ideas covering a wide range of issues relevant to executives and entrepreneurs. Athena Executive Members come from a diverse range of backgrounds with an immense wealth of knowledge and experience which we all benefit from during these member-led training sessions.
In one of the first Athena Executive Meetings for 2013, Jacqui Smith, helped us plan our social media strategy for the year ahead.
Jacqui and her boutique PR consulting firm, Mutant Communications ‘help people talk to the right people with the right words on the right platform.’
A recent survey showed that 75% of businesses have been put off a company due to its poor use of social media. Here’s how you can avoid the same mistake:
1) Define your message. What is your brand, and what is it trying to say this year? Think about the words you would like people to use when they see your business online.
2) Define your brand’s personality, and how you would like it to be perceived by the public.
Also think about what you do not want to be. This will help you determine what you should, and should not, post, share or say on your social networks.
3) Explore which social networks are out there, and which best suit your business. How do other businesses successfully use these networks?
[A great example of how we should think about which social media platforms to use!]
4) Identify some of the new trends in social media. What do the experts predict? How can you stay updated on the latest trends? Some useful websites are:
- + local publications
5) Now that you know what you are going to say, and where you are going to say it, it’s time to figure out how you are going to say it.
6) The basics of an effective social media strategy:
Identify three aims (KPIs) your business hopes to achieve through social media.
For each aim, identify two tactics that will get you there.
For each tactic, set a metric, to use as a measure of your success.
7) Set time in your schedule for your social media posts – catch your audience when they are hungry for information or entertainment.
8) Identify who in your business is in charge of social media.
9) Review, using insights, weekly, monthly and quarterly, and adjust your tactics accordingly.
10) Be active yourself – check out what other people are doing … then do the same
Jacqui is an award-winning Kiwi journalist turned Asia-based digital marketing and PR guru.
Acting on her strong desire to be in this part of the world, she switched the canapé diet of her celebrity-studded entertainment reporting gig for chicken rice and the fast pace of marketing and communications in Singapore.
She has since conceptualised, created and launched highly successful digital campaigns for Unilever clients in China, Indonesia, Malaysia, India and Singapore. In 2012 she joined a fellow journo-turned-spin-doctor to grow Mutant Communications, a new PR and marketing company based in Chinatown.
Her out-of-the-box creativity, regional knowledge and ability to make anyone feel like the most interesting person in the room have already led to many successes for her clients.