Evangelization takes planning. Planning takes research. Research means reading a lot of current marketing articles.
Often, when planning our evangelization initiatives we think of using social media. But we don’t make a social media plan. What is this plan?
A social media evangelization plan is the summary of everything you plan to do and hope to achieve for your initiative using social networks. This plan should comprise an “audit” (evaluation) of your successful initiatives AND your failures (yes!), goals for where you want to be in the near future, and all the tools you want to use to get there.
Hootsuite gives six steps. Here’s step one, adapted for evangelization (adaptations are underlined):
Step 1: Create social media objectives and goals
The first step to any social media evangelization strategy is to establish objectives and goals that you hope to achieve. Having these objectives also allows you to quickly react when social media evangelization efforts are not meeting your expectations. Without these goals, you have no means of gauging your success and no means of telling whether or not it’s worth your effort.
These goals should be aligned with your overall mission, so that your social media efforts all drive towards mission objectives. If your social media marketing strategy is shown to drive mission goals forward, you’re more likely to get people to join in your effort. They should also go beyond vanity metrics like retweets or Likes, in favour of more advanced metrics like leads generated, sentiment or website traffic referred. Strive to approach these goals using the SMART approach, meaning they should all be specific, measurable, attainable, relevant and time-bound.
A simple way to start your social media marketing plan is by writing down at least three social media goals. Make sure to ask yourself what the goal will look like when completed, and use that to determine how you will track it.