The Social Media Strategy Framework is an excellent framework to use when considering marketing strategy and advertising. It was originally created by Annmarie Hanlon and was inspired by Facebook and Twitter advertisements whereby you first have to decide the purpose of your campaign – awareness, consideration or conversion. She then adapted this to form the social media strategy framework which includes evangelism.
The framework has been explained in more detail below and can be adapted to suit the needs of your organisation.
Awareness
Awareness is all about knowing your brand or product exists. People aren’t going to consider you or your product if they don’t first know about it. You can measure this using reach – how many people see your adverts or posts – otherwise known as impressions. The more people that see your posts, brand name or product, the more they will be aware of what you do and what you are all about. It is important to consider however that you need to be reaching the right people. Being a well known brand in Belgium is great, but not if you don’t sell your products there.
Consideration
Consideration is all about when people aren’t just aware of your brand or product but are actually considering it and actively thinking about it. You can measure this in a number of ways, including traffic to your website, engagements such as likes, follows and shares or even messages and emails asking more about your product on services. This is the time to really try and pull and customer in. It is the make or break stage before someone becomes a paying customer.
Conversion
Conversions are often the final stage considered during strategy but in this framework, it is actually the penultimate stage. They are often easy to measure, such as online sales or bookings. However, it is also important to consider that conversions can mean different things to different organisations. For example, for a charity this could be a donation, or someone signing up to a newsletter. You first need to define what a conversion is for your organisation, before you consider your strategy.
Evangelism
Evangelism is the final stage of The Social Media Strategy Framework and it is all about getting your customers to rave about your products/services on social media. This could be in the form of a positive review or user generated content. While this doesn’t happen all the time, it can be extremely beneficial for your organisation and increasing awareness, bringing you back to the start of the framework.
Hopefully you have found this post to be interesting and useful for your business endeavours. It is a great framework for informing strategy and I would really recommend buying Annmarie’s book for more insightful and interesting Digital Marketing content.
