Social Media Strategy – Part 2

Executing your Social Media Strategy is ideally an everyday activity, but one that needs to be managed in the following targeted and focused manner:

  • Choose the social media platforms or channels that will reach your audience and add value to your products or services; you don’t have to engage in all the social media  platforms — it is not a contest, it is about what will bring bottom line revenues to your business.
  • Consider who will be handling your social media interactions and how they will be channeled and to whom/ which department.
  • Time-manage your social media efforts:  schedule days for blogging, scan your forums daily for mention and answer inquiries, take 20 minutes a day to review others blogs and comment (great for back-links), try to be on Twitter 2 to 3 times/day for 10 minutes each time to divide your tweets throughout the day and check what is said about you as well.
  • Integrate your social media strategy with the overall branding, communication and marketing planning of your business; add your social media URLs at the bottom of your Email signatures, on the back of your business cards, on your website.  

It is then incumbent on you to use social media to:

1. Monitor

Monitoring conversation and reputation management are some of the crucial and most important aspects of social media as they allow you as a business to respond in real-time to what is said about you, it puts you closer to your audience as you learn what is their impression, conceptions, how they feel and think about the business.

It is also puts you in a position to respond with rapid damage control in cases of defamation, derogatory information or angry customers. Not only that but on the positive side,  it potentially encourages strong customer relationships, the customers who may become evangelists and sing about your business;

By locating customers, following what they say, thanking them and show them your appreciation whenever due, this lets your audience know that you care, listen and respond to their needs.  A great recent case study is the “Domino’s Pizza” campaign about revamping themselves showing their clientele that they listen and are not afraid of admitting their mistake and correcting their course.

There are different tools to manage monitoring and listening: Some are free and some cost some money, the Free ones are organic searches on Google, setting Google Alerts, Google Analytics (to monitor the effectiveness of specific marketing efforts), search in Facebook since its real-time search engine has been implemented with Bing, Twitter through its search box or the #button search or even Mashable had a great post about the top monitoring tools worth paying for by Dan Schawbel.

2. Promote & Publish

Half of the battle is won once you have identified your audience and know where they hang online.  The  next step is to start promoting yourself, increasing awareness about your business, and establishing your credibility as an expert without pushing your business or your products on your audience.   in this guise, you may promote credible, helpful content to your target audience within their communities.

  • On LinkedIn join the group discussions, Q&A forum, start your own group and manage it well.
  • On Facebook create a Fanpage, engage in the groups of interest discussions
  • Combine your social media networks like link your LinkedIn profile to your Twitter account, link facebook to Twitter, link your blogs to your LinkedIn profile and add a LinkedIn widget to your blog,
  • Use RSS syndication, use tools like, Hootsuite and Hellotxt to update your news across multiple channels as Twitter, Facebook and LinkedIn at the same time, saving you time.
  • Publish your blogs on WordPress, Blogger (Both Free) or buy your own domain like on, publish your videos on Youtube and Vimeo, publish your presentations on Slideshare and Google presentations, publish your pictures on Flickr.  You can create your own channels or profiles on many of these platforms.


3.  Measure

You have planned, set, and defined your strategy.  Now it is time to decide on how you will set metrics to measure your success and find out if your efforts paid off.  You might utilize free analytics tools — Google Analytics, Social Mention and TweetReach —  or paid ones like Hubspot, Trackur and Radian6.  Another method of measuring your efforts is monitoring the increase in the number of followers, commentators, or members joining your mailing list through a specific landing page for an event or a marketing effort, website traffic, blog traffic.

Measuring social media results is still a challenge and is not a firm science — you can’t really measure conversations but you can analyze the tone of the conversation.

Measuring your results has to be done regularly and you need to be flexible as to change or redesign. You may need to tweak what is not working for you and, if necessary, add the use of new tools as they emerge.

Sahar Andrade

Sahar Andrade

Sahar Andrade is a Marketing and Business Development expert, experienced with Fortune 500 companies, Sahar directs international campaigns. As a Social Media Certified Specialist, Sahar offers real world business experience with a straight-talk approach to solving problems covering: Cultural diversity management and awareness, and its effect on the Corporations, ROI and their marketing planning Leadership, business skills, and self development Motivation. Sahar collaborates with cultures in domestic international markets. Born in Alexandria, Egypt, and raised in Algeria and the Gulf Region, Sahar Andrade grew up appreciating and learning diverse cultures and traditions. She arrived in the US in September of 1986, with just one suitcase in hand. While in college, Sahar began to climb the “corporate ladder” as a Reservations agent. Today, Sahar is the founder of “Sahar Consulting”, Sr. VP Projects' Management and member of the Board of Directors for the International Green Summit, as well as being the Co-Founder of “Children’s Choice” a charity nonprofit organization. Living and working with different people & cultures as well as years working for International Airlines traveling all over the world left a great impact on Sahar, and help her deliver quality information on "international business etiquette" worldwide, hoping to give a few insights into how culture impacts on international business, and how is business communication impacted on by culture and how should employees and businesses interact globally to achieve success. Sahar has delivered presentations and speeches in the Middle East, Europe and the United States to corporations and educational institutions on topics such as “Effect of Cultural diversity on Business Etiquettes”, “Social Marketing”, “Cultural Awareness in the workplace”, and “Effect of Cross-Cultures on Marketing. She is also a featured columnist at "Eco-Chamber" website, as well as being a contributor at "the bloggers Bulletin: Blog Zone". Sahar gave presentations at the City of West Hollywood 3rd Annual Women Leadership Conference March of 2009, where she presented a "Motivational Workshop": MotivateU. Additionally she spoke at the "Entrepreneurs' Seminar" on the benefits of Inbound Marketing, presented a seminar about self branding to NOW Hollywood and NCJW, as well as presenting 2 other seminars to LAAMA about social media & Twitter. She was also a guest on BlogTalkRadio presenting “How Cultural Diversity affects Marketing” Sahar’s credentials include BS in Psychiatry from the Cairo University of Medicine, Certification from Cema as a certified E-marketeer, an IM certificate as an Inbound Marketing certified specialist, and is a certified Diversity trainer. Email: 


  4 comments for “Social Media Strategy – Part 2

  1. March 22, 2010 at 4:07 pm

    Nice Tutorial – great job. I gatheredsome new things for traffic generation. Thanks!

  2. March 23, 2010 at 11:49 pm

    Hello Yasmine:
    Thank you. I am glad I could help with some new informations and thank you for letting me know
    Hoping you will continue reading my blogs
    Sahar Andrade

  3. April 5, 2010 at 12:11 pm


    You do a nice job of making social media easier to understand!


  4. April 5, 2010 at 6:38 pm

    Thank you so much specially t hat is coming from an expert like you.
    I really loved the idea that you started on LinkedIn for the blogs it really does help

Comments are closed.