The Star (Kenya) - - News Business -

In­vest­ing time and re­sources in a

so­cial me­dia strat­egy is only a smart move if you have a well-de­fined ap­proach. Too many mar­keters make the mis­take of try­ing to talk to ev­ery­one in ev­ery so­cial chan­nel, which makes it im­pos­si­ble to de­fine the right voice, con­tent, and mea­sure of suc­cess.

A bet­ter method is to nar­rowly

iden­tify whom you want to lis­ten to and com­mu­ni­cate with. Are you tar­get­ing Mil­len­ni­als en­ter­ing the work­force, dads with young chil­dren, or se­nior ex­ec­u­tives near­ing re­tire­ment? What are they do­ing on so­cial me­dia, and where are they do­ing it?

What are con­sumers say­ing about

your brand and com­peti­tors? Start with sim­ple Google searches on your brand name, an­a­lyt­ics tools within so­cial net­works, and sec­ondary re­search sources.

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