Defining the objectives to be achieved

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The professional use of social networks involves a series of key elements for its good performance
Firstly, the development and implementation of a digital communication plan , based on the overall strategic plan of the business. This plan will be the roadmap to follow in all actions carried out on social networks. Among the information we will find in it, the following stand out:

An analysis of the situation from which the business starts
The characteristics of the audience or public to which it will be addressed
The platforms (Facebook, Instagram, Twitter, etc.) that will be used
Types of messages to transmit
Resources available to carry it out
Etc.
Once this plan has been defined, the next step is to carry out a detailed planning of the content . This task will consist of scheduling the communication actions that will be carried out on the different platforms, as well as the theme of the content on each of them. There are different tools available to create this content, among which we can highlight storytelling , gamification or user experience (UX) and different channels to carry it out (wall posts, stories, paid advertising, etc.)



Measuring results is the key to decision making
As the communication plan is being panama phone data implemented, there are a multitude of variables that measure the results of the actions being carried out. This is done essentially through three types of metrics:

Reach , which shows the number of people reached by our messages or the number of times the message has impacted someone.
Engagement , which reflects the feedback we get from our audience on the content we have published (likes, comments, etc.).
Activity metrics measure the degree of business participation in social networks. For example, the number of posts, the frequency of responding to users, etc.
Last but not least, it is essential to analyse KPIs such as return on investment (ROI) , a key indicator of the economic profitability of the commercial actions carried out. Its study will allow comparisons to be made and to identify, for example, which advertising campaigns work best, thus being able to know which audiences, types of messages, content, etc. are most efficient in achieving a certain objective.

Furthermore, the multiple measurement possibilities that social media platforms allow have allowed this indicator to mutate into other similar ones, such as the return on engagement (ROE) that measures the time invested in a conversation or in the different interactions that take place in a commercial account; the return on participation or the return on involvement that offer a more detailed view of the users' purchasing process.



If you are interested in this topic and want to develop professionally in the world of social networks , we recommend that you sign up for the free online course on virtual community management . In this course you will be able to acquire the necessary knowledge to perform the functions of the Community Manager profile, using social networks, based on the defined Digital Marketing Plan.