The famous Egg post by World Record Egg broke all records at the beginning of 2019, making it the world’s most-liked photo on Instagram. Achieving such big numbers is not an easy feat at all. If you want to mimic their success, you need to layout a well-planned strategy for your social properties.
Jumping straight to action without any direction or clarity on your goals is not a wise idea. To make it big on social media, it would be prudent to follow a concrete, well-thought-out plan.
One of the cardinal theories in psychology, the Hierarchy of Needs by Abraham Maslow actually has important learning to offer to your social media strategy. The pyramid model depicts the hierarchy of needs that humans are bound to fulfill in order to attain full self-development. The pyramid model is based on the theory that the lowermost needs along the hierarchy must be satisfied in order for you to move higher up.
This pyramid model depicts the different stages that humans go through, for achieving their growth needs. But, how does this figure into your social media strategy?
Drawing parallels from the pyramid model, we’ll help you create a comprehensive social media strategy for your brand. Just how each of the tiers along the hierarchy represents the different needs that a human must satisfy, you should also approach your social media strategy by following a logical hierarchy.
Building Your Social Media Strategy With The Pyramid Model
Using the hierarchy-based pyramid model as a structural basis, we will create a comprehensive social media strategy for your brand. To start with, you need to understand the basic structure of the model, i.e. the different tiers of the pyramid model.
At the bottom-most tier are your physiological needs. These are all the biological needs essential for your survival, without the fulfillment of which you cannot move up the hierarchy model.
If you put it in the context of your social media strategy, what is the most important aspect of your strategy, without which you cannot progress ahead?
This one is a no-brainer. In the context of your social media strategy, the lower-most tier is all about building a presence. You need to build your own social media team, start setting up your social media handles and put out a consistent stream of content.
A social media team should ideally be composed of a head, social media content creator (s), community manager, graphic designer, video editor/producer, copywriter, Ads manager, and social media analyst. Further, depending upon the nature of your business as well as who your target audience and other important requirements, you can build a social media team.
Start setting up your social media handles. Focus on building a presence on platforms relevant to your brand. For instance, if you have a B2B brand, you cannot ignore LinkedIn, especially. Similarly, if you have a retail brand, then Instagram is one of the best platforms to be marketing yourself right now.
To ensure, a steady stream of content on social media, you will need a fool-proof content creation plan. You may also need content creation and enhancement tools to push out the best quality content for your brand. Use photo editing tools like Canva to fine-tune your content and take it to the next level.
Video is one of the most engaging formats. Invest in good video content and use video editing tools to ensure that you push out the best quality content for your brand.
The second tier of the pyramid model represents the ‘Security/Safety Needs’ of human beings.
When it comes to your social media strategy, you need to have a fool-proof plan. Every brand and business is vulnerable to poor audience opinion, PR crises, etc. If you want to keep your business going, you need to protect your brand from such crises. One poor feedback can render all your efforts down the drain.
And so, on the second tier on the hierarchy model, we have ‘Social Media Listening’. The best way to steer clear off any possible PR crises or bad blood against your brand is through social media listening.
Get a Social Listening tool, such as Unbox Social, to monitor and listen to all audience conversations. With the help of this tool, you can keep track of all brand mentions and conversations. You can conduct sentiment analysis and also gain insights about all audience conversations.
Keep an eye on all conversations and watch for any red flags, because, it is always better to be safe than sorry.
At the 3rd tier of Maslow’s hierarchy model, we have humans vying for ‘ Belongingness needs’. Building intimate relationships is crucial for arriving at a level where humans can perform their best.
Similarly, in order to realize the best potential for your brand on social media platforms, you need to build relationships with your target audience. The key to building an effective relationship with your target audience lies in engaging with your audience.
One way to do this is by creating content that pushes your audience to engage with you. Put out content that brings value to your target audience. You must offer them something to learn or entertain them with your content. Take them behind the scenes or introduce your audience to your team. There is a lot that you can do to get your audiences engaged and interacting with you.
In fact, you can use social media engagement tools to push up engagement levels.
At the same time, it is important that you constantly interact with your audience. Respond to all your comments, messages and feedback regularly to maintain a strong relationship with your audience.
Engagement is a crucial step in establishing trust and loyalty and in the process, building a community.
At the 4th tier are the esteem needs of human beings. To be more specific, it refers to establishing respect and status for oneself as well as for the others.
Putting it in the context of your social media strategy, at this tier of the hierarchy model, you need to work towards finding brand advocates. The power of peer reviews just cannot be underestimated. Customers trust other customers who have tried, tested/used/experienced your brand and/or products. The idea is to transform your loyal customers into brand advocates, for which you need a brand advocacy plan.
Another way to lift up your brand image on social media is by employing the right set of Influencers. Collaborating with influential content creators can help you build a positive and afformative brand image. Unbox Social offers a reliable Influencer marketing platform that lets you discover Influencers and run fruitful campaigns with them. What’s more, you can monitor the performance of your campaigns as well.
So, with a fool-proof customer advocacy plan and an Influencer marketing campaign, you can build a strong position for your brand on social media.
The final and the top-most tier on the pyramid model is that of self-actualization. To put it in other words, it is the stage at which a person is best able to achieve his full potential.
At the final tier of the pyramid for your social media strategy is the realization of your full potential. To make this possible, you need to know how your social media performance has been so far. At the same time, you also need to keep track of how you stand against your competitors.
Use a social media analytics tool to measure your performance across social media platforms. Dig deeper into relevant social media KPIs and find out what’s working and what isn’t working for your brand. Look at audience insights and get to know them more. Jump into individual posts to find out what kind of content your audience likes and what they don’t like. Use these insights to build effective strategies for your brand.
With the help of a competition tracker, benchmark your performance against that of your competitors. Capture your share of voice in the industry and learn from your audience’s strengths as well as weaknesses.
Based on all the intelligence and information you derive in the process, you can create a well-informed strategy for your brand. Now you’re all set to achieve your social media goals.
SUMMING IT UP
Every human requires certain needs to be fulfilled in order to achieve his/her full potential. In order to do this, he needs to go through a hierarchy of needs. For him/her to achieve maximum potential, they need to go through the 5 tiers of the hierarchy model.
Similarly, a smart, fool-proof strategy for your social media handles is one that goes gradually up the hierarchy after having met the requirements at every level. From fulfilling your most basic needs of setting up a social media team to maximizing your potential with the help of analytics data, the hierarchy model helps you achieve your social media goals.