POST is one of the most effective acronyms since the four P’s of marketing. It’s a four-step approach that helps marketers define a social media marketing plan for their business and/or clients.
The POST method is the heart and soul of the book, Groundswell, written by Forrestter Research analysts, Charlene Li and Josh Bernoffand. It is highlighted in Josh Bernoff’s Groundswell blog post, The POST Method: A systematic approach to social strategy. The POST Method serves as a guide to help you determine the right strategy for the right audience.
Josh says, “Executives are going about social strategy backwards: picking technologies like blogs or communities first instead of focusing on what they want to accomplish.”
Your purpose should dictate strategy and the tactics used for reaching desired goals. A few common outcomes for your social media marketing efforts should include:
- Gain insight into your target audience – You can use all the qualitative data you want, but some of the most interesting and helpful market research can be found within the social communities where your prospective clients interact, share information and make recommendations.
- Link building for traffic and SEO – According to Marketing Sherpa, 80-90% of business to business transactions begin with a search on the web. Creating linkbait and promoting it to social media news and bookmarking sites can attract a slew of links from bloggers that read them. Creating value for the community is not the only rule, creating value and behaving according to formal and unwritten rules is what sustains social media sourced link building.
- Build brand visibility and authority – You’ve heard it before,“Conversations are happening online about your agency’s brand, with or without you.” You might as well participate and do so in a way that pays close attention to the interests and needs of your prospective clients – providing them with information and interactions that further support your agency’s brand.