How to Create a Slaying Social Media Strategy

Social media has become the next big thing. One can’t deny the relevance of social media marketing in driving website traffic, creating brand awareness and generating leads. 

Statistics show around 90 percent of adults aged 18-29 are on social media. Most people mention social media as their preferred source of communication with businesses.

After reading this, you may consider creating a social media strategy and want to start straight away. However, there are a few things to consider before creating a social media strategy. These pointers ensure you don’t mess up your campaign.


Define Goals and Objectives

The first thing you want to do before coming up with a social media strategy is to have a clearly defined set of goals. You need to ask yourself, ‘what do you want to achieve out of your efforts?’. Social media marketing isn’t about flipping a switch and calling it a day.

So to start, it is important to set SMART goals. These are goals that are specific, measurable, attainable, realistic and time-bound. Your goals will not only determine how much effort you put but also what type of resources you will need to invest in to get certain results. Some social media goals you can consider include:

  • Increase brand awareness
  • Higher quality of sales
  • Improve ROI (return on investment)
  • Create a loyal fan base

Target Audience

Where are your customers likely to be found? Approximately 70 percent of adults use Facebook but that doesn’t mean your customers are actively engaging with your brand there.

When you target your audience, you get to understand things like who buys your products, their age groups, and income level. It’s important you understand demographics such as age, location, job title, and income level. What are their pain points? Their challenges and needs?

All these are necessary as they inform the type of content to use. But more so, you also need to determine what social media channel will be most effective towards achieving your goals. You can learn more about this through researching essential demographic data for each social media platform. This will help you determine what tactics to employ.

Source: Sprout Social

Track, Measure and Improve

Remember those goals you set out to achieve? You will need to find a way of measuring your work to ensure that you are meeting your goals. Metrics are important in social media marketing as they help you understand how your business is doing out in the public.

To select metrics, you ask yourself, ‘what social media metrics are associated with my overall goals?’ Vanity metrics such as likes and followers will not be enough to tell the full story of how well your brand is doing on social media. There are 4 main ways you can measure metrics – reach, engagement, clicks and hashtag performance.

Finally, it is important to often and always check up on how your social media strategy is doing. Change is constant. Platforms such as Facebook change their algorithms all the time. Therefore, there is a need for you to continuously track and measure your online activities to see which areas need improvement. 

Investigate your competitors

This is an important step to an effective social media strategy. It’s important you investigate your competitors to see what they’re doing. In doing this, you learn from their failures and successes.

Now, don’t get me wrong, I’m not telling you to copy exactly what they’re doing. No! Researching your competitors lets you know what’s working for them so you can adjust and incorporate it into yours. Before creating content, it’s good you investigate what others are doing. You often find new ways to look at the content by analyzing what’s making your competitors successful. 

Create engaging content

No one maintains interest in content that is not engaging. Therefore, it is very important to always try and create content that is engaging, but that it also aligned with your brand’s identity. So you need to ask questions such as what type of content should be posted? What about time and frequency? In doing all these things, you will be able to have a successful social media strategy.

Jobs – Digital content associate

She Leads Africa believes in the power of young African women to build amazing careers and businesses, serve as community leaders and influencers, and eventually take over the world.

Our #MotherlandMoguls, as we affectionately call them, are the reason we exist and expanding – to provide them with more inspiring and educational content to help them live their best lives.
We’re looking for a digital content expert who’d like to join our dream team in building She Leads Africa into the number one destination for smart and ambitious African women.
This role is only open in Lagos, Nigeria and Cape Town, South Africa only.

Reporting Structure: The Digital Content Associate will report to the Head of Content. They will also be responsible for managing a team of 2-3 fellows and additional staff related to large events or campaigns.

Responsibilities:

  • Be proactive about ensuring that SLA is a part of important conversations related to African women, business, career, and life
  • Grow the number of Facebook and Twitter followers, and page engagement
  • Lead weekly strategic meetings on content direction on SLA’s social media platforms
  • Establish and deliver community engagement goals on a weekly and monthly basis
  • Utilize data and analytics to drive decision making and advise social content and editorial decisions
  • Oversee social content production and editing every week
  • Develop new concepts and series for the community and seek out contributors
  • Listen to our users and encouraging dialogue on our platforms

Requirements:

The ideal candidates will have an interest in building, growing and scaling communities. You don’t have to have official work experience doing this kind of work but we want someone who is passionate about digital content and can learn quickly.
If this role is for you, you’ll be excited to work in a fast-paced environment and committed to working until the job is done.

Specific requirements include:

  • Intellectual curiosity and an interest in learning new skills
  • Excellent English writing skills and the ability to adopt and change your style of writing
  • Experience in building and growing communities across markets using a variety of content, marketing, and partnership strategies
  • Knowledge of digital marketing strategies
  • Social media savvy and being up to date on current trends
  • Able to deliver on metrics-driven results and an understanding of analytics
  • Graphic design and video editing skills are a major plus

Benefits:

  • Entry level salary with commission
  • Opportunity to travel across Africa and interact with Africa’s leading voices and entrepreneurs
  • Work with a moderately fun team who’s just tryna change lives and help women get that schmoney.

Applications close on December 10, 2017.

Submit your application materials here:

Unfortunately due to the number of applications we receive, we will not be able to contact everyone who applies. We will not be able to answer additional questions via email.

Make yourself stand out: How to build your public profile with Imad Mesdoua

Big news, our first #SheHiveLondon event took place over the weekend. As with all our #SheHive sessions across the world, we were joined by inspiring speakers who are making waves in their industry. One of those speakers was Imad Mesdoua, a political risk analyst, senior manager at Africa Matters, TEDx speaker and the list goes on.

He’s spoken on major channels like the BBC and rubbed shoulders with some of Africa’s most influential policy makers. Safe to say, he’s mastered the art of building his profile and becoming a known name in politics. If you missed Imad’s session in the flesh, we’ve summarised his top tips on how to make your public profile stand out like his. You’re welcome.


1. Twitter and LinkedIn are your friends

Social media is one of the most powerful tools of recent generations. The question is, are you using them well? For Imad, engaging in social media opened up opportunities to speak to politicians, journalists and other influencers who may have been difficult to contact in the past. It even landed him a mentor -all he did was reach out and express his desire to make an impact in his field.

Imad reminded us to never underestimate the power of Twitter. Instead, follow the movers and shakers in your industry and share your opinions on trending topics. Embrace popular hashtags, be fun and relevant but remember to keep it professional.

Stay away from Kanye-style rants and you’ll be fine. Remember, at the end of the day it is all about trial and error, so don’t be afraid to experiment.

LinkedIn is a powerful tool for making those all-important professional connections. It gives you the chance to showcase your education, your work achievements and your interests all on one page. It’s the perfect way to make a strong first impression online, so make sure it’s up to date and includes enough detail to keep people interested.

Imad Mesdoua Yemi Osinbanjo
Imad with Nigeria’s Vice President Osinbanjo

2. Be a social butterfly and become a familiar face at events

This one isn’t just for the extroverts of the world. Even if you’re a little more introverted, heading to events specific to your sector or industry can do wonders for your public profile.

Getting out there to events like #SheHive and others is the best way to learn from industry leaders, gain knowledge and establish lasting relationships. If you go to enough events, you’ll start to see familiar faces and become known as someone who knows what they’re talking about.

For every person you meet, think of how you’ll describe yourself in 20 seconds and how you can add value to your new found contact’s life. We know, we know, networking can be scary, so here’s how you can make the most of it.

3. Be a student of life and escape the comfort zone

Never rest on your laurels. One thing Imad noticed is that sometimes we establish our skills and talents and then get too comfortable. We stop learning and adding to our experiences, which can be a disadvantage in the competitive world of business.

One way to overcome this is to dive out of your comfort zone. For Imad, this meant getting a job outside of the Africa-focused political industry. While doing something different might feel strange, it makes us ready to take on new challenges.

Let’s admit it, looking for a new opportunities is never easy and sometimes you have to think out of the box. While looking for his ideal job, Imad himself got creative and took on speech writing and consulting roles which helped him meet his long-term career goals.

Naomi Campbell Never Rest on Your Laurels
Mama Naomi said it best

4. The one thing you can’t forget…

You can be a social media pro who is at every event and who always builds on her skills, but without this one thing it all falls apart. That one thing is professionalism.

Professionalism ties all your efforts together. Professionalism means being consistent and going the extra mile to hone your craft and personal brand. In Imad’s case, that meant ‘overdress, overspeak and oversabi’. Remember to have fun with it though, find what drives you, pursue it and be open to making changes along the way.


While #SheHiveLondon might be over, don’t worry, the world tour continues. Lagos and Jo’burg, we’re coming for you!

Young women and marriage: 3 conversations we keep having

She Hive Accra

Some days ago on a road trip to IITA Ibadan for my company’s annual retreat, there was this huge debate between what I have chosen to call the new school modern family values enthusiasts and the old school traditional family values enthusiasts, over married women and their career choices/decisions.

It was a long and interesting conversation, voices were raised, opinions flew back and forth, words were exchanged (although with no ill intents), feelings and sentiments were bruised, perspectives were vehemently challenged and even faith was questioned. At the end of the trip (and as such the conversation), there was no victor and no vanquished, proving (yet again) that:

Opinions are formed over time, experiences and the accumulation of a body of knowledge and it takes more than one heated conversation to get people to change those opinions.

Image result for rihanna opinion gifs

Back to the reason we are all gathered here today, I think that because of my age, most of the conversations I have with family, friends, acquaintances and even colleagues are pivoted around, you-guessed-right! Marriage. So, while we talk business, entrepreneurship, career and our shared ambition to take over the world, we should also take a moment to address the pink elephant in the room.

So, tag along while I attempt to dissect some of the concerns we  young women have when it comes to the institution of marriage.

The validity of aspiring to marriage

With Chimamanda Adichie’s 2013 TED talk (made even popular by Beyonce’s inclusion in the song, Flawless) finding its way into mainstream culture and conversations, we women are gradually being liberated from that flawed conviction that marriage is the gold standard and a ‘mark of success in life’.

While this can be called progress in some ways, it also has its downsides. Hold on, let me explain. The feminist-driven academic and journalistic culture celebrating today’s “liberated” women, also in some ways, seeks to suppress a natural need for family that most women have.

Image result for rihanna marriage gifs

In recent times, there has been a blizzard of anti-marriage sentiments shared vocally among the female folks especially across social media platforms like Twitter and Facebook. And this is largely because most of them do not want to be seen as aspiring to marriage but hand on heart – and this is quite controversial. I do not know of one woman who does not want to have her own husband and possibly children to come home to after a long day at work.

When discussing the issue in an open and public platform, most young women would be quick to put up an air of indifference with respect to marriage but get her alone and the story would be entirely different. There, I’ve said it! (But let’s not forget that this is an entirely unscientific view based only on my circle of friends, acquaintances and interactions with random people).

Therefore, my take on this issue is rather simple: as much as marriage is not the holy grail of womanhood, I think wanting to be married and subsequently aspiring to it, is valid! As such, you are allowed to be intentional about it, as you are with work/business. (For more on this please try reading this from Dr. Meg Jay). 

The dichotomy between marriage and work

In 2011, the COO of Facebook Sheryl Sandberg made a statement that went viral;

The most important career choice you’ll make is who you marry.”

I only came across this statement last year and it was insightful for me because it reaffirmed a conviction that I have always held and still hold; that the man I marry would take me one step closer to my biggest dreams. Before going further, I should clearly state that I have nothing against stay-at-home mums.  On the contrary, any woman who readily gives up the fancy skirt suits and board meetings for house cleaning and grocery shopping has my respect.
Image result for beyonce raising hand basketball

However, I do not think that marriage and even motherhood has to be a stumbling block on a woman’s pathway to progress. Society typically expects the woman to lean back and make only those career moves that are convenient for her status as a married woman but that does not always have to be the case. Family is a collective and shared responsibility placed equally on both the man and the woman even though both have to function in different capacities. With proper planning, communication and understanding between partners, I believe it is possible for both to raise a decent family without anyone’s dreams or goals suffering for it.

This is where Sheryl’s statement becomes important. Because for this to happen and for this system to work, you need a man who acknowledges the validity of your dreams, believes in the weight of your ambitions and is ready and willing to support you towards reaching your goals regardless of what that ‘support’ might involve.

So yes, married or single, you are allowed to aspire to heights unimaginable in your personal and professional life and marriage if done right, would serve as a catalyst and not a distraction.

Knowing when enough is enough!

There are reports that say that every fourth Nigerian woman suffers some form of domestic violence in her life time. The worst forms of these are usually battering, trafficking, rape and homicide. And it seems only sensible that I lend my voice to this recurring social menace that is plaguing our society, the institution of marriage and women in particular. This is however not to say that men do not suffer domestic abuse or to disregard that possibility.

On this issue, there really isn’t so much I have to say that would be entirely new to you but this, LEAVE! If you unfortunately find yourself in an abusive relationship, before you consider any other solution or any form of therapy, get yourself out of that situation and environment. No man is allowed to hit you out of love or in an attempt to discipline you or for any other reason that you may want to let yourself believe.

Run A Way CampaignSo, for the young woman whose boyfriend angrily shoved her aside and slammed the door on his way out after she informed him of her decision to enroll for another master’s program, for the mother of 2 who got slapped because she scolded her son for spilling fruit juice all over his school uniform, my advice to you is simple. LEAVE!

I have to admit that this is definitely not the easiest thing to do especially with cultural and religious beliefs that advocate total submission and endurance of whatever treatment a woman gets from a man or her husband, as the case may be. But understand that submission as admirable as it is, should also not put you in danger or harm’s way. Many lives and dreams have been lost to domestic violence and yours should definitely not be one of those. Because if he hits you once he would hit you again, if he ever does hit you, please LEAVE!

I’d conclude by saying that as women, we cannot avoid all of the conversations around marriage but what we can do is carefully moderate that conversation in a way that encourages an exchange of perspectives that is beneficial to us all.

So what is your narrative?

  • Single and conflicted as to whether or not you should be actively seeking out a life partner?
  • Married and tempted to quit your job because someone thinks you are not capable of making both work?
  • In a relationship where your partner would rather dialogue with his fists than words?

This is my counsel to you

It is OK to want to be married.

Your dreams are valid.

And if he hits you, even one time, please leave!

So, what about you? What are the concerns you have with respect to women and the almighty marriage? Share your perspective and let’s get talking!

 

Building an online community: 16 practical strategies for growth

Building an online community-1

When starting up a business, it can be very challenging getting the attention of potential customers, suppliers and business partners, especially when it’s just you screaming from the rooftops. Once you get some visibility via social media and the press, then people start to take you more seriously and there may be some light at the end of the first tunnel in the startup game.

But how do you get visibility online when you’re starting from scratch? Don’t worry. We’ve developed a guide thanks to our year of trial, error and tribulation on how to build an online community from zero to 15,000 and counting. We’ve pulled together 16 strategies with tangible examples from the SLA toolbox on how to develop a concept, use social media tools and online networking to get the word out and use your fans as brand ambassadors.

We originally presented this class at Social Media Week Lagos. But based on the feedback from the session, we just knew we had to share it with everyone.

SMW Lagos Feedback

SMW Lagos Feedback

Topics this guide will cover:

– Who you should be targeting on social media and how to find them

– How to create an online voice that is true to your brand and helps you stand out

– How to set up experiments and make sure you’re learning from your past mistakes

– What you can do to become an active participant on social media and bring people to your brand

– The top tools and platforms to help you reach more people faster


Want access to this guide so you can start Instagram flexing for your business?

Filters Are For Suckers GIF

Just fill out the form below to join our community and get access to this guide and AWESOME weekly content.  

Twitter Chat with Anita Erskine: Finding career breakthroughs and opportunities (Jan 18)

Anita-Erskine

Don’t miss another event! Join our community and always stay informed.

Anita Erksine

If 2016 is the year that you want a career breakthrough, then join us on Monday January 18 for a honest and candid twitter chat with Anita Erskine, celebrated radio and television host as well as founder of Brand Woman Africa.

We’ll be discussing with Anita these critical topics:

  • Where does she see young Ghanaian women struggling in the workforce?
  • What was her career breakthrough moment?
  • How did she find mentors to help build her career?
  • How has she created a family life that works with her busy career?
  • What advice would she give to young women who don’t feel confident in achieving their dreams?

Want to join in the discussion? Follow She Leads Africa, Anita Erskine and Brand Woman Africa on twitter and use the hashtag #SLAChats.

 

 

 

 

 

About Anita Erskine

The bi-lingual Anita Erskine hosts “Making Of A Mogul”,”Cooking With….” and  “Pamper Your Mum” – three popular shows on the DSTV platform, championing the “Best Of Africa” brand. The Multi -Talented presenter, producer, oral narrator and entrepreneur balances hosting live events for Multi nationals such as Vlisco, Ecobank Transnational Incorporated and Globacom, whilst taking the world of TV by storm. Anita had her first encounter with television at Metro TV in 1997.  The very next year, she decided to take a long break to travel and study from 1998 till 2006. Upon her return to Ghana in 2006, Anita knew it was time to truly begin her career in Television!  She returned to the screens in 2007 through MNET Africa’s Studio 53 and plunged into the deep end of this burgeoning industry in Africa. Anita loves the challenge of being involved in TV formats that educate, inform, entertain and ultimately change peoples’ perceptions of social norms in Africa!  “Hosting Mogul, Cooking With and Pamper your Mum have deepened my desire to use my passions, talents and skills to help increase the promise of Africa – one word at a time!”

Brand Woman Africa

Anita Erskine designed BrandWoman Africa to be an organization that projects the advancement of women across all African societies and in the Diaspora through Television. With her innate desire to showcase the vision, determination and drive that almost every African Woman is celebrated for, BWA develops TV formats and platforms which explore the Lifestyle, Fashion, Social Advancement and Political Ambitions  of the Modern African Woman. BWA boasts about who this new African Woman is – simply a Brand to herself. Her Beauty emanating from her inner strength, which then translates into her outer elegance. BWA works in partnership and association with like – minded Female Creative and Corporate individuals from around the Continent of Africa and across the Globe.

 

Twitter Chat with Zainab Balogun: Brand building in the media (Jan 14)

Zainab Balogun

Missed this event? Make sure you don’t miss the next one by joining our community today.

Are you interested in building your brand in the media and entertainment industries? Do you want to apply the lessons that tv presenters use to create opportunities and build loyal followings? Join us on January 14 for a twitter chat with media professional Zainab Balogun on how to build your brand in the media and entertainment industry.

We’ll cover these critical topics:

  • How to identify opportunities when you’re just starting out
  • Should you look for opportunities with big brands or look for independent and online opportunities first
  • How to find mentors and advisors in the industry

About Zainab Balogun:

Zainab is a media professional, TV presenter, producer, budding actress and media entrepreneur. She is currently a presenter for the daily entertainment news show EL Now and original talk show called The Spot on EbonyLife TV. She also appears as a presenter and associate producer on Jumia TV, a teleshopping show.

In addition to her presenting responsibilities she is a brand ambassador for Dark and Lovely international hair company.

Missed the conversation? Read what Zainab taught us about branding and working for free.

Social Media Week Lagos 2016

Social Media Week Lagos event

Join She Leads Africa and Facebook during Social Media Week Lagos 2016 for The Internet of Me Masterclass – Making Connections, Building Community & Sharing Your Voice.

The Internet of Me Masterclass will teach participants how they can utilize social media to become influencers and leaders on the important issues they care about. She Leads Africa will be our case study in how to develop a concept, use social media tools and online networking to get the word out and use your fans as brand ambassadors.

We will also share examples from our community members who have reached specific business goals via social media engagement. This class is for anyone (female or male) that wants to harness social media and various tech platforms to create a community that generates impact for your business or career.

  • Participants will leave with a toolkit of 15 strategies they can immediately implement to grow their social influence and make connections based on SLA research and surveys
  • Participants will have greater awareness of tactics they can use to increase their Facebook, Instagram and Twitter engagement
  • Participants will be able to network with fellow young professionals and make valuable business connections during the event

Social Media Week Lagos banner

Register to attend here: Social Media Week Lagos