The social media marketing space is hitting a saturation stage, and most brands are using it for consumer engagement. But some still consider it just another advertising space. So then why am I talking about the basics of a social strategy? The reason is simple: it’s necessary.

The questions that seem to plague brands could be overcome or even avoided if we take step back and revisit our objectives.

Our social media team, led by Melonie Gallegos (@interactivem), has a social media marketing philosophy that ties in with Geary’s Real Results attitude. It is a great way to frame your social media strategy by reminding you to keep it real.

R.E.A.L.

Question: Should we start doing <insert next cool thing>?

R: Relationships- It's NOT about technology, it's about relationships.

There will always be new technologies, but it's more important to build quality relationships than use shiny, new platforms. If your customers are utilizing a technology or active in a space, then you should look at how to connect with them. Interested in more relationship counseling?

Question: How do I get more followers?

E: Engagement- It's about sharing, participating and providing value.

Engagement sounds overly simple but as marketers, we naturally want to tell our story and push our ideas. Social media marketing is about people, not a brand's agenda. Let them have a voice, promote them, ask them questions. Would you rather listen to a webinar or chat with an expert over lunch?

Question: How do I know if it's working? Do we have any sales as a result?

A: Accountability- Create measurable goals and be a responsible partner

If you are still of the mindset that social media marketing cannot be measured, then it is time to talk to an analytics expert (like @nicolerawski). No matter your goals- brand awareness, affinity or reach- you can develop SMART goals and track them to the metrics that matter to you.

Question: Should we set up a new <insert technology> page for this campaign?

L: Longevity- It’s a long term effort. Relationships don’t end.

When you plan campaigns, it is easy to get excited about creating a unique Facebook page or Twitter account. However, this isn't ideal as pages are oftentimes abandoned when campaigns end, and there isn't enough time to build a strong following. Plan for longevity. You don’t want to lose your investment. In fact, the ROI will just get better if you cultivate your community over the long term.

Question: Why focus on the basics?

There will always be a difference of opinion about the best course of action for marketing. When we go back to the basic tenets, we are not only able to answer questions that pop up, but we can also make strategic decisions that will positively impact our business goals (and keep it real).

If you’re going back to the basics or if you’re looking to jump ahead, Geary can help. Email or DM me below.

On Twitter? Follow Callahan at @ShelleyCSD. Follow Geary at @gearyi.