10 Mar

POST is an acronym of the 4-step planning process to build your social media promotions strategy – People,Objectives, Strategy and Technology.


Below is examples of how H&M uses POST as their planning strategy:

People- It assess customers’ social activities, which is difficult in some organizations but easier in others. One of H&M’s core values is “We Belief in People”. They believe in their people and their ability to take their own initiative. They also encourage employees to test their boundaries and put forward new ideas. In order to fulfill the needs of the customers, H&M launched EDLP (Every Day Low Prices) products.

Objectives- This decides what the company wants to accomplish. In this step you should take your time and first figure out your objectives. H&Ms objective is to offer their customers fashion and quality at the best price. H&M states numerous of times that quality is more than making sure that products meet or exceed their customer’s expectations. H&M is constantly working to better their products by manufacturing under good working conditions, and with limited impact on the environment.

Strategy– This is the plan for how relationships with customers will change. Try and integrate other elements of your marketing mix with social media, and involving the right people. H&M know it has to adhere to what the consumers wants and needs. They know what they need to do and how to do it, to continue to bring in more revenue.

Technology- This is where you decide which social technologies to use, weather it is it a corporate blog, or wiki. You have to figure out whom the people are that you want to talk to and map out the objectives and strategy, then after you can then focus on which tools you would like to use. H&M has established a strong social media presence that will only continue to grow. They are part of customers’ daily life through their pages on Facebook, Twitter, Instagram, Google+ and YouTube.


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