Social Media Strategy
Don’t just fill your social media calendar. Tell a story. Show your impact.
Social media can be frustrating to manage for a company because everyone has social media and feel that the expertise that goes into their personal TikTok qualifies them to run social media for a company with a mission, vision and voice. Because of this misconception, social media is the one place you will get constant criticism. And keep in mind…all unsolicited advice is criticism. You need a plan with measurable results. So, focusing most of your post strategy around Instagram stories - which don’t generate data - is not a good approach. Here are some helpful hints to help you create your own social media plan:
Set clear objectives:
Define your social media objectives based on your overall marketing and business goals. Are you aiming to increase brand awareness, drive website traffic, generate leads, engage with customers, or boost sales? Ensure your objectives are specific, measurable, achievable, relevant, and time-bound (SMART).
Identify your target audience:
Conduct audience research to understand who your target audience is on social media. Determine their demographics, interests, behaviors, and preferred social platforms. This information will guide your content creation and targeting strategies.
Select the right social media platforms:
Choose the social media platforms that align with your target audience and objectives. Consider popular platforms such as Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, or TikTok. Focus on the platforms where your target audience is most active.
Develop your brand voice and messaging:
Define your brand's voice and tone for social media. Determine how you want to communicate with your audience and the personality you want to convey. Craft key messages that align with your brand and resonate with your target audience.
Create a content strategy:
Develop a content strategy that aligns with your social media objectives and target audience. Determine the types of content you will create, such as text posts, images, videos, infographics, or live streams. Plan your content themes, formats, and frequency. Ensure variety and engage with trending topics when relevant.
Establish a content calendar:
Create a content calendar to schedule your social media posts in advance. This will help you stay organized and maintain a consistent posting frequency. Plan your content distribution across different platforms, considering optimal posting times for each.
Implement engagement strategies:
Outline strategies to engage with your audience on social media. Determine how you will respond to comments, messages, and mentions. Encourage user-generated content, run contests, ask questions, and actively participate in relevant conversations. Foster a sense of community and build relationships with your followers.
Define paid advertising strategies:
Determine if and how you will utilize paid advertising on social media platforms. Set a budget and choose the most effective ad formats, such as sponsored posts, display ads, video ads, or influencer collaborations. Define your target audience, set campaign objectives, and monitor performance closely.
Monitor and measure:
Implement social media analytics tools to monitor the performance of your social media efforts. Track metrics such as engagement, reach, impressions, click-through rates, conversions, and follower growth. Regularly evaluate your performance against your objectives and make data-driven optimizations.
Stay updated with trends:
Stay informed about social media trends, algorithm changes, and emerging platforms. Keep an eye on your competitors' social media activities and industry best practices. Adapt your strategies to leverage new features and capitalize on trending topics.
Regularly review and optimize:
Continuously review and analyze your social media plan's effectiveness. Identify what is working well and what needs improvement. Adjust your strategies, content, posting frequency, and targeting based on the insights gained. Stay agile and experiment with new ideas to drive better results.
Remember, social media is dynamic, and platforms evolve rapidly. Regularly review and update your social media plan to ensure it remains aligned with your goals and audience expectations.
Downloadable template coming soon.
