Social Media

Defining Your Social Media Strategy in 6 Steps

When used correctly, social media is a powerful tool that can increase brand awareness, perception, and grow a loyal customer base by demonstrating superb customer service.

However, in order to have an established, consistent and successful presence online, there must first be a strong strategy in place. Otherwise organizations are missing out on huge opportunities, and the competition is likely to take full advantage.

What should marketing managers and their teams be aware of when compiling a strong plan for their digital activity? A good place is to begin with these six simple steps:

Analyze Your Competitor’s Content

Research is a key component to the beginnings of any great marketing project. A great place to start your research is to start analyzing what’s already out there.

Considering what kind of content is being shared, the engaged audiences and tone of voice will differ between brands, but understanding what content they’re generating can also provide some key insight into what works – and what doesn’t.

Where is Your Target Audience Most Active?

Choosing the right channels to engage an organization’s key audience will help power where a company should be putting most of their efforts into driving more engagement, traffic and sales. Utilizing Google Analytics can aid this research, uncovering demographics, purchase and attitudinal behaviors – which can enable social media content to be tailored to suit the customer’s base.

Additionally, each online platform hosts its own internal analytics platform for further insight – are viewers interested in more videos and visuals? Or long reads and statistics? Ascertaining audience quirks can help guide the direction of a strategy that’s true to the brand.

Set Reachable and Measureable Goals and Objectives

Before even beginning to create your plan, ensure that goals and targets are identified and suit your chosen channels.

Several organizations will come back to milestones that are specific, measurable, attainable, relevant and time-bound, in order to align with their overall business objectives. So, it’s important they understand how to map out each step for their teams to understand and buy into.

Don’t Take a Blanket Approach to Channels You Operate

Whether trying to inform, entertain or persuade the audience, marketing professionals shouldn’t take a blanket approach to the channels that they operate. First, it’s far too lazy to think that one message works across all sites. Secondly, a personalized approach enables customers to get a real feel for what the content is trying to achieve – and a relationship between the firm and user begins to form.

Agencies must consider what a post will look like before hitting send. For example, can it be better used as an Instagram story? Or is it more suited to a longer, text-only read on LinkedIn?

Create Copy That Works Hard, and Gets Others to Share

As a clearer picture begins to emerge – and key insights are effectively utilized, in order to build digital content – a portfolio of crucial copy should now be readily available for the organization, and employees too.

It’s no secret that social media users typically trust posts from people they know over a brand. Therefore, is the marketing team factoring this into their strategy?

Empowering employees to share company posts across their networks not only widens the target audience but makes staff members feel valued. Providing rich content that engages consumers, and encourages workers to share and interact with, all helps towards building up a strong line of communication.


It’s no small feat to break through the ‘noise’. Customers are often used to seeing reams of content at a rate of knots, so there must be something invaluable to grab their attention.

This is where evaluation comes into play. Using insight tools can help businesses understand when an audience is most active and when posts should gain the most exposure.

Data is pivotal throughout the entire implementation of a strong social media strategy. It doesn’t stop at the research stage, every piece of content that lands should be analyzed and that knowledge dissected to shape the next post. It’s a continuous process for marketers to test, test and test again.