A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing. Every post, reply, like, and comment should serve a purpose.
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Step 1. Set social media marketing goals that align to business objectives
The first step to creating a social media marketing strategy is to establish your objectives and goals.
Each of your goals should be:
Step 2. Learn everything you can about your audience
Create audience personas
Knowing who your audience is and what they want to see on social is key to creating content that they will like, comment on, and share. It’s also critical for planning how to develop your social media fans into customers for your business.
Gather real-world data
Don’t make assumptions. For instance, you might instinctively think that Facebook is a better network for reaching Baby Boomers than Millennials, but the numbers show that Millennials still outnumber Boomers on the platform.
Step 3. Research the competition
Conduct a competitive analysis
A competitive analysis allows you to understand who the competition is and what they’re doing well (and not so well). You’ll get a good sense of what’s expected in your industry, which will help you set some social media targets of your own.
Step 4. Conduct a social media audit
Evaluate your current efforts
If you’re already using social media tools, you need to take a step back and look at what you’ve already done and accomplished. Ask yourself the following questions:
- What’s working, and what’s not?
- Who is connecting with you on social?
- Which social media sites does your target market use?
- How does your social media presence compare to that of your competitors?