What to Consider When Developing a Social Strategy

So you’ve decided to give social media a try. What the hell, right? Well….

What’s your goal?

How are you going to get there?

Which social media platforms are going to use? And why?

Don’t have an answer? Then you have a problem.

When deciding to utilize the power of social media to help drive your company’s growth, you can’t go into it blind. It’s important to outline your goals and determine your approach. It’s equally as important to research the various social media platforms available and determine which will benefit your company and why.

Here’s what you should consider when deciding to create a Social Media Strategy for your company.

1.Purpose & Goal

This is the foundation of your social strategy. You have to know why you’re doing it and what you want to gain from it.


Who’s your audience? Who’s purchasing your products or utilizing your services? You need to refer to your Buyer Persona and make sure that you create and post content that is relevant to them.

3. Social Media Platforms

There’s a limitless supply of social media platforms, but that doesn’t mean you need to use all of them. Again, know your audience. They may be more prone to use Twitter rather than Facebook. Start with the more well-known platforms, Twitter, Facebook, Google+, LinkedIn, YouTube, Instagram & Pinterest. Then determine who’s using them. For example, more professionals tend to gravitate to Google+ and LinkedIn. If you’re targeting SEO’s, you don’t want to put all your eggs into the Facebook basket.

4. Content Types

So, what are you going to share? If you have a blog, and you should, you’ll need to list blog posts. Consider visuals such as high quality photos, memes, gifs, etc. No selfies, please! You can also post videos, infographics, quotes and ads. Find out what your audience is interested in and incorporate that into your plan. Just make sure that’s it’s appropriate for your business.

5. Frequency

Don’t just randomly post. You need to determine when you’re going to post and how often – and for each social media platform you’re going to utilize. Understand how they work. For instance, you’ll need to post more often on Twitter than you will on Facebook to be effective. Create a habit.

6. Scheduling

If you don’t schedule your posts, you’ll be on social media all day with no time to do anything else. Utilize scheduling tools like Buffer or HootSuite to drive your content. You can load, set the date and time and let them do the rest.

7. Tools

You’ll need a variety of tools to help you succeed in social media. As we discussed, you’ll want a scheduler. But you’ll also need to consider how you’re going to view your analytics to determine effectiveness and what tools you’re going to use to provide the content you’re going to distribute. If you don’t have a graphic designer at your disposal, Canva is a great option to create social media visuals. Create a list of tools you’re going to use, complete with logins and how to’s.

8. Engagement

Social Media is more than just posting. It’s about being social. Go figure. If people are asking questions or commenting on your posts, respond. However, be positive. A word to the wise, don’t air your dirty laundry. If you receive negative feedback, either respond professionally or not at all. It’s bad for business. Also, be sure to locate the influencers in your field and follow. You’re networking. Building bridges.

9. Refinement

This is something that is often over-looked. You want to make sure that your branding is consistent and allows your audience to know your story – what you’re all about. Make sure all of your banners and profile pictures are consistent. Also, provide information that pertains to your company and make it easy for your audience to find you.

10. Analytics & Restructuring

To make your strategy effective, you’ll need to analyze your efforts. Determine if your approach is effective. There are different ways to measure your success. Google Analytics, Raven, Twitter Analytics and Facebook Insights are great ways to see how you’re doing. Not only do they tell you if your efforts are working, but they provide insight as to who your audience is and their habits. You can utilize this information to restructure your approach to increase growth.

As you can see, you have to do your work when it comes to creating and maintaining an effective social media presence. But it’s so worth it. Especially when you start seeing conversions.

  • Published on:

    December 19, 2014

  • Posted by: Angela Diniak
  • Categories:

    Social Media