Designing a social media strategy

Designing a social media strategy


business and office concept - smiling business team with charts on flip board having discussion

Cohesion is a business’s greatest weapon for success and the key to it is having a good plan. Many business owners do not realize that to get the most bang for their buck from social media, they need to include it into the overall marketing strategy. Most of the time business owners can be quite clueless about how to tackle social media. They cannot generate traffic and sales from it. The truth is that a successful social media plan requires investment of time, money and other resources. It should not be treated offhandedly.

Yet the businesses that do manage to make the most of their social media efforts report huge leaps in the popularity and profitability of their companies. These businesses take the time to plan a social media strategy that works with the direction of the company as a whole. Here are some questions that can help you come up with a social media strategy to help your own business grow.

Where is your business going?

First things first, identify what you want for your business. Why are you going to the effort of creating a social media strategy? Many business owners would say, “Well, the end goal would be making a profit”. That would not be a wrong answer. The problem is identifying the how. Do you want to use social media to attract new audience? Or would you rather use it to cement your popularity? Maybe you want to increase the interaction with your clients? These goals are aimed at furthering your business and hence making more profit. The reason for identifying a clear goal is because it dictates the kind of content you create for your social media.


Who are you talking to?

The next step would be to identify who your target audience is. Get to know the people you want to attract. Not all tactics work for all people, so having a blanket approach may actually harm your business. Try to cater to your clients. This will help you to identify what kinds of content you need to create. Are you aiming at middle aged professionals or active teenagers? Depending on the answer, you will find the language, the colours of marketing materials and even visual elements would vary from group to group.

Is anyone out there?

After you figure out what you want to achieve and who you are talking to, decide on where you want to be posting your content. Different social media platforms happen to be popular with different groups. It would be a waste of resources to create a profile on Instagram if your content is not visual. If your content requires explanation then a twitter account with its minimal word limit would also not work. Pick the platform that suits not only your target audience but also what the requirements to promote your company are.

Cohesion and consistency

One of the key elements of a successful marketing plan is having a consistent message throughout all your media. Companies with iconic marketing make sure that their brand is represented on social media in a manner consistent with television and print advertisements. Aim for the same voice and feel on all channels to create a memorable and easily identifiable image for your clients. Reliability if a very attractive trait in a company.

Plan ahead

Take the time to delegate qualified people to the job and plan for the future. Know when what posts will be going live and have enough content in hand to provide a consistent stream. Align your plan with the outcomes predicted as a result of the overall marketing strategy. Everything should work together to create that consistency which results in success. Use media tracking tools to observe your wins and failures to learn and improve. Most of all, be interactive. Social media is about conversations, so have someone with public relations skills manage it for you.