Did you know studies show that 61.4% of the world’s population are active social media users? As platforms and strategies change for businesses and organizations, that number will only continue to rise, which means it is imperative that your business has a social media strategy in place to meet your business goals.
We’re breaking down the top questions that you should be answering to kick-start your social media efforts the right way!
1.) WHY: Set clear and measurable objectives
The first step to creating a useful social media strategy is determining the “why”. Why are you utilizing social media? What are you trying to accomplish? What type of metrics do you find most important (audience growth, engagement, lead generation, etc)? Not only will these objectives get you on the right path to continue growing your social media efforts, but can also play a big role in meeting business objectives.
2.) WHO: Identify your audience
After determining the “why”, now it’s time to look at the “who”. Who is your target audience? What type of demographic are you hoping will interact with your content whether that’s through link clicks, content engagement, or following your account? Knowing the “who” will help you determine not just what platforms your business or organization will use, but what type of content you should be creating.
3.) WHERE: Choose your platforms
Where should your audience find your content? Although this is widely discussed among social media managers everywhere, not every brand needs to be on every social platform – especially if you’re just beginning to utilize social media for marketing purposes. When deciding what platforms will work best for your business, take into consideration your target audience and “ideal” client or customer. Where are they most likely to spend their time? In addition to the “powerhouses” of social media platforms like Facebook, X (formerly Twitter), Instagram, and LinkedIn, there are several smaller (but quickly growing) platforms that could prove valuable for your business like Pinterest, TikTok, Threads, and more.
4.) HOW: Optimize your profiles and content
It’s no surprise that the social media landscape is continuously changing and evolving. With the growth and decline of different platforms, the rise and fall of trends, and everything in between, keeping your profile (and content) relevant and accurate is key. Sign up for social media marketing newsletters, utilize social listening, and spend time online as a consumer to make sure your efforts are being placed in the right areas. You can also find and use keywords in your content and platform details to boost your SEO as well!
5.) WHAT: Create the content right for your brand
Content is king! Another important element of a successful social media strategy is knowing what type of content works with the platforms your business is utilizing while maintaining brand voice and standards. Staying on top of trends and algorithm shifts on the social media platforms you’re using can help you decide what type of content works best. If your business or organization is growing its TikTok or Instagram presence, short and easily digestible video content (filmed vertically) should take priority. If you’re focusing on Facebook or Pinterest, high-quality images might speak to more of what your audience is interested in. While you’re figuring out the needs and wants of your audience, test out the type of content you’re producing! When you’re just beginning your social media marketing strategy, all the information you can gather is helpful!
6.) WHEN: Create a content calendar
With social media marketing, consistency is key – but you want to make sure you’re working with the algorithms as well. Creating a content calendar that breaks down the type of content you’re making and keeps track of the best times to post per platform can help your brand maintain consistency. Behind the scenes, content calendars are also a great way to include other departments and employees in planning, creating, and scheduling content that is relevant to your brand and audience!
If you’re ready to bring social media into your marketing strategy in 2024 but not sure where to start, contact our team! We’re happy to help you design a content strategy that sets your new year up for success.