An Effective Social Media Strategy in 5 Simple Steps

03rd Aug. 2015

Any business can build a social media strategy, but creating an effective plan that really works requires careful thought and research. However, as a business striving to succeed in the digital age, taking the time to grow your social media presence is one of the most effective ways to improve brand awareness, strike a chord with your target audience, and promote your business. Here are 5 simple steps towards creating an effective social media strategy that will boost your business:

1. Determine why you need a social media strategy

Why do you need a social media strategy in the first place? Is it to grow your reputation? Is it to attract more visitors to your website? The reason why your business is venturing into the social networking industry can have a significant effect on the direction you take. For reputation management, for example, your social media strategy should focus on customer service and engagement, while sharing blog content could be beneficial in attracting more website visitors.

2. Decide which networks will have the biggest impact

Growing a presence through a social network that doesn’t appeal to your target audience is likely to be a fruitless exercise, so take some time to determine which networks your preferred demographic is currently using. It’s important to take into account changing trends. Facebook, for example, is expected to increase its share of 65+ users in 2016, while the number of account holders in the 18-24 age range is expected to drop, according to AdWeek. Where are your customers ‘hanging out’ online?

3. Take notes from your closest competitors

While it’s important for every business to have their own ‘thing’ - their own unique selling point that makes them stand out among the competition - that doesn’t mean you can’t take cues from other businesses. It’s worth taking some time to explore how your competitors are managing their social media profiles, and seeing what’s working for them, and what’s not. What’s their ‘hook’? Which of their posts are the most successful? It’s a good way to see what your audience are looking for.

4. Work to create engaging, shareable content

Content marketing is regularly cited as one of the most effective methods of consumer engagement in the digital age, but it’s vital for businesses to realise that there’s a difference between content, and content that encourages readers to take action. What is meant by ‘good’ content differs between sectors and industries, but generally speaking you should be looking to create content that educates and makes readers want to share with their friends. And don’t forget a persuasive call to action, too.

5. Focus on your overall tone of voice

A social media strategy shouldn’t be limited to a marketing department - any member of the team who may create content, sales personnel, for example, should be an integral part of the strategy. The reason is simple - consistency. Regardless of who creates content, or what sort of content is created, your overall message and tone should remain the same throughout. Research suggests that businesses who maintain a consistent branding strategy are 20 percent more successful on average.

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