by Aimee Wera

Why is social media strategy important?

Whether you are a small business owner looking to reach more customers or a franchise looking to create wider brand awareness, social media strategy is a key element to success. Throughout the years, social media’s role in business and branding has substantially grown, creating a high level of engagement for both consumers and providers alike.

Social media at a glance…

According to We Are Social, one of Europe’s most popular social media management agencies, there are over 2.56 billion users on social media and 1 million new users added every day. This means that having a social strategy in place is critical in order to maximize your audience, increase your engagement, and measure your success.

What does a social media strategy entail?

When defining a social media strategy, you must know your audience, set goals, and measure them. When creating a social media strategy, put your audience first. Find out who your audience is, where they are, and more specifically, what social platforms they’re using. Goal creation is the next step to ensure the strategy will be effective and to measure success. This often involves analytics such as your impressions or reach. Specific forms of success measurement are set, including objectives like increasing exposure or traffic.

Make goals that are SMART.

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Timely

Social media strategy often uses SMART criteria as a guideline for coming up with clear-cut objectives and goals. When using this goal setting process, it’s essential to assess the current social media content to uncover what the areas of improvement are. Common areas of improvement include generating more followers and creating more engagement.

So, what’s the strategy?

Now that you set some goals, it’s time to figure out how to accomplish them. Start by utilizing the tools that are available to you, such as information about your target market. Learn when your followers are most active, so you can post during peak activity times. In addition to knowing your target market, focus on current social media trends. Do your research to see which social accounts and pages are generating the most involvement. You can learn from them! Upon investigation, some common trends may appear relating to the types of content they post, the verbiage in their captions, and/or their use of hashtags.

Part of a social strategy is knowing how to stand out in such a saturated market. The benefit of having a strategy lies within knowing not only the best platform to use to reach your targeted consumers, but also the times and locations for peak activity.

Facebook, Twitter, YouTube, Pinterest, and LinkedIn are all widely used by numerous businesses and individuals alike, but does that mean they’re the right social sites for you? Consider the type of content you’re posting. If it’s mostly visual, Instagram or Pinterest may be your best platform. If it’s professional, try LinkedIn. Facebook and Twitter are popular options for text-based posts, yet Facebook is starting to rely more and more on video content.

Peak Times and Location

It’s critical to know when you should post content, depending on the activity of your audience. In order to optimize engagement, analyze the peak times of your audience and be consistent with the times you are posting. This will ensure the majority of your audience is seeing your content, giving you more engagement opportunities.