Creating Effective Social Media Strategy

Creating Effective Social Media Strategy

The number one misconception of social media we hear is this: it’s easy.

It’s not. Running effective and successful social media requires a great deal of thought, consistency and sheer work. With the growth of social media tools, platforms and usage, we get more requests than ever to assist with social media. As we expand to offer consultation, auditing and even entire brand strategy packages, we wanted to give you five general tips on what it takes for effective social media strategy.

  1. Audit Yourself

    For the most robust strategy, diagnosing your successes and failures is a key first step. Do an in-depth audit and examination of your brand’s social media, especially aligned against competitors. Analyze messaging approaches, content types, engagement levels, following rates and more. Once you’ve got a solid grasp on your status, needs and capacity, you can move forward.

  2. Find Audience and Voice

    It’s easy to jump straight into goal-and-objective making at this point, but it’s best to pump the brakes and look instead at who you will actually be seeking to reach and what platforms you will be using to reach them. Document what your ideal social media audience is like, so you have a basis for the types of content you’ll create. And brands need distinct personas, voices and approaches. Use the information from your audit to curate a consistent brand voice and approach. This includes colors, words, tone, etc.

  3. Create Goals, Objectives, Strategies and Tactics

    Any holistic communications campaign will include these four parts: goals, objectives, strategies and tactics. Each is different, with different metrics and purposes — but all useful. Goals are where you identify the purposes of your strategy. Objectives are measurable ways to track your success. Strategies and tactics get into the nitty gritty details of what you’ll be doing. This step is also where you will create calendars for the entirety of the process.

  4. Create Quality Content

    This is where rubber meets road, and consistency and hard work really pays off. Now that you’ve done an audit and created a baseline of audience, voice and goals, move forward with the actual content to meet your needs. Social media content often falls into categories of paid, earned and owned media — all of which are crucial. We highly recommend getting the content together and over with early on in the process, and using a social media scheduling tool, like Hootsuite or Buffer, to schedule it out throughout your timeline.

  5. Rinse & Repeat

    Audit again, rediscover your brand, create new goals and strategies, and pump out new content! There’s no foolproof or easy method to successful social media strategy, but following these guidelines will allow you to do the groundwork necessary to save yourself stress and worry in the long run.

Our approach to client social media is has grown and progressed over the months, and we are currently putting together a streamlined process for each project. If you are interested in our input or partnership, feel free to contact us here!