Building out your brands' social media strategy


We’re not alone when it comes to viewing a brands’ social media account and thinking, “wow, they’re word vomiting everywhere!” gone are the days where it’s okay to word vomit, beg for sales, plead for leads, or post and not engage. What makes up a strong social media strategy today varies from brand to brand. Here are some things to keep in mind when building out your strategy.

Today, people who follow brands on social media don’t do it blindly.


Following a brand comes with following a cause or a movement where individuals in social communities ultimately want to be a part of something bigger. Building a good social media strategy can pay off over time. Let’s dive in.

What is the objective?

It’s 2018, social media isn’t “new”. Loyal followers expect brands to put some thought behind what content they share on their social channels. The first questions to ask when looking at your overall social media strategy are, what is the objective? What are you trying to achieve with your posts? Is there an end goal? Do you want more leads, attention, awareness, or sales? Write them down!

Asking such questions, in the beginning, will help set the objective, the end goal, and allow you to form a campaign or create content around a single objective.

Who is your audience?

Now that the objective is clear, the next most important tactic is to determine who gets your content. Who is your audience and how do you reach them? What message will resonate best with them? If your audience is small to medium-sized businesses or mothers who are looking for a specific product, it’s important to know who you are speaking to so that your content can be as impactful as possible.

Social media channels such as Twitter, Facebook, LinkedIn, and Instagram offer analytical tools for their business accounts that can help your brand determine the correct social media persona for your campaign.

Keep an eye out for what your competition is doing right and do it better.

How will you provide valuable content?

The content you share within your community should high value and position your brand as the expert and authority in your space. Give your community information that is going to help them in their lives or careers. It’s more important that your product, brand, or service demonstrates you know your space and why it can benefit the viewer and not that you have some crazy idea or that you have the best product. Your community wants value and wants to know ‘the why.’

Specifically for Twitter, sharing a video or a photo with your post will increase community engagement. Creating video and photo content that supports your objective is a must.

How will you measure and report?

A couple of strong ways to close down your social media strategy is to make sure you are consistent and share your newly created content across your different social channels and last, don’t start pushing out your campaign until you have a way to measure the effectiveness of your work and your social media ROI. If you are taking the time to create meaningful social media content, take time to determine how you will measure your efforts. Doing so will allow you to iterate on your social media strategy and make adjustments when goals aren’t being achieved.

Other items to consider in your strategy:
  • It’s okay to automate your messages as long as you build in time to engage with your audience. Social communities are tired of brands that vomit out content and then never interact with followers who ask questions or engage with their content.
  • Use business analytics from Twitter, Facebook, Instagram, and LinkedIn to determine when your audience is most active.
  • Add photos and video to your posts. This will lead to more engaging content and interaction from your social community.
  • Keep an eye out for what your competition is doing right.
  • Listen to feedback and iterate on it.
  • Create a content calendar.
  • Stay active and be there for your community.