Social media marketing is no longer an option for a brand or business to succeed online; it’s a necessity. With so many demographics active across social networks globally, it’s the place to engage, influence, and convert.
Consider these stats from Datareportal’s Global Social Media Statistics:
- Over 5 billion active social media users—62% of the world’s population
- An average of 2 hours and 20 minutes spent daily on social media
- YouTube leads in active users, followed by WhatsApp and Facebook
- Users engage with an average of 6.7 platforms each month
These figures highlight the vital role social media plays in people’s lives. However, merely being active on social channels isn’t enough. You must understand how to engage your audience, share compelling information, boost brand awareness, and generate leads.
Social Media Strategy
A social media strategy is a comprehensive plan that outlines your social media goals, the tactics to achieve them, and the metrics to measure performance.
It should drive brand awareness and engagement across social media channels for your target audience, generate leads, and cultivate customer relationships.
Steps in building a successful social media strategy
Now that you understand the basics of a social media strategy, let’s get to the specific steps you need to take to create one.
We’ll also highlight where to integrate your content strategy and engagement strategy into your overall social media activities to ensure all bases are covered.
To be successful on social media, set metrics for each channel you use. For example:
- Facebook: Reach, engagement, and impressions
- Instagram: Interactions, profile visits, and Stories discovery
- X (formerly Twitter): Follower count, shares, and link clicks to gain insights
- Research your audience
To create personalized messaging and content, you need to understand who your audience is and what they want. This involves researching their preferences, behaviors, and needs to tailor your approach effectively.
Research your competitors
Competitive analysis is a crucial part of your social marketing strategy. It helps you understand what your competitors are doing in the social space. By analyzing how your competitors engage with customers and the success of that engagement, you can either emulate their strategies or take a different approach to capture customers’ attention.
Choose your social platforms
The question isn’t whether you should be active on social media, but how to choose the best channels for your business. Avoid being active on all platforms just for the sake of it; some may not suit your business or content. Here’s a quick guide:
Facebook: Great for targeting prospects and customers. Facebook Live connects through video.
Instagram: Popular among younger audiences. Excellent for showcasing products and influencer collaborations. In-app shopping is available.
LinkedIn: Ideal for B2B marketing and also useful for B2C. Works well with blogs, whitepapers, eBooks, and industry content. Video and audio content are popular.
TikTok: Fast-growing platform for short-form and quirky videos. Now supports longer videos up to 60 minutes.
Pinterest: Perfect for social discovery and inspiration. Great for content curation with images and videos covering various topics like home decor and recipes.
Plan your content
Now that you’ve researched and chosen the right social media platforms, it’s time to think about your content and approach. With the rise of short-form video content, people prefer quick, engaging pieces over long ones.
Manage and engage your community
Social media builds connections that can become communities, enhancing engagement and brand awareness. An active community creates brand advocates and attracts new customers but requires nurturing.
Key Tips for Managing and Engaging Your Community:
- Be Responsive: Quickly address customer queries and comments.
- Handle Complaints Gracefully: Negative reviews show engagement and authenticity. Use them as opportunities to engage in debate, challenge thoughtfully, or diffuse with humor.
Nurture your community to see it thrive and drive your brand forward.
The more you know about how social media works, the better your strategy will be. DMI’s certified Social Media Marketing course covers everything from social research, content, strategy, and commerce. You’ll explore key platforms like Facebook, TikTok, YouTube, X, Instagram, and more.
Contact us today to learn more about what we can do for you @