How to Create a Social Media Strategy Part I

Posted by on Aug 8, 2018 in Blog, Social Media Tips | 0 comments

How to Create a Social Media Strategy Part I

Having a social media strategy is vital when it comes to using social media to achieve your business objectives.

Business people often fail to achieve their goals on social media because they don’t really know why they’re on there or how to use it effectively.


So how do you put together a social media strategy and what needs to be included? In the first of a four-part series, we’ll take you through what you need to consider when it comes to making sure every social media post counts. 

Status Social produced a series of podcasts explaining the elements of a successful social media strategy several years ago. Below is the transcript of a conversation between two members of the team, with some extra elements added to bring it right up to date!

What’s the first thing to think about when it comes to a social media strategy?

The starting point for any strategy should be looking at what you’re trying to achieve. From that point on you can look at your resources and who it is you’re trying to reach. Fundamentally, you need to work out what on earth you’re using it for.

What sort of thing do you have to think about when setting objectives?

A lot of people go on social media to increase sales, but you need to ask how you’re going to do that? Increasing sales isn’t the only thing you can use social media for. For instance, social media can be used for generating leads and raising brand awareness. Your objective could be to generate clicks to your website, improve your customer service or your client retention. It could be about helping your team communicate better internally or saving you money – we’ve helped some of our clients save tens of thousands of pounds through using social media more effectively.

A lot of people think about what they want to do with social media but they don’t seem to think about who they’re talking to.

I don’t think people have their audience in mind a lot of the time. So when people create a Facebook page they won’t consider what content their audience will engage with. That’s why a lot of businesses are unsuccessful on social media – because they pump out sales messages all the time. It’s buy this and buy that and we know that doesn’t work. People switch off; people unfollow. They want their social media to bring value to their lives and not be forever asking for their money.

Do you think people consider where their audience is before they go on social media? You do see people thinking that they need a Facebook page when actually Facebook may not be the platform for them.

No, absolutely. A lot of people don’t give it that much thought. If your audience is a niche market, then you may find more luck by interacting with the crowd on a particular message board or a forum rather than pumping out updates on Twitter.

What other things should you think about when deciding what network to go on?

I think the demographic is important and the resources that you have to manage that account. So a lot of people have in mind that social media is free, SMEs in particular. It isn’t free; there is at the very least a time issue. It takes time to manage these accounts and to create the content that people are going to find you with.

So you have to look at the resources and ask, if our objective is to get more traffic to our website – how are we going to do that? We’re going to blog more often. Well, is your blog going to be text based? Are you going to do podcasts ? Is there going to be video in there? Actually look at what resources you have in-house to be able to deliver an effective campaign.

Do you think there are some social networks that are more resource heavy than others?

Any network that demands you post a lot of content. I think YouTube is a good case in point – obviously with video you need the editing skills to create good video and you need decent equipment to make really high quality video. With things like podcasts, there’s only a small technical understanding but you need to have that understanding because if you don’t then you can’t create them.

Likewise, a lot of people start a blog but don’t consider how consistent you have to be, how long they take to write and whether they can actually write well in the first place? Then there are networks like Twitter and Instagram which not only do you need lots of great content for, you also need to find time to do lots of engaging. And as for Facebook… well, every post has got to get engagement and it is not a quick job to create quality posts every day.

We run highly-praised social media strategy workshops. If you’d like to find out more about how they can transform your social media (and often your business!) then get in touch!


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