Building a solid social media strategy

Building a solid social media strategy

Did you know? Around 60% of the Australian population are active users on Facebook and 1 in 3 Aussies are on Instagram. These are big numbers. Businesses should be taking these statistics and running with it as utilising social media is a surefire way to connect with an audience, increase traffic to your website and increase brand awareness, among other things.

Having a social media strategy is crucial for any business as it guides your actions and gives you direction in order to achieve a purpose or goal.

If you haven’t got a social media strategy in place yet, you should start creating one. Here are a few tips on how to create a winning social media strategy.

  1. Set a goal 

The first, if not the most important tip is to figure out what you want your presence on social media to achieve. Brands should strive to set goals that are attainable, such as increased brand awareness, achieving a higher quality of sales, improving your return on investment, creating brand loyalty or just making yourself more visible in the market.

2. Research, research, research 

In every public relations or marketing strategy, target audience research is crucial. It’s the same for your social media strategy. So, there is a wealth of analytic tools that highlight audience demographics such as age, gender, income and geographical locations and these statistics will help shape your strategy in terms of who you want to approach and the content their likely to engage in.

However, your strategy shouldn’t just consider the statistics, rather you should consider your customers needs and wants to truly understand how they interact on social media. Creating an audience persona is crucial to understanding the in depth elements of your potential followers.

3. Establish key metrics 

Your strategy should focus on valuable metrics such as leads generated, web referrals and conversion rates. Don’t focus on your likes and comments. As Sprout Social highlights, “engagement metrics are essential to building meaningful, lasting relationships with your followers”.

Some key metrics that should be considered include:

  • Reach: How many users did your post reach? Is it actually reaching them?
  • Clicks: This is how many clicks there are on your content, company name or logo. Tracking clicks per campaign is essential to understand what entices your customers and what gets them to make a purchase or engage in your brand.
  • Engagement: Who interacted with your post? How does your audience perceive you? Are they engaged in your content?
  • Hashtag performance: What are your most used hashtags? Which hashtags were used by the target audience?

4. Consider your competitors 
Research who your competitors in terms of what they succeed at and how you can differentiate yourself in the digital sphere. Understand how your competitors interact with their own followers and gauge the kind of responses they receive by their audience.

By understanding how your competitors act in this space it will allow you to spot opportunities in which you can get ahead of the competition and get in front of your desired audience.
Your competitors will help focus your goals and strategy.

5. Set up your accounts 
If you already have social accounts, then you will need to do a social media audit which will ascertain what’s already working and what needs to change. This audit encourages you to ask: is my audience here? Am I using the right platforms? Will they help me achieve my business goals?

If you don’t already have social accounts, it’s time to make them! Figure out which platforms are perfect for your target audience and create key mission statements for each platform outlining what you want it to achieve. You’ll also need to optimise them to ensure they align with your strategy. Use keywords, logo images and ensure your profile fields are filled in appropriately.

6. Content, content, content and more content 
Without content, you don’t have a social media presence. At this point, you will have a good understanding of your brand and the messages you want to convey. Creating engaging content is a hard task however the easiest way to start is by surfing around and finding inspiration.

Videos and user generated content from branded hashtags are also popular forms of content as audiences love engaging and authentic posts.

7. Timeliness is key 
Social media is a 24/7 gig and audiences expect consistent content. In your strategy you need to ascertain when is the best time for your brand to engage with your audience and be ready to interact after posting.

To stay ahead, consider a social media calendar. This is one of the best tools to ensure you’re consistent with your posting and not in a constant state of catch up. Create a schedule that is updated in advance with your image, copy, hashtags and any associated links. All you need to do is be ready to engage with your audience!

8. Assess and adapt 
Nothing works forever. It’s important that you adapt your strategy to the ever changing social media landscape. Without analysis, you’ll never ascertain which campaign did better over another and monitoring your metrics is key to making those much needed changes to your strategy.

Social media is a game of trial-and-error but with a strategy in place, it will give you direction towards your goals.

Needing someone to help you with your social media goals? Get in touch with our team today!

The content in this blog has been derived from the number of sources that are listed below.
VO Group does not take ownership of the content.

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