Building a Social Strategy for Success

Posted by Elena Griffo

With more than 2 billion active users around the world, it is safe to say that social media is here to stay. For businesses, it provides unparalleled reach and maximizes opportunities to engage directly with consumers on a daily basis. But because social media is constantly evolving, it can be difficult to keep up and adapt. Below, we’ve laid out some key considerations for developing a successful social strategy.

Determine what channels are right for your business.

One of the biggest misconceptions when it comes to marketing on social media is that every brand should be active on every channel.

Social media is not one size fits all.

It is important to identify your target audience and determine what channels they use on a daily basis.

For example, building an Instagram strategy for a target audience aged 65+ could be counterproductive to your business goals and bottom line. Instead, focus your efforts toward maximizing channels that your audience frequents to see tangible results.

Facebook remains the most-used social channel among all age groups with more than 1 billion active users every day, and it should be a priority for most business marketing on social media.

Listen to your audience.

Facebook’s latest algorithm is designed to show users content that is most relevant to them. Therefore, if your fans are not interacting with your post, Facebook is less likely to show it in the newsfeed. Yes, Facebook is now punishing you for bad content.

So, how do you decide what good content looks like? Break out your reports and analyze past performance. Find out what your top performing posts have in common and build a strategy around the content your audience interacts with. When it comes marketing on social media, what your audience wants to see is far more important than what you want them to see.

Balance planning and reacting.

How you utilize your content calendar can determine your success in the newsfeed. Rather than planning out all your posts a month in advance and never looking back, learn how to master the balance of planning and reacting.

Identify key opportunities in advance and incorporate those executions into your monthly planning, but don’t rely solely on your content calendar. In order to stay relevant on social media, keep up with trending conversations and capitalize on opportunities in real time.

Develop a paid strategy.

If you manage a business page on social media, chances are you have seen a significant drop in organic reach over the past few years. With an overwhelming amount of content produced, gaining visibility in the newsfeed has become increasingly competitive.

While this can be discouraging for marketers who are seeing diminishing results, you can break through the noise without spending thousands of dollars. Start out small and put some money behind your top-performing posts—and then watch how drastically your reach and engagement increase. Once you dive into the world of social media advertising, you will be able to create ads to meet business objectives ranging from brand awareness to direct conversions.

Capitalize on trends.

There is no room for complacency on social media. With new features rolling out every single day, your strategies and executions should be constantly evolving. Think about it, about a year ago Facebook Live didn’t even exist. Now, one in every five videos posted to Facebook is in the form of a live video. Ignoring new approaches or applications could cause you to miss out on a big opportunity for success.

Social media’s changing landscape can be difficult to navigate, but with the right strategy and tools the results can be substantial. Take a look at how we’ve helped our clients create success on social media here.