Creating a social media strategy

A social media strategy is an essential element in a firm’s overall marketing strategy.

Without a clear plan, social media efforts can be a waste of time and resources. Here are a few things to consider when creating a social strategy:

  • Research your target audience

Before embarking on your social media marketing, it is a good idea to first research your target audience. Define your target audience in terms of demographics, such as age, gender, income; psychographics, i.e. attitudes and lifestyle; geographics i.e. where they are located and behavioural patterns, such as degree of loyalty. A detailed profile of your ideal customer will ensure you understand your audience and send the right messages.

  • Set SMART goals

A significant portion of your social media success will depend on how well you set your goals. The SMART framework is a good starting point as it ensures your goals are specific, measurable, achievable, realistic and timely. An example of a SMART goal would be to grow your Facebook page’s likes by 25 per cent in the next six months. It is critical to regularly monitor and review your goals against results as they may need to be adjusted accordingly.

  • Build key messages

Once you have a detailed profile of your target audience, you can start to develop what key messages you would like to communicate. Your key messages should reinforce the messages in your traditional marketing campaigns. Focus on the benefits your firm has to offer rather than using sales-orientated messages.

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