Building a Social Media Strategy

A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you're succeeding...or failing. The more specific your strategy is, the more effective your marketing efforts will be.

When starting a social media campaign, just as with any campaign, it is important to figure out what you want to get out of that campaign. Start by setting your goals, but make sure your goals are smart ones….literally.

Each of your goals should be:


These goals help guide your actions and will help you measure your success after the campaign is over, ensuring they lead to real business results.

Once your goals are set, you need to evaluate your audience. Learn everything you can from them, from who they are, to what social media channels they’re using and the types of posts they enjoy most. This will help you create content they want to see, and put it on the channels that they will be able to interact with it on.

A great way to evaluate your audience is to see what your customers are doing on your social media channels. Conduct a social media audit by examining your current efforts. Take a step back and look at what you’ve already done and what that target audience has engaged with on your channels. Once you gather all this information, you’ll have a good starting point for planning how to improve your results.

When you have your audience and channels determined, it’s time to start creating the content.  If you want to try something different to make a campaign stand out on your channels, you might look to other brands for a little inspiration. From checking out the competition’s profiles to brands in completely different industries, take a look around to see what you can try in your campaign.

As you begin to create your content, you want to follow one of two methods. There’s the 80-20 rule, where 80% of your posts inform, educate or entertain your audience and 20% directly promote your brand, product or sale. You can also try the rule of thirds. This is when one-third of your social content promotes your business, converts readers, and generates profit; one-third of your social content shares ideas and stories from thought leaders in your industry or fellow businesses; and, one-third of your social content involves personal interactions with your audience.

Creating a content mix like this prevents you from constantly pushing a sale at your followers who would get sick of hearing the same message over and over. Keep your followers engaged and coming back to see what you’re posting by mixing it up.

The last step to your social media strategy, whether it is a specific campaign or your social media in general, is to review your analytics, adjust and repeat. As you start to implement your plan and track your results, you may find that some content, messaging or  strategies don’t work as well as you’d thought, while others are working better than expected. Consistent review allows you to understand what works and what doesn’t, so you can refine your strategy in real time, creating more engaging and desirable content for your followers.

Need help getting your social media strategy started? Or perhaps you just need someone to create some really great content for you? Go North Branding can help!