What is a Social Media Strategy?

By: Marlene Urena

For businesses that are trying to establish themselves on social media, it is important for them to create a social media strategy in order to effectively reach their end goals. A social media strategy is a plan of attack that a business creates in order to reach their social media goals. This plan should be designed to manage the company’s social media presence and performance and make any changes to reach the business’s goals overall.
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To create an effective social media strategy, a company needs to clearly define their social media goals. Without clear goals, it will be difficult to understand what needs to be done and the employees who manage social media will not be trying to reach these goals in the same way. That is why it is important to develop SMART goals (Specific, Measurable, Attainable, Relevant, Time-based).

After goals are defined, companies must analyze their environments and markets in order to see what approach they will take in their social media strategy design. To create an effective design, companies should understand the trends in society and associated with their consumers to understand what needs to be changed in their current strategy and how it will help them reach their goals. In order to do this, a social media market analysis and social media company SWOT analysis should be done.

When the business clearly understand the trends in society and consumer behavior on these platforms, they can begin to plan relevant content for their social media profiles. Please refer to our What is content strategy? article for more information on content creation. They should also schedule their posts according to the consumer behavior on social media to reach as many people as they can at the best times. 

When their strategy is implemented, the last thing for businesses to do is to evaluate their performance. Any changes that seem fitting should be made to the strategy because change is inevitable in an organizational environment. Being able to adapt to these changes is what really defines how strong a company’s strategy is. A strong social media strategy is the recipe for success in marketing in today’s world.