1) Establish Goals First                                                                                                                                

Establish the goals of your social media campaign.                                                      

How will you be using social media?

  • Bring awareness to products or services

  • Brand awareness in general

  • Digital billboard to keep your consumers in the loop

The most effective social media strategies take on a specific direction and run with it as aligned with audience needs and wants. 


2) Identify Your Audience


You should already have demographics on those who have previously purchased goods/services. Define  the same group to identify with via social media. 

According to Pew Research, the landscape of the most popular social media networks is as follows:

3) Create a Content Strategy


Now that you are armed with the knowledge that, for example, you want to establish your brand in the eyes of women that have some college education and are between 25-50 you can be more adept at choosing the social networks that work for you. 


In this particular example, Pinterest might be a good network to go after in addition to Facebook. 

4) Democratize Communications


For many companies, engagement is the most difficult part of the social media strategy. It is one thing to know your goals, create content then share it and another to effectively make people react. It is important that your business is not the only side of the communication coin; input you get back from your consumers should be encouraged as well as objectively monitored. The social media manager(s) who are assigned to communicate with fans or followers should understand the “voice” of the company and work diligently to respond to your fans in a timely and efficient manner that is consistent with your overall brand.

5) Measure, Test, and Measure Again


All of your efforts need to be analyzed at the end of the week or month. Looking at data every day is a bit daunting and does not really give the big picture. Facebook and Twitter both provide fairly robust analytical data already where you can see how your content is being received. You know your strategy is working by determining your ROI – Return on Influence.


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