How to Develop an Effective Social Media Strategy

Last Updated on April 12, 2023

Effective Social Media Strategy

An overview of everything you want to do and want to accomplish on social media is a social media marketing strategy. It directs your behaviour and informs you of your success or failure.

Your plan will work better if it is more detailed. Keep it brief. Don’t set it so high and broad that it’s difficult to reach or quantify.

We’ll take you through a nine-step process in this post to help you develop your own successful social media strategy.

These four elements could be included in a social media plan that is effective:


The strategic plan is summarised in an overview, together with the brand’s existing social media position.


Make sure to include a list of precise objectives, along with metrics for tracking your progress.


Make sure to plan how you will accomplish your goals because a plan is useless if it is not carried out. Include specific deadlines, the equipment needed, and the person in charge of each task.


If you don’t track your progress, you won’t know whether your efforts are having an impact. Incorporate an analysis strategy into your social media plan.

Create a Social Media Strategy in 7 Steps

Step 1: Audit your current social media approach

In order to create a social media strategy plan, you must first evaluate your current situation. Which websites receive the most interaction? Where do you see outcomes?

List each social media platform that your company uses, and describe what is and is not effective on each platform. As you proceed, please respond to the following questions:

  • What social media site drives the most engagement for our brand?
  • Is our following growing, declining or remaining the same?
  • Can we populate each social media site we use with fresh content?
  • Do customers use social media to get product support? If so, which channels?
  • What types of content does the company post on each channel? How frequently?
  • How much time is spent on each channel per day? How about per week?
  • Where do we invest money in social media advertising? Are we getting results?
  • How much traffic to our website does each channel drive? Does that traffic convert to signups, customers or another relevant metric?

Your objectives must be clear for a successful audit. Establish your objectives, then use them as a guide to evaluate how well your accounts are performing. You may evaluate how well each channel performs individually and how well your content pillars function collectively by combining the analytics data from your social accounts. When your following is dispersed across numerous platforms, you can learn more about your audience, especially for tiny accounts.

Scientific data collection and more intuitive research should be combined to create an effective social media marketing study. Both of these can be accomplished with the aid of tools, ranging from analytical features to creative visualisation tools. By outlining your advantages and disadvantages, your analysis will be more useful. Draw precise inferences from your data to determine the strengths and weaknesses of your brand.

Step 2: Get to know your competition

It’s likely that your rivals are already utilising social media, so you can pick some tips from how they operate.

A competitive analysis enables you to comprehend the competition’s identity and strengths. You’ll have a solid understanding of what is typical in your field, which will help you define your own social media goals. You’ll be better able to recognise opportunities.

Perhaps one of your rivals dominates Facebook but hasn’t invested much time on Twitter or Instagram. Instead of attempting to steal followers from an established player, you might opt to concentrate on the social media channels where your demographic is underserved.

Step 3: Find inspiration

Even though it’s crucial for your company to be distinctive, you may still get ideas from other companies that are successful on social media.

These are typically located in the social network’s business section of the website. (Take Facebook’s, for instance.) Case studies can provide insightful information that you can use to improve your own social media strategy.

You can see instances of companies that are masters of social media by looking at the winners of The Facebook Awards or The Shorty Awards.

Search for your preferred brands on social media. Who on social media do you like to follow? What do they do to encourage interaction and content sharing from their audience?

You could even consult your supporters. Additionally, customers can provide social media inspiration.

What topics are your potential buyers discussing online? How much can you discover about their needs and desires?

You might even ask your followers what they would like from you if you already have social media channels. Just be sure to offer what they request and follow through.

Step 4: Create a social media content calendar

Sharing excellent information is crucial, of course, but it’s just as critical to plan when you’ll publish content for the greatest impact.

The dates and times that you will publish different sorts of content on each social media channel are listed in your social media content calendar. It’s the ideal location to organise all of your social media activities, including blog articles, videos, and user-generated content re-shares as well as sharing links and images. Both your daily posting and content for social media campaigns are covered.

Additionally, it must take into consideration the time you spend connecting with the audience (although you need to allow for some spontaneous engagement as well).

Determine the right content mix

Make sure your content strategy and calendar are in line with the goals you’ve set for each social media profile so that everything you post is contributing to the achievement of your corporate objectives.

Although it can be tempting to join in with every meme, your social media marketing activities should always be guided by a plan!

Try the 80-20 rule if you’re beginning from scratch and unsure of the kinds of content to post.

  • 80% of your posts should inform, educate, or entertain your audience
  • 20% can directly promote your brand.

You could also try the social media content marketing rule of thirds:

  • One-third of your content promotes your business, converts readers, and generates profit.
  • One-third of your content shares ideas and stories from thought leaders in your industry or like-minded businesses.
  • One-third of your content is personal interactions with your audience

Don’t post too much or too little

If you post too frequently, you run the danger of driving people away. However, if you post infrequently, you run the danger of appearing uninteresting to followers.

Start with the following advice on posting intervals:

  • Instagram (feed): 3-7 times per week
  • Facebook: 1-2 times per day
  • Twitter: 1-5 times per day
  • LinkedIn: 1-5 times per day

Step 5: Create compelling content

The goal here is to maintain alignment between your content and each network’s objectives while also demonstrating to other stakeholders (where appropriate) what kinds of content they may anticipate seeing on each network. The goal is to create content kinds that are appropriate for the network and serve the goals you’ve set for it.

For instance, if you’ve decided to use Twitter primarily for customer assistance, you wouldn’t want to waste time producing brand awareness tweets. Furthermore, viewers of TikTok want to watch brief, unpolished films, so you wouldn’t want to upload incredibly polished corporate video advertising there.

Prepare to update this section frequently since it may take some testing over time to determine which type of information performs best on which type of network.

Step 6: Track performance and make adjustments

The secret to developing a great social presence is to keep track of your development. Even if you do all of your research, there are no guarantees when it comes to social media, therefore it’s all about trying and revisiting.

Once the content is up, start keeping an eye on the success indicators. You’ll make tweaks as you go. Some will succeed and some won’t. Just make sure you’re sharing your team’s lessons with you as you learn them.

Do not forget that social media information is not produced in a vacuum. Additionally, followers can recommend material. For extra information, use email surveys or queries on social media to find out what your audience wants to see.

Before you go…

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