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Social media marketing strategy

Updated: Feb 14

Debora from VF

Author: Debora Amoah

Date of Publication: 12/06/2023

In the marketing world, there is a big chance one has come across the term “social media marketing strategy”, “social media strategy” or “social media plan”. In fact, many companies get asked what their social media strategy is. So, it seems this has become a crucial component for companies in the field of digital marketing. Why is this so and what is it actually? How does one create a social media plan?

Social media strategy

Marketing through social media

A social media strategy is a plan that lays out social media goals. Not forgetting the strategies used to reach those goals, and the metrics used to measure how well those strategies work. Additionally, it includes content, responsibilities of the social media team, and social media channels to promote the business.

Now, tailoring your social media strategy to your brand’s or company’s unique voice and positioning is important. Not forgetting the demographics of your intended audience and the limitations that come with each social media platform. Being aware of and considering these factors can be extremely helpful when designing a social media (marketing) strategy. This is because it will allow you to communicate and reach your target audience effectively.

Overall, it can also be a summary of everything you want to achieve on social media. Actually, it will assist you in getting there and alert you if you are succeeding or failing along the way. If your plan is specific, it is more likely to be effective.

How to build a social media strategy?

There are a few key steps to building a social media plan. Here is a step-by-step guide to help you make a good social media plan:

  1. Set Clear Goals First, write down what your goals are. What do you hope to achieve by using social media? Some examples are getting more people to visit a website, making leads, or getting customers more involved. Ensure that your goals are SMART, which stands for specific, measurable, achievable, relevant, and time-bound.

  2. Figure out who you want to reach Learn about the demographics, hobbies, tastes, and online habits of the people you want to reach. With this knowledge, you'll be able to make you material and messages more effective.

  3. Choose social media platforms that are relevant Do research and choose the social media platforms that match your goals and target group. Think about Facebook, Twitter, Instagram, LinkedIn, YouTube, and Pinterest, which are all very famous. So, you should choose carefully because each site has its own strengths and types of users.

  4. Do a competitive analysis Take a look at how your competitors are using social media. Look at what they do well, the kind of material/content they share, how they get their audience involved, and how they connect with their audience. This will help you find ways to make your company stand out and find chances.

  5. Make a material/content strategy Make a plan for how you will create and share your content material. Find out what kind of images, movies, papers, or infographics your audience likes, for example. Also, you should choose how often you will post, how you will talk, and how you will send messages. Your material should provide value, entertain, teach, or inspire your readers.

  6. Engage and talk with others Social media is a two-way form of contact. Respond to comments, messages, and notes to interact with your viewers. Encourage conversations, questions, and join in important debates. For a social media plan to work, it is essential to build relationships and get people involved.

  7. Use Tools and Analytics Use social media management tools to plan posts, track mentions, track analytics, and measure how well your approach works. For example, tools like Hootsuite, Buffer, and Sprout Social can make it easier to handle your social media. Therefore, analyze the data to learn about your performance, spot trends, and make choices for change based on the data.

  8. Keep an eye on your social media outlets and make changes based on what you see Pay attention to good and bad comments and act on them as needed. The improve your social media profile, and change your plan based on what you learn and what people tell you.

  9. KPI measurement Measure your success by coming up with key performance indicators (KPIs) that are in line with your goals and keeping track of them regularly. Metrics like response rate, reach, clicks, sales, and follower increase could be used as KPIs. Last, you should analyze how you are doing and change your plan to get better results over time.

  10. Stay up-to-date Social media systems and trends are constantly changing. Keep up with the latest social media marketing trends, features, and best practices. Review and adapt your plan often to take advantage of new possibilities and adapt to changes in the social media world.

Remember that it takes time and work to make a good social media plan. Be steady, try new things, and be ready to change your plan based on what works.

Marketing strategy


Having a social media strategy or plan for your business can be very helpful. Firstly, a social media strategy is a plan for promoting a brand on social media. This includes goals, tactics, content, and platforms. Secondly, tailoring the tone and language to fit your brand's identity and ideal customers is crucial. So, it helps you reach your goals and figure out how well you did. Therefore, if you follow the steps about building a social media strategy, it will be easy to achieve your goals. However, bear in mind that the key to success lies in being consistent and flexible in your approach.


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