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10 Steps to Creating a Winning Social Media Strategy

By Rebekah Radice

5 min read

Social media has changed the way businesses market themselves online. It has forever altered how they interact, respond and meet customer needs. If you are in business, whether you are a large or small company, social networking is your online connection to customers and potential clients.

It’s an opportunity to turn your fans, followers, readers and subscribers into raving fans and, ultimately, marketing evangelists.

Social media offers visibility, unlike any other marketing medium. Given the power of social media, wouldn’t you agree that it is critically important for businesses to not only get social, but also implement strategies and processes that support scalability, efficiency, and successful social engagement? I would say YES!

This last week, I joined a weekly webinar to help business professionals boost their personal brand visibility through the power of social media. The turnout was overwhelming, with over six hundred marketers logging in to listen as I shared social media strategy for business.

1. Know your target market

Social media usage varies from demographic to demographic. Take the time to research and understand exactly how, when and why your target audience uses social media. It is also vital to identify a target demographics’ preferred social media platform so that your strategy can be focused and direct.

2. Take the time to craft your content

Before diving in and creating content online, carefully think through the message and goal of each post. Whether it is a Facebook post or a blog article, every word you write should support your end goal. Is your goal to drive traffic toward your latest product? Maybe you have a service that you are spotlighting this month. Whatever the case, do not lose sight of the end result you are working towards.

Hint: A content calendar is the key to a consistent strategy! Take a look at this awesome article from Peg Fitzpatrick to help you design yours.

3. Create a cross-platform strategy

The most successful companies leveraging social media are expanding their influence to several platforms. Apart from being on Facebook and Twitter, they're enriching their brand with Instagram, Pinterest, Google+ Tumblr, blogs, and LinkedIn.

4. Keep your branding consistent

When setting up accounts on different social media networks, ensure your logo, color scheme, fonts, and graphics are consistent. You want to ensure your personal brand is easily identifiable, no matter where people connect with you.

5. Mix it up

Don't just stick with the same old "picture with a caption" format. The best social media strategies mix tactics when it comes to posting, whether the content is a link, image, or text only. Try changing things up and incorporating infographics, quotes from your latest post, or answers to questions. The objective here is to generate content that people will interact with by clicking on it, commenting, or sharing it with their friends.

6. Engage your audience

Once you begin to catch your audience's attention, make sure they feel special. Respond to comments, soothe concerns and answer questions. It is important that you stay consistent in your messaging and maintain a professional demeanor.

7. Follow the 70-30 rule

The 70-30 rule follows this strategy: maintain seventy percent engaging content and thirty percent promotional. The seventy percent should be fun, interesting, and useful to the online user.

Let your audience engage in the conversation rather than feeling as if they are being "sold" every time you post. This keeps your audience interactive and engaged so that when you promote, they are far more likely to value whatever information comes their way.

8. Check your analytics

Research should be the backbone of any social media strategy. Google Analytics offers a rich database of statistics and analytics that can (and should) guide your posting and strategy decisions. Leverage this information to learn as much as possible about which content has the biggest impact on your community. Evaluate how and why some content works and some falls short.

9. Keep up with industry trends

Maintaining a finger on the pulse of trending topics and stories relevant to your target market should always be at the top of your to-do list. Keeping your posts timely is a sure way to improve the organic reach of any post.

10. Reassess, revise, and rework

Take the information you cull from your analytics and adjust your strategy. Social media is fluid. This means your strategy must remain agile and flexible. Don't be afraid to change things up!

Want to learn more? Watch the slides here.

Rebekah Radice

About Rebekah Radice

Rebekah Radice, co-founder of BRIL.LA, has traded narcissism for purpose. When not driving growth, you'll find her tricking family into thinking she's Emeril Lagasse - likely covered in marinara. The spotlight was fun, but impact is better. These days she's using 20+ years of brand brilliance for good.