How to Develop Your Social Media Brand Strategy

We've all heard the horror stories... an ill-advised tweet, a Facebook post that erupts into angry protest, or a meme that was better left unshared. While it may take some time to create your perfect social media strategy, it’s important to nail it down sooner than later.

It could make the difference between an oops you can't recover from and a strategy that builds brand awareness, conversation, and engagement. So, let’s begin with the basics and make this easy on you. Because strategy should be fun, not heavy, uncomfortable, or frustrating.

In this episode of the Brand Authority podcast, you'll learn how to quickly establish your social media brand strategy.

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Highlights from episode 6

1. Set goals and make them stick

You can't start crafting your strategy if you're not clear on your overall goals and objectives. Take a few minutes to write down what you want to achieve. And don't forget to give them a deadline. A goal without a date is only a dream.

2. Choose your social media platforms

You don't need to be active on every single social media platform - just the ones that best support your goals. So, ask yourself:

• What social network(s) is your audience actively using?
• What platform(s) align with the type of content you share?
• What platform(s) are appropriate for your industry?

Answering these questions will help you choose the right platform for you, your brand, and your audience.

3. Create a content strategy

Before you start creating and sharing content, you must understand the needs of your audience. Go to Facebook, Twitter, Instagram and more to see what type of content your target market is most interested in. Next, brainstorm your content topics based on the research above.

Now it's time to decide on the type of content you'll share. I suggest you focus on content that converts:

• Blog posts
• Webinars
• Ebooks
• Case studies
• Special Reports
• White papers
• Workbooks / Downloads
• Podcast interviews
• Checklists / How-to’s
• Video guides and tutorials

You don't have to share every type. Pick one, see how it performs, and move on to the next type of content.

Source: Graphic Mama

4. Create a posting strategy

Having a data-backed posting strategy will ensure that your content is reaching your audience on the right platform and at the right time. First, determine what social networks you'll share your content on.

To get started, first, write down what type of content you'll share on each channel. Next, decide how often and when you'll share that content. Use analytics to determine when your followers are most active onlineFinally, create a content calendar to stay on track.

Don't have one? You can download this free calendar and then organize based on your posting schedule.

5. Track, measure, adjust

Are you paying attention to your results? It's difficult, if not impossible, to build your brand on social media if you:

• Don't know what you want to achieve
• Don't have a system in place to monitor results
• Don't actively track, measure, and adjust strategy

There's no way to know if what you're doing is getting you closer (or pushing you further away) from your goals unless you track and measure your ongoing efforts. Doing so will help you:

• Set the right goals
• Determine what’s working and what's not
• Iterate
• Choose a few metrics that are aligned with your goals and track them daily. I suggest you focus on actionable metrics, that help you make decisions.

Final thoughts

The marketing world is constantly evolving. The only way to stay ahead is to have a clear and effective marketing strategy to guide you. If you haven't already, listen and subscribe to my podcast where I dive deeper into how to create a strategy that works.

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Resources Mentioned:

Content Calendar

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