Building a Successful Social Media Strategy

Does your business need a social media strategy? Whether you’re just getting started on Facebook, increasing your Instagram following, or trying to figure out the best way to get your customers engaged on Twitter, it’s essential that you have a plan in place for when and how you will be using your social media platforms. Social media has become an important component of a company’s success. With so many different platforms available and not enough hours in which you can manage them all on your own – every entrepreneur should take advantage by being active across all available networks that make sense for their business.

Social media is an integral part of the marketing process. It’s a place where people congregate to share their thoughts, feelings, and opinions about products or services. Creating a social media strategy for your business ensures that you’re able to maximize your presence and reach potential customers.

Prospecting for new customers on social media is no easy task. You need to develop something creative and exciting that will appeal to your target audience, but there is a danger that all your work will go to waste if you don’t provide value for people to share with their friends. A social media strategy will help you brainstorm the content that’s most likely to appeal to your target audience and also serve as a guide for judging which pieces of content are effective or not.

When developing a social media strategy, it is important to remember that your content should always be fresh and creative. Your efforts need value so that people will want to share your content with their friends and colleagues. You want people to see what you’re posting and engage with every post to share it with others who may also find something interesting. A good way for this type of outreach campaign includes conducting polls or surveys, which allow people to engage through an active response.

In your social media strategy, determine how you will be using each of your platforms. For Facebook, this might mean that you want to post three times per week on Wednesdays, Fridays, and Sundays. For Pinterest, you might think about pinning things to specific topic boards so that you can build an audience around your business. On Twitter, you might post several times per day while also retweeting popular tweets from other users to help get your name out there.

Include a blog. Every time you write a blog, you’re creating content that’s easily shareable across social media channels, which can help expand your audience to the audience of every single person that shares your post.

Your next step is to create a list of keywords that your audience might be searching for through search engines or social media platforms. These will depend on your business, of course. For example, if you run a bakery and have started a blog about baking muffins for the holidays, your keywords might include terms like “holiday muffins” or “no-bake holiday muffins.”

Once you’ve got a list of keywords, you’ll need to determine how many times you will be using each keyword. For example, if most of your blog posts are related to Thanksgiving, you’ll want to use the keyword “Thanksgiving” more often in your content. If you don’t use a specific keyword frequently enough, search engines won’t find your posts, and others might not be able to find your product or service through Google or social media. I recommend using specific keywords no more than five times to maintain a good balance and keep your content from coming across as unnatural.

To make a good keyword list, start by looking at your own website or blog content. Do you frequently use specific keywords? Are there any words that come up multiple times in different posts on your site? Monitor the keywords you use most often and note them down. Make sure you understand who your audience is and how they use search. Also, check out your competition. If your competitor uses great keywords that apply to your business, you are free to use them. Your keywords should be relevant, popular, and convert well. Check out the Google AdWords program for keyword ideas and traffic estimations.

Now’s the time to start figuring out what content you want to share on each platform. Do you want to share links to content that you find interesting, or are you planning on posting your original content? What’s the point of each platform? For example, if Twitter will be your primary customer service source, you might want to focus more on providing helpful information than fun pictures.

Great images will increase customer engagement. Do you want pictures of your employees in the office? What about photos of your new office space or a look at your regular customers (with permission) when they come in for their morning coffee? Anything authentic is always better than stock images, so if you have actual images of your team, customers, and workspace, that is always the better route to take.

You’re almost done! Now let’s make a schedule. Write down when you’ll be posting on each platform, and be sure not to leave any gaps in between posts, so people don’t get confused or stop following your account altogether. I recommend using a free social media management tool like Buffer ( to help keep your content and schedule organized across all of your platforms.

Finally, you’ll need to create a sense of urgency with your audience. You may already be posting great content on your Facebook page. Still, if people don’t believe your social media is being used effectively, then they might stop following or engaging in any of your future posts.  A way around this problem can sometimes work well through conducting contests from time to time. This will appeal to those interested parties and draw attention from other individuals looking at what’s going on within your pages, which gives them even greater incentive than before.

It may seem like a lot of work to get your social media strategy set up, but once you’ve got it figured out, it can be simple. Be sure to frequently check in on which posts are getting a lot of shares or likes, and continue to post similar content. You’ll soon find that you have a community of people who enjoy your business’s Facebook posts and other content, and you’ll be able to rely on social media as an excellent resource for getting your name out there.

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