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Creating a Good Social Media Strategy: Things to Consider

by Roveen Anyango
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Social media marketing is becoming a crucial part of our lives right now, and as a business, you need to understand how to get the best out of it.

An effective social media strategy is about numbers. The more people you reach and engage with, the more effective your campaign is. Here is how to make that campaign effective.

Align goals with business objectives.

The first step to creating an effective social media marketing campaign is creating marketing goals that align with your business objective. This way, you will easily keep track of the numbers and how they measure up against your plan.

Choose the best medium for your target audience.

Secondly, for the campaign to have any chance of succeeding, you need to first have a good understanding of your target audience. You need to understand the following:

  • Their age
  • Location
  • Interests
  • Job title and industry
  • Which social media platform do they prefer

While the first four are obvious, the final one is often ignored by many social media managers. Knowing where much of your target audience spends their time is crucial in helping you create the message in a way suited to the platform and, thus, more reach and engagement.

Know your competition

As you understand your audience, also understand the people that you are competing. Your competition is people in the same industry as you who are selling the same or similar products/services to you. Conduct a competitor analysis to understand what they are doing so that you do better or differently.

Know your Key Performance Indices

Tracking your goals means tracking meaningful metrics such as how many people have been reached and how many engagements-to-views your posts are getting. Key performance Indices, or KPIs, are the metrics that determine the success of a campaign. On social media, your KPIs will be:

  • Reach – This is the number of people who have seen your post
  • Clicks – This index represents the number of people interested enough to click on your content or account.
  • Engagements – These are the interactions to a post against the impressions. Interactions include likes, shares, and, most importantly, comments.

Keep track of these to know which type of content gets you the most of each three for the best results.

Social media marketing is crucial for any business right now, whether you are an online business or not. So, always remain in the know to stay on top of the game.


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