Ideal Client

  • How old are they?
  • Where do they live?
  • What do they do?
  • What do they do for fun?

Set SMART goals

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time bound

For example: Grow instagram by 50 new followers a week

Track meaningful metrics

Focus on targets such as leads generated web referrals & conversion rates, rather than likes & shares.
Align your social media goal with your overall marketing strategy

Write down at least 3 social media goals 

Learn everything about your audience

Create audience personas

Your audience want to feel like you know them & see content that they resonate with.

Creating content that they will like share & comment on.
This information is also critical for planning how to develop your social media fans into customers for your business.

For example: a retail brand might create different personas based on demographics, buying motivations, common buying objections & emotional needs of each type of customer

Personas sharpen your marketing tactics

Luxury buyers might not respond well to Facebook AD’s with sales. But they might respond to Facebook AD’s with exclusive offers, for example: to be the first to see a new line.

Use your insights to create campaigns that speak to the real desires & motivations of your buyers.

Social media analytics provide tons of valuable information about who your followers are, where they live, which language they speak & how they interact with your brand on social media. These insights allow you to refine your strategy & better target your social AD’s.

Research The Competition

Conduct a competitive analysis

A competitive analysis will help you to understand who the competition is & what they’re doing well & not so well. Giving you a good sense about what is expected in your community.

Will also help you to spot opportunities, for example: maybe one of your competitors dominates Facebook, but has put no effort into instagram or twitter.

Engage in social listening

Track competitors accounts & relevant industry keywords, you might notice strategic shifts in the way competitors use their social media accounts, or you might spot specific posts or campaigns that really hit the mark. 

Conduct a social media audit

Evaluate your current efforts

  • What is working?
  • What is not working?
  • Who is connecting with you?
  • Which social media platform does your target audience use?
  • How does your social media presence compare to that of your competitors?

Gather all information & plan how to improve your results.
Gives you a clear picture of what purpose each of your social media accounts serves. If the purpose of your account isn’t clear, think about whether it’s worth keeping. It may be a valuable account that needs a strategic redirection or it may be an outdated account that is no longer worth your while.

To help you decide, ask yourself…

  1. Is my audience here?
  2. If so, how are they using the platform?
  3. Can I use this account to help achieve meaningful business goals?

Set up accounts & improve existing profiles

Determining which networks to use & how to use them

For example: You might decide to use Twitter for customer service, Facebook for customer acquisition & instagram for engaging existing customers. 

It is a good exercise to create mission statements for each network. The on sentence declarations will help you focus on a very specific goal for each account on each social network.

For example, you decide:

Facebook – Best for acquiring new customers via paid advertising

Instagram – Build brand affinity with existing customers.

Twitter – Engage press & industry influencers.

LinkedIn – Engage with existing employees & attract new talent

YouTube – Support existing customers with education & video help

Snapchat – Distribute content with the goal of building brand awareness with younger customers

If you can’t create a solid mission statement for a particular social network, you may want to reconsider whether that network is worth it. 

Set up & optimise your accounts

  • Fill in fields correctly
  • Use keywords people will use to search for your business
  • Use images that are correctly sized for each network

Find Inspiration 


Social network success stories

All social networks feature success stories that highlight how brands are using their tools effectively. You can usually find these on the business section of the social networks website. These case studies offer valuable insight. 

Award winning accounts & campaigns

Check out ‘The Facebook Awards’ & ‘The Shorty Awards’

Create a social media content calendar

Sharing content is essential but it’s as equally important to have a plan in place for when you’ll share content to get maximum impact. 

Your social media content calendar also needs to account for the time you’ll spend interacting with your audience. 

Create a posting schedule

List dates & times at which you’ll publish types of content on each channel.

Perfect place to plan all of your social media activities, from images, link sharing, blog posts & videos. 
Your calendar ensures your posts are spaced out appropriately & published at the optimal times. It should include both your day-to-day posts & your content for social media campaigns.

Plot content mix

Calendar to reflect the mission statement you have assigned to each profile. 

For example, you might decide:

  • 50% of content will drive traffic back to your blog
  • 25% of content will be curated from other sources
  • 20% of content will support enterprise goals (selling, lead & generation & so on)
  • 5% of content will be about your employees & company culture

Placing these different post types in your content calendar will help ensure you maintain the ratio you’ve planned & if you’re starting from scratch & you’re simply not sure what types of content to post. I.E. 80/20 rule. 

  • 80% should inform, educate & entertain
  • 20% can directly promote your brand

Test evaluate & adjust your strategy


Track your data

Use analytic tools available in each network & UTM parameters to track visitors as they move through your website & shows you exactly which social posts drive the most traffic to your website. 

Re-evaluate, test & do it all again

Use data to re-evaluate your strategy regularly. You can also use this information to test different posts, campaigns & strategies against one another. Constant testing allows you to understand what works & what doesn’t so you can refine your strategy in real time. 

Surveys can also be a great way to find out how well your strategy is working. 

  • Ask social media followers
  • Email lists
  • Website visitors

Whether you’re meeting their needs & expectations on social media. Ask them what they’d like to see more of & then make sure to deliver on what they tell you.