Social Media Strategy for Your Small Business: Creating a Social Strategy

Photo from: https://www.forbes.com/sites/jiawertz/2017/02/18/which-social-media-platforms-are-right-for-your-business/#2c16cacf12a2

Photo from: https://www.forbes.com/sites/jiawertz/2017/02/18/which-social-media-platforms-are-right-for-your-business/#2c16cacf12a2

Welcome to the second installation in our Summer Social Media Series!  The last blog post  in this series discussed the do’s and don’ts of posting on social media. We shared the importance of posting consistently, utilizing the best platforms for your business, and using target advertising. Here’s something else that’s crucial for your social media presence - making sure you have a strategy!

Many businesses tell us that they don’t have the time to do social media. Running social media accounts can seem daunting, but with a strong social media strategy and a few hours set aside each week to schedule posts, posting on social media does not have to be overwhelming (we promise!).

So what is a social media strategy?

A social media strategy is a detailed, research-based document detailing how your brand will present itself on social media platforms.

Below, we’ve outlined five steps to begin crafting your social media strategy.

  1. Write down three business goals that you aim to accomplish through social media. Make sure the goals are specific, attainable, and measurable. For example, will Facebook grow brand awareness? Will Twitter engage with current and potential business prospects? Each platform should have a unique goal based on its best use.

Photo from: https://www.forbes.com/sites/jiawertz/2017/02/18/which-social-media-platforms-are-right-for-your-business/#2c16cacf12a2

Photo from: https://www.forbes.com/sites/jiawertz/2017/02/18/which-social-media-platforms-are-right-for-your-business/#2c16cacf12a2


2. Next, write down five words that would describe your brand if it were a person. These words will help guide your online voice. This blog post by Kevan Lee describes how to find your social media voice. He writes that a voice humanizes a brand and promotes natural conversations. If you’re like me and do by example check out this article on Mashable about how top brands (such as Tory Burch) craft their social media voices.

Photo from: https://gathercontent.com/blog/a-simple-tool-to-guide-tone-of-voice

Photo from: https://gathercontent.com/blog/a-simple-tool-to-guide-tone-of-voice

3. Now it’s time to start thinking about content. Who is your target audience? What do they typically share on social media? Begin to follow relevant accounts to find content. It’s perfectly acceptable to share or retweet existing content, but don’t forget to post original content, too.

Photo from: https://blog.kissmetrics.com/share-on-social-media/

Photo from: https://blog.kissmetrics.com/share-on-social-media/

4. Your strategy should also include social media monitoring, or social listening, which involves monitoring what people in your industry are saying and talking about. This allows you to identify opportunities for creating shareable content, gain insights into what your customers are talking about, and also note what your competition is doing on social media. There are social media monitoring softwares such as Google Alerts or Hootsuite, but you can also follow relevant accounts and check your accounts periodically.

5. Finally, before you hit print on your new social media strategy document, it’s important to assign who will take the lead. Some companies find it works best for one team member or intern to run social media. Other businesses rotate responsibilities among multiple employees. It’s important that someone carves out time to dedicate to social media and that everyone who is posting is on the same page about the type of content to post and the tone of each post. A content calendar and pre scheduling posts will also save a lot of time.  

Social media is a huge asset to your brand and business. Every post reflects your brand and leaves a permanent digital footprint. If you need help creating or implementing your social media strategy, Detail & Design can help! Shoot us a message and we’ll chat.