How to Create a Social Media Strategy
13 Minute Read
Listen, it is obvious when a business has a clearly defined social media strategy and when they don’t. You can’t just hop on Instagram from time to time to share a cute video and expect to rack up a following. But if you’re feeling overwhelmed—stop it! You can do this, and we’re going to tell you how to get started.
Social media is an excellent tool to connect with prospective clients or customers. A killer social media strategy will help you identify your audience, develop and maintain a relationship with them, and convert that positive interaction into success. Let’s get into the details so you can get started ASAP.
And remember, if this seems too much for you, we’ve got a whole team of social media mavens at Twelve Three Media who call it their job. We’ll work with you to create a winning social media strategy tailored to you and your business.
What Is a Social Media Strategy?
First off, let’s get this straight—putting random posts up and hoping for the best isn’t going to get you the results you’re looking for. A social media strategy is your game plan to dominate. Think of it as your roadmap to social success.
This is a clear, concise, no-fluff plan that lays out what to do, when to do it, and why you’re doing it in the first place. Without it, you’re basically winging it, and that is a surefire way to get lost among the thousands of other businesses vying for attention.
Your social media strategy will lay out your big plan: which platforms make sense for your brand (because, trust us, not every platform will be a good fit), what kind of content your audience wants to see, and how you’ll keep that audience engaged.
However, this isn’t just about cute and clever posts. The most important part of your strategy is to set real goals and decide how you’ll measure whether your efforts are killing it or getting killed.
An effective social media strategy can be simple or complex, depending on the size of your business and your goals—but it needs to blend creativity and analytics. On the one hand, you will craft engaging, scroll-stopping content that’s on-brand, on-trend, and connects with your audience. On the other hand, you will be continuously tracking performance, analyzing data, and tweaking your strategy based on what is driving results.
You will create a document that communicates your specific goals, how you will use social media to reach those goals, and what metrics will best show your advancement. Remember, each platform may help you achieve different goals, but they should all combine to support your overall digital marketing strategy.
Is social media fun and flashy? Yeah, sure. But moreover, it’s smart. If you’re doing it right, your efforts will move the needle toward success.
Why a Social Media Strategy Is Important
Do we need to keep saying it? Maybe. A social media strategy is a big deal because you don’t want to waste your time throwing spaghetti at the wall. To make an impact, you need a plan.
First off, a strategy gives you direction. It makes your efforts efficient and intentional, and means your time, energy, and creativity aren’t wasted.
You are showing up with purpose, and your audience will see your effort to provide quality content. That is key for building trust, and followers who trust you are the kind of folks who will keep coming back and clicking “Share.”
What else? A social media strategy gives you measurable results. There’s no more guesswork here. You can track performance in real-time to discover what’s working and what’s not, make quick adjustments, and focus on what is generating a positive reaction.
With an awesome strategy, you can make every post purposeful and aligned with your broader business goals. You’re not posting just for the sake of it. There is a direct connection to your bigger objective.
Lastly, you’re maintaining your brand’s voice and messaging across multiple platforms. It doesn’t matter if you are an SMB or an industry leader, having a recognizable personality across different channels will benefit your brand immensely.
Bottom line: building a social media strategy will turn your online presence up from a “meh” to a “whoa!” So what’s your excuse for not having your strategy ready to go? Right, you don’t have one. Let’s get started.
How to Develop a Social Media Strategy in 9 Steps
1. Clearly Define Your Goals & Objectives
When developing a social media strategy, what is the first issue that needs to be determined? Well, we’re glad you asked. Goals and objectives, baby! You shouldn’t ever be putting content out there without knowing what you’re doing it for.
First, ask yourself: What do I want to achieve? Think big picture with these goals. Are you looking to build brand awareness or ramp up engagement? This will be your roadmap.
When it comes to objectives, it’s important to get specific and measurable. These are the numbers you will use to gauge how you are doing and keep you on track to the aforementioned goals.
Do you want to boost quarterly impressions by 30%? Maybe you’re aiming to increase engagement by 20%? Whatever your aim is, make it clear and make it count. Goals set your direction, and objectives nail down the details.
@eisneramper_careers Something big ✨ . . . . #corporatehumor #corporatelife #corporatetiktok #corporateamerica #performancereviews #performancereview #performancegoals #annualreview #midyearreview #bigfour #bigfouraccountant #bigfourconsultant ♬ original sound – vicmram
2. Keep Your Friends Close: Know Your Target Audience
There are a million ways to jump into social media, but here’s the deal: If you don’t know who you’re talking to, you probably aren’t reaching anyone. Knowing your audience—their behaviors, what they care about, where they’re hanging out, etc.—is the key to targeting your efforts and connecting.
Start with some intensive audience research and build out the personas of your audience. Establish the following:
- Age range
- Location
- Income bracket
- Job title
- Hobbies or interests
This will give you a sense of who your target audience is, and then you can think about how they might behave across different platforms. And yes, each platform is very much its own vibe. For instance:
- TikTok: Skews younger, thrives on authenticity, and primarily consists of vertical video. It also celebrates the imperfections! A great social media strategy example of that is Ryanair. This airline knows its audience is looking for “cheap flights in Europe,” and it leans into it with its humor. Guess what? Their target audience loves it, and they keep flying cheap!
- Want more info? Check this out: How to Launch a TikTok Strategy
- Instagram: A bit more poised and polished, but still with the “authentic” video (usually produced on TikTok!). The audience here spans Gen Z to Millennials mostly, but it’s also growing among older generations. Give your grid an aesthetic, and know that your main grid and your reels can highlight different aspects of your brand.
- LinkedIn: This playground for professionals is all about thought leadership and subject matter expertise. The audience is looking for educational tidbits, industry insights, and career development, so this is where your long-form content (blogs, in-depth analysis, research, etc.) can go to thrive.
Your audience is going to dictate your social media strategy. Focus on where they are and what they care about. And hey, if your goals (and your budget) say you should only focus on a couple of platforms, that’s okay. Quality over quantity every time!
3. Keep Your Enemies Closer: Analyze the Competition
Before you rush off to spy on your competitors, take some time to investigate your own situation. That’s right—audit that content! You need to know what has been working for you and where you feel you’re falling short before comparing your efforts to others.
Ask yourself:
- What’s working and meeting our goals already?
- What needs more help to reach our objectives?
- Who’s engaging with our content?
- Which partnerships are driving the most value?
- Which platforms is our target audience using?
Now, onto dissecting the competition! Keeping tabs on your rivals is helpful from a content perspective and provides a benchmark for understanding your position in the industry.
You can start by asking:
- What platforms are they active on?
- How often are they posting?
- What type of content are they putting out? (Are they slaying with vertical video or static images? Are they showing their authentic side or highlighting company culture? What’s the overall vibe?)
- How’s their engagement?
- Are they running ads?
But don’t just focus on their wins—look for their weaknesses too.
- What aren’t they doing?
- What could you do better?
A great competitor analysis reveals a gap you can fill. You’ve got to know what you’re up against, and use it to hone your own strategy.
4. Move to the Head of the Class: Study Up on Social Media
Think you’ve got social media all figured out? Well, what makes a pro a pro is that they never stop learning. So get back to class!
To create a truly masterful social media strategy, you’ve got to understand why certain brands are killing it. Who is crushing it on social media right now? What is it that makes their account stand out? And how can you pull inspiration from their content to level up your own?
You can start by identifying brands you admire—like UPS, Delta, Ryanair, Netflix, Oura Ring, or Hubspot. Why are they thriving? Is it their unique video style, trends they’re hopping on, general vibe, or how they engage with their audience? Pay attention to the overall buzz about their brand. You are getting a master class in what works.
@ups We’ll still deliver to all, just had to get this off our chest Pt 2? #fyp #delivery ♬ original sound – Anthony Immediato
@delta dream team #deltaairlines #avgeek #pilot ♬ Drilla
Also, look into brands that are similar to yours but in broader strokes. If you sell custom bindings for skis, check out accounts for ski resorts, snowboard brands, or even mountain town accounts. This gives you a good idea of the culture around your product and what is exciting to that community. You’ll start to see a pattern of what content performs well in your niche, what trends are…trending, and what your target audience is vibing with.
Social media success isn’t random. There is a reason for everything that is performing well. You need to understand what resonates with users and lean into those styles, trends, and concepts while staying true to your brand’s personality. All of this information becomes fuel for your own creativity.
5. Develop Your Content Architecture
Alright! Now that you’ve nailed down your goals, stalked your competitors, and have a better idea of what’s hot in the social media arena, it’s time to figure out what you’ll do with all that information. Namely, content architecture.
This might sound like a fancy term, but it is really just the framework of your social media content. It’s a way to make sure your content aligns with your brand and resonates with your audience every step of the way.
Social media is a 24/7/365 deal. Your content needs to be consistent, purposeful, and true to who you are. Think of the architecture as a skeleton supporting the body of your social media strategy. It starts with the big picture of who you are as a brand, and then narrows into specific content ideas that bring your message to life.
Here’s what to include in your content architecture:
- Brand Essence: This is the heart of who you are as a company—very high-level stuff. What is your brand all about?
- Emotions: How do you want people to feel when they engage with your content? Inspired, confident, amused? Identify those particular feelings.
- Content Pillars: These are the 3–4 core themes or topics guiding your content creation. What’s important to your brand? What do you want to communicate to your audience? What problems need to be addressed? These pillars will keep you aligned with your overall messaging, give you direction, and help you strategize solves for obstacles that arise.
- Ideas: Flesh out each pillar, define each one, and give it a name. Include ideas for individual posts and thought starters for communicating your message.
Social Media Strategy Example:
6. Pick Your Platforms with a Purpose
Now that you’ve locked down your messaging, it’s time to decide where your new content will live. Not all social media platforms are created equal. Choosing the right ones ensures that your content reaches the right people.
This step is all about intentionality. You want to show up where your audience is and where your content can thrive.
First, remember your audience—where are they spending their time? Choose platforms that align with them and with the content styles you’ve chosen when creating your content pillars.
Once you’ve picked your platforms, it’s time to think specifics:
- Post Frequency: How many times a month will you post on each platform? Consistency is important, but it also has to be manageable.
- Content Breakdown: What percentage of your content pillars will appear on each platform? How will your approach differ on the different channels?
- Content Formats: Vertical videos, static images, text—what will your posts consist of? What works best for each social media platform you’ve chosen?
By picking your platforms with a clear and thought-out purpose, you’ll know that your content is reaching the people it will most resonate with.
Social Media Strategy Example:
7. Set Up & Optimize Your Accounts…Duh
You’ve chosen your ideal platforms. Now it’s time to set up your profiles (duh!) or give your existing ones the much-needed optimization they need to support your strategy. This step is non-negotiable! Skipping it means leaving opportunities on the table, and—well, we just don’t do that ‘round here.
Here’s what you need to do:
- Complete Your Profiles! I can’t believe we have to say this…, but fill out every single field! Yes, all of them. Put those keywords in the right places so people can find your business when they search. Profiles should be clear and concise.
- Consistency Is Key: Argh. We say this a lot, too. Use consistent branding—logos, images, tone—across all platforms so your profile is instantly recognizable.
- Optimize for Social SEO: Heard of social SEO? Well, now you have, so get familiar. Believe it or not, many people use social media platforms to research brands. That means you’ve got to be optimized. Make sure your bio includes relevant keywords.
- SEO in Content: This goes beyond profiles—even posts matter! Include hashtags, keywords, and features like alt tags and captions to boost visibility in search results. But be natural—keyword stuffing is obvious and will backfire.
So, are you overwhelmed yet? Two suggestions: One, go strong on the platforms you can handle; don’t stretch yourself thin. Two, hire professionals if you need help. The goal is to succeed, and there is no shame in getting assistance to do so.
8. Manage Your Community with Moderation & Outreach
Okay! Your content is live. People are engaging. Now what? Well, folks, it is time to build on those relationships.
The essence of social media is connection. It’s the perfect medium for building strong relationships with your audience. But you will need a plan for managing all of that communication.
Start off by setting a moderation schedule. What time will you check comments, messages, and mentions? Whether it is morning, lunch, late at night, or during peak customer service hours, it needs to work for you and your business.
Read More: How to Create a Social Media Calendar
When it comes to community outreach, this could be an opportunity to have a little fun. Show your brand’s personality by engaging with trending content, nurturing relationships with the audience, other brands, and influencers, or just leaving meaningful comments that make an impact.
If you can do this right, you will boost your brand’s relevance and create loyal fans. And there’s nothing better than brand loyalty.
@ryanair calling all admins 📣 #ryanair ♬ original sound – callum🫠
9. Track Your Performance & Adjust Accordingly
Let’s say you’ve got a social media strategy that you think will absolutely kill it, but how do you know if it’s working? That’s where tracking comes in. You need to measure performance to see if your efforts are driving results.
You’ll need to identify the key metrics you want to track. Some basic organic social metrics include:
- Impressions
- Engagement
- Followers
Set up some measurable KPIs based on your goals. For example, if you want to grow your following by 20% in Q1, you can break that down into monthly growth targets. Then, track your progress and adjust your strategy and content accordingly.
Social Media Strategy Example:
Always look for the opportunity to dive deeper into something that is working. Did a specific post bring a rush of new followers? Analyze why. Was it the topic, style, or timing? Did it hop on a trend? With these details, you can optimize future content and keep riding that wave.
It’s also impactful to consider sentiment analysis. Pay attention to the tone of comments, messages, and feedback. Are they positive? Funny? Critical? Use this information to refine your strategy and improve your products or services. Your audience is the biggest source of insight you will have—listen to them.
By reporting your findings monthly, you can evaluate your metrics and sentiment and use them to continually improve. This information keeps you on track and helps you fine-tune your strategy to keep hitting your goals and setting bigger and better ones.
Anything Else? Why Yes, Of Course
Think you’re done? Not so fast—social media is about staying current, so the work never really stops.
- Keep Adjusting: Social media is always changing, so you need to stay flexible and be ready to tweak your strategy.
- Never Stop Learning: With trends constantly changing and platforms ever-evolving, staying curious and continuously learning is a must!
- Get Help When & Where You Need It: Whether it’s tools, a social media strategy team, or just a second opinion, reach out for help whenever and wherever you need it. At least, that’s what all the successful people are doing…
The Best Social Media Strategy Is to Utilize the Pros
It’s time to take the first step toward a mind-blowing social media strategy. ‘Cause if you haven’t started yet, now is the time! We know you can do it, especially now that you’ve got this guide. But if you have any doubts or know you could use a little extra firepower, we’ve got you covered.
At Twelve Three Media, we’re here to help your brand hit every day, all day. Our team of social media masters eats, sleeps, and breathes this stuff—no joke.
Contact us today, and let’s get you trending. We’re ready. Are you?