In Part 1 of our series, we took you through how you can optimize your social media profiles to best supplement your digital marketing strategies. Now that you have your foundation in place, it’s time to get going on your social media strategy.

Social Media Strategy Goals

Social media strategy starts with having a clear goal with an objective. It can be easy to look at your competitors or other accounts and implement what they are doing, but that doesn’t mean their strategy will fit your model or audience. Take a deep dive into your social media presence and business goals. Is there a gap? What are you looking to achieve with your social media strategy? Set achievable goals that are reasonable and also affordable. Examples of social media strategy goals include:

  • Expand brand awareness
  • Achieve higher quality of sales
  • Increase in-store sales
  • Build a loyal audience
  • Raise ROI

Identify Your Audience

A crucial step in creating your social media strategy starts from the ground up. Who are the people you are trying to reach? What platforms are they located on? Their demographics or interests? You will need to learn which platforms you can best find your target audience on, then tailor your message to the specific platform(s). If you don’t know what your audience will respond to, there is a chance your content will get lost if it does not catch their attention. By getting to know and understand your audience, you will be able to influence your audience to help achieve your social media strategy.

Social Media Strategy Metrics

Once you’ve decided on the goal you want to achieve, how are you going to measure the success of your social media strategy? Maybe your website is doing great, but you want to drive more people to your online booking tool. Maybe you recently started a local business and want to establish your presence in your community. Simply getting more likes does not necessarily get you closer to achieving your business goals. Identify which metrics of your business are most important to you for your current marketing strategy. Here are some additional metrics that will help you in measuring the success of your social media strategy:

  • Reach – The number of users who’ve seen your post. Does the number of people you reach amount up to your set goals?
  • Link clicks – How are your users interacting with your brand? Are they intrigued enough to click for more information?
  • Engagement – The number of people that view your content vs. how many interact with your content. How willing is your audience to respond to your content?
  • Hashtags – How many people are using your branded hashtag? What are similar hashtags that your audience uses? Which ones create the most engagement?

Identify Your Competitors

Identifying your competitors and analyzing their strategy will affect your social media strategy. If you are unsure who your competitors are, do a quick Google search of what your brand best represents and see what comes up. You can even include your target location to see your micro-competitors. Once you’ve identified who you’re up against, take a look at their social profiles. Do they have an informative or more fun approach? What platforms are they on? What content receives the most engagement? By analyzing what is working for your competitors will give insight into what your audience is already responding to. Take notes and create your own version for your social media strategy to stand out amongst your competitors.

Content is King

If you’ve never heard the phrase, “Content is King,” it’s time to get very familiar with it because it will be your best friend in your social media strategy. Content is going to be one of the driving factors in achieving your goals. There are 2 types of content: original content and curated content. Original content is, well, original content. You are the creator, whether it’s a graphically designed social post, Twitter poll, Facebook event, the list goes on and on. Curated content is content from another origin, such as tweeting an article link from a related website, resharing someone’s Instagram post, or posting a photo your brand is tagged in. It’s always best to have a mix between both original and curated content. The one thing to note about sharing content is that you can always repurpose content you’ve already shared. Rewording the caption or headline is enough to make users feel like they’re getting fresh information. It allows you to establish your brand but also shows your business is knowledgeable of surrounding events.


The premise of social media is to connect and communicate. And that’s just what your customers expect from you. Once you are connected, if they contact or interact with you, they expect a response promptly. Punctuality should be one of the catalysts in your social media strategy. Through communication and networking, your brand will gain respect just by interacting with your people.

Analyze, Improve, Implement

In your social media strategy, give yourself a timeline to check in and see how well you may be succeeding. Are you any closer to reaching your goals? Have you seen a growth in your following? Ask yourself if you are on the path to solving your business challenge. Analyze the content you’ve been putting out for the past couple of weeks or months to see which posts are receiving the most engagement and do more of that! It is a constant back and forth of analyzing and implementing because social media continues to evolve, and so does your audience.

Developing a Social Media Strategy for Your Brand

Coming up with a social media strategy that fits your business goals takes time and effort. At CloudMellow, we have access to tools that provide analysis, insights, managing responses, and more. Our social media experts and digital marketing gurus will develop a strategy that is manageable for your brand to achieve the business goal you want. Contact us today to see how we can build your social media strategy.