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id="reading-progress" style="width:0%;" class="h-3 bg-saffron"></div> </div> </div> <section id="primary"> <main id="main"> <article id="post-66369" class="flex flex-col gap-8 post-66369 post type-post status-publish format-standard has-post-thumbnail hentry category-strategy tag-social-media-strategy tag-template"> <header class="p-8 border-b md:p-12 border-nocturn/10"> <div class="flex flex-col max-w-screen-xl gap-4 mx-auto md:flex-row md:gap-8 md:items-center"> <div class="md:w-2/3"> <span class="font-semibold">Strategy</span> <h1 class="mb-5 text-3xl font-bold md:text-5xl md:mb-10"> Social media marketing: Strategy template and tips for 2025 </h1> <div class="mb-5 text-lg md:text-xl md:mb-10"> <p>This complete guide will help you build a successful social media marketing strategy and follow the right best practices from day one.</p> </div> <div class="flex flex-col gap-2 mb-4 md:mb-8"> <span class="text-lg font-bold"> Christina Newberry, Amanda Wood </span> <span class="text-spruce"> October 18, 2024 </span> </div> <a class="rounded btn btn-sm btn-saffron" href="https://docs.google.com/presentation/d/1RbWpmw1_vYWEJGRc_EMrbWt_6BSdl1vf2uClMORYXeo/copy" target="_blank" data-ga-track-id="blog_cta_download_hero"> Download your free social strategy template </a> </div> <figure class="md:w-1/3"> <picture class="flex justify-center wp-post-image" loading="eager" decoding="async" fetchpriority="high"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/07/social-media-marketing-strategy-556x556.png.webp 556w, https://blog.hootsuite.com/wp-content/uploads/2024/07/social-media-marketing-strategy-310x310.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/07/social-media-marketing-strategy-620x620.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/07/social-media-marketing-strategy-150x150.png.webp 150w, https://blog.hootsuite.com/wp-content/uploads/2024/07/social-media-marketing-strategy-768x768.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/07/social-media-marketing-strategy.png.webp 1080w" sizes="(max-width: 556px) 100vw, 556px"/> <img width="556" height="556" src="https://blog.hootsuite.com/wp-content/uploads/2024/07/social-media-marketing-strategy-556x556.png" alt="cover image" loading="eager" decoding="async" fetchpriority="high" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/07/social-media-marketing-strategy-556x556.png 556w, https://blog.hootsuite.com/wp-content/uploads/2024/07/social-media-marketing-strategy-310x310.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/07/social-media-marketing-strategy-620x620.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/07/social-media-marketing-strategy-150x150.png 150w, https://blog.hootsuite.com/wp-content/uploads/2024/07/social-media-marketing-strategy-768x768.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/07/social-media-marketing-strategy.png 1080w" sizes="(max-width: 556px) 100vw, 556px"/> </picture> </figure> </div> </header> <section class="relative"> <div id="the-content" class="prose entry-content"> <div class="top-0 h-full xl:absolute not-prose" style="right: calc(50vw + 21rem)"> <div class="relative flex flex-col h-full gap-8"> <div class="xl:mx-8 sticky z-10 top-[56px]"> <div class="lwptoc one-column xl:text-sm text-base bg-white pt-8 lwptoc-inherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i"> <div class="lwptoc_header"> <h2 class="lwptoc_title" style="font-weight:800;">Table of Contents</h2> </div> <div class="lwptoc_items lwptoc_items-visible"> <div class="lwptoc_itemWrap"><div class="lwptoc_item"> <a href="#What_is_social_media_marketing"> <span class="lwptoc_item_label">What is social media marketing?</span> </a> </div><div class="lwptoc_item"> <a href="#What_is_a_social_media_marketing_strategy"> <span class="lwptoc_item_label">What is a social media marketing strategy?</span> </a> </div><div class="lwptoc_item"> <a href="#Creating_your_own_marketing_strategy_for_social_media_video_guide"> <span class="lwptoc_item_label">Creating your own marketing strategy for social media (video guide)</span> </a> </div><div class="lwptoc_item"> <a href="#How_to_create_a_social_media_marketing_strategy_A_step-by-step_guide"> <span class="lwptoc_item_label">How to create a social media marketing strategy: A step-by-step guide</span> </a> </div><div class="lwptoc_item"> <a href="#Finalizing_your_social_media_strategy"> <span class="lwptoc_item_label">Finalizing your social media strategy</span> </a> </div><div class="lwptoc_item"> <a href="#Free_social_media_strategy_template"> <span class="lwptoc_item_label">Free social media strategy template</span> </a> </div></div></div> </div></div> </div> </div> </div> <div id="key-takeaways" class="block-key-takeaways"> <div class="wp-block-group border-cedar border rounded-lg p-12 is-layout-constrained wp-block-group-is-layout-constrained"> <h3 class="wp-block-heading !mt-0 has-lake-color has-text-color has-link-color wp-elements-bca539d26942915c0f06ba214e11a547">Key takeaways</h3> <ol class="wp-block-list"> <li>A social media marketing strategy outlines your goals, the tactics to achieve them, and the metrics you’ll use to track success. It serves as a roadmap for all your social media efforts and aligns them with your broader business objectives.</li> <li>Unlike traditional marketing and advertising, social marketing fosters two-way communication between brands and social media users. It’s about engaging with customers on a personal level, building trust, and cultivating a sense of community to nurture long-term loyalty — not just driving immediate sales.</li> <li>Social media is always changing! Social media strategies should be dynamic and adapt to new trends and audience behaviors.</li> </ol> </div> </div> <p>A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing.</p> <p>The more specific your plan is, the more effective it will be. Keep it concise. Don’t make it so lofty and broad that it’s unattainable or impossible to measure.</p> <p>In this post, we’ll walk you through a nine-step plan for creating a winning social media marketing strategy. We’ve also included <strong><a href="https://docs.google.com/presentation/d/1RbWpmw1_vYWEJGRc_EMrbWt_6BSdl1vf2uClMORYXeo/copy">a completely free social media strategy template</a></strong> to download. </p> <p>Plus, we’ve even got expert insights from Amanda Wood, Hootsuite’s Senior Manager of Social Marketing.</p> <p><strong>TL;DR? If you’re a social media or marketing manager looking for help with your strategy, you’re in the right place.</strong></p> <p>Psst: You can also get a primer from our free <a href="https://hootsuite.widen.net/s/b6wtnznvp7/hootsuitesocialmarketing_guide_en">ebook on social media marketing basics</a> — grab it below. <strong>No email required!</strong></p> <figure class="wp-block-image size-large"><a href="https://hootsuite.widen.net/s/b6wtnznvp7/hootsuitesocialmarketing_guide_en"><picture decoding="async" class="wp-image-499325"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/10/Social-media-marketing-intro-ebook-620x345.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Social-media-marketing-intro-ebook-310x172.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Social-media-marketing-intro-ebook-768x427.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Social-media-marketing-intro-ebook.png.webp 1113w" sizes="(max-width: 620px) 100vw, 620px"/> <img decoding="async" width="620" height="345" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20345'%3E%3C/svg%3E" alt="excerpts from Hootsuite's free ebook on social media marketing" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/10/Social-media-marketing-intro-ebook-620x345.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Social-media-marketing-intro-ebook-310x172.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Social-media-marketing-intro-ebook-768x427.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Social-media-marketing-intro-ebook.png 1113w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/10/Social-media-marketing-intro-ebook-620x345.png"/><noscript><img decoding="async" width="620" height="345" src="https://blog.hootsuite.com/wp-content/uploads/2024/10/Social-media-marketing-intro-ebook-620x345.png" alt="excerpts from Hootsuite's free ebook on social media marketing" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/10/Social-media-marketing-intro-ebook-620x345.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Social-media-marketing-intro-ebook-310x172.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Social-media-marketing-intro-ebook-768x427.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Social-media-marketing-intro-ebook.png 1113w" sizes="(max-width: 620px) 100vw, 620px"/></noscript> </picture> </a></figure> <h2 class="wp-block-heading"><span id="What_is_social_media_marketing">What is social media marketing?</span></h2> <p>Social media marketing is the practice of <strong>using social media platforms and tools to promote your business and connect with your audience. </strong></p> <p>Businesses use it to: </p> <ul class="wp-block-list"> <li><strong>showcase their products or services</strong> </li> <li>(perhaps more importantly) <strong>engage with their customers on a personal level</strong></li> </ul> <p>The intended outcomes can range from the somewhat abstract (like <a href="https://blog.hootsuite.com/social-media-for-business/#Benefits_of_social_media_for_brand_building">brand building</a>) to the very specific (like selling products through <a href="https://blog.hootsuite.com/social-commerce/">social commerce</a>). Driving web traffic, increasing e-commerce sales, and nurturing customer loyalty are all common goals of social media marketing.</p> <p>Social media marketing<span style="font-size: revert;">ia marketing is about </span><strong style="font-size: revert;">building relationships with your audience</strong><span style="font-size: revert;"> in the places they already spend their time online. This might look like promoting your latest product drop, or simply jumping in on a trend that your audience is interested in.</span></p> <p>Unlike traditional advertising, like TV spots and billboards, social media marketing allows for two-way communication between individuals and brands. There’s also potential for building a sense of community, which creates <strong>brand loyalty</strong>.</p> <p>This, plus the ability to accurately track, analyze, and optimize on your results, is what makes social media marketing a truly unique marketing space.</p> <h2 class="wp-block-heading"><span id="What_is_a_social_media_marketing_strategy">What is a social media marketing strategy?</span></h2> <p>A social media strategy is a <strong>document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress.</strong></p> <p>Your social media marketing strategy should also list all of your existing and planned social media accounts along with goals specific to each platform you’re active on. These goals should align with your business’s larger digital marketing strategy.</p> <p>Finally, a good social media plan should define the roles and responsibilities within your team and outline your reporting cadence.</p> <div class="not-prose content-upgrade _bonusVariantContentUpgrade style-default has-image " style="background-color: #004963;"> <a href="https://www.hootsuite.com/offer/blog" class="cover" data-ga-track-id="blog_cta_trial_intent_inpost_productcallout" target="_blank"></a> <div class="all-content-wrapper"> <div class="image-wrapper"> <picture decoding="async" class="image"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2023/11/hs-cyberweek-2024-blog-human.png.webp"/> <img decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%200%200'%3E%3C/svg%3E" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2023/11/hs-cyberweek-2024-blog-human.png"/><noscript><img decoding="async" src="https://blog.hootsuite.com/wp-content/uploads/2023/11/hs-cyberweek-2024-blog-human.png"/></noscript> </picture> </div> <div class="text-wrapper"> <span class="title" style="display:block;font-weight:700;line-height:1;color:#ffffff;"> Flash sale! </span> <p><span style="color: #ffffff;">Get the #1 social media management tool for <strong>HALF OFF</strong> and handle your social strategy stress-free.</span></p> <a href="https://www.hootsuite.com/offer/blog" class="btn-cu" data-ga-track-id="ContentUpgrade_Right_CTA" data-ga-track-info="Claim 50% off Hootsuite" target="_blank">Claim 50% off Hootsuite</a> </div> </div> </div> <h2 class="wp-block-heading"><span id="Creating_your_own_marketing_strategy_for_social_media_video_guide">Creating your own marketing strategy for social media (video guide)</span></h2> <p>No time to read the whole article? Let Amanda, Hootsuite’s own Senior Manager of Social Media Marketing, guide you through our free strategy template in less than 10 minutes:</p> <figure class="wp-block-image size-large"><a href="https://www.youtube.com/watch?v=9M0Oa7miOoU" target="_blank" rel="noreferrer noopener"><picture decoding="async" class="wp-image-486364"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/9-minute-social-masterclass-620x349.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/9-minute-social-masterclass-310x174.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/9-minute-social-masterclass-768x432.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/9-minute-social-masterclass.png.webp 1280w" sizes="(max-width: 620px) 100vw, 620px"/> <img decoding="async" width="620" height="349" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20349'%3E%3C/svg%3E" alt="link to a youtube video for social media marketing strategy tips" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/9-minute-social-masterclass-620x349.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/9-minute-social-masterclass-310x174.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/9-minute-social-masterclass-768x432.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/9-minute-social-masterclass.png 1280w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/08/9-minute-social-masterclass-620x349.png"/><noscript><img decoding="async" width="620" height="349" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/9-minute-social-masterclass-620x349.png" alt="link to a youtube video for social media marketing strategy tips" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/9-minute-social-masterclass-620x349.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/9-minute-social-masterclass-310x174.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/9-minute-social-masterclass-768x432.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/9-minute-social-masterclass.png 1280w" sizes="(max-width: 620px) 100vw, 620px"/></noscript> </picture> </a></figure> <h2 class="wp-block-heading"><span id="How_to_create_a_social_media_marketing_strategy_A_step-by-step_guide"><b>How to create a social media marketing strategy: A step-by-step guide</b></span></h2> <h3 class="wp-block-heading"><b>Step 1. </b>Align goals with business objectives</h3> <h4 class="wp-block-heading"><b>Set goals</b></h4> <p>The first step to creating a winning social media strategy is to establish clear objectives and goals. Without goals, you have no way to measure success and <a href="https://blog.hootsuite.com/measure-social-media-roi-business/">return on investment (ROI)</a>.</p> <p>Each of your social media marketing goals should be <a href="https://blog.hootsuite.com/social-media-definitions/smart-goals/">SMART</a>: <strong>s</strong>pecific, <strong>m</strong>easurable, <strong>a</strong>ttainable, <strong>r</strong>elevant and <strong>t</strong>ime-bound.</p> <p>Psst: Need help getting started? We’ve got social strategy guides for <a href="https://blog.hootsuite.com/social-media-tips-for-small-business-owners/">small businesses</a>, <a href="https://blog.hootsuite.com/social-media-financial-services/">financial services</a>, <a href="https://blog.hootsuite.com/social-media-government/">government</a>, <a href="https://blog.hootsuite.com/social-media-in-higher-education/">higher education</a>, <a href="https://blog.hootsuite.com/social-media-health-care/">healthcare</a>, <a href="https://blog.hootsuite.com/social-media-rules-for-real-estate/">real estate</a>, <a href="https://blog.hootsuite.com/social-media-for-law-firms/">law firms</a>, and <a href="https://blog.hootsuite.com/social-media-for-nonprofits/">non-profits</a>.</p> <p>Oh, and if you need examples of <a href="https://blog.hootsuite.com/smart-social-media-goals/" target="_blank" rel="noopener">smart social media goals</a>, we’ve got you covered there too.</p> <p>Once you’ve decided on your social goals, track them in a strategy doc — grab our <a href="https://www.hootsuite.com/resources/blog/social-media-strategy-template">free social media strategy template</a> if you don’t have one already.</p> <h4 class="wp-block-heading"><b>Track meaningful metrics</b></h4> <p>Vanity metrics like number of followers and likes are easy to track, but it’s hard to prove their real value. Instead, focus on things like engagement, click-through, and conversion rates.</p> <p>Not sure where to start? If you need inspiration, take a look at these <a href="https://blog.hootsuite.com/social-media-metrics/">essential social media metrics</a>.</p> <p>You may want to track different goals for different social media networks, or even different uses for each network.</p> <p>For example, if you use LinkedIn to drive website traffic, you would measure click-throughs. If Instagram is for increasing brand awareness, you might track the number of Instagram Story views. And if you advertise products or services on Facebook, cost-per-click (CPC) is a common success metric.</p> <p>Social media goals should align with your overall marketing objectives. This makes it easier to show the value of your work and secure buy-in from your boss.</p> <figure class="wp-block-image size-large"><a href="https://www.hootsuite.com/resources/blog/social-media-strategy-template" target="_blank" rel="noreferrer noopener"><picture decoding="async" class="wp-image-486370"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-goals-slide-620x348.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-goals-slide-310x174.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-goals-slide-768x431.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-goals-slide.png.webp 941w" sizes="(max-width: 620px) 100vw, 620px"/> <img decoding="async" width="620" height="348" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20348'%3E%3C/svg%3E" alt="track your social media goals in a social media strategy doc, like this one." data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-goals-slide-620x348.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-goals-slide-310x174.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-goals-slide-768x431.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-goals-slide.png 941w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-goals-slide-620x348.png"/><noscript><img decoding="async" width="620" height="348" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-goals-slide-620x348.png" alt="track your social media goals in a social media strategy doc, like this one." srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-goals-slide-620x348.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-goals-slide-310x174.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-goals-slide-768x431.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-goals-slide.png 941w" sizes="(max-width: 620px) 100vw, 620px"/></noscript> </picture> </a></figure> <p>Start developing a successful social media marketing plan by writing down at least three goals for social media.</p> <div class="hs-blockquote"> <blockquote class="wp-block-quote is-style-default"> <p>It’s easy to get overwhelmed by deciding what to post and which metrics to track, but you need to focus on what you want to get out of social media to begin with. Don’t just start posting and tracking everything: match your goals to your business, and your metrics to your goals.</p> <footer class="flex flex-row items-center justify-end gap-4"> <picture decoding="async" class="rounded-full h-16 w-16 my-0 border-2 border-lake" loading="lazy"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood.jpeg.webp 400w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood-310x310.jpeg.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood-150x150.jpeg.webp 150w" sizes="(max-width: 400px) 100vw, 400px"/> <img decoding="async" width="400" height="400" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20400%20400'%3E%3C/svg%3E" alt="" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood.jpeg 400w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood-310x310.jpeg 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood-150x150.jpeg 150w" data-lazy-sizes="(max-width: 400px) 100vw, 400px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood.jpeg"/><noscript><img decoding="async" width="400" height="400" src="https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood.jpeg" alt="" loading="lazy" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood.jpeg 400w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood-310x310.jpeg 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood-150x150.jpeg 150w" sizes="(max-width: 400px) 100vw, 400px"/></noscript> </picture> <cite class="not-italic !text-left flex flex-col"> <span class="text-2xl font-bold"><a href="https://www.linkedin.com/in/amandacharlottewood/">Amanda Wood</a> </span> <span class="text-sm font-thin">Senior Manager, Social Marketing at Hootsuite </span> </cite> </footer> </blockquote> </div> <h3 class="wp-block-heading"><b>Step 2. </b>Understand your audience inside and out</h3> <p>Get to know your fans, followers, and potential customers as real people with real wants and needs, and you will know how to target and engage them on social media.</p> <p>When it comes to your ideal customer, you should know things like:</p> <ul class="wp-block-list"> <li>Age</li> <li>Location</li> <li>Average income</li> <li>Typical job title or industry</li> <li>Interests</li> <li>etc.</li> </ul> <p>Here’s a simple guide and template for <a href="https://blog.hootsuite.com/how-to-create-audience-personas/">creating audience/buyer personas</a>.</p> <figure class="wp-block-image size-large"><a href="https://www.hootsuite.com/resources/blog/social-media-strategy-template" target="_blank" rel="noreferrer noopener"><picture decoding="async" class="wp-image-486375"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/personas-slide-620x348.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/personas-slide-310x174.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/personas-slide-768x431.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/personas-slide.png.webp 941w" sizes="(max-width: 620px) 100vw, 620px"/> <img decoding="async" width="620" height="348" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20348'%3E%3C/svg%3E" alt="Document important information about your target customers in your social media strategy doc" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/personas-slide-620x348.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/personas-slide-310x174.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/personas-slide-768x431.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/personas-slide.png 941w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/08/personas-slide-620x348.png"/><noscript><img decoding="async" width="620" height="348" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/personas-slide-620x348.png" alt="Document important information about your target customers in your social media strategy doc" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/personas-slide-620x348.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/personas-slide-310x174.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/personas-slide-768x431.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/personas-slide.png 941w" sizes="(max-width: 620px) 100vw, 620px"/></noscript> </picture> </a></figure> <p>Don’t forget to document this information in your strategy doc!</p> <p><a href="https://blog.hootsuite.com/social-media-analytics-tools/">Social media analytics tools</a> can also provide a ton of valuable information about who your followers are, where they live, and how they interact with your brand on social media. These insights allow you to refine your strategy and better target your audience.</p> <p>Jugnoo, an Uber-like service for auto-rickshaws in India, used Facebook Analytics to learn that <a href="https://developers.facebook.com/success-stories/jugnoo/">90% of their users who referred other customers</a> were between 18- and 34-years-old, and 65% of that group was using Android. They used that information to target their social media advertising, resulting in a 40% lower cost per referral.</p> <p>Check out our <a href="https://blog.hootsuite.com/social-media-analytics/">guide to using social media analytics and the tools you need to track them</a>.</p> <h3 class="wp-block-heading"><b>Step 3. </b>Analyze your competitors’ strengths and weaknesses</h3> <p>Odds are your competitors are already using social media, and that means you can learn from what they’re doing.</p> <h4 class="wp-block-heading"><b>Conduct a competitive analysis</b></h4> <p>A <a href="https://blog.hootsuite.com/competitive-analysis-on-social-media/">competitive analysis</a> allows you to understand who the competition is and what they’re doing well (and not so well). You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.</p> <p>It will also help you spot opportunities and weaknesses you can document in your social strategy doc.</p> <figure class="wp-block-image size-large"><a href="https://www.hootsuite.com/resources/blog/social-media-strategy-template" target="_blank" rel="noreferrer noopener"><picture decoding="async" class="wp-image-486380"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/competitors-slide-620x348.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/competitors-slide-310x174.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/competitors-slide-768x431.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/competitors-slide.png.webp 941w" sizes="(max-width: 620px) 100vw, 620px"/> <img decoding="async" width="620" height="348" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20348'%3E%3C/svg%3E" alt="track essential information about your competitors in your social strategy doc" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/competitors-slide-620x348.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/competitors-slide-310x174.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/competitors-slide-768x431.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/competitors-slide.png 941w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/08/competitors-slide-620x348.png"/><noscript><img decoding="async" width="620" height="348" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/competitors-slide-620x348.png" alt="track essential information about your competitors in your social strategy doc" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/competitors-slide-620x348.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/competitors-slide-310x174.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/competitors-slide-768x431.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/competitors-slide.png 941w" sizes="(max-width: 620px) 100vw, 620px"/></noscript> </picture> </a></figure> <p>Maybe one of your competitors is dominant on Facebook, for example, but has put little effort into X (Twitter) or Instagram. You might want to focus on the social media platforms where your audience is underserved, rather than trying to win fans away from a dominant player.</p> <h4 class="wp-block-heading"><b>Use social media listening</b></h4> <p><a href="https://blog.hootsuite.com/social-listening-business/">Social listening</a> is another way to keep an eye on your competitors.</p> <p>Do searches of the competition’s company name, account handles, and other relevant keywords on social media. Find out what they’re sharing and what other people are saying about them. If they’re using influencer marketing, how much engagement do those campaigns earn them?</p> <p><b>Pro tip</b>: Use <a href="https://www.hootsuite.com/platform/listening">Hootsuite Listening</a> to monitor relevant keywords, hashtags and accounts in real-time.</p> <figure class="wp-block-image size-large"><picture decoding="async" class="wp-image-486355"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes-620x482.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes-310x241.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes-768x597.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes-1536x1193.png.webp 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes.png.webp 1622w" sizes="(max-width: 620px) 100vw, 620px"/> <img decoding="async" width="620" height="482" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20482'%3E%3C/svg%3E" alt="Hootsuite Listening top themes" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes-620x482.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes-310x241.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes-768x597.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes-1536x1193.png 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes.png 1622w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes-620x482.png"/><noscript><img decoding="async" width="620" height="482" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes-620x482.png" alt="Hootsuite Listening top themes" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes-620x482.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes-310x241.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes-768x597.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes-1536x1193.png 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/08/Hootsuite-Listening-Quick-Search-Top-Themes.png 1622w" sizes="(max-width: 620px) 100vw, 620px"/></noscript> </picture> </figure> <p>As you track, you may notice shifts in how your competitors and industry leaders are using social media. You may come across new, exciting trends. You might even spot specific social content or a campaign that really hits the mark—or totally bombs.</p> <p>Use this kind of intel to optimize and inform your own social media marketing strategy.</p> <p>Just don’t go overboard on the spy tactics, Amanda advises. “<span style="font-weight: 400;">Make sure you aren’t ALWAYS comparing yourself to the competition — it can be a distraction. I’d say checking in on a monthly basis is healthy. Otherwise, focus on your own strategy and results.”</span></p> <h3 class="wp-block-heading"><b>Step 4. </b>Conduct a social media audit</h3> <p>If you’re already using social media, take stock of your efforts so far. Ask yourself the following questions:</p> <ul class="wp-block-list"> <li>What’s working, and what’s not?</li> <li>Who is engaging with you?</li> <li>What are your most valuable partnerships?</li> <li>Which networks does your target audience use?</li> <li>How does your social media presence compare to the competition?</li> </ul> <p>Once you collect that information, you’ll be ready to start thinking about ways to improve.</p> <p>We’ve created an easy-to-follow <a href="https://blog.hootsuite.com/social-media-audit-template/">social media audit guide and template</a> to walk you through each step of this process.</p> <figure class="wp-block-image"><a href="https://blog.hootsuite.com/social-media-audit-template/" target="_blank" rel="noreferrer noopener"><img decoding="async" width="620" height="257" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20257'%3E%3C/svg%3E" alt="Screenshot of a social media audit spreedsheet for building an effective social media strategy" class="wp-image-240889" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet-620x257.png 620w, https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet-310x129.png 310w, https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet-768x319.png 768w, https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet-600x250.png 600w, https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet-625x259.png 625w, https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet-940x390.png 940w, https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet.png 1641w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet-620x257.png"><noscript><img decoding="async" width="620" height="257" src="https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet-620x257.png" alt="Screenshot of a social media audit spreedsheet for building an effective social media strategy" class="wp-image-240889" srcset="https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet-620x257.png 620w, https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet-310x129.png 310w, https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet-768x319.png 768w, https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet-600x250.png 600w, https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet-625x259.png 625w, https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet-940x390.png 940w, https://blog.hootsuite.com/wp-content/uploads/2020/05/social-media-strategy-social-media-audit-spreedsheet.png 1641w" sizes="(max-width: 620px) 100vw, 620px"></noscript></a></figure> <p>Your audit should give you a clear picture of what purpose each of your social accounts serves. If the purpose of an account isn’t clear, think about whether it’s worth keeping.</p> <p>To help you decide, ask yourself the following questions:</p> <ol class="wp-block-list"> <li>Is my audience here?</li> <li>If so, how are they using this platform?</li> <li>Can I use this account to help achieve my goals?</li> </ol> <p>Asking these tough questions will keep your social media strategy focused.</p> <h4 class="wp-block-heading"><b>Look for impostor accounts</b></h4> <p>During the audit, you may discover fake accounts using your business name or the names of your products.</p> <p>These imposters can be harmful to your brand—never mind that they’re capturing followers that should be yours.</p> <p>You may want to get your accounts verified too to ensure your fans know they are dealing with the real you.</p> <p>Here’s how to get verified on:</p> <ul class="wp-block-list"> <li><a href="https://blog.hootsuite.com/how-to-get-verified-on-facebook/">Facebook</a></li> <li><a href="https://blog.hootsuite.com/get-verified-twitter-essential-guide/">X (Twitter)</a></li> <li><a href="https://blog.hootsuite.com/get-verified-on-instagram/">Instagram</a></li> <li><a href="https://blog.hootsuite.com/how-to-get-verified-on-tiktok/">TikTok</a></li> <li><a href="https://blog.hootsuite.com/youtube-verification/">YouTube</a></li> <li><a href="https://blog.hootsuite.com/how-to-get-verified-on-pinterest/">Pinterest</a></li> </ul> <h3 class="wp-block-heading"><b>Step 5. </b> Set up and optimize your accounts</h3> <h4 class="wp-block-heading"><b>Decide which networks to use</b></h4> <p>As you decide which social networks to use, you will also need to define your strategy for each.</p> <p>Hootsuite’s own social team designates different purposes for formats within networks. On Instagram, for example, they use the feed to post high-quality educational infographics, tutorials, and product announcements, while Stories and Reels are used to cover live events or quick social media updates.</p> <figure class="wp-block-image size-large"><a href="https://www.instagram.com/p/C4JSv90ujWT/"><picture decoding="async" class="wp-image-486385"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/hootsuite-instagram-social-media-strategy-620x398.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/hootsuite-instagram-social-media-strategy-310x199.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/hootsuite-instagram-social-media-strategy-768x493.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/hootsuite-instagram-social-media-strategy.png.webp 934w" sizes="(max-width: 620px) 100vw, 620px"/> <img decoding="async" width="620" height="398" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20398'%3E%3C/svg%3E" alt="An Instagram post from Hootsuite illustrating the brand's social strategy on the platform" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/hootsuite-instagram-social-media-strategy-620x398.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/hootsuite-instagram-social-media-strategy-310x199.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/hootsuite-instagram-social-media-strategy-768x493.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/hootsuite-instagram-social-media-strategy.png 934w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/08/hootsuite-instagram-social-media-strategy-620x398.png"/><noscript><img decoding="async" width="620" height="398" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/hootsuite-instagram-social-media-strategy-620x398.png" alt="An Instagram post from Hootsuite illustrating the brand's social strategy on the platform" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/hootsuite-instagram-social-media-strategy-620x398.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/hootsuite-instagram-social-media-strategy-310x199.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/hootsuite-instagram-social-media-strategy-768x493.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/hootsuite-instagram-social-media-strategy.png 934w" sizes="(max-width: 620px) 100vw, 620px"/></noscript> </picture> </a></figure> <p><b>Pro tip</b>: Write out a mission statement for each network. A one-sentence declaration to keep you focused on a specific goal.</p> <p>Example: <em>“We will use X for customer support to keep email and call volumes down.”</em></p> <p>Or: <em>“We will use LinkedIn for promoting and sharing our company culture to help with recruitment and employee advocacy.”</em></p> <p>One more: <em>“We will use Instagram to highlight new products and repost quality content from influencers.”</em></p> <p>If you can’t create a solid mission statement for a particular social media channel, you may want to ask yourself if it’s worth it.</p> <p><strong>Note</strong>: While larger businesses can and do tackle every platform, small businesses may not be able to — and that’s ok! Prioritize social platforms that will have the most impact on your business and make sure your marketing team has the resources to handle content for those networks. If you need help focusing your efforts, check out our <a href="https://blog.hootsuite.com/how-to-manage-social-media/">18-minute social media plan</a>.</p> <h4 class="wp-block-heading"><b>Set up your profiles</b></h4> <p>Once you’ve decided which networks to focus on, it’s time to create your profiles. Or improve existing ones so they align with your strategy.</p> <ul class="wp-block-list"> <li>Make sure you fill out all profile fields</li> <li>Include keywords people would use to search for your business</li> <li>Use consistent branding (logos, images, etc.) across different platforms so your profiles are easily recognizable</li> </ul> <p><b>Pro tip</b>: Use high-quality images that follow the recommended dimensions for each network. Check out our <a href="https://blog.hootsuite.com/social-media-image-sizes-guide/">always-up-to-date social media image size cheat sheet</a> for quick reference.</p> <p>We’ve also got step-by-step guides for each network to walk you through the process:</p> <ul class="wp-block-list"> <li><a href="https://blog.hootsuite.com/steps-to-create-a-facebook-business-page/">Create a Facebook business page</a></li> <li><a href="https://blog.hootsuite.com/how-to-use-instagram-for-business/#howto">Create an Instagram business account</a></li> <li><a href="https://blog.hootsuite.com/how-to-use-tiktok/">Create a TikTok account</a></li> <li><a href="https://blog.hootsuite.com/twitter-bio-ideas/">Create a X (Twitter) business account</a></li> <li><a href="https://blog.hootsuite.com/how-to-use-snapchat-beginners-guide/#account">Create a Snapchat account</a></li> <li><a href="https://blog.hootsuite.com/linkedin-company-page-business-guide/">Create a LinkedIn Company Page</a></li> <li><a href="https://blog.hootsuite.com/how-to-use-pinterest-for-business/">Create a Pinterest business account</a></li> <li><a href="https://blog.hootsuite.com/how-to-create-a-youtube-account-channel/">Create a YouTube channel</a></li> </ul> <p>Don’t let this list overwhelm you. Remember, it’s better to use fewer channels well than to stretch yourself thin trying to maintain a presence on every network.</p> <h4 class="wp-block-heading"><b>Optimize your profiles (and content) for search</b></h4> <p>Never heard of <a href="https://blog.hootsuite.com/social-seo/">social SEO</a>? It’s time to learn.</p> <p><a href="https://www.statista.com/statistics/1341355/sources-of-info-for-product-research-among-gen-z/">44% of Gen Z consumers use social platforms</a> to research their purchase decisions, which means it’s extra critical that your channels are optimized for social search.</p> <p>That means making sure your profile names are clear and descriptive, you’re including relevant hashtags and keywords in your bio and on every post, and you’re using features like alt text and captions to include your target keywords as naturally as possible.</p> <h3 class="wp-block-heading"><b>Step 6. Find inspiration</b> for content creation</h3> <p>While it’s important that your brand be unique, you can still draw inspiration from other businesses that are great on social.</p> <p>“<span style="font-weight: 400;">I consider it my job to stay active on social: to know what’s trending, which social media marketing campaigns are winning, what’s new with the platforms, who’s going above and beyond,” says Amanda. “This might be the most fun step for you, or the hardest one, but it’s just as crucial as the rest of them.”</span></p> <h4 class="wp-block-heading"><b>Social media success stories</b></h4> <p>You can usually find these on the business section of the social network’s website. (<a href="https://www.facebook.com/business/success">Here’s Facebook’s</a>, for example.)</p> <p>Case studies can offer valuable insights that you can apply to your own social media plan.</p> <h4 class="wp-block-heading"><b>Award-winning accounts and campaigns</b></h4> <p>You could also check out the winners of <a href="https://www.facebook.com/business/news/facebook-awards-winners-announcement">The Facebook Awards</a> or <a href="http://shortyawards.com/">The Shorty Awards</a> for examples of brands that are at the top of their social media game.</p> <p>For learning <i>and</i> a laugh, check out <a href="https://blog.hootsuite.com/social-media-awards/">Fridge-Worthy, Hootsuite’s bi-weekly awards show</a> highlighting brands doing smart and clever things on social media.</p> <h4 class="wp-block-heading"><b>Your favorite brands on social media</b></h4> <p>Who do you enjoy following on social media? What do they do that compels people to engage and share their content?</p> <p>National Geographic, for example, is one of the best on Instagram, combining stunning visuals with compelling captions.</p> <figure class="wp-block-image size-large"><picture decoding="async" class="wp-image-486390"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/nat-geo-social-media-strategy-620x297.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/nat-geo-social-media-strategy-310x149.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/nat-geo-social-media-strategy-768x368.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/nat-geo-social-media-strategy.png.webp 934w" sizes="(max-width: 620px) 100vw, 620px"/> <img decoding="async" width="620" height="297" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20297'%3E%3C/svg%3E" alt="A sample post from National Geographic illustrating their social strategy on Instagram" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/nat-geo-social-media-strategy-620x297.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/nat-geo-social-media-strategy-310x149.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/nat-geo-social-media-strategy-768x368.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/nat-geo-social-media-strategy.png 934w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/08/nat-geo-social-media-strategy-620x297.png"/><noscript><img decoding="async" width="620" height="297" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/nat-geo-social-media-strategy-620x297.png" alt="A sample post from National Geographic illustrating their social strategy on Instagram" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/nat-geo-social-media-strategy-620x297.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/nat-geo-social-media-strategy-310x149.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/nat-geo-social-media-strategy-768x368.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/nat-geo-social-media-strategy.png 934w" sizes="(max-width: 620px) 100vw, 620px"/></noscript> </picture> </figure> <p><em>Source: <a href="https://www.instagram.com/p/C4WR9tePr83/">National Geographic on Instagram</a></em></p> <p>Nike is a great example of superior customer service on X. They use their 280 characters to share new product releases and celebrate sports victories, but they’re also available to answer customer questions and solve problems.</p> <figure class="wp-block-image size-full"><picture decoding="async" class="wp-image-486395"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/nike-social-strategy-on-x.png.webp 535w, https://blog.hootsuite.com/wp-content/uploads/2024/08/nike-social-strategy-on-x-310x232.png.webp 310w" sizes="(max-width: 535px) 100vw, 535px"/> <img decoding="async" width="535" height="400" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20535%20400'%3E%3C/svg%3E" alt="An example of how Nike's social strategy works on X: they use the platform for customer care" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/nike-social-strategy-on-x.png 535w, https://blog.hootsuite.com/wp-content/uploads/2024/08/nike-social-strategy-on-x-310x232.png 310w" data-lazy-sizes="(max-width: 535px) 100vw, 535px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/08/nike-social-strategy-on-x.png"/><noscript><img decoding="async" width="535" height="400" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/nike-social-strategy-on-x.png" alt="An example of how Nike's social strategy works on X: they use the platform for customer care" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/nike-social-strategy-on-x.png 535w, https://blog.hootsuite.com/wp-content/uploads/2024/08/nike-social-strategy-on-x-310x232.png 310w" sizes="(max-width: 535px) 100vw, 535px"/></noscript> </picture> </figure> <p><em>Source: <a href="https://twitter.com/Nike/status/1828507961368428546">Nike on X</a></em></p> <p>Notice that these accounts have a consistent voice, tone, and style. That’s key to letting people know what to expect from your feed. That is, why should they follow you? What’s in it for them?</p> <p>Consistency also helps keep your content on-brand even if you have multiple people on your <a href="https://blog.hootsuite.com/social-media-team/">social media team</a>.</p> <p>For more on this, read our <a href="https://blog.hootsuite.com/how-to-build-an-authentic-voice-on-social/">guide on establishing a compelling brand voice on social media</a>.</p> <h4 class="wp-block-heading"><b>Ask your followers</b></h4> <p>Consumers can also offer social media inspiration.</p> <p>What are your target customers talking about online? What can you learn about their wants and needs?</p> <p>If you have existing social channels, you could also ask your followers what they want from you. Just make sure that you follow through and deliver what they ask for.</p> <h3 class="wp-block-heading"><b>Step 7. Create a strategic</b> <b>social media content calendar</b></h3> <p>Marketing via social media is all about timing. Sharing great content is essential, of course, but it’s equally important to have a plan in place for when you’ll share content to get the maximum impact.</p> <p>Your <a href="https://blog.hootsuite.com/how-to-create-a-social-media-content-calendar/">social media content calendar</a> also needs to account for the time you spend interacting with the audience (although you should also allow for some spontaneous engagement).</p> <h4 class="wp-block-heading"><b>Set your posting schedule</b></h4> <p>Your content calendar lists the dates and times at which you will publish types of content on each channel. </p> <p>It’s the perfect place to plan all of your social media activities—from images, link sharing, and re-shares of user-generated content to blog posts and videos. It includes both your day-to-day posting and content for social media campaigns.</p> <p>Your calendar also ensures your posts are spaced out appropriately and <a href="https://blog.hootsuite.com/best-time-to-post-on-facebook-twitter-instagram/">published at the best times to post</a>.</p> <p><strong>Pro tip:</strong> You can plan your whole content calendar and get recommended best times to post on every network based on your past engagement rate, impressions, or link click data in Hootsuite, our all-in-one social media marketing platform.</p> <figure class="wp-block-image"><img decoding="async" width="620" height="357" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20357'%3E%3C/svg%3E" alt="heatmap from hootsuite showing best time to post" class="wp-image-447389" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/01/heatmap-from-hootsuite-showing-best-times-to-post-620x357.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/01/heatmap-from-hootsuite-showing-best-times-to-post-310x179.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/01/heatmap-from-hootsuite-showing-best-times-to-post-768x443.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/01/heatmap-from-hootsuite-showing-best-times-to-post.png 1154w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/01/heatmap-from-hootsuite-showing-best-times-to-post-620x357.png"><noscript><img decoding="async" width="620" height="357" src="https://blog.hootsuite.com/wp-content/uploads/2024/01/heatmap-from-hootsuite-showing-best-times-to-post-620x357.png" alt="heatmap from hootsuite showing best time to post" class="wp-image-447389" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/01/heatmap-from-hootsuite-showing-best-times-to-post-620x357.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/01/heatmap-from-hootsuite-showing-best-times-to-post-310x179.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/01/heatmap-from-hootsuite-showing-best-times-to-post-768x443.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/01/heatmap-from-hootsuite-showing-best-times-to-post.png 1154w" sizes="(max-width: 620px) 100vw, 620px"></noscript></figure> <h4 class="wp-block-heading"><b>Determine an engaging content mix</b></h4> <p>Make sure your content strategy and calendar reflect the mission statement you’ve assigned to each social profile. Strategic social media marketing means everything you post should support your business goals.</p> <p>(We know, it’s tempting to jump on every meme, but there should always be a strategy behind your social media marketing efforts!)</p> <p>You might decide that:</p> <ul class="wp-block-list"> <li>50% of content will drive traffic back to your website</li> <li>25% of content will be <a href="https://blog.hootsuite.com/social-media-content-curation/">curated from other sources</a></li> <li>20% of content will support lead-generation goals (newsletter sign-ups, ebook downloads, etc.)</li> <li>5% of content will be about your company culture</li> </ul> <p>Placing these different post types in your content calendar will ensure you maintain the right mix.</p> <p>If you’re starting from scratch and you’re not sure what types of content to post, try<strong> the 80-20 rule</strong>:</p> <ul class="wp-block-list"> <li>80% of your posts should inform, educate, or entertain your audience</li> <li>20% can directly promote your brand.</li> </ul> <figure class="wp-block-image"><img decoding="async" width="620" height="620" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20620'%3E%3C/svg%3E" alt="The 80-20 rule of social media publishing" class="wp-image-367872" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-620x620.jpg 620w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-310x310.jpg 310w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-150x150.jpg 150w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-768x767.jpg 768w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-556x556.jpg 556w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-1112x1112.jpg 1112w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-120x120.jpg 120w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2.jpg 1293w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-620x620.jpg"><noscript><img decoding="async" width="620" height="620" src="https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-620x620.jpg" alt="The 80-20 rule of social media publishing" class="wp-image-367872" srcset="https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-620x620.jpg 620w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-310x310.jpg 310w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-150x150.jpg 150w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-768x767.jpg 768w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-556x556.jpg 556w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-1112x1112.jpg 1112w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2-120x120.jpg 120w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_80-20_2.jpg 1293w" sizes="(max-width: 620px) 100vw, 620px"></noscript></figure> <p>You could also try the <strong>social media content marketing rule of thirds</strong>:</p> <ul class="wp-block-list"> <li>One-third of your content promotes your business, converts readers, and generates profit (e.g. through increased sales or by growing your mailing list).</li> <li>One-third of your content shares ideas and stories from thought leaders in your industry or like-minded businesses.</li> <li>One-third of your content is personal interactions with your audience</li> </ul> <figure class="wp-block-image"><img decoding="async" width="620" height="620" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20620'%3E%3C/svg%3E" alt="The social media marketing rule of thirds" class="wp-image-367856" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-620x620.jpg 620w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-310x310.jpg 310w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-150x150.jpg 150w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-768x767.jpg 768w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-556x556.jpg 556w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-1112x1112.jpg 1112w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-120x120.jpg 120w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds.jpg 1293w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-620x620.jpg"><noscript><img decoding="async" width="620" height="620" src="https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-620x620.jpg" alt="The social media marketing rule of thirds" class="wp-image-367856" srcset="https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-620x620.jpg 620w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-310x310.jpg 310w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-150x150.jpg 150w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-768x767.jpg 768w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-556x556.jpg 556w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-1112x1112.jpg 1112w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds-120x120.jpg 120w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_RuleThirds.jpg 1293w" sizes="(max-width: 620px) 100vw, 620px"></noscript></figure> <p>Whatever you decide on, be sure to document it in your strategy doc.</p> <figure class="wp-block-image size-large"><a href="https://www.hootsuite.com/resources/blog/social-media-strategy-template"><picture decoding="async" class="wp-image-486400"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/content-pillars-slide-620x350.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/content-pillars-slide-310x175.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/content-pillars-slide-768x433.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/content-pillars-slide.png.webp 936w" sizes="(max-width: 620px) 100vw, 620px"/> <img decoding="async" width="620" height="350" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20350'%3E%3C/svg%3E" alt="document your content pillars in your strategy doc" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/content-pillars-slide-620x350.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/content-pillars-slide-310x175.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/content-pillars-slide-768x433.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/content-pillars-slide.png 936w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/08/content-pillars-slide-620x350.png"/><noscript><img decoding="async" width="620" height="350" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/content-pillars-slide-620x350.png" alt="document your content pillars in your strategy doc" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/content-pillars-slide-620x350.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/content-pillars-slide-310x175.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/content-pillars-slide-768x433.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/content-pillars-slide.png 936w" sizes="(max-width: 620px) 100vw, 620px"/></noscript> </picture> </a></figure> <h4 class="wp-block-heading">Don’t post too much or too little</h4> <p>If you’re starting a social media marketing strategy from scratch, you may not have figured out <a href="https://blog.hootsuite.com/how-often-to-post-on-social-media/#:~:text=It%20is%20generally%20recommended%20to%20post%201%20time%20per%20day,shares%201.55%20posts%20per%20day.">how often to post to each network</a> for maximum engagement yet.</p> <p>Post too frequently and you risk annoying your audience. But, if you post too little, you risk looking like you’re not worth following.</p> <p>Start with these posting frequency recommendations:</p> <ul class="wp-block-list"> <li>Instagram (feed): 3-7 times per week</li> <li>TikTok: 3-5 times per week</li> <li>Facebook: 1-2 times per day</li> <li>X (Twitter): 1-5 times per day</li> <li>LinkedIn: 1-5 times per day</li> </ul> <figure class="wp-block-image"><img decoding="async" width="620" height="620" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20620'%3E%3C/svg%3E" alt="How often to publish on social media by each platform" class="wp-image-367864" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-620x620.jpg 620w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-310x310.jpg 310w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-150x150.jpg 150w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-768x767.jpg 768w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-556x556.jpg 556w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-1112x1112.jpg 1112w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-120x120.jpg 120w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1.jpg 1293w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-620x620.jpg"><noscript><img decoding="async" width="620" height="620" src="https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-620x620.jpg" alt="How often to publish on social media by each platform" class="wp-image-367864" srcset="https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-620x620.jpg 620w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-310x310.jpg 310w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-150x150.jpg 150w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-768x767.jpg 768w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-556x556.jpg 556w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-1112x1112.jpg 1112w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1-120x120.jpg 120w, https://blog.hootsuite.com/wp-content/uploads/2022/10/Hootsuite_Posting_1.jpg 1293w" sizes="(max-width: 620px) 100vw, 620px"></noscript></figure> <p><b>Pro tip</b>: Once you have your social media content calendar planned out, use a scheduling tool to prepare messages in advance rather than updating constantly throughout the day.</p> <p>We might be biased, but we think Hootsuite is the best <a href="https://blog.hootsuite.com/social-media-management/">social media management</a> tool. You can schedule social media posts to every network and the intuitive calendar view gives you a full picture of all your social activity each week.</p> <figure class="wp-block-image size-large"><picture decoding="async" class="wp-image-475825"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-620x481.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-310x241.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-768x596.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-1536x1193.png.webp 1536w" sizes="(max-width: 620px) 100vw, 620px"/> <img decoding="async" width="620" height="481" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20481'%3E%3C/svg%3E" alt="hootsuite visual planner calendar" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-620x481.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-310x241.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-768x596.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-1536x1193.png 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-2048x1590.png 2048w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-620x481.png"/><noscript><img decoding="async" width="620" height="481" src="https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-620x481.png" alt="hootsuite visual planner calendar" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-620x481.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-310x241.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-768x596.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-1536x1193.png 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/03/Hootsuite-visual-planner-2048x1590.png 2048w" sizes="(max-width: 620px) 100vw, 620px"/></noscript> </picture> </figure> <h3 class="wp-block-heading">Step 8. Craft compelling and high-quality content</h3> <p>Remember those mission statements you created for each channel in Step 5? Well, it’s time to go a bit deeper, a.k.a. provide some examples of the type of content you’ll post to fulfill your mission on each network.</p> <p>If you’re not sure what to post, here’s a long list of <a href="https://blog.hootsuite.com/content-idea-cheat-sheet/" target="_blank" rel="noreferrer noopener">social media marketing ideas</a> to get you started. Or (to make it even easier) you can use an AI tool like <a href="https://www.hootsuite.com/platform/owly-writer-ai">OwlyWriter</a> to generate on-brand content in a flash.</p> <p>The idea here is to:</p> <ul class="wp-block-list"> <li>Keep your content aligned with the purpose of each network;</li> <li>Show other stakeholders (if applicable) what kind of content they can expect to see on each network.</li> </ul> <p>This last point especially will help you avoid any tension when your colleagues want to know why you haven’t posted their case study/whitepaper/blog post to TikTok yet. <em>It’s not in the strategy, Linda!</em></p> <p>Ideally, you will generate content types that are both suited to the network and the purpose you’ve set out for that network. Your social media promotion strategy will not be the same for every network.</p> <p>For example, you wouldn’t want to waste time posting brand awareness tweets if you’ve designated X/Twitter for primarily customer support. And you wouldn’t want to post super slick corporate video ads to TikTok, as users (and the platform’s algorithm) expect to see unpolished short-form video content on that platform.</p> <p>It might take some testing over time to figure out which type of content works best on which type of network, so prepare to update this section frequently.</p> <p><span style="font-weight: 400;">We won’t lie: content creation isn’t as easy as everyone <em>not </em>on the social team seems to think. But if you’re struggling, Amanda suggests going back to basics.</span></p> <div class="hs-blockquote"> <blockquote class="wp-block-quote is-style-default"> <p>The first question to ask is: is there cohesion between your content types? Is your content providing value? Do you have a good mix of entertaining, or educational content? What does it offer that makes a person stop and spend time? </p> <p>Creating a few different content pillars or categories that encompass different aspects of storytelling for your brand, and what you can offer your audience is a good start.</p> <footer class="flex flex-row items-center justify-end gap-4"> <picture decoding="async" class="rounded-full h-16 w-16 my-0 border-2 border-lake" loading="lazy"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood.jpeg.webp 400w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood-310x310.jpeg.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood-150x150.jpeg.webp 150w" sizes="(max-width: 400px) 100vw, 400px"/> <img decoding="async" width="400" height="400" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20400%20400'%3E%3C/svg%3E" alt="" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood.jpeg 400w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood-310x310.jpeg 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood-150x150.jpeg 150w" data-lazy-sizes="(max-width: 400px) 100vw, 400px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood.jpeg"/><noscript><img decoding="async" width="400" height="400" src="https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood.jpeg" alt="" loading="lazy" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood.jpeg 400w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood-310x310.jpeg 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Amanda-Wood-150x150.jpeg 150w" sizes="(max-width: 400px) 100vw, 400px"/></noscript> </picture> <cite class="not-italic !text-left flex flex-col"> <span class="text-2xl font-bold">Amanda Wood </span> <span class="text-sm font-thin">Senior Manager, Social Marketing at Hootsuite </span> </cite> </footer> </blockquote> </div> <p>This brings us to Step 9.</p> <h3 class="wp-block-heading"><b>Step 9. Track performance and make adjustments</b></h3> <p>Your social media marketing strategy is a hugely important document for your business, and you can’t assume you’ll get it exactly right on the first try.</p> <p>As you start to implement your plan and track your results, you may find that some strategies don’t work as well as you’d anticipated, while others are working even better than expected.</p> <p>That’s why it’s important to document your progress along the way.</p> <figure class="wp-block-image size-large"><a href="https://www.hootsuite.com/resources/blog/social-media-strategy-template" target="_blank" rel="noreferrer noopener"><picture decoding="async" class="wp-image-486405"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/progress-update-slide-620x350.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/progress-update-slide-310x175.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/progress-update-slide-768x433.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/progress-update-slide.png.webp 936w" sizes="(max-width: 620px) 100vw, 620px"/> <img decoding="async" width="620" height="350" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20350'%3E%3C/svg%3E" alt="social media strategy progress update doc" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/progress-update-slide-620x350.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/progress-update-slide-310x175.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/progress-update-slide-768x433.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/progress-update-slide.png 936w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/08/progress-update-slide-620x350.png"/><noscript><img decoding="async" width="620" height="350" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/progress-update-slide-620x350.png" alt="social media strategy progress update doc" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/progress-update-slide-620x350.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/progress-update-slide-310x175.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/progress-update-slide-768x433.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/progress-update-slide.png 936w" sizes="(max-width: 620px) 100vw, 620px"/></noscript> </picture> </a></figure> <h4 class="wp-block-heading"><b>Look at performance metrics</b></h4> <p>In addition to the analytics within each social network (see Step 2), you can use <a href="https://blog.hootsuite.com/how-to-use-utm-parameters/">UTM parameters</a> to track social visitors as they move through your website, so you can see exactly which social posts drive the most traffic to your website.</p> <h4 class="wp-block-heading"><strong>Benchmark your results</strong></h4> <p>You’ve got your numbers, but how do they stack up to the competition in your industry? Industry benchmarks are a great way to evaluate your performance against other businesses in your category.</p> <p>If you’ve got <a href="https://www.hootsuite.com/platform/analytics">Hootsuite Analytics</a>, you can use our built-in social media benchmarking tool to compare the performance of your social accounts against the average of brands in your industry with just a couple of clicks.</p> <p>You can set up custom timeframes, switch between networks — <b>Instagram, Facebook, X (Twitter), LinkedIn, and TikTok</b> — and look up benchmarks for metrics like followers, audience growth rate, engagement rate, clicks, shares, and much more.</p> <p>You’ll also find <b>resources to improve your performance</b> right in the summary section:</p> <p class="has-text-align-center"><a href="https://blog.hootsuite.com/wp-content/uploads/2022/12/Benchmarking-4.jpg"><img decoding="async" width="620" height="174" class="alignnone size-large wp-image-378577" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20174'%3E%3C/svg%3E" alt="Industry benchmarking in Hootsuite Analytics: Performance summary with dedicated resources for improvement" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2022/12/Benchmarking-4-620x174.jpg 620w, https://blog.hootsuite.com/wp-content/uploads/2022/12/Benchmarking-4-310x87.jpg 310w, https://blog.hootsuite.com/wp-content/uploads/2022/12/Benchmarking-4-768x215.jpg 768w, https://blog.hootsuite.com/wp-content/uploads/2022/12/Benchmarking-4-1536x431.jpg 1536w, https://blog.hootsuite.com/wp-content/uploads/2022/12/Benchmarking-4.jpg 2048w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2022/12/Benchmarking-4-620x174.jpg"><noscript><img decoding="async" width="620" height="174" class="alignnone size-large wp-image-378577" src="https://blog.hootsuite.com/wp-content/uploads/2022/12/Benchmarking-4-620x174.jpg" alt="Industry benchmarking in Hootsuite Analytics: Performance summary with dedicated resources for improvement" srcset="https://blog.hootsuite.com/wp-content/uploads/2022/12/Benchmarking-4-620x174.jpg 620w, https://blog.hootsuite.com/wp-content/uploads/2022/12/Benchmarking-4-310x87.jpg 310w, https://blog.hootsuite.com/wp-content/uploads/2022/12/Benchmarking-4-768x215.jpg 768w, https://blog.hootsuite.com/wp-content/uploads/2022/12/Benchmarking-4-1536x431.jpg 1536w, https://blog.hootsuite.com/wp-content/uploads/2022/12/Benchmarking-4.jpg 2048w" sizes="(max-width: 620px) 100vw, 620px"></noscript></a></p> <div class="wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-3 wp-block-buttons-is-layout-flex"></div> <h4 class="wp-block-heading"><b>Re-evaluate, test, and do it all again</b></h4> <p>Once this data starts coming in, use it to re-evaluate your social media marketing techniques regularly. </p> <p>You can also use this information to test different posts, social marketing campaigns, and strategies against one another. Constant testing allows you to understand what works and what doesn’t, so you can refine your social media marketing strategy in real time. </p> <p>Remember, effective social media marketing isn’t static. Your strategy <em>should </em>change over time.</p> <p>You should check the performance of all your channels at least once a week. Once you learn the basics of <a href="https://blog.hootsuite.com/social-media-report-template-guide/">social media reporting</a>, you can track your growth over time.</p> <p><strong>Pro tip:</strong> If you use Hootsuite, you can review the performance of all your posts on every network in one place. Once you get the hang of checking your analytics, you may even want to customize different reports to show specific metrics over a variety of different time periods.</p> <figure class="wp-block-image size-large"><picture decoding="async" class="wp-image-484502"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-620x442.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-310x221.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-768x547.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-1536x1094.png.webp 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-2048x1459.png.webp 2048w" sizes="(max-width: 620px) 100vw, 620px"/> <img decoding="async" width="620" height="442" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20442'%3E%3C/svg%3E" alt="View the performance for all your networks in one place using Hootsuite" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-620x442.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-310x221.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-768x547.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-1536x1094.png 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-2048x1459.png 2048w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-620x442.png"/><noscript><img decoding="async" width="620" height="442" src="https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-620x442.png" alt="View the performance for all your networks in one place using Hootsuite" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-620x442.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-310x221.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-768x547.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-1536x1094.png 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/07/NEW-Analytics-5-2048x1459.png 2048w" sizes="(max-width: 620px) 100vw, 620px"/></noscript> </picture> </figure> <p>Surveys can also be a great way to find out how well your social media strategy is working. Ask your followers, email list, and website visitors whether you’re meeting their needs and expectations and what they’d like to see more of. Just make sure to deliver on what they tell you.</p> <h2 class="wp-block-heading"><span id="Finalizing_your_social_media_strategy">Finalizing your social media strategy</span></h2> <p>Spoiler alert: nothing is final.</p> <p>Social media moves fast. New networks emerge, others go through demographic shifts.</p> <p>Your business will go through periods of change as well.</p> <p>All of this means that your social media marketing strategy should be a living document that you review and adjust as needed. Refer to it often to stay on track, but don’t be afraid to make changes so that it better reflects new goals, marketing tools, or plans.</p> <p>When you update your social strategy, make sure to watch our 5-step video on how to updating your social media strategy for 2024:</p> <figure class="wp-block-image size-large"><a href="https://youtu.be/RLlhFDgYCHg?si=dtwWlwvyTG7_uc0h" target="_blank" rel="noreferrer noopener"><picture decoding="async" class="wp-image-486410"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/how-to-update-your-social-strategy-620x349.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/how-to-update-your-social-strategy-310x174.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/how-to-update-your-social-strategy-768x432.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/how-to-update-your-social-strategy.png.webp 1280w" sizes="(max-width: 620px) 100vw, 620px"/> <img decoding="async" width="620" height="349" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20349'%3E%3C/svg%3E" alt="link to a youtube video for tips to update your social media marketing strategy" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/how-to-update-your-social-strategy-620x349.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/how-to-update-your-social-strategy-310x174.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/how-to-update-your-social-strategy-768x432.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/how-to-update-your-social-strategy.png 1280w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/08/how-to-update-your-social-strategy-620x349.png"/><noscript><img decoding="async" width="620" height="349" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/how-to-update-your-social-strategy-620x349.png" alt="link to a youtube video for tips to update your social media marketing strategy" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/how-to-update-your-social-strategy-620x349.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/how-to-update-your-social-strategy-310x174.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/how-to-update-your-social-strategy-768x432.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/how-to-update-your-social-strategy.png 1280w" sizes="(max-width: 620px) 100vw, 620px"/></noscript> </picture> </a></figure> <h2 class="wp-block-heading"><span id="Free_social_media_strategy_template"><b>Free social media strategy template</b></span></h2> <p>Ready to start documenting? Grab your free social marketing strategy template below!</p> <figure class="wp-block-image size-large"><a href="https://www.hootsuite.com/resources/blog/social-media-strategy-template" target="_blank" rel="noreferrer noopener"><picture decoding="async" class="wp-image-486415"> <source type="image/webp" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-strategy-cover-page-620x350.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-strategy-cover-page-310x175.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-strategy-cover-page-768x433.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-strategy-cover-page.png.webp 936w" sizes="(max-width: 620px) 100vw, 620px"/> <img decoding="async" width="620" height="350" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20620%20350'%3E%3C/svg%3E" alt="the cover page of Hootsuite's social media strategy template" data-lazy-srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-strategy-cover-page-620x350.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-strategy-cover-page-310x175.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-strategy-cover-page-768x433.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-strategy-cover-page.png 936w" data-lazy-sizes="(max-width: 620px) 100vw, 620px" data-lazy-src="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-strategy-cover-page-620x350.png"/><noscript><img decoding="async" width="620" height="350" src="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-strategy-cover-page-620x350.png" alt="the cover page of Hootsuite's social media strategy template" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/08/social-strategy-cover-page-620x350.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-strategy-cover-page-310x175.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-strategy-cover-page-768x433.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/08/social-strategy-cover-page.png 936w" sizes="(max-width: 620px) 100vw, 620px"/></noscript> </picture> </a></figure> <div class="wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-4 wp-block-buttons-is-layout-flex"> <div class="wp-block-button is-style-btn-saffron"><a class="wp-block-button__link wp-element-button" href="https://www.hootsuite.com/resources/blog/social-media-strategy-template">Download now</a></div> </div> <p>What’s next? When you’re ready to put your plan into action, we’re here to help…</p> <p><b>Save time managing your social media marketing strategy with Hootsuite. From a single dashboard, you can easily: </b></p> <ul class="wp-block-list"> <li><strong>Plan, create, and schedule posts to every network</strong></li> <li><strong>Track relevant keywords, topics, and accounts</strong></li> <li><strong>Stay on top of engagement with a universal inbox</strong></li> <li><strong>Get easy-to-understand performance reports and improve your strategy as needed</strong></li> </ul> <div id="sidebar-right" class="not-prose absolute top-0 h-full max-[1050px]:hidden"> <div class="w-[264px] gap-8 flex flex-col relative h-full"> <div class="side-rail-container"> <div class="side-rail-cta-inner-wrapper"> <div class="side-rail-cta style-default rail-light">  <p>Do it better with <strong>Hootsuite</strong>, the <strong>all-in-one social media tool. </strong>Stay on top of things, grow, and beat the competition.</p> <a href="https://www.hootsuite.com/select-plan" class="btn hs-btn-rail narrow content-upgrade__popup-btn" 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With a deep understanding of how to connect to online audiences, she shifted her focus to social media and has been contributing to the Hootsuite blog since 2016.</p> </div> </div> <div class="flex justify-end mt-4"> <span class="text-base"> <a class="rounded btn btn-sm btn-lake" href="https://blog.hootsuite.com/author/christina-newberry/"> Read more by Christina Newberry </a> </span> </div> </div> <div class="py-6 max-w-none"> <a href="https://blog.hootsuite.com/author/amanda-wood/" class="font-bold no-underline text-lake"> By Amanda Wood </a> <div class="flex gap-8 mt-2"> <div class="flex flex-col gap-2"> <div class="w-28 h-28"><img alt='Amanda Wood' src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20112%20112'%3E%3C/svg%3E" data-lazy-srcset='https://secure.gravatar.com/avatar/de4e0898397bdb828a57fd70e5c22ead?s=224&d=mm&r=g 2x' class='avatar avatar-112 photo rounded-lg' height='112' width='112' decoding='async' 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Instagram, Facebook, Twitter, TikTok, and LinkedIn, a social engagement and listening strategy, and an employee advocacy program. </p> <p>As the leader of a high-performing social team, she has extensive experience collaborating with creatives to bring campaigns to life on social and drive business results.</p> </div> </div> <div class="flex justify-end mt-4"> <span class="text-base"> <a class="rounded btn btn-sm btn-lake" href="https://blog.hootsuite.com/author/amanda-wood/"> Read more by Amanda Wood </a> </span> </div> </div> </div> </div> </section> <section class="p-8 lg:p-12"> <div class="max-w-screen-xl mx-auto"> <h2 class="mb-8 text-3xl font-bold"> Related Articles</h2> <div class="grid gap-6 grid-cols md:grid-cols-2 lg:grid-cols-4"> <article id="post-91756" class="flex gap-4 flex-col"> <figure class="m-0"> <a href="https://blog.hootsuite.com/smart-social-media-goals/"> <picture class=" wp-post-image"> <img width="556" height="556" 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