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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"> Master your 2025 social media strategy [free template + expert tips] </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"> March 5, 2025 </span> <span class="inline-flex"> <svg role="icon" class="w-6 h-6 mr-2"><use xlink:href="#icon-time"></use></svg> 11 min read </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> <ul class="flex flex-row items-center gap-2 py-4"> <li>Also available in</li> <li> <a class="block" title="Italiano" href="https://blog.hootsuite.com/it/come-creare-un-piano-di-social-media-marketing-in-6-passaggi/" data-ga-track-id="blog_lang_header_it"> <span class="lang-flags flag-it"> <span class="sr-only">Italiano</span> </span> </a> </li> <li> <a class="block" title="Español" href="https://blog.hootsuite.com/es/estrategia-de-marketing-en-redes-sociales/" data-ga-track-id="blog_lang_header_es"> <span class="lang-flags flag-es"> <span class="sr-only">Español</span> </span> </a> </li> <li> <a class="block" title="Deutsch" href="https://blog.hootsuite.com/de/social-media-marketing-plan-erstellen/" data-ga-track-id="blog_lang_header_de"> <span class="lang-flags flag-de"> <span class="sr-only">Deutsch</span> </span> </a> </li> <li> <a class="block" title="Français" href="https://blog.hootsuite.com/fr/strategie-marketing-sur-les-medias-sociaux/" data-ga-track-id="blog_lang_header_fr"> <span class="lang-flags flag-fr"> <span class="sr-only">Français</span> </span> </a> </li> </ul> </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/2024/10/social-media-strategy-556x556.png.webp 556w, https://blog.hootsuite.com/wp-content/uploads/2024/10/social-media-strategy-310x310.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/social-media-strategy-620x620.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/10/social-media-strategy-150x150.png.webp 150w, https://blog.hootsuite.com/wp-content/uploads/2024/10/social-media-strategy-768x768.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/10/social-media-strategy.png.webp 1080w" sizes="(max-width: 556px) 100vw, 556px"/> <img width="556" height="556" src="https://blog.hootsuite.com/wp-content/uploads/2024/10/social-media-strategy-556x556.png" alt="cover image" loading="eager" decoding="async" fetchpriority="high" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/10/social-media-strategy-556x556.png 556w, https://blog.hootsuite.com/wp-content/uploads/2024/10/social-media-strategy-310x310.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/social-media-strategy-620x620.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/10/social-media-strategy-150x150.png 150w, https://blog.hootsuite.com/wp-content/uploads/2024/10/social-media-strategy-768x768.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/10/social-media-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="#Why_build_a_social_media_strategy"> <span class="lwptoc_item_label">Why build a social media strategy?</span> </a> </div><div class="lwptoc_item"> <a href="#How_to_create_a_social_media_marketing_strategy_A_7-step_guide"> <span class="lwptoc_item_label">How to create a social media marketing strategy: A 7-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_video_guide"> <span class="lwptoc_item_label">Free social media strategy template + video guide</span> </a> </div></div></div> </div></div> </div> </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 seven-step plan for creating a winning social media marketing strategy. We’ve also included <strong><a href="https://hootsuite.widen.net/s/b6wtnznvp7/hootsuitesocialmarketing_guide_en" rel="nofollow">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> <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 strategy maps out goals, tactics like influencer marketing, and metrics to align your efforts with business wins.</li> <li>Social is all about two-way engagement: building trust and community, not just pushing sales.</li> <li>Trends break fast on social. Your strategy must be able to flex with changing times and behaviors.</li> </ol> </div> </div> <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 loading="lazy" decoding="async" class="wp-image-499325"> <source type="image/webp" 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="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"/> </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 use of social platforms to grow your brand, connect with your audience, and achieve business goals. Unlike traditional advertising, it’s built on <strong>two-way conversations</strong> — brands don’t just talk at people, they engage with them.</p> <p>A <strong>social media marketing strategy</strong> outlines your marketing goals, the tactics (like partnerships) you’ll use to achieve them, and the metrics you’ll use to track success. Without a strategy, you’re just posting for the sake of it. With one, you’re making every post, comment, and campaign count.</p> <p>A strong social strategy should:</p> <ul class="wp-block-list"> <li>Set <strong>clear goals</strong> that align with your business objectives</li> <li>Define the <strong>different platforms</strong> and <strong>kind of content</strong> that work best for your audience</li> <li>Track <strong>key metrics</strong> like website traffic to measure what’s working (and what’s not)</li> <li>Establish a workflow for <strong>planning</strong>, <strong>publishing</strong>, and <strong>reporting</strong> social media activities</li> </ul> <p>Social media moves fast, and a good strategy with clear optimization helps you stay ahead of trends, connect with the right people, and drive real results.</p> <div class="not-prose content-upgrade _bonusVariantContentUpgrade style-default has-image " style="background-color: #0480da;color: #FFFFFF;"> <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"> <img decoding="async" class="image" src="https://blog.hootsuite.com/wp-content/uploads/2023/01/Inpost-CTA-Planner.png"> </div> <div class="text-wrapper"> <span class="title" style="display:block;font-weight:700;line-height:1;color:#ffffff;"> #1 Social media tool </span> <p><strong>Create. Schedule. Publish. Engage. Measure. Win.</strong></p> <a href="https://www.hootsuite.com/offer/blog" class="btn-cu" data-ga-track-id="ContentUpgrade_Right_CTA" data-ga-track-info="Free 30-day trial" target="_blank">Free 30-day trial</a> </div> </div> </div> <h2 class="wp-block-heading"><span id="Why_build_a_social_media_strategy">Why build a social media strategy?</span></h2> <p>Posting without a plan is like sailing without a compass — you might move, but you won’t get far. A solid social media strategy turns chaos into results. </p> <p>Here’s why it’s worth the effort:</p> <ul class="wp-block-list"> <li><strong>Turns effort into impact</strong>. Random posts waste time, while a strategy ties every move — like social media campaigns — to what your business actually needs. It’s the difference between shouting into the void and speaking to the right crowd.</li> <li><strong>Builds trust that lasts.</strong> Social isn’t just ads — it’s where real conversations happen. A strategy helps you show up consistently, proving you’re a brand people can rely on, not just another sales pitch.</li> <li><strong>Keeps you in the game</strong>. Trends flip fast, and algorithms shift faster. With a strategy, you’re not guessing: you’re adapting and staying relevant while others scramble.</li> <li><strong>Proves your worth</strong>. No more “nice-to-have” debates. A clear plan shows the boss (and your budget) exactly how social moves the needle, making your wins impossible to ignore.</li> </ul> <p>Think of it as your secret weapon when it comes to social media management: a good strategy sharpens your focus, amplifies your voice, and cuts through the noise. </p> <p>Ready to see how? The next steps walk you through building a social strategy that works, starting with goals and ending with results you can measure.</p> <h2 class="wp-block-heading"><span id="How_to_create_a_social_media_marketing_strategy_A_7-step_guide"><b>How to create a social media marketing strategy: A 7-step guide</b></span></h2> <h3 class="wp-block-heading"><b><strong>Step 1.</strong> </b>Set goals for business success</h3> <p>A winning social media strategy starts with clear objectives — without them, you can’t measure <a href="https://blog.hootsuite.com/social-media-roi/">ROI</a>.</p> <p><strong>Hootsuite’s <a href="https://www.hootsuite.com/resources/blog/social-media-strategy-template">strategy doc</a> tracks your <a href="https://blog.hootsuite.com/social-media-definitions/smart-goals/">SMART marketing goals</a> — specific, measurable, attainable, relevant, and time-bound — </strong>and if you 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-healthcare/">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> <h4 class="wp-block-heading">Track meaningful metrics</h4> <p>Skip vanity metrics like follower count. Instead, focus on key performance indicators (KPIs) like conversion rate or click-throughs, which <strong><a href="https://hootsuite.widen.net/s/mgqjjznhsx/hootsuitesocialtrends2024_report_en">69% of marketers</a> in a recent Hootsuite survey prioritize for ROI (<a href="https://hootsuite.widen.net/s/psc5swlkbh/hootsuitesocialtrends2025_report_en">79% target brand awareness</a>).</strong> </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>Pick metrics that prove your work’s value: think Story views on Instagram or CPC on Facebook.</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 loading="lazy" decoding="async" class="wp-image-486370"> <source type="image/webp" 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="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <p><strong>Write down at least three goals to start</strong>, matching them to your business for boss buy-in.</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" 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="auto, (max-width: 400px) 100vw, 400px"/> <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="auto, (max-width: 400px) 100vw, 400px"/> </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">Step 2. Know your audience deeply</h3> <p>Get to know your fans, followers, and potential customers as real people with real wants and needs to target them effectively — for lead generation or loyalty. </p> <p><strong><a href="https://www.hootsuite.com/platform/analytics">Hootsuite Analytics</a> reveals who your followers are, where they live, and how they engage</strong> — <strong>61% </strong>of organizations in a recent <a href="https://hootsuite.widen.net/s/mgqjjznhsx/hootsuitesocialtrends2024_report_en">Hootsuite survey</a> rely on AI-powered insights like these to help lighten the load.</p> <figure class="wp-block-image size-large"><picture loading="lazy" decoding="async" class="wp-image-506399"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Analytics-Instagram-audience-reporting-620x329.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Analytics-Instagram-audience-reporting-310x164.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Analytics-Instagram-audience-reporting-768x407.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Analytics-Instagram-audience-reporting-1536x814.png.webp 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Analytics-Instagram-audience-reporting-2048x1085.png.webp 2048w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="329" src="https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Analytics-Instagram-audience-reporting-620x329.png" alt="Hootsuite Analytics showing Instagram audience reporting" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Analytics-Instagram-audience-reporting-620x329.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Analytics-Instagram-audience-reporting-310x164.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Analytics-Instagram-audience-reporting-768x407.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Analytics-Instagram-audience-reporting-1536x814.png 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Analytics-Instagram-audience-reporting-2048x1085.png 2048w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </figure> <p><strong>List audience demographics like age, location and interests </strong>using our <strong>free </strong><a href="https://blog.hootsuite.com/buyer-persona/"><strong>buyer persona template</strong></a>, and include this info on your target audience in your <strong>Hootsuite strategy doc</strong>.</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 loading="lazy" decoding="async" class="wp-image-486375"> <source type="image/webp" 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="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <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. </p> <p>They used that information to <strong>slash referral costs by 40%</strong> by targeting 18–34-year-olds on Android — <strong>your data can do the same</strong>.</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">Step 3. Assess your competitors’ performance</h3> <p>Odds are your competitors are already using social media — learn from them to sharpen your targets.</p> <h4 class="wp-block-heading">Conduct a competitive analysis</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 loading="lazy" decoding="async" class="wp-image-486380"> <source type="image/webp" 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="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"/> </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">Use social media listening</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><strong><a href="https://www.hootsuite.com/platform/listening">Hootsuite Listening</a> tracks their moves, with <a href="https://www.hootsuite.com/research/social-trends">1/3 of brands in 2024 relying on it to stay ahead of trends</a></strong>. Search competitor’s company names, handles, and keywords, spotting gaps like a weak Instagram presence or shift in sentiment to exploit.</p> <figure class="wp-block-image size-large"><picture loading="lazy" decoding="async" class="wp-image-506400"> <source type="image/webp" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Listening-powered-by-Talkwalker-Sentiment-report-620x420.png.webp 620w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Listening-powered-by-Talkwalker-Sentiment-report-310x210.png.webp 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Listening-powered-by-Talkwalker-Sentiment-report-768x520.png.webp 768w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Listening-powered-by-Talkwalker-Sentiment-report-1536x1040.png.webp 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Listening-powered-by-Talkwalker-Sentiment-report-2048x1386.png.webp 2048w" sizes="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" decoding="async" width="620" height="420" src="https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Listening-powered-by-Talkwalker-Sentiment-report-620x420.png" alt="Hootsuite Listening sentiment report" srcset="https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Listening-powered-by-Talkwalker-Sentiment-report-620x420.png 620w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Listening-powered-by-Talkwalker-Sentiment-report-310x210.png 310w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Listening-powered-by-Talkwalker-Sentiment-report-768x520.png 768w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Listening-powered-by-Talkwalker-Sentiment-report-1536x1040.png 1536w, https://blog.hootsuite.com/wp-content/uploads/2024/10/Hootsuite-Listening-powered-by-Talkwalker-Sentiment-report-2048x1386.png 2048w" sizes="auto, (max-width: 620px) 100vw, 620px"/> </picture> </figure> <p><strong>Log these insights in your Hootsuite strategy doc</strong> to guide your next steps, but don’t overdo it: Amanda advises monthly checks to keep your focus.</p> <h3 class="wp-block-heading">Step 4. Boost your social presence</h3> <p>Before you focus on growing your social media presence, take stock of what’s already working — and what isn’t.</p> <p><strong>Hootsuite’s <a href="https://blog.hootsuite.com/social-media-audit/" rel="nofollow">social media audit guide and template</a></strong> can help you spot gaps, uncover opportunities, and ensure your profiles are set up for success.</p> <figure class="wp-block-image"><a href="https://blog.hootsuite.com/social-media-audit-template/" target="_blank" rel="noreferrer noopener"><img loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"></a></figure> <h4 class="wp-block-heading">Review your current performance</h4> <ul class="wp-block-list"> <li>Which platforms are driving the most engagement and traffic?</li> <li>What type of content resonates best with your audience?</li> <li>Are there inactive or underperforming social media accounts that need attention?</li> </ul> <p>Use this info to <strong>double down on what’s working and rethink what’s not</strong>. If a platform isn’t delivering results, either adjust your approach or consider shifting focus to where your audience is most active.</p> <h4 class="wp-block-heading">Optimize your profiles for visibility and engagement</h4> <p>In 2024,<strong> <a href="https://www.statista.com/statistics/1480098/online-search-social-media-first-by-generation-usa/">25% of American adults reported using social media</a> as their primary search channel.</strong></p> <p>Gen Z is particularly big on social search, too — the same survey showed that roughly <strong>46%</strong> of that generation prefers searching on social instead of traditional search engines. </p> <p>Those numbers mean your social content <em>needs </em>to be optimized for social SEO.</p> <ul class="wp-block-list"> <li>Make sure your<strong> bio, profile images, and contact info </strong>are up to date</li> <li>Use <strong>keywords in your descriptions</strong> for better <a href="https://blog.hootsuite.com/social-seo/">social search</a> visibility</li> <li>Maintain <strong>consistent brand identity</strong> across platforms</li> </ul> <p>A well-optimized profile makes it easier for potential followers (and customers) to find and trust your brand.</p> <h4 class="wp-block-heading">Look for impostor accounts</h4> <p>If fake accounts are using your brand name, they could be confusing customers (or worse, damaging your reputation). Check for copycat accounts and report them when needed. </p> <p>You might also want to <strong>get verified</strong> on platforms where it’s available to add credibility and prevent impersonation.</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/pinterest-marketing/" rel="nofollow">Pinterest</a></li> </ul> <p>A <strong>strong social media presence starts with a solid foundation</strong>. By auditing and optimizing regularly, you’ll ensure your strategy is built on a framework that supports growth, engagement, and results.</p> <h3 class="wp-block-heading">Step 5. Find content inspiration</h3> <p>While it’s important that your brand be unique, you can still draw content strategy inspiration from other businesses that are great on social.</p> <p>Plus, pushing creative boundaries in content creation can help your social strategy soar. According to our <a href="https://www.hootsuite.com/research/social-trends">2025 Social Media Trends survey</a>, <strong>25% of respondents said that most of their social content is entertainment-driven</strong>.</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. </span></p> <p><span style="font-weight: 400;">“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">Social media success stories</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">Award-winning accounts and campaigns</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="https://shortyawards.com/" rel="nofollow">The Shorty Awards</a> for examples of brands that are at the top of their social media game.</p> <h4 class="wp-block-heading">Your favorite brands on social media</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 loading="lazy" decoding="async" class="wp-image-486390"> <source type="image/webp" 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="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"/> </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 loading="lazy" decoding="async" class="wp-image-486395"> <source type="image/webp" 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="auto, (max-width: 535px) 100vw, 535px"/> <img loading="lazy" 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="auto, (max-width: 535px) 100vw, 535px"/> </picture> </figure> <p><em>Source: <a href="https://x.com/Nike/status/1828507961368428546" rel="nofollow">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, <strong>why should they follow you? What’s in it for them?</strong></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/brand-voice/">guide on establishing a compelling brand voice on social media</a>.</p> <h4 class="wp-block-heading">Ask your followers</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 media 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">Step 6. Craft engaging content</h3> <p>Creating great content is only half the battle. To see real results, you need to post strategically, delivering the right content to the right audience at the right time.</p> <h4 class="wp-block-heading">Plan your content mix</h4> <p>The best social media strategies balance different types of content to keep audiences engaged. </p> <p>And while <strong>34%</strong> of <a href="https://hootsuite.widen.net/s/mgqjjznhsx/hootsuitesocialtrends2024_report_en">survey respondents</a> said that “overly self-promotional content” is a major turn-off in how they perceive brands on social, <strong>48%</strong> of marketers publish product or brand updates or news multiple times a week. Yikes.</p> <p>How do you find the balance? Try to think of your content as a mix of three general categories:</p> <ul class="wp-block-list"> <li><strong>Educate and inform</strong>. Share tips, industry insights, and thought leadership.</li> <li><strong>Entertain and engage</strong>. Hop on trends, use humor, or share behind-the-scenes moments.</li> <li><strong>Promote and convert</strong>. Highlight your products, services, and customer success stories.</li> </ul> <p>Not every post needs to be a sales pitch. Keep the <strong>the 80-20 rule</strong> in mind:</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 loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"></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 loading="lazy" decoding="async" class="wp-image-486400"> <source type="image/webp" 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="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <h4 class="wp-block-heading">Create a content calendar</h4> <p>A <a href="https://blog.hootsuite.com/social-media-calendar/">social media content calendar</a> helps you stay <strong>consistent without scrambling for last-minute ideas</strong>. Use yours to plan out:</p> <ul class="wp-block-list"> <li><strong>Topics and formats</strong> (videos, infographics, carousels, etc.)</li> <li><strong>Posting frequency</strong> for each platform</li> <li><strong>Key dates and campaigns</strong> to align with industry events or product launches</li> </ul> <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> <figure class="wp-block-image"><img loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"></figure> <p><strong>Hootsuite Planner</strong> helps you craft a balanced mix of posts and <a href="https://blog.hootsuite.com/best-time-to-post-on-social-media/">optimize timing based on engagement trends</a>. </p> <figure class="wp-block-image"><img loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"></figure> <p>Map out topics, formats, and key dates in your calendar, hitting our recommended frequencies to avoid annoying or overwhelming followers.</p> <h4 class="wp-block-heading">Optimize for engagement</h4> <p>Social media isn’t just about posting. It’s about sparking conversations and making meaningful connections with your audience. </p> <p>Strong captions that encourage responses, trending hashtags that boost discoverability, and interactive elements like polls, Q&As, and user-generated content all help increase engagement. </p> <p>When you create content that invites participation, rather than just broadcasting messages, you encourage more likes, shares, and comments, which in turn helps expand your reach.</p> <p><strong>Strategic content keeps your audience engaged and your brand top of mind.</strong> Plan ahead, stay flexible, and adjust based on what resonates most with your audience.</p> <h3 class="wp-block-heading">Step 7. Measure and refine your strategy</h3> <p>Your social media marketing strategy isn’t set in stone — refine it with data as you go.</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 loading="lazy" decoding="async" class="wp-image-486405"> <source type="image/webp" 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="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <p><a href="https://www.hootsuite.com/platform/analytics">Hootsuite Analytics</a> tracks your progress, spotlighting ROI worries shared by <a href="https://hootsuite.widen.net/s/mgqjjznhsx/hootsuitesocialtrends2024_report_en"><strong>68%</strong> of marketers in 2024</a>, and benchmarks your performance with just a few clicks.</p> <h4 class="wp-block-heading">Look at performance metrics</h4> <p>In addition to the analytics within each social network, 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 media posts drive traffic to your website.</p> <h4 class="wp-block-heading">Benchmark your results</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 use <a href="https://www.hootsuite.com/platform/analytics">Hootsuite Analytics</a> as your management tool, 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.</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 loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"></a></p> <h4 class="wp-block-heading">Re-evaluate, test, and do it all again</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 plan 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/">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 loading="lazy" decoding="async" class="wp-image-484502"> <source type="image/webp" 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="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"/> </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 update your social media strategy for 2025:</p> <figure class="wp-block-image size-large"><a href="https://www.youtube.com/watch?v=RLlhFDgYCHg" target="_blank" rel="noreferrer noopener"><picture loading="lazy" decoding="async" class="wp-image-486410"> <source type="image/webp" 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="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <h2 class="wp-block-heading"><span id="Free_social_media_strategy_template_video_guide"><b>Free social media strategy template</b> + video guide</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 loading="lazy" decoding="async" class="wp-image-486415"> <source type="image/webp" 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="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <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 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>No time to read the whole article? Let Amanda Wood, 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 loading="lazy" decoding="async" class="wp-image-486364"> <source type="image/webp" 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="auto, (max-width: 620px) 100vw, 620px"/> <img loading="lazy" 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="auto, (max-width: 620px) 100vw, 620px"/> </picture> </a></figure> <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 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"><a class="wp-block-button__link wp-element-button" href="https://www.hootsuite.com/offer/blog">Get Started</a></div> </div> <p><em>With files from <a href="https://blog.hootsuite.com/author/liz-stanton-2/">Liz Stanton</a>.</em></p> <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" data-ga-track-id="blog_cta_trial_intent_rightrail" data-ga-track-info="Free 30-Day Trial" target="_blank">Free 30-Day Trial</a> </div> </div> <div class="flex justify-center gap-4 mt-4"> <a href="https://x.com/hootsuite" target="_blank" rel="noopener" aria-label=""> <svg role="img" class="w-6 h-6 fill-lake hover:fill-cedar"> <use xlink:href="#icon-twitter-x"></use> </svg> </a> <a href="https://www.facebook.com/hootsuite" target="_blank" rel="noopener" aria-label=""> <svg role="img" class="w-6 h-6 fill-lake hover:fill-cedar"> <use xlink:href="#icon-facebook"></use> </svg> </a> <a href="https://www.linkedin.com/company/hootsuite" 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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='https://secure.gravatar.com/avatar/de4e0898397bdb828a57fd70e5c22ead?s=112&d=mm&r=g' 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' loading='lazy' decoding='async'/></div> <div class="flex"> <a href="https://twitter.com/byamandachar" aria-label="Follow Amanda Wood on Twitter" target="_blank"> <svg role="img" class="w-6 h-6 mr-2 transition duration-300 ease-out fill-nocturn group-hover:fill-white"> <use xlink:href="#icon-twitter-x"></use> </svg> </a> <a href="https://www.linkedin.com/in/amandacharlottewood/" aria-label="Connect with Amanda Wood on LinkedIn" target="_blank"> <svg role="img" class="w-6 h-6 mr-2 transition duration-300 ease-out fill-nocturn group-hover:fill-white"> <use xlink:href="#icon-linkedin"></use> </svg> </a> </div> </div> <div class="prose"> <p>Amanda Wood is a senior social marketing professional who combines analytical and creative thinking to build brands.<br /> As head of social at Hootsuite, Amanda oversees the global social strategy encompassing organic and paid social on Instagram, Facebook, Twitter, TikTok, and LinkedIn, a social engagement and listening strategy, and an employee advocacy program.<br /> 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" src="https://blog.hootsuite.com/wp-content/uploads/2022/06/social-media-goals-556x556.png" class="attachment-hootsuite_2020_post_featured_image size-hootsuite_2020_post_featured_image wp-post-image" alt="cover image" decoding="async" loading="lazy" srcset="https://blog.hootsuite.com/wp-content/uploads/2022/06/social-media-goals-556x556.png 556w, https://blog.hootsuite.com/wp-content/uploads/2022/06/social-media-goals-310x310.png 310w, https://blog.hootsuite.com/wp-content/uploads/2022/06/social-media-goals-620x620.png 620w, https://blog.hootsuite.com/wp-content/uploads/2022/06/social-media-goals-150x150.png 150w, https://blog.hootsuite.com/wp-content/uploads/2022/06/social-media-goals-768x768.png 768w, https://blog.hootsuite.com/wp-content/uploads/2022/06/social-media-goals.png 1080w" sizes="auto, (max-width: 556px) 100vw, 556px" /> </picture> </a> </figure> <div class="flex flex-col gap-4"> <header class="flex flex-col leading-tight"> <a class="text-base" href="https://blog.hootsuite.com/channel/strategy/"> Strategy </a> <h3 class="font-bold text-lake text-lg"> <a class="hover:underline" href="https://blog.hootsuite.com/smart-social-media-goals/"> How to set and exceed social media goals [9 examples] </a> </h3> </header> <section class="leading-snug "> <p>Struggling to structure your efforts on social? 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