Reputation Partners
Reputation Partners


6 Essential Components of a Social Media Strategy

Posted on August 23, 2019 by Paige Borgman
6 Essential Components of a Social Media Strategy

As of 2019, there are roughly 3.5 billion active social media users worldwide, making social media one of the most important tools in your marketing arsenal. What are the essential components of a successful social media strategy?

While the foundation is the same as a communication plan – objectives, goals and research – there are a few unique components of social media strategies you need to be aware of. Let’s dive in!

1. Define Your Goals and Objectives

At the heart of every social media strategy lies well-defined goals and objectives guiding everything from budget to platform selection.

When identifying your social media goals, consider the following questions:

2. Do Your Due Diligence

Making assumptions is a dangerous game for marketers, and with the wealth of demographic data and social media analytics tools available, there’s really no need for assumptions. Instead, take the time to really know what you’re up against.

At the conclusion of your research, revisit your initial goals and objectives and determine whether or not you need to re-evaluate based on your findings. Things to consider at this point include:

Your research should be thorough enough to effectively answer all the above questions. If you find that you’re unable to accurately answer these questions, then it’s time to revisit your research and dig a little deeper.

3. Define Your Brand Persona

If your brand was a celebrity, who would it be? How would it talk? What does it look like? What style visuals best represent its personality?

A brand persona serves as a living, breathing embodiment of a brand’s values. It will serve as a compass for your entire social strategy.

Every time you talk, write, design, post and engage with your audience on social media, you’re exercising your brand persona.

When helping clients define their brand persona, we conduct two separate exercises – one focused on voice and the other on visual identity. By running through a series of deliberate questions we’re able to identify the traits that elevate our clients’ brand personas enabling them to set their brand apart from their competitors.

Here are a few brands with notable social media personas worth exploring:

4. Build a Content Strategy

Content is king, and as such it deserves a well thought out strategy.

Now that you’ve established your foundation and brand persona, it’s time to map out content, which should consider the following:

5. Develop Community Management Guidelines

Community management is the process of building an authentic community through proactive and reactive engagement. This is a vital component of your strategy – it’s how you humanize your brand and bring your persona to life.

A strong and well-defined community management strategy will embody your brand persona, ensuring consistency in tone and responses to its audience, regardless of any unexpected changes in the community manger role.

6. Analyze and Refine REGULARLY

From algorithm changes to emerging and dying trends to data privacy and beyond, social media is a rapidly evolving landscape. As such, it’s important that you’re able to continuously analyze and adjust your strategy accordingly. This could mean reviewing your top and lowest performing posts to fine-tune your campaigns, or re-evaluating your target audience based on their engagement – information which can be easily sourced from a number of analytics tools.

Do you have a communications challenge or opportunity? We’re here to help.
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