Build your social media strategy in 7 steps

The importance for a company to be present on social networks is no longer to be proven.

If the social media had already grown significantly in recent years, the coronavirus crisis, and more precisely the confinement, have made it a marketing lever to favor for communicating with your targets.

However, being present is no longer sufficient, it is necessary to build a real strategy specific to your brand or your company, in order to be able to stand out.  

How to build your strategy on social networks?

# 1 – prioritize your goals 

The first question to ask yourself is: what do you expect from social networks? The construction of a social media strategy can help you achieve several objectives such as: 

  • Gain notoriety in your market 
  • Boost your online or point-of-sale sales 
  • Create a bond with your customers and prospects 
  • Boost lead generation 
  • Manage your after-sales service and your e-reputation 
  • Work on your employer brand.

If it is obvious that you are not trying to achieve just one of these objectives, know however that it is essential to prioritize them . Your main objective will determine how you will set up your accounts (CTA, creation of a Facebook Shop, etc.) and create your publications (format, information in the text, and even your editorial line).  

# 2 – study your targets 


To have a relevant communication on social networks, it is necessary to know which audience you are addressing. Among the targets you want to target with your digital strategy, you must identify those that are present and will potentially come looking for you on social networks. 

Find out about their habits: what social media platforms do they use? What are their expectations when following a brand / company like yours on social media?

# 3 – estimate your costs 

The implementation of a network strategy requires resources, and therefore comes at a cost. The most important one is generally human time.

  • Does social media require hiring an additional person in your workforce?
  • Will this be his only mission?
  • If not, how much time will be given to the animation of social networks?

This estimated time will help you determine the frequency of publication that you will be able to set for yourself. To this will be added additional costs: do you need to buy equipment (smartphone, camera, software etc.)? Are you going to use social ads or influencer marketing campaigns? If so, what budget do you plan to allocate? It is essential that these questions be studied before you start to build your strategy.  

# 4 – choose your social networks 

You must select your networks according to your targets : favor those they use. But not only ! You should also think in terms of the means you have at your disposal: if you have little time to devote to social media animation, Twitter is probably not the network you need to get started. Do you have few visuals available? So you need to think twice before you take to Instagram.

# 5 – define your editorial line 

Your communication on social networks must be in line with that you make on other media. However, your tone may be a little less formal than on your site or on a presentation brochure. Your posts should really reflect your brand’s personality

What subjects to cover?

You must make publications according to the themes that interest your community. To determine the themes to be addressed, start from the expectations of your targets (identified in step 2). Let’s imagine that one of the expectations of your targets is to have advice related to your expertise, then you must have a “Advice” theme. 

Once you have identified all the themes, you can associate ideas for publications. For the topic “Advice”, it may be interesting to share a blog article for example, or to have a monthly column giving advice from an expert in your company in the form of a quote or a video. These ideas will then be incorporated into your editorial planning. 

# 6 – organize your animation


An editorial schedule for social networks is a MUST HAVE for successful animation! It should help you to list your ideas for publications but also the dates not to be missed, whether they relate to the news of your company (release of a new product, professional event etc.) or to national news or world on which you can bounce (chestnut trees, election, etc.).

The organization of your editorial schedule will allow you to maintain the publication frequency that you have set for yourself, without seeing the quality of the publications deteriorate. 

# 7 – Identify the right measurement indicators

Last step in creating your strategy: measuring and analyzing your actions . A social media strategy is not fixed in time, it is subject to change. To know what changes to make, it is necessary to regularly analyze what is happening on your page. 

Many KPIs are available to you: 

  • Number of fans 
  • Engagement rate on publications 
  • Scope of publications 
  • Analysis of traffic and conversions generated to the site from social networks 
  • Number of private messages received, etc. 
 You should prioritize these goals according to your main goal, to identify which ones you need to follow most carefully. 

Do you want to build or review your social media strategy? crossborderplus team of Social Media experts can organize a workshop within your company to help you create and organize your social media strategy! 


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