Review Your Social Media Strategy

You’re up and running on all of the social channels relevant to your company’s clientele, and you’re thoughtfully posting valuable content. But are your social media efforts effective? Read on for strategic tips to help you maximize your reach.

Is your social media strategy goal-oriented?

Whether you’re looking to increase brand awareness, nurture existing customers or generate referral leads, directly align your social media strategy with your business goals. Knowing what you’re aiming for makes it much easier to hit the target with useful, customized content.

Be sure you’re setting SMART goals — specific, measurable, achievable, relevant and time-based. Then it’s easier to track your progress, perform A/B testing and make data-driven decisions.

Are you posting the right content on the proper channels?

Strategic goals aren’t the only consideration when it comes to content type; you also have to think about where you post it. What’s perfect for Instagram may not do as well on LinkedIn and vice versa. Even if you’re sending the same basic marketing message, you’ll need to adjust the type of content and tone of the message to suit the social media platform.

Also, keep in mind that different types of content may receive more views on particular platforms. For example, a high-quality image may reach 30 percent of your Instagram followers, but that same post may get lost in the shuffle on Facebook due to algorithm limitations.

Are you posting frequently enough and at the right times?

Several studies have looked into the frequency and timing of social media posts, and the results vary greatly. According to Buffer, post frequency and timing depends on the unique needs of your audience, and posts should be based on personal data and content relevancy.

Focus on creating goal-oriented, platform-appropriate content and using reliable data to determine posting time and frequency, and you can implement an effective social media strategy.