Social media can be confusing. It can be hard to know where to start, or what you should even be posting on your accounts.
But, when you break everything down into the main four sections, crafting your perfect social media strategy becomes much easier.
In the infographic below, we’re looking at the four main elements that make up a strong social media strategy: Community Growth, Content Engagement, Website Clicks, and Audience Retargeting.
Check out the full infographic below for a complete breakdown of each of the elements!
Four elements of a strong social media strategy
A useful strategy connects audience building and content to the outcomes the business needs. These four elements describe different parts of that journey, but the balance between them should reflect your goals, audience and resources.
Community growth
Follower numbers alone are a limited measure. Concentrate on building a relevant community of people who are genuinely interested in the subjects your brand can speak about and the value it can offer. Quality and fit matter more than growth for its own sake.
Content engagement
Engagement can show that content has prompted attention, interest or conversation. Create useful work that people have a reason to respond to or share, then look beyond the total interaction count to understand which topics and formats are resonating with the right audience.
Website journeys
When the website is where people can enquire, buy or explore an offer in depth, some social content should give them a clear reason to continue there. Measure the quality of those visits and the actions that follow, not simply the number of clicks.
Audience retargeting
Paid social can help you reconnect with people who have already shown relevant interest, subject to the permissions and targeting options available. Retargeting should support a considered customer journey, with suitable creative and landing pages, rather than repeatedly showing the same message to everyone.
The four elements work best as a connected system: reach the right people, earn meaningful attention, help them take the next step and learn from what happens. A clear social media strategy defines how that system should work for your business.
