Improving Your Social Media Strategy

improve your social media

Social media is the main connection of the 21st Century, and businesses are tapping into it’s powerful potential. Social media can (and should) be used for more than status updates and sharing your meatloaf dinner with family and friends.

When utilized correctly, social media can help you connect with your customers, build your business, and link with potential customers as well. However, social media seems deceivingly easy.

It can’t be difficult to post on Facebook, Twitter, and Instagram, right?

It’s not hard per se, but it does require some clear strategy as to ensure you are not wasting your time or, at worst, inadvertently creating bad press for your business. Below are a few tips to help you improve your social media strategy.

Improve Your Social Media Strategy

Understand Your Goals

As with any business plan, the first step to determine what you do is to define where you want to go.

What are your purposes for bringing your business to social media? Do you want to raise brand awareness? Build customer loyalty? Reach out to potential customers?

Identify one or two main goals and use them to develop what social media will look like for your business. If you try to peg every goal at the same time, you are not likely to accomplish anything at all.

Improving Your Social Media Strategy

Set Objectives You Can Measure

Being with S.M.A.R.T goals that you can measure overtime. Successful objectives need to be specific, measurable, attainable, relevant, and time-based. For example, if your goal is to increase out reach to a potential customer base, one S.M.A.R.T goal might be to generate 5 new leads a week. However, if your focus is increasing brand awareness, you might want to increase the number of times your business is mentioned across social media by placing sponsored ads, for example.

Regardless of the goal, do not forget the important time line. Whether it is generating 5 leads every seven days or increasing brand awareness by 75 percent within a year, successful goals have expiration dates.

Improving Your Social Media Strategy

Characterize Your Customers

Now, you have the roadmap, but you are not quite sure of the destination yet. Successful social media encompasses the ability to target the correct group of people with the correct message.

In order to do this, you must the audience you are hoping to garner. For example, if your business focuses almost exclusively on males 18-25, you want to target your posts and advertisements for this group. It would be a waste of time to target everyone from 18-65 when your product or service is only intended for a small percentage of that range.

Leverage User-Generated Content

Encourage your followers to share their experiences with your brand and repost their content on your platforms. This not only provides you with authentic content but also fosters community engagement.

For instance, create a unique hashtag for your brand and encourage customers to use it in their posts. Feature their content on your page, giving credit to the original posters. This strategy helps build trust and can increase customer loyalty.

Utilize Social Listening

Pay close attention to what customers are saying about your brand and your industry on social media. Tools like Hootsuite, Sprout Social, or Mention can help you monitor mentions of your brand across different platforms.

Responding to comments, both positive and negative, shows that you value customer feedback. Social listening also helps in understanding market trends, customer concerns, and potential areas for improvement or innovation.

Implement A/B Testing for Your Content

Experiment with different types of posts to see what resonates most with your audience. This could include varying the format (images vs. videos), the tone of voice (informal vs. formal), or even the time of posting.

Use analytics tools to track engagement rates, and adjust your content strategy based on what performs best. A/B testing helps in refining your content strategy to better align with your audience’s preferences.

Examine the Competition

The awesome thing about social media is your ability to check out the competition non-conspicuously. Your competition is actively targeting the same people as you are so you do not want to make the mistake of examining what they do when it comes to social media.

Select two or three of your major competitors and examine their posts.

Are they primarily funny or serious? How do they handle cultural differences and references? Do they talk about other products?

For example, if you sell yard equipment, do your competitors focus on the performance of their products, or do they simply post creative pictures that happen to feature the equipment?

Then, examine the interaction they receive for each post. The amount of likes, comments, and such for the various post types will show you which styles work best and which ones flop.

Choose your channel. Bringing your business to social media does not mean taking on every platform at the same time. In fact, that might be a sure fire way to fail. Instead, choose the outlet that appears to best fit your audience and that you feel most comfortable using to start with. Don’t forget that Facebook, Twitter, and Instagram are not the only social media outlets available. If you are looking to enhance business-to-business sales,you may want to consider LinkedIn. If you are in fashion, you may want to consider Pinterest.

Improving Your Social Media Strategy

Build a Content Plan

Finally, make sure you can always consistently deliver top-notch content. Your content should always relate directly to your brand and the overall message you aim to convey with your audience. Think about how you can not only sell product but also add to the lives of your customers and potential customers. Use videos, guides, tutorials, tips, and other forms of content to give your customers as much as you can.

Whether you are just bringing your business to social media, or you are working to revamp your original plan due to low outreach or engagement, utilize these tools to ensure your business gets noticed and engaged on social media. Do not feel like you have to do it all at once. Social media is a large animal. One step at a time is often the best step for breaking out on any new platform.

Improving Your Social Media Strategy

Navigating the Social Media Landscape: Effective Strategies for Business Success

In today’s interconnected world, social media has transformed into a pivotal conduit of communication and connection. Businesses are harnessing its potent capabilities to establish strong customer relationships, amplify their brand, and connect with potential clients. However, venturing into the social media realm requires more than casual status updates and casual interactions. A strategic approach is essential to ensure that your efforts yield meaningful results and positively impact your business reputation. Here are some essential strategies to elevate your social media endeavors:

  • Clarify Your Objectives: Like any journey, your social media expedition demands a clear destination. Determine your business’s purpose for venturing into this realm. Are you aiming to enhance brand awareness, foster customer loyalty, or attract new prospects? Set one or two primary goals that will define your social media journey. Trying to accomplish every goal simultaneously might result in achieving none.
  • Craft Measurable Goals: Embark on your social media journey with S.M.A.R.T goals – Specific, Measurable, Attainable, Relevant, and Time-based. Objectives that satisfy these criteria empower you to gauge your progress effectively. Whether it’s generating a certain number of leads per week or increasing brand mentions by a specific percentage, well-defined goals with time-bound targets drive your efforts towards success.
  • Profile Your Audience: Before navigating this vast landscape, you must identify your target audience with precision. Tailoring your message to the right demographic ensures your efforts are not in vain. Whether you’re appealing to a niche market or a broader segment, understanding your audience’s preferences, behaviors, and needs helps you deliver content that resonates.
  • Observe Competitors Strategically: Harness the discreet advantage of social media – the ability to observe competitors without drawing attention. Examine a few key rivals to uncover their strategies. Are they focusing on humor or seriousness? How do they adapt to cultural nuances? Understanding their content style and interaction patterns offers insights into what resonates and what doesn’t.
  • Choose Your Platform Wisely: Don’t spread yourself thin across every platform; instead, focus on the one that aligns best with your audience and expertise. The world of social media extends beyond Facebook, Twitter, and Instagram. Platforms like LinkedIn or Pinterest cater to specific niches. Selecting the right channel ensures a more focused and impactful presence.
  • Craft a Compelling Content Plan: Consistency is the key to success in the realm of social media. Develop a content plan that not only aligns with your brand message but also enriches your audience’s lives. Offer a blend of videos, guides, tutorials, and tips that cater to their interests. By delivering valuable content consistently, you nurture engagement and enhance your brand’s credibility.
Clarify Your ObjectivesDefine the purpose of your social media presence. Identify if your goal is brand enhancement, customer loyalty, or prospect attraction. Prioritize one or two goals to avoid diluting efforts.
Craft Measurable GoalsFormulate S.M.A.R.T goals – Specific, Measurable, Attainable, Relevant, and Time-based. Quantify your objectives, such as generating weekly leads or increasing brand mentions by a percentage.
Profile Your AudiencePrecisely target your audience by understanding their preferences, behaviors, and needs. Tailor your message to resonate with your demographic, whether it's a niche market or a broader segment.
Observe Competitors StrategicallyUtilize the discreet advantage of social media – observe rivals without alerting them. Analyze competitor strategies, content style, and interaction patterns to gain insights into effective approaches.
Choose Your Platform WiselyFocus on a platform that aligns with your audience and expertise. Opt for platforms beyond the mainstream (Facebook, Twitter, Instagram) if they cater to your niche, like LinkedIn for B2B or Pinterest for fashion.
Craft a Compelling Content PlanConsistency is vital – develop a content plan that aligns with your brand message and benefits your audience. Blend videos, guides, tutorials, and tips to provide valuable, engaging content regularly.
Gradual ExecutionSocial media success requires strategic planning. Execute step by step, focusing on objectives, audience, competitor insights, platform selection, and compelling content. Gradually build engagement and credibility to unlock social media's potential for your business.

Embarking on a social media journey requires strategic planning and thoughtful execution. By setting clear objectives, profiling your audience, learning from competitors, and delivering consistent, value-rich content, your business can truly leverage the power of social media. Remember, success on social media is a gradual process – take one step at a time to unlock its vast potential for your business.


The 21st Century’s primary connection, social media, has evolved into a dynamic tool that businesses are leveraging for its exceptional potential. Beyond being a platform for personal updates and casual interactions, social media is a robust avenue to engage with customers, bolster your brand, and establish links with potential clients. However, the path to success on social media is not as straightforward as it may seem. While posting on Facebook, Twitter, or Instagram may appear simple, it demands a well-defined strategy to ensure that your efforts are fruitful and do not inadvertently create negative publicity for your business.

The strategies outlined in this guide offer a comprehensive blueprint to elevate your social media presence and yield meaningful results. Understanding your objectives, setting measurable goals, and profiling your audience empower you to tailor your approach for maximum impact. Learning from competitors discreetly and choosing the right platform wisely help you position your business strategically. Finally, crafting a compelling content plan ensures that you consistently deliver valuable content that resonates with your audience, enhancing engagement and brand credibility.

As you embark on your social media journey, keep in mind that success unfolds gradually. Each step you take, from defining your objectives to refining your content strategy, contributes to unlocking the immense potential of social media for your business. Embrace the process and remember that patience, strategic planning, and continuous improvement will ultimately help you navigate the intricate landscape of social media and achieve the desired business success.

Social Mobile Phone Photo via Shutterstock

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Ronald Dod Ronald Dod is the Founder and Owner of Visiture, an internet marketing agency that focuses on Search Engine Optimization and Pay Per Click management for eCommerce businesses. Ronald holds a Masters in the Science of Marketing from Florida State University and is certified in Google Adwords & Analytics.

2 Reactions
  1. Setting up measurable objectives are very important to be productive on social media sites. Simultaneously analyzing the social media data through different tools are equally important to know how and where to improve the strategies. Google Analytics is one of the best tools for the social media data analysis but there are couple of good online free and paid analysis tools available and those can be used. Thanks for sharing this content.

    Soumya Roy

  2. Great strategy. I’m also checking my competitor’s activities in social media– what to post, what topic works for them but I’ll see to it that I will not copy as it is.

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