There are a lot of social media platforms out there, but Hootsuite is one of the most popular ones. With over 1 million active users, they have an extensive social media strategy. Here’s how to build and manage a social media campaign for Hootsuite.

Social Media Marketing is what?

The practice of using social media platforms to sell or promote a brand, good, or service is known as social media marketing.

Social media marketing benefits companies by:

  • amplify brand awareness
  • Create active communities
  • Promote your goods and services
  • Take brand sentiment into account and offer social customer service
  • Promote goods and services to target markets.
  • Monitor results and make necessary adjustments to larger marketing plans.

A Social Media Marketing Strategy is What?

Hootsuite How to Create a Social Media Strategy

A social media strategy is a written document that outlines your social media objectives, the strategies you’ll employ to accomplish them, and the metrics you’ll monitor to gauge your success.

List all of your planned and current social media accounts in your social media marketing strategy, along with goals tailored to each platform you use. These objectives ought to be in line with your company’s overall digital marketing plan.

Finally, a solid social media strategy should specify your team’s roles and responsibilities as well as your reporting schedule.

Hootsuite How to Create a Social Media Strategy

Step 1: Set social media marketing objectives that are consistent with your company’s goals.

Your strategy will be executed more successfully the more specific it is. To position yourself for success, set SMART objectives and monitor the appropriate metrics.

Set SMART objectives.

Establishing your objectives and goals is the first step in developing a social media marketing strategy. Without goals, you have no way to gauge your success or return on investment from social media (ROI). Each of your objectives ought to be:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-bound

Your company could set a SMART goal like, “Grow our Instagram audience by 50 new followers per week.” You can ensure that your goals—rather than just being lofty ideals—actually produce tangible business results by using SMART goals.

Monitor important metrics

Even though vanity metrics like retweets and likes can be entertaining to share and simple to track, it can be challenging to demonstrate their true value to your company. Instead, concentrate on metrics like conversion rate, leads generated, and web referrals. You might want to monitor various objectives for various channels, or even various uses of each channel. To raise brand awareness, for instance, you might use paid campaigns; however, you should track acquisition and engagement for natural social media posts. Make sure your social media objectives are in line with your overall marketing plan. This will make it simpler for you to convince executives that your work is valuable and to invest in you. Write down at least three social media goals before you begin creating your social media marketing strategy.

Step 2: Gather as much knowledge as you can about your audience.

Without participating in social media listening, you’re developing your business strategy while wearing blinders and losing out on a wealth of useful information from actual people who are actively discussing you or your industry online.

Here’s how to begin paying attention and developing a comprehension of your audience and their requirements.

Construct audience personas.

The secret to producing content that people will like, comment on, and share is to understand who your audience is and what they want to see on social media. This information is essential for making plans for turning your social media followers into paying customers for your company.

Consider developing audience personas. For instance, a retail brand might develop various buyer personas based on the emotional requirements of each type of customer as well as demographics, purchasing motivations, and common objections.

Personas help you refine your marketing strategies. For instance, luxury consumers might not respond to Facebook ads with purchases. To be the first to see a new line of clothing, they might, however, respond to Facebook ads with special in-store events. You’ll have the customer insights you need with personas to develop campaigns that speak to the true motivations and desires of your customers.

collect actual data

Don’t assume anything. Social media analytics can also give you a ton of useful information about your followers, including their demographics, locations, languages, and online behaviors. You can modify your strategy and more precisely target your social media ads using these insights.

Using Facebook Analytics, Jugnoo, an Uber-like service for auto-rickshaws in India, discovered that 90% of their users who referred other customers were between the ages of 18 and 34 and that 65% of that group used Android. Their cost per referral decreased by 40% as a result of using this data to target their advertisements.

Hootsuite How to Create a Social Media Strategy

Step 3: Examine the opposition.

It’s likely that your rivals are already utilizing social media, so you can pick up tips from what they’re doing.

Conduct a study of the competition

A competitive analysis enables you to comprehend the competition’s identity and strengths (and not so well). You’ll gain a solid understanding of what is typical in your field, which will enable you to set some personal social media goals. Using this analysis, you can also look for opportunities. For instance, one of your rivals might be unbeatable on Facebook but barely active on Twitter or Instagram. Instead of attempting to steal viewers from a dominant player, you might want to concentrate on the networks where your audience is underserved.

Play social listening games

Another strategy for monitoring the competition is through social listening.
You might notice deliberate changes in how rivals use their social media accounts as you follow their accounts and pertinent industry keywords. Or you might notice a certain article or campaign that really succeeds—or one that fails. Keep an eye on this data and use it to assess your own objectives and plans.

Step 4: Conduct a social media audit

You can evaluate how effectively you are currently using social media by conducting a social media audit.

Review your current efforts.

You need to take a step back and evaluate your accomplishments if you already use social media tools. Consider the following inquiries for yourself:

  • What is effective?
  • What isn’t functioning?
  • Who is contacting you on social media?
  • What social media platforms are used by your target market?
  • Comparing your social media presence to that of your rivals

When you have all of this data in one location, you’ll have a good place to start when thinking about how to boost your performance.

Your audit ought to make it crystal clear to you what function each of your social media accounts serves. Consider whether an account is worthwhile keeping if its purpose is unclear. It might be an important account that simply needs to be strategically redirected, or it might be an old account that is no longer worthwhile.

To assist you in making a decision, consider the following:

  • Is there a crowd here?
  • If so, how do they employ this system?
  • Can I use this account to help me reach important business objectives?

As your social presence increases, asking these difficult questions now will help you maintain the direction of your social media strategy.

Search for fake accounts

You might find fraudulent accounts—those that you and your company don’t own—using the name of your company or the names of your products during the auditing process.

Be sure to report them because these fake accounts could damage your brand (not to mention steal followers that belong to you). In order to let your fans and followers know they are dealing with the real you, you might want to have your social media accounts verified.

Step 5: Create accounts and enhance current profiles

After deciding which networks to concentrate on, set up and optimize your accounts on those networks.

Choose the appropriate networks to use (and how to use them)

You must determine your strategy for each social network as you choose which ones to use. For instance, you might choose to use Facebook to attract new customers, Instagram to engage your current clientele, and Twitter for customer service.

Making mission statements for each network is a useful exercise. You can narrow your focus to a very specific objective for each social media account by using these one-sentence statements.

You could decide, for instance:

  • Facebook is the best platform for attracting new clients through paid advertising.
  • You can develop brand affinity with current customers on Instagram.
  • Press and industry influencers can be found on Twitter.
  • You can engage current employees and find new talent on LinkedIn.
  • You can provide educational and video support materials to your existing customers on YouTube.
  • You can share content on Snapchat to increase brand recognition among younger consumers.

You might want to reevaluate whether a particular social network is worthwhile if you can’t formulate a compelling mission statement for it.

Create (and improve) your accounts

It’s time to create your profiles—or improve existing profiles so they comply with your strategic plan—after deciding which networks to concentrate on.

Make sure to complete all profile fields, use search terms that customers will use to find your company, and upload images that are the appropriate size for each network.

Hootsuite How to Create a Social Media Strategy

Step 6: Look for motivation

Even though it’s crucial for your brand to stand out and be one of a kind, you can still get ideas from other companies that excel on social media.

Success stories from social networks

Every social network has success stories that demonstrate how businesses are utilizing its resources well. These are typically located in the social network’s business section of the website. (For an illustration, look at the success stories of Facebook businesses.) These case studies provide insightful information that you can use to further your own objectives for each social network.

Step 7: Make a calendar of social media content

Sharing excellent content is important, of course, but it’s just as important to plan when you’ll share content for the greatest impact.

The time you’ll spend interacting with your audience needs to be factored into your social media content calendar as well (although you need to allow for some spontaneous engagement as well).

Make a posting calendar.

The dates and times that you will publish different types of content on each social media channel are listed in your social media content calendar. It’s the ideal location to organize all of your social media tasks, including sharing links and images as well as blog posts and videos.

Your calendar makes sure that your posts are published at the best times and are appropriately spaced out. Both your daily posts and the content for your social media campaigns should be included.

Plan out the content mix.

Ensure that your calendar accurately reflects the mission statement you’ve assigned to each social media profile so that every post you make supports your company’s objectives. As an illustration, you might decide that:

  • 50 percent of your content will increase blog traffic.
  • There will be other sources curated into 25% of the content.
  • 20% of content will support business objectives (selling, lead generation, and so on)
  • 5% of the content will be devoted to discussing your staff and corporate culture.

By including these various post types in your content calendar, you can make sure that you stick to the planned ratio. Try the 80-20 rule if you’re just getting started and unsure of what kinds of content to post.

  • Your audience should be informed, educated, or entertained in 80% of your posts.
  • 20% can directly advance your brand.

You might also try applying the rule of thirds to social media:

  • One-third of your social media content is used to market your company, convert readers, and make money.
  • One-third of your social media content is made up of stories and ideas from companies or industries that share your values.
  • Your social media content contains one-third personal interactions with your audience.

Once your calendar is set, prepare your posting in advance using scheduling tools or bulk scheduling rather than updating frequently throughout the day. Instead of writing posts as you go whenever you have time, you can concentrate on crafting the language and format of your posts.

Step 8: Test, assess, and modify your plan of action

Your social media strategy is a crucial piece of writing for your company, so you can’t just assume you’ll get it perfect the first time.

You might discover that some strategies don’t work as well as you had anticipated while others perform even better than you had anticipated as you start to put your plan into action and monitor your results.

Monitor your data

Use UTM parameters to track visitors as they navigate through your website in addition to the analytics tools offered by each social network, so you can determine precisely which social posts are bringing the most traffic to your site.

Reexamine, test, and repeat everything.

When information begins to flow, use it to periodically reassess your strategy. Additionally, you can use this data to compare various posts, campaigns, and tactics. You can continuously improve your strategy by conducting tests to determine what works and what doesn’t.

Surveys are another excellent tool for evaluating the effectiveness of your strategy. Ask your email subscribers, website visitors, and social media followers if you are fulfilling their needs and expectations on social media. Even better, find out what they want to see more of and then make sure to give it to them.

On social media, things develop rapidly. While other networks experience significant demographic changes, new networks start up. There will be times of change for your company as well. As a result, your social media strategy should be an ongoing process that you review frequently and modify as necessary. Make frequent reference to it to keep yourself on course, but don’t be afraid to make adjustments to better reflect new objectives, resources, or strategies.

Make sure to inform everyone on your social team whenever you update your social strategy so they can collaborate to help your company maximize your social media presence.

How to Get the most out of Your Social Media Campaign.

Hootsuite How to Create a Social Media Strategy

One of the best ways to increase website visits and engagement is through social media. By using social media platforms to share content, connect with customers, and build relationships, you can help your website reach a wider audience and achieve increased sales. Additionally, by using marketing strategies like email campaigns, targeted ads, or blog posts to drive traffic to your website from social media, you can create an online presence that will help boost your brand.

How to Use Social Media to Build Relationships with Your Customers

By building relationships with your customers on social media, you can improve customer service and protect yourself from negative feedback. Additionally, by sharing what makes your company unique and why customers should visit your website, you can generate positive feedback that could lead to increased business opportunities.

How to Use Social Media to Increase Sales

By increasing sales on social media platforms by providing valuable information or engaging with customers in a customer-friendly way, you can attract more customers and increase profits. You can also use marketing techniques like email campaigns or targeted ads to keep customers interested in owning products or subscribing to services from your company. Finally, by leveraging images or videos associated with your company on social media platforms, you can create memorable experiences for potential customers that could lead them back for more in the future.

How to Use Social Media to Enhance Your Branding

By branding yourself as a reputable company on social media platforms (like Twitter and LinkedIn), you can advantageously enhance the overall impression of your business online- leading people to believe they’d be a good fit for which product or service you offer. Additionally, using keywords in posts and Tweets may help people find specific pieces of information about your company that they might be interested in exploring further – this could lead to new leads being generated for product sales or other business interests).

Tips for Building a Successful Social Media Campaign.

One of the most important elements of a successful social media campaign is building a following. To do this, you’ll need to create an engaging and informative social media presence that engages users. You can use social media to build relationships with your followers, and then use those relationships to promote your brand or products.

Use Social Media to Improve Your Engagement

When it comes to engagement, it’s all about creating a positive experience for your followers. Use social media to share interesting content, engage in discussion forums, and provide valuable resources like tutorials or tips. And always remember: make sure your posts are relevant to your followers and account – don’t just pretend to be something else when you’re not!

Use Social Media to Increase Your Reach

If you want your social media posts and videos to reach as many people as possible, you need to consider using online video platforms like YouTube or Instagram. With these platforms, you can easily share high-quality videos that will keep users engaged longer than if you were simply posting text-based content. Additionally, by using online video platforms, you can also target specific demographics more effectively than if you were posting general content across all of your social media channels.

Subsection 3.4 Use Social Media To Create an Atmospheres That Attract Users.

One final thing you should consider when planning a successful social media campaign is how best to attract users – by creating an atmospheres that are attractive and inviting them into your account for further exploration or engagement. By doing this, you’ll be able to increase the likelihood that users will visit your site again in the future and likely become converts for your brand or products!


With a social media campaign, you can reach a larger audience and boost sales. However, it’s important to take some time to create a successful social media campaign and optimize your website for SEO. By using social media to build relationships with customers and increase sales, you can ensure that your business flourishes in the long run.

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