As an entrepreneur, one of the most important things you can do is make sure that your social media presence is effective and engaging. You want to be able to answer questions, connect with potential customers, and build trust with followers. If you don’t have a strong social media strategy in place, you could find yourself behind other businesses who are doing better than you at reaching out to people online. Thankfully, there are a few steps you can take to help get started—and those steps will help ensure that your business continues to thrive even as social media changes and evolves.

What is social Media?

Social media is a way for people to interact with each other online. It can be used to connect with friends, family, and others who are also interested in what you’re doing. Social media can also be used to promote your business or product.

What are the Benefits of Using Social Media

There are many benefits to using social media, including:

– increasing brand awareness

– building relationships with customers and followers

– reaching new audiences through social media platforms

– promoting your products or services through social media

– building community and support for your causes

A social media marketing strategy is what?

How to Develop a Social Media Strategy Step by Step

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.

How to Develop a Social Media Strategy Step by Step

Learn how to create a social media strategy in detail by reading on. Alternately, you can watch this video in which Amanda, Senior Manager of Social Media Marketing at Hootsuite, walks you through our free social media marketing strategy template in detail:

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

To build a successful social media strategy, you must first identify your objectives and goals. You cannot evaluate your success or return on investment without goals (ROI).

Each of your objectives ought to be:


The S.M.A.R.T. goal framework looks like this. It will direct your actions and guarantee that they produce actual business outcomes.

Monitor important metrics

Although vanity metrics like follower and like counts are simple to monitor, it can be challenging to demonstrate their true worth. Think about engagement, click-through, and conversion rates as a substitute.

Check out these 19 crucial social media metrics for ideas.

You might want to monitor various objectives for various social media platforms, or even various uses for every network.

Write down at least three social media goals as the first step in creating a successful social media marketing strategy.

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

Construct audience personas.

The key to success on social media is understanding your audience and what they want to see. You can then produce content that they will enjoy, engage with, and share. Additionally, it’s essential if you want to convert social media followers into paying clients for your company.

You should be knowledgeable about your target market when it comes to things like:

  • Age, place, and median income
  • typical industry or job title interests etc.

Here is a straightforward template and guide for developing audience/buyer personas.

You can target and engage your fans, followers, and customers on social media by getting to know them as real people with real wants and needs.

assemble data

Don’t assume anything. Do you believe Facebook is more effective than Millennials at attracting Baby Boomers? The data indicates that the largest age group on Facebook is in fact 30-49.

The demographics of your followers, their locations, and their interactions with your brand on social media can all be learned from social media analytics. You can improve your strategy and audience targeting thanks to these insights.

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

How to Develop a Social Media Strategy Step by Step

Step 3: Research your competitors.

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

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 help you set your own social media goals.

You’ll be better able to recognize opportunities.

Perhaps one of your rivals dominates Facebook but hasn’t invested much time in 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.

Listen to social media.

Another way to monitor your rivals is through social listening.

Run social media searches for the company name, account handles, and other pertinent keywords of the rivals. Find out what information they are sharing and what others are saying about them.

Use Hootsuite Streams to track pertinent accounts and keywords in real-time.

As you keep tabs, you might notice changes in the social media usage of your rivals and influential people in your sector. You might discover intriguing new trends. Or, you might notice a certain post or campaign that completely succeeds—or completely fails.

Make use of information like this to guide your own social media marketing strategy.

Step 4.Do a social media audit 

Review your efforts so far if you already use social media. Consider the following inquiries for yourself:

  • What is and is not working?
  • Who are you conversing with?
  • Which networks are used by your target market?
  • How does the competition’s social media presence compare to yours?

After gathering that data, you’ll be prepared to consider ways to get better.

To help you with this process, we’ve developed a step-by-step guide and template for social media audits.

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.

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 further my objectives?

By posing these difficult queries, you can maintain the focus of your social media strategy.

Search for fake accounts

You might find fake accounts using the names of your products or your company during the audit.

Despite the fact that they are stealing your legitimate followers, these imposters could harm your brand.

Declare them.

To make sure your fans know they are dealing with the real you, you might want to have your accounts verified as well.

How to obtain verification on:


  1. Create accounts and upgrade profiles

Select your preferred networks.

You must decide your strategy for each social network as you choose which ones to use.

According to Angela Purcaro, social media manager for Benefit Cosmetics, “For our makeup tutorials, we’re all about Snapchat and Instagram Stories. On the other hand, Twitter is reserved for customer service.

Even formats within networks are assigned different purposes by Hootsuite’s own social team. For instance, on Instagram, they use Stories to cover live events or quick social media updates while the feed is used to post high-quality educational infographics and product announcements.

For each network, create a mission statement. a succinct statement that will help you stay focused on one particular objective.

As an illustration, “In order to reduce email and phone volume, we will use Twitter for customer support.”

One more: “To assist with recruitment and employee advocacy, we will use LinkedIn to promote and share our company culture.”

You might want to consider whether a particular social media channel is worthwhile if you can’t formulate a strong mission statement for it.

Establish your profiles.

Create your profiles after deciding which networks to concentrate on. Or enhance the ones you already have so they fit your strategy.

  • Make sure to complete all of the profile fields.
  • Include search terms people might use to find your business.
  • Make sure your branding is consistent (logos, images, etc.) across networks to make your profiles stand out.
  • Use high-quality images that adhere to the suggested sizes for each network. For quick reference, refer to our constantly updated cheat sheet on social media image sizes.

Additionally, we have step-by-step instructions for every network to help you through the procedure:

  • Establish a Facebook business page.
  • Create a business account on Instagram.
  • Register for a TikTok account.
  • Open a business Twitter account.
  • Establish a Snapchat account.
  • Establish a LinkedIn Company Page.
  • Open a business Pinterest account.
  • Establish a YouTube channel.

Do not become overwhelmed by this list. Always keep in mind that it’s better to use fewer channels effectively than to spread yourself too thin trying to stay active on every network.

How to Develop a Social Media Strategy Step by Step

Step 6: Look for motivation

Even though it’s crucial for your brand to be distinctive, you can still get ideas from other companies that are successful on social media.

stories of social media success
These are typically located in the social network’s business section of the website. (For instance, here is Facebook’s.)

Case studies can provide insightful information that you can use to improve your own social media strategy.

winning campaigns and accounts

You can see examples of companies that are masters of social media by looking at the winners of The Facebook Awards or The Shorty Awards.

Check out Fridge-Worthy, Hootsuite’s biweekly awards program highlighting brands doing clever and astute things on social media, for some knowledge and amusement.

your social media favorite companies
Who on social media do you like to follow? What do they do to encourage interaction and content sharing from their audience?

One of the best Instagram accounts, for instance, is National Geographic, which combines eye-catching images with intriguing captions.

Step 7: Plan out your 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 spend interacting with the audience needs to be included in your social media content calendar as well (although you need to allow for some spontaneous engagement as well).

Establish a posting schedule.

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 activities, including blog posts, videos, and user-generated content re-shares as well as sharing links and images. Both your daily posting and content for social media campaigns are covered.

Your calendar also makes sure that your posts are published at the ideal times and are appropriately spaced out.

A helpful hint: Using Hootsuite, you can plan your entire content calendar and receive recommendations for the best times to post on each network based on your previous engagement rates, impressions, or link click data.

Choose the appropriate content mix.

Make sure your content strategy and calendar are in line with the goals you’ve set for each social media profile so that everything you post is contributing to the achievement of your corporate objectives.

You might choose to:

  • 50% of your content will increase website traffic.
  • The use of other sources will make up 25% of the content.
  • 20% of the content will help with lead generation objectives (newsletter sign-ups, ebook downloads, etc.)
  • The company culture will make up 5% of the content.

The right mix will be maintained if you include these various post types in your content calendar.

Try the 80-20 rule if you’re starting from scratch and unsure of the kinds of content to post.

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

You might also give the rule of thirds for social media content marketing a shot.

  • A third of your content should be used to market your company, convert readers, and make money.
  • Your content features stories and ideas from thought leaders in your sector or other like-minded companies in one-third of its composition.
  • Personal interactions with your audience make up one-third of your content.

Don’t post too frequently or infrequently

If you’re developing a social media marketing strategy from scratch, you might not yet know how frequently to publish content on each network to get the most engagement.

If you post too frequently, you run the risk of driving people away. However, if you post infrequently, you run the risk of appearing uninteresting to followers.

Start with the following advice on posting intervals:

  • Three to seven times per week on Instagram
  • Facebook: once or twice daily
  • Twitter: daily, 1-4 times
  • 1–5 times per day on LinkedIn

Pro tip: Once you’ve created a calendar for your social media content, use a scheduling tool to create messages ahead of time rather than posting frequently throughout the day.

Hootsuite, in our biased opinion, is the best social media scheduler. Every network can be scheduled for posts, and the user-friendly calendar view gives you a complete picture of your weekly social media activity.

Here is a brief video explanation of how Hootsuite’s post creation tool handles scheduling.

Step 8: Produce interesting content

Recall the mission statements you wrote in Step 5 for each channel? Now let’s dive a little deeper and give some examples of the kinds of content you’ll post on each network to accomplish your goal.

Here is a lengthy list of social media content suggestions to get you started if you don’t know what to post.

How to Develop a Social Media Strategy Step by Step

Here, the goal is to:

  • Ensure that your content serves each network’s objectives;
  • Display to other stakeholders (as appropriate) the type of content each network will likely feature.

When your coworkers inquire as to why you haven’t yet posted their case study, whitepaper, or blog post to TikTok, this last point will especially help you avoid any awkwardness. Linda, it’s not part of the plan!

The goal is to create content types that are appropriate for the network and serve the goals you’ve set for it.

For instance, if you’ve chosen to use Twitter primarily for customer support, it would be a waste of time to post brand awareness videos there. Furthermore, users of TikTok expect to see brief, unpolished videos, so you wouldn’t want to post incredibly polished corporate video ads there.

Prepare to update this section frequently as it may take some testing over time to determine which kind of content performs best on which kind of network.

Step 9 is reached as a result.

Step 9: Monitor performance and make necessary adjustments to your social media strategy
Your social media marketing 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.

Analyze performance indicators

You can track social visitors as they navigate through your website using UTM parameters in addition to the analytics available within each social network (see Step 2), allowing you to determine exactly which social posts are bringing in the most visitors.

Reexamine, test, and repeat everything.

Use the information as it becomes available to regularly reassess your strategy. Additionally, you can use this data to compare various posts, social media marketing campaigns, and marketing strategies. You can continuously improve your social media marketing strategy by testing new ideas to see what works and what doesn’t.

Surveys are another excellent tool for evaluating the effectiveness of your social media strategy. Find out if you are fulfilling the needs and expectations of your followers, subscribers to your email list, and website visitors. Also find out what they want to see more of. After that, be sure to follow through on what they advise.

completing your social media campaign

Warning: nothing is set in stone.

Social media changes quickly. While others experience demographic changes, new networks start up.

There will be times of change for your company as well.

As a result, your social media marketing strategy should be a living document that you continuously evaluate and modify as necessary. Make frequent reference to it to stay on course, but don’t be afraid to make changes to better reflect new objectives, resources, or strategies.

Keep your team informed whenever your social media strategy changes. They can then collaborate to help your company maximize its account balances.

Tips for Creating a Social Media Strategy.

One of the most important things you can do to promote your business is use social media to market your company. Use social media to post updates, photos, and videos about your company and what you’re selling. You can also use social media to connect with potential customers by providing valuable information about your product or service.

Use Social Media to Connect with Customers

Another important way to connect with customers is through social media. Use social media to share pictures, blog posts, and other content that will help customers learn more about your business and what you offer. Additionally, by using social media to build relationships with customers, you can develop a trusting relationship that will be beneficial in future dealings.

Use Social Media to Grow Your Business

In addition to using social media for marketing and customer connection, it’s also important to use social media for growth purposes. By growing your online presence and following up with customers regularly, you can ensure that you stay top of mind while marketing your business online.


Social Media can be a powerful marketing tool for your business. By using the correct platform and strategy, you can reach a wider audience and boost sales. Additionally, using social media to connect with customers can help you grow your business. If you’re not sure how to start out, consult a professional social media strategist to help you design a successful social media campaign. Thanks for reading!

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