How to Create a Social Media Strategy
Posting without a plan isn't a strategy. Here's how to build one that actually drives results.
Let's be honest—most businesses are winging it on social media. A random post here, a sporadic story there, and a lot of hoping for the best. The result? Inconsistent content, low engagement, and a growing feeling that social media just "doesn't work."
Social media works incredibly well—when you have a strategy behind it. A real strategy isn't about going viral or posting every day. It's about showing up with intention, consistency, and a clear understanding of what you're trying to achieve.
Set Clear, Measurable Goals
What do you actually want social media to do for your business? Build brand awareness? Drive website traffic? Generate leads? Increase sales? Different goals require different approaches.
Get specific. Instead of "grow our Instagram," try "increase Instagram engagement rate by 25% in the next quarter" or "drive 500 website visits per month from social media." Clear goals give you something to measure and work toward.
Know Your Audience Deeply
Who are you talking to? Where do they spend time online? What content do they engage with? What problems are they trying to solve? The more you understand your audience, the more effectively you can create content that resonates.
Use platform analytics, customer surveys, and competitor research to build a clear picture of your ideal audience. Then create content specifically for them—not for everyone.
Choose Your Platforms Wisely
You don't need to be on every platform. In fact, being mediocre on five platforms is worse than being great on two. Choose the platforms where your audience is most active and where your content format shines.
B2B companies often thrive on LinkedIn. Visual brands do well on Instagram. Younger audiences flock to TikTok. Local businesses benefit from Facebook. Match your platform to your audience and your strengths.
Build a Content Calendar
A content calendar transforms social media from a stressful daily scramble into a manageable, strategic process. Plan your content at least two weeks in advance, mixing different content types and themes.
Include a mix of educational content, entertainment, behind-the-scenes, promotional posts, and community engagement. The ratio depends on your brand, but a good starting point is 70% value-driven content, 20% shared content, and 10% promotional.
Engage, Don't Just Broadcast
Social media is a two-way street. Don't just post and ghost. Respond to comments, engage with your audience's content, participate in conversations, and build genuine relationships.
The brands that win on social media are the ones that treat it as a community, not a billboard. Set aside time every day for active engagement—it's just as important as the content you create.
Measure and Adjust
Track your metrics monthly. What content performed best? What flopped? Which platform is driving the most results? Use these insights to refine your strategy over time.
Don't be afraid to pivot. Social media evolves constantly, and your strategy should evolve with it. What worked six months ago might not work today. Stay curious, keep testing, and let the data guide your decisions.
Let's Build Your Social Media Strategy
A strong social media strategy takes time to build, but the payoff is worth it. You'll stop guessing, start growing, and finally feel confident about your online presence.
Ready to stop winging it and start winning? We help businesses create social media strategies that connect with real people and drive real results. Let's get to work.
