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Social Media Strategy

16th November 2017

Social Media Strategy

Facebook, Twitter, Instagram, LinkedIn, the list goes on… Social Media is everywhere.

Whether using one platform or five, for five minutes a day or for five hours, it is likely that almost all of you will be using social media in some capacity. That is why, for businesses, social media is the greatest marketing tool around.

Social Media platforms offer companies a 24/7, direct communication method with an almost unlimited amount of customers. And best of all it is free! Whatever your business is – whether it’s a clothes shop or a solicitor, a café or an estate agents – it is vital that you have an online presence. However, being present is just the start. In order to be effective, you need a solid social media strategy in place.

Yesterday we held the second edition of our morning networking session, Bridgwater Breakfast Club. The guest speaker was the amazing Harriet Brine. Harriet is a social media consultant who helps small businesses succeed online with strategic digital marketing. You can find her website here.

Harriet gave a brilliant presentation on how to put the perfect social media strategy in place, in order to effectively grow your business. Here are a few suggestions.

The Right Platform

The first step is ensuring that you are targeting the correct people on the correct platform. Each platform is effective for different reasons. Facebook, for instance, is a personal platform and is therefore ideal for B2C communications, whereas Twitter and LinkedIn are much better for B2B. If you were a visual business taking lots of pictures, you’d be looking to use Instagram. Using the right platform with the right target audience is crucial to effective social media use. For example, here at Red Berry Recruitment we expect to mainly communicate with our candidates on Facebook and our clients on Twitter. We have therefore created a social media strategy that fits this.

Tone & Voice

Another step in creating the perfect strategy is ensuring you use the right tone and voice when posting online. This will differ from company to company because it is all about your brand and values. Have a think about your business – who you are, what you stand for – and think about how you want to be perceived by your customers. Using social media correctly is all about portraying your personality well, you want to build up your customers’ interest and trust by showing who you are online. Try to get your brand across through the tone you use.

Good Content

Posting the right type of content at the right frequency and time is vital. People don’t want to be overloaded with content from businesses trying to sell things. They want content that is interesting and entertaining, that will catch their attention and captivate them. Think quality over quantity. If you flood your followers’ timeline with endless posts they are likely to get annoyed and unfollow you. It could even put them off ever using your business again. Think about what it is that your customer wants to see.

Also, think about the time you are posting your content, as each platform has different peak audience times. There’s plenty of research on the web about when most people are online. Have a look at it and try to schedule your posts to suit that. For example, the peak times users go on Instagram are early in the morning and late at night.  

Aligned Goals

Finally, make sure your social media goals are the same as those you have set for your business. Look at your business goals and think about how you can work towards them using the different social media platforms, then work this into your strategy. You do not want to waste your time and energy on social media if there is not going to be any added-value to your business, so ensure that your goals are co-ordinated.

The digital world can be daunting for many, but the opportunities it presents businesses – especially small and medium-sized ones – are never-ending. Having the right strategy in place puts you in pole position to take advantage of them.





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