Social Media Strategy · Module 6
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Index
Social media connects businesses with customers, builds trust, and grows audiences. Choose platforms based on your goals and audience.
| Type | Description | Example |
|---|
| Mainstream | Large audiences; good for brand awareness | Instagram, TikTok, YouTube—showcase products, build visibility |
| Niche | Specific interests; highly targeted engagement | Strava for fitness—challenges, tips, event sponsorships |
| Emerging | Newer platforms with growing audiences | Threads, BlueSky—early-mover advantage; evolving features |
| Benefit | Description |
|---|
| Join the conversation | Connect in real time. Respond to tags and mentions to build trust. |
| Build trust | User-generated content (UGC) often feels more authentic than ads. |
| Stay top-of-mind | Regular posts keep the brand visible and engaged. Algorithm reward consistency. |
| Learn and improve | High vs low engagement signals what content works. |
| Platform | Strengths | When to Use |
|---|
| Instagram | Visuals, Stories, Reels, Shopping | Product promotion; authentic moments; influencer collaborations; social commerce |
| TikTok | Short-form video, trends, Shop | Viral trends; behind-the-scenes; younger audiences; creative challenges; live shopping |
| YouTube | Long-form, Shorts, ads | Tutorials, reviews; brand stories; SEO value; ads for broader reach |
| LinkedIn | B2B, professional networking | Business insights; recruiting; industry thought leadership; B2B lead gen |
| Facebook | Community, groups, events, Marketplace | Build local community; run ads; host events; older demographics |
| Pinterest | Visual inspiration, discovery, Shopping | Fashion, home, food; themed boards; drive traffic via pins |
| Threads | Text-based conversation, Meta integration | Real-time discussion; brand personality; cross-posting from Instagram |
| BlueSky | Decentralised, chronological feed | Tech-savvy audiences; authentic, ad-free engagement (for now) |
3. Social Strategy and Engagement
| Strategy | Description |
|---|
| Identify relevant platforms | Choose where your audience is (e.g. clothing → Instagram/TikTok, tech → LinkedIn/YouTube). |
| Create engaging profiles | Include brand story, location, contact, visuals, values. |
| Build and engage | Encourage follows with promotions or competitions; promote via email. Check local laws for contests. |
| Foster community | Reply to comments, join discussions, share UGC. Be consistent—selective engagement harms trust. |
Engagement Plan (3 Steps)
| Step | Focus |
|---|
| 1. Engage | How will you spark conversations? Replies, questions, polls. |
| 2. Plan content | What resonates? Visuals, tips, stories. |
| 3. Encourage community | Contests, promotions, events to deepen relationships. |
4. Choosing and Setting Up
Aligning Sites with Strategy
| Factor | Consideration |
|---|
| Business goals | E.g. selling → platforms with shopping features (Instagram Shopping, TikTok Shop). |
| Customer personas | Where does your audience spend time? See 03 - Know Your Digital Customers. |
| Customer journey | Use See, Think, Do, Care to match platforms to each stage. |
Business Accounts
| Aspect | Action |
|---|
| Why | Analytics, ad tools, contact buttons, shopping features. Personal accounts lack these. |
| Setup | Use business account type (e.g. Instagram Business, LinkedIn Company). Use business email. |
| Alignment | E.g. Instagram Business allows product tagging for shopping. Keep profile updated. |
5. See, Think, Do, Care on Social
Match platforms and activities to each stage. The same platform can span multiple stages.
| Stage | Focus | Platform Fit |
|---|
| See | Awareness, discovery | Ads, influencers; short, snappy, visual content (Reels, TikToks, Shorts) |
| Think | Consideration, engagement | Longer content—videos, tutorials; showcase products; carousel posts |
| Do | Conversion | Built-in shopping (Instagram Shop, TikTok Shop); view products, reviews, buy in fewer steps |
| Care | Loyalty, advocacy | Direct messages, customer stories, ongoing engagement, exclusive community content |
6. Management and Growth
Building a Strong Profile
| Element | Description |
|---|
| Profile type | Use business account. Separate personal and professional. |
| Key info | Location, contact, website. |
| Visual branding | Consistent across platforms; adapt style per platform (polished vs casual). |
Growing Your Presence
| Tactic | Description |
|---|
| Post regularly | Mix formats (images, videos, carousels); experiment. Consistency signals reliability to algorithms. |
| Interact in comments | Reply to build relationships; be consistent with positive and negative feedback. |
| Share UGC | Highlight customer content; builds trust and community. |
| Mission and USPs | Use content to show purpose and differentiators. |
| Customer focus | Content for their needs; respond quickly to feedback. |
| Influencers | Partner with aligned influencers (see ). |
| Contests and discounts | Run giveaways; tag friends. Clear rules; follow local regulations. |
Content Tips
- Repurpose blog posts or guides into short social snippets and carousels
- Share testimonials, reviews, feedback screenshots
- Use AI for ideas, captions, and scheduling (see 3. Using AI for Content Creation)
Paid social advertising: For detailed guidance on social media ads (targeting, ad types, budgets, and analytics), see 5. Advertising on Social Media.
7. Influencers
Influencer Categories
| Type | Followers | Best For |
|---|
| Nano | 1K–10K | Small budgets; high engagement; authentic |
| Micro | 10K–100K | Niche audiences; moderate budget |
| Macro | 100K–1M | Mass awareness; diverse audiences; higher budget |
| Mega/celebrity | 1M+ | Global campaigns; high visibility; substantial budget |
Partnership Types
| Type | Description | Benefit |
|---|
| Paid partnerships | Influencer creates aligned content | Control over messaging |
| Sponsored content | Influencer discusses product; light guidelines | Reach; genuine feel |
| Product gifting | Free products for review; no payment | Authentic word-of-mouth; lower cost. Check ad laws. |
| Affiliate marketing | Unique links/codes; commission per sale | Track performance; identify top influencers |
| Brand ambassadorships | Long-term representation; events, campaigns | Strong loyalty; consistent representation |
| UGC creators | Create content in the style of organic posts; may not post on their own profile | Authentic-looking content for your ads; scalable |
Considerations
| Factor | Notes |
|---|
| Cost | Varies by tier; higher reach = higher cost. Research benchmarks. |
| Fit | Inauthentic partnerships damage trust. Align with audience and values. |
| Control | Gifting = more freedom; paid = more control. |
| Regulations | Varies by region. Disclosure required (#ad, sponsored). Contracts help. |
| Review process | Approve content (captions, tags) before posting. |
| Research | Vet influencers before collaborating. Use tools (Modash, CreatorIQ) for audience verification. |
Tips for Success
- Prioritise high engagement and loyal audiences over follower count
- Set one clear, measurable goal per partnership
- Track with UTM links, promo codes, or affiliate tracking
8. Pitfalls and Best Practices
Common Pitfalls
| Pitfall | Avoid By |
|---|
| Over-selling | Mix sales with valuable content: tips, updates, behind-the-scenes |
| One-way communication | Monitor comments; respond; address complaints. Balance AI tools with human touch. |
| Spreading too thin | Focus on 2–3 key platforms. Quality over quantity. |
| Neglecting research | Understand audience, preferences, behaviours. |
| Overlooking analytics | Track what works; refine strategy; optimise timing. |
| Ignoring platform nuance | Each platform has its own culture, algorithm, and content style. Tailor accordingly. |
Best Practices
| Practice | Description |
|---|
| Consistency | Regular, varied content. Schedule posts in advance using management tools. |
| Measure | Use platform insights; track engagement, shares, views. Refine based on data. |
| Stay current | Algorithms and features change frequently. Follow platform blogs and creator communities. |
9. Measuring Success
Reporting vs Social Listening
| Approach | Focus |
|---|
| Reporting | Engagement—likes, comments, shares; performance metrics. |
| Social listening | Conversations; opportunities to join; what’s trending. Tools: Brandwatch, Sprout Social, Mention. |
Understanding Data
| Metric | What It Tells You |
|---|
| Follower growth | How your audience is expanding |
| Top-performing posts | What content resonates |
| Audience demographics | Age, location, interests for tailoring content |
| Reach vs impressions | How many unique people saw content vs total views |
| Engagement rate | Interactions ÷ reach — more meaningful than vanity metrics |
| Type | Purpose |
|---|
| Platform insights | Built-in data from Instagram, TikTok, YouTube, LinkedIn, etc. |
| Management tools | One dashboard; schedule; track; compare platforms (Hootsuite, Buffer, Sprout Social, Later) |
| Listening tools | Brand mentions, competitors, trends; improve products and content (Brandwatch, Mention) |
| Web analytics | What happens after clicks; traffic, conversions, content impact (GA4) |
10. Checklists
Content Plan Checklist
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