Social media strategy: how to perform in a changing world?
Are you looking for a better social media strategy? A social media strategy that performs well in 2021 and is closely aligned with your marketing objectives? More than ever, with the gradual lifting of lockdown measures, brands must adapt their presence on social platforms to create connections with consumers.
Why a social media strategy is more important than ever
As the song goes, thanks to the pandemic, “the world has changed.” For the past year and a half, people have turned en masse to social media for entertainment and communication. But now that the world is beginning to reopen, we are entering a period of transition.
People are doing more outdoor activities and reconnecting with others "in real life". They are also starting to return to restaurants and attend small local events, and possibly even sporting events, concerts, and other larger experiences.
Therefore, we should expect a change in behavior on social media. That's why it's so important to have a social media strategy . Remember: for a brand or company, simply being present and active on social media doesn't guarantee a return on investment. If you don't have a strategy (you don't know who your audience is and what your key messages are), it won't work. The algorithms are too smart, and the competition is too fierce.
The importance of content in social media strategy
We've discussed this several times before, but it always comes back to the same point: on social media and the web in general, content quality remains paramount. Whether it's the content you push to platform users (your current and potential customers) or the content you offer through your customer service, you must provide a top-notch editorial experience.
In concrete terms, this means that you need to plan your content production (what themes will you cover and at what time of year?), define your formats (video, podcast, blog article, etc.) and distribution channels, organize their creation with experts, etc.
At So Bang, we manage all these steps for and with our clients in order to obtain a social media strategy perfectly aligned with their marketing objectives as well as the context and opportunities of the moment.
How to create an effective social media strategy? The right questions to ask yourself
Before you begin, start by asking yourself the right questions. The first is to consider how social media can help you grow your business. Focus on what you're trying to achieve as a company and how social media will help you achieve that.
Next, clearly identify which social media platforms your target audience is on. The first element of any social media strategy is your audience. Who exactly are you trying to reach? You need to define a target audience for each social channel, because your audience on TikTok is certainly different from your audience on Facebook.
Keep in mind that you don't need to be everywhere with your social media strategy, especially if you're a small business. Typically, when you try to be everywhere, you'll be mediocre everywhere. So choose the social media platforms where your most important audiences are, because not all audiences are equally important.
Finally, don't forget to think about how you're going to amplify your social media content. If you plan to create a weekly Instagram Live, how will you let your audience know it's airing? Do you need to allocate some media investment to promote it? To build an effective social media presence, you'll need to answer all these questions.
Of course, building an effective social media strategy takes time, but a social media agency like So Bang can help you design and deploy it efficiently. And as always, we measure the results of the actions we implement. So Bang, So Social Media !
(article loosely inspired by “Social Media Marketing Strategy: How to Thrive in a Changing World”).