SOCIAL MEDIA

MARKETING
STRATEGY

Dr. Rajesh Gupta

• https://www.youtube.com/watch?v=oaHRACgJqKw&t=12s
Creating a successful social media
marketing strategy involves several
key steps.

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1. SET CLEAR OBJECTIVES

Define specific, Examples: Increase

measurable, brand awareness,
achievable, relevant, drive website traffic,
and time-bound generate leads,
goals boost engagement

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GOAL 1: INCREASE BRAND
AWARENESS
G OA L 2 : G E N E R AT E L E A D S A N D S A L E S
• Whether online, in-store or directly through your social profiles, followers don’t make
purchases by accident. For example, are you alerting customers about new products
and promos? Are you integrating your product catalog into your social profiles? Are
you running exclusive deals for followers? Social media gives you an avenue to
generate revenue
GOAL 3: GROW YOUR BRAND’S
AUDIENCE
• Bringing new followers into the fold means finding ways to introduce your brand to
folks who haven’t heard of you before. Growing your audience also means discovering
conversations around your business and industry that matter the most.
GOAL4: PROVIDE HOLISTIC
CUSTOMER CARE
• Although 76% of consumers value quick responses, providing quality customer care
isn’t just responding rapidly. Consumer expectations have evolved. Some 70% of
consumers expect brands to provide a holistic experience with personalized responses
that fit their unique customer service needs.
GOAL5: DRIVE TRAFFIC TO YOUR SITE
TO I L L USTRATE R O I O F S O C I AL E F F ORTS
• If you’re laser-focused on generating leads or traffic to your website, social media can
make it happen. Whether through organic promotional posts or social ads, keeping an
eye on conversions and URL clicks can help you better determine your ROI from social
media.

• Any combination of these goals is fair game and can help you better understand which
networks to tackle, too. When in doubt, keep your social media marketing strategy
simple rather than complicating it with too many objectives that might distract you. Pick
one or two and rally your team around them.
2. KNOW YOUR AUDIENCE

Create detailed Identify their

buyer personas to demographics,
understand your interests, behaviors,
target audience and preferences

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3. CHOOSE T HE RIGHT P LAT F ORM S

Select social media

Focus on platforms
platforms based on
where your
your target
audience is most
audience and
active
business goals

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FAC EB O O K
• Facebook is a must-have for brick-and-mortar businesses looking to target local customers.
Allowing check-ins and reviews, it’s a prime place to grow a dedicated local following. Plus,
they have an incredible chatbot functionality that can take your customer
service and marketing campaigns to the next level.
• Like many social algorithm changes, the platform’s algorithm change in late 2022 posed a
challenge to some businesses looking to grow their Pages and stay in touch with fans
consistently. The earliest algorithm prioritized Likes, but today’s is much more sophisticated
and focuses on showing users the most relevant, meaningful content based on inventory,
signals, relevancy scoring and other factors. That said, Facebook’s ad platform is the gold
standard for social media ads because it can help businesses cut through the noise and
lessen the impact of algorithm changes.
I N STA G R AM
• At its core, Instagram is a network centered around visual content. A major hub for
brick-and-mortar businesses, e-commerce shops and influencers alike, the platform
encourages brands to get creative. From eye-popping photos to clever captions, it’s all
about finding unique ways to show off what you’re selling.

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LINKEDIN

• LinkedIn is a network laser-focused on business trends and networking. LinkedIn is a

goldmine, especially for anyone networking in the B2B space. Looking to get in touch
with an influencer, marketing manager or CEO? Chances are you can find them here.

• There are so many benefits of using LinkedIn marketing beyond networking, including
content distribution and lead generation. We also have a guide for LinkedIn best
practices so you can get full advantage of those benefits.
• YouTube

• Although some might not regard YouTube as a traditional social network, the
platform’s active and engaged community speaks for itself. Considering that video
represents the top-performing type of content across nearly every social network,
YouTube is a great place to house your videos if you’re already producing them.
4 . C O M P E T I T O R A N A LY S I S

Analyze Identify successful

competitors' strategies and
social media areas for
presence differentiation

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A social media competitive analysis, specifically, will help you:

• Identify who your competitors are on social media

• Know which social media platforms they’re on

• Know how they’re using those platforms

• Understand how well their social and content strategies are working

• Benchmark your social results against the competition

• Identify social threats to your business

• Find gaps in your own social media marketing strategy

Here are some surprising insights a social media competitive analysis can give you:

• Performance benchmarks for your own business, such as average followers, engagement rates,
and share of voice

• Ideas for the best times to post on social media (since your audience is likely online at a similar
time)

• An understanding of the potential customer pain points

• New (and better) ideas for content that may resonate with your audience (or that, conversely,
does NOT resonate with your audience, and which you might want to avoid)

• An understanding of how to communicate with your audience on certain platforms (i.e.,

casually or formally)

• Ideas for ways to differentiate your brand

5. CON T E N T ST RAT E GY

Develop a Align content

content calendar with your brand
with a mix of voice and
content types messaging

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 ST E P S O F CO N T E N T ST R AT E GY
• Identify and set goals

• Research your audience

• Analyze your competitors

• Audit your current social content

• Choose your content types

• Build a content calendar

• Promote and distribute your content

• Measure results
6. ENGAGEMENT PLAN

Respond to
Outline how you'll
comments,
engage with your
messages, and
audience
mentions promptly

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• Social media engagement is an umbrella term for actions that reflect and measure how much your
audience interacts with your content. Social media engagement can include likes, comments and
shares, but varies by platform.
• For example, on Facebook, engagement means all possible ways of interacting with a Page’s
posts and profile, messages and mentions, all added together. But engagement can be divided up
into different areas:
– Interaction with your Page: call-to-action button clicks, profile clicks, any tab clicks
– Interaction with your posts: comments, likes, shares
– Interaction in direct messaging: messaging a Page or responding to a message
– Interaction with other Pages: mentions of your Page, commenting on other Pages’ posts
7. CONSISTENT BRANDING

Maintain a
Use the same
consistent brand
profile pictures,
image across all
cover photos, and
social media
brand colors
platforms

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8. PAID ADVERTISING

Consider allocating Utilize targeted

a budget for paid advertising for
social media better reach and
campaigns engagement

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9. IN F LU E N CE R COLLABORAT I ON

Identify and Leverage their

collaborate with audience for
influencers relevant increased brand
to your industry exposure

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1 0 . A N A LY T I C S A N D
TRACKING:

Use analytics Monitor

tools to track engagement,
performance reach, clicks,
metrics. and conversions.

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1 1 . A DJ U ST A N D OP T I M I Z E

Regularly analyze
Test different
performance data
types of content
and adjust your
and posting
strategy
schedules
accordingly.

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12. SOCIAL MEDIA
CALENDAR

Plan and
Ensure a
schedule posts
consistent
in advance using
posting
a social media
frequency.
calendar.

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1 3 . U S E R - G E N E R AT E D
CONTENT

Encourage users
Showcase user-
to create and
generated
share content
content to build
related to your
trust.
brand.

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14. COMMUNITY BUILDING

Create and
Foster a sense
participate in
of community
discussions
among your
related to your
followers.
industry.

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15. CRISIS
MANAGEMENT PLAN

Have a plan in
place to address
negative
feedback or
potential crises

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1 6 . I N T EG R AT I O N W I T H OT H E R
MARKETING CHANNELS

Ensure your Integrate social

social media media with email
strategy aligns marketing, content
with your overall marketing, and
marketing plan. other channels.

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17. STAY U P DAT E D

Remember, a successful Social media marketing

social media marketing Regularly assess your strategies vary across
strategy requires ongoing performance metrics and platforms due to differences
monitoring, adaptation, and adjust your tactics to better in audience demographics,
a willingness to experiment resonate with your audience content formats, and
with new approaches engagement styles

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Social media marketing strategy requires
ongoing monitoring, adaptation, and a
willingness to experiment with new
approaches. Regularly assess your
performance metrics and adjust your tactics
to better resonate with your audience.
F B TAILORE D ST RAT E GIE S

Utilize a diverse mix of content, including videos, images, polls, and articles.
Content Mix:
Leverage Facebook Live for real-time engagement.

Facebook Create and engage with Facebook Groups relevant to your industry.
Groups: Use groups to foster community and share valuable content.

Paid Invest in targeted Facebook Ads to reach specific demographics.

Advertising: Utilize retargeting campaigns for users who have interacted with your brand.

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F B TAILORE D ST RAT E GIE S

Interactive Create interactive content such as polls, quizzes, and contests to boost engagement.
Content: Encourage users to share their opinions and experiences

Facebook Live can boost engagement and reach.

Live Video: Host live Q&A sessions, product launches, or behind-the-scenes events to connect with your audience in real-
time.

Audience Encourage comments, likes, and shares to increase organic reach.

Engagement: Ask questions, run polls, and respond promptly to user interactions.

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YOUTUBE

• 1. Quality Video Content:

– YouTube is a video-centric platform; focus on high-quality, engaging content.
– Create tutorials, product demonstrations, vlogs, and storytelling videos.

• 2. SEO Optimization:
– Optimize video titles, descriptions, and tags for search visibility.
– Research keywords, use compelling thumbnails, and create playlists for better discoverability.
• 3. Consistent Schedule:
– Consistency is key for YouTube success.
– Stick to a regular uploading schedule to build a loyal subscriber base.

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YOUTUBE

• 4. Collaboration:
– Collaborate with influencers or other creators for broader reach.

• Feature guests in your videos, participate in collaborations, and cross-

promote on social media.
• 5. Community Engagement:
– Foster a community around your channel.
– Respond to comments, ask for audience input on future content, and host
giveaways or contests.

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LINKEDIN

• 1. Professional Content:
– LinkedIn is a professional network, so focus on industry-related content.
– Share thought leadership articles, industry insights, and company updates.

• 2. Networking and Engagement:

– Build professional relationships through engagement.
– Comment on relevant posts, join industry groups, and connect with professionals in your field.
• 3. Company Page Optimization:
– Optimize your company page for professionalism and brand consistency.
– Use a professional logo, create a compelling banner, and regularly update your company
information.

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LINKEDIN

• 4. Native Video Content:

– LinkedIn now supports native video.
– Share video content such as interviews, product showcases, and company culture highlights.

• 5. Thought Leadership:
– Establish your brand as a thought leader in your industry.
– Publish long-form articles, share case studies, and participate in industry discussions.
• 6. Employee Advocacy:
– Encourage employees to share company updates and industry content.
– Leverage LinkedIn's platform to showcase your company culture.

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GOOGLE

• Google My Business:
– Optimize your Google My Business profile with accurate information.
– Encourage customers to leave reviews on your Google business page.

• Google Ads:
– Use Google Ads for targeted advertising across the Google network.
– Implement keywords relevant to your business.

• Google Posts:
– Utilize Google Posts to share timely updates, offers, and events.
– Keep posts concise and visually appealing.

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TWITTER

• Real-Time Engagement:
– Leverage Twitter for real-time updates and engagement.
– Use trending hashtags to increase visibility.

• Twitter Chats:
– Participate in or host Twitter chats related to your industry.
– Engage with participants and share valuable insights.

• Visual Content:
– Use images and videos in your tweets to increase engagement.
– Keep tweets concise and encourage retweets and shares.

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I N S TA G R A M

• Visual Storytelling:
– Leverage Instagram's visual nature for storytelling.
– Use Instagram Stories for behind-the-scenes content.

• Hashtags and Explore Page:

– Research and use relevant hashtags to increase discoverability.
– Aim for a spot on the Instagram Explore page by creating engaging content.

• Instagram Shopping:
– Utilize Instagram Shopping features for direct product tagging.
– Leverage shoppable posts to drive sales.

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S N A P C H AT

• Leverage Snapchat for ephemeral, time-sensitive content

• Use Snapchat Stories for day-in-the-life content

• Create branded geofilters for events or locations

• Encourage users to share snaps using your geofilters

• Share exclusive discounts or offers via Snapchat

• Use scarcity and urgency to drive engagement

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PINTEREST

• Optimize your content for Pinterest's visual discovery

• Create visually appealing pins and boards

• Utilize rich pins for product details, recipes, and articles

• Include keyword-rich descriptions in your pins

• Partner with influencers for collaborative boards

• Leverage Pinterest as a shopping and idea discovery platform

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SOCIAL MEDIA MARKETING

• https://sproutsocial.com/insights/social-media-marketing-
examples/

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EFFECTIVE SOCIAL MEDIA
M A R K E T I N G ST R AT E GY

• https://www.socialmediatoday.com/social-business/7-key-steps-
creating-effective-social-media-marketing-strategy

• https://sproutsocial.com/insights/social-media-marketing-
strategy/

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 KPI FOR SOCIAL MEDIA MARKETING
• Reach. Post reach is the number of unique users who saw your post. How much of your
content actually reaches users’ feeds?
• Clicks. This is the number of clicks on your content or account. Tracking clicks per campaign
is essential to understand what drives curiosity or encourages people to buy.
• Engagement. The total number of social interactions divided by the number of impressions.
This sheds light on how well your audience perceives you and their willingness to interact.
• Hashtag performance. What were your most-used hashtags? Which hashtags were most
associated with your brand? Having these answers can help shape the focus of your content
going forward.
 KPI FOR SOCIAL MEDIA MARKETING
• Organic and paid likes. Beyond a standard Like count, these interactions are attributed
to paid or organic content. Given how much harder organic engagement is to gain,
many brands turn to ads. Knowing these differences can help you budget both your ad
spend and the time you invest in different formats.

• Sentiment. This is the measurement of how users react to your content, brand or
hashtag. Did customers find your recent campaign offensive? What type of sentiment
do people associate with your campaign hashtag? It’s always better to dig deeper and
find out how people talk or feel about your brand.
 KPI FOR SOCIAL MEDIA MARKETING
• Video views. This varies by platform, but refers to the number of views you receive on a video. Some
channels treat video views as impressions–like TikTok–and others get super detailed with views. For
example, Instagram offers views metrics for Stories, Reels and Live. Facebook and LinkedIn count a
view when a user watches a video for at least three seconds. From the popularity of TikTok to live
streaming, video is taking the internet by storm, so familiarize yourself with social video engagement
metrics if you plan to use it in your strategy.
• Follower growth. Follower growth measures the net new followers you earned within a set time frame.
Follower count on its own doesn’t tell the whole story: knowing how many followers you gained can
help you prove the value and return on investment for campaigns, content types and social media
experiments.
• Follower growth rate. This percentage shows how quickly your audience is growing or declining over
time.
 KPI FOR SOCIAL MEDIA MARKETING
• Reply time. This refers to how long it takes for your team to reply to a customer message or
@-mention on social.
• Total response volume. The sum of responses your team sends to customers.

• Customer satisfaction score (CSAT). A CSAT shows how satisfied customers are with your
product, service or brand as a whole. You can use social messaging to measure CSAT by
DMing customers and asking them how likely they are to refer your business. Or by working
with your customer care team to formalize a survey for after interactions.
• Impressions. The number of times a piece of content was displayed to users. Impressions
can indicate how well you’re promoting your account, content, campaigns, ads, etc.
 KPI FOR SOCIAL MEDIA MARKETING
• Brand mentions. This number tracks how many times a brand is mentioned in
posts/comments, whether the brand is directly tagged or not.

• Share of voice (SOV). This indicates where your brand ranks in the market compared to
competitors. SOV can help you understand how much of the industry conversation
your brand dominates.

• Conversation rate. This metric measures how many people you convert to take a
desired action on social, such as making a purchase, downloading gated content, or
signing up for a free trial, webinar, newletter, etc.