Social media strategies are only successful if the content that is created is shared amongst the users on the platform. The content, videos, posts, and images. Should be “sticky” in that it encourages users to either share the content within their communities or convert. Conversion is any desired action by the marketing campaign.

Most social networks changed their algorithms and encourage sticky content that is shareable. Even if they are paid campaigns. If one or two users like a “post” then the post is further shared to more people. If the other people like the same post it is further spread to more people.

The benefit of shared content is that it carries an implicit endorsement from people who are trusted. Here are some tips to create a social media strategy that will create sticky content:

1.       Goals

social media goals

Any social media strategy begins with a goal. There must be something that the business wants to achieve at the end of a set period. The major goals that social media can help attain are

  • Increasing brand awareness
  • Generating leads
  • Getting sales
  • Growing the business’ audience
  • Increasing web traffic
  • Increasing community engagement

The goals should be S.M.A.R.T. goals. These are Specific, Measurable, Attainable, Relevant and Timebound.

If the business is planning to use different social networks, then each network can be used to target a different goal. For example, the size of Facebook can be used to get sales and leads while twitter can be used to increase brand awareness.

When tracking these goals, digital marketers should avoid vanity metrics like “likes”, and number of followers but they should look at things like engagement, click through rates and conversion rates. These helps make better actionable decisions.

2. Audience Research

social media audience

Social media platforms provide a wealth of information about the people who are on them. For example, on Facebook you can find out this information:

  • Age
  • Location
  • average income
  • Typical job title or industry
  • Interests

For the social media strategy to be successful, it will have to address the buyer personas and the audiences to meet their needs. If the audience is properly defined, then content can be created that will pique their interests. This will lead to the content being easily shared, engaged and more conversions.

The buyer personas and audience definitions can be easily gotten by interviewing current fans or followers to see why they joined the community and what they would like to see in the future.

3.       Knowing which social network to use

social media platform

Almost a century ago, there was a bank robber named John Dillinger. He was asked a simple question: why do you rob banks? His answer: that is where the money is.

Using john Dillinger’s logic, when choosing a social network to use, the digital marketer would choose one where his clients are.

Facebook is sometimes misleading having the biggest user base but at the same time its not the best platform for everything. For example, if fashion items are being sold to millennials and Gen Zs the best platform to use is Instagram. This is because the millennial audience is bigger over there and they respond favorably to images, videos, and stories.

There is no right or wrong social network to use but there is one that would lead to more conversion than the others.

4.       Quality content


User attention right now is more valuable than any stock on any market. Social media giants like Facebook and YouTube try to do everything to ensure that they can keep user attention. It is so important to them that they have changed their algorithms so often to maximize user attention.

As these two do not have their own content they rely on content creators. They will try and find engaging content to push to their users. When a post or video gets traction, they push it to the wider community hoping to get more of the attention.

There is a lot of content out there as we speak but none of it is worth being viral. As a digital marketer it is your job to create quality content that the social media networks will push on your behalf. To ensure that your content is better than most people you would need to see what your competition is doing. Not to copy them but to improve on how well you can tell your story.

Content themes

It is difficult to come up with good content on the regular. Even if you have great content creators, at some point they will be burnt out. One way of engaging the creatives is to come up with content themes. Like the name says content themes, creates content from themes. Various themes could include videos, photos, inspirational posts, education posts and entertaining posts.

User generated content

User-generated content is content created by the fans or followers in your community. This involves using the content they have come with, with their consent, to push your marketing message. You can do this by asking them to use hashtags tagging your business or activity they are doing.

The user content is authentic and helps to push the marketing message.

Time-sensitive content

Social media platforms like Snapchats realized they can make the most of fear of missing out (FOMO). They do this by having content only available for a short while then it is deleted forever. This became so popular that Instagram and Facebook have adopted it into their systems. They have new names like Instagram stories.

The benefit of these short clips is that they keep the content fresh and keeps people glued to their devices because they do not want to miss out on anything. As a marketer, it would be wise to tap on these contents to keep your audience always engaged.

Video Rules

YouTube and mobile devices have ruled this revolution. Many people would prefer to learn by watching engaging videos rather than reading lengthy contents. Video has become so important that only recently that LinkedIn has introduced LinkedIn videos.

Brands should take advantage of this opportunity to make videos that provide value to their communities.

5.       Scheduling posts

scheduling posts

Once you have come up with great content the next thing is to think about posting the content consistently. Businesses should figure out what time is the best time to post their content. Once the audience gets used to the posts coming out on a certain day and a particular time they will be looking out for the new information.

Scheduling posts way early in advances frees up time to do other things like see how well the content is doing, respond to various queries and comments and adequately plan for the next posts.

There are many paid options for scheduling posts but a simple excel or google docs sheet would go a long way to help with this. This would be your social media content calendar.

Having a posting schedule gives you the opportunity to carefully plan the kind of content you will have going up in the week or month.

Content can be divided into the following:

  • 50% for driving traffic
  • 20% to drive conversions (newsletter, sign ups, eBooks and downloads)
  • 25% from other curated sources
  • 5% will be about company culture.

6.       Tracking results


Tracking metrics are important to see what is and isn’t working. Through the data, we can make decisions that will help improve the performance of the social media campaigns. Tracking this information is so important that all major social media platforms have their own ways of doing it. There are Facebook and Twitter analytics.

In addition, you would also want to track the people who come to your site through Google analytics. Not all the metrics are important but here are some that should be kept on the fore ground:

  • Reach: this refers to the number of users who get to see your post.
  • Clicks: the number of people who clicked on any of your content, logo or company name. the clicks are important because they tell you the number of people who clicked which part of the post and gives you an idea how any people have moved down the marketing funnel.
  • Impressions: this the number of times your post could have been seen by your audience.
  • Engagement: this is the number of people who interacted with your posts divided by the number of impressions. The engagement includes clicks, likes, comments, shares, replies and messages on any of the posts. A high engagement ratio means that the post was a good one.
  • Hashtags or tags: these are keywords that have been added the pound symbol – #. This measures how many people are interacting the message you are pushing. Its mostly associated with twitter.
  • Mentions: this is the number of times one of the people in your audience has mentioned you in any posts
  • Shares: this is when your audience takes your content and shares it with their community

7.       Researching your competition

researching competition

Unless you are selling something incredibly unique or niche specific there is an exceptionally good chance that you are competing against other companies. And after you are successful in selling your unique product you are bound to face some competition.

Luckily through social media you can spy on your competition. This does not involve copying what they are doing but by looking at how they are achieving success. Followed by coming up with your own strategy that would bring better results. There will not be a need to reinvent the wheel.

Looking at your competition you will find that they have invested heavily on one channel and from there you can pick the channels they are not on. Once you corner this side of the market it would take them a while to catch up to you.

Social listening is an option for you to look at what your competitors are doing. You would research, their names, industry, and keywords. This should show you what they are sharing and what people in general are saying about them.


8.       Timely responses

twelve seconds

Many people expect companies to respond to their inquiries as soon as possible. Gone are the days where the customer would wait on the line to get to speak to a customer service representative. Knowing that they will be put on hold or asked to talk to a machine.

These days people know the best way to get a company’s attention is to tag them in any one of their social platforms and they will respond. This is more of social customer care. Quick and timely responses leave customers with a good feeling and they end up trusting the company they work with.

9.       Social media audit


Social media audits can be done at the beginning of the year or after a period of three to six months. This would be to assess if the goals that were targeted have been reached and if they haven’t how much has the marked been reached.

These are the kind of questions that would need to be answered:

  • What is or is not working?
  • Who is engaging with our content?
  • Is our target audience in this platform?
  • How well are we doing as opposed to our competition?

After looking at the audit, better decisions can be made to improve the general performance.

When a page or social media profile becomes increasingly successful, people out there create imposter accounts to build their own following. There have been several cases where one increasingly successful content creator has been badly copied. This ends up diluting the power of the brand and is harmful to it.


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