Social Media Strategy
                     Social Media Strategy
Alok Academy
Why You Need a Social Media Strategy:
❏ There are many benefits to having a social media strategy.
It’s help you to expand your other marketing efforts, so your content 
has the chance to be seen by a wide audience, and hopefully, the right 
audience.
 It will also help you to build brand awareness.
Social media is a key driver for word of mouth, one of the most powerful 
ways to connect with your audiences.
One of the most important parts of your social media strategy                 
                  is “buyer persona”.
A buyer persona helps you determine who your ideal customer is. 
Understanding who you want to reach will guide you in a variety of 
ways, from choosing the right social media platforms to use, to creating 
the best mix of content to share, to being able to target advertising to 
the right audience.
 Make sure you understand all the basic demographics about your buyer 
persona like age, gender, income, occupation, interests, motivations, 
and objections. But if you can, also go a few steps further and dig into 
their psychographics — which websites they visit, which online shops 
they frequent, and which social sites they like best. Social media gives 
you the ability to be more personal and really hone in on the right type 
of persona for your products and services, so the more you know, the 
better you can target social audiences. 
Crucial Piece Of The Social Media 
Promotion:
Aligning your social strategy to your business objectives. Having business goals and 
objectives in place will make it easier for you to create social media goals that will 
transform viewers and readers into buyers. As with your business goals, you want your 
social media goals to use the S-M-A-R-T method: specific, measurable, achievable, relevant 
and timely.
As an example, if your company has a goal of building brand awareness among college 
students, one of your social media goals might be to develop videos with content that’s 
helpful or funny for college students, and set an advertising goal of reaching 250,000 
college students by the end of the year. Even better, you can set a secondary goal of 
having the students interact with the content in some way — commenting on it or sharing 
it with their friends — thus increasing brand reach and giving you a direct way to measure 
if and how you’re meeting your goal.
Social Media Platforms:
1. Facebook                                      6.Pinterest    
2. Youtube                                         7.Snapchat
3. Instagram
4. Twitter
5. LinkedIn
Facebook:
Facebook is potentially one of the most important platforms to your 
social media strategy. That’s because it currently boasts over two 
billion users — far more than the largest country, China, with 1.4 
billion people living within its borders.
There are two types of Facebook pages: a personal page and a 
business page. You might have heard organic reach is better on a 
personal page, which is true, but there are several reasons you should 
use a Facebook business page for your company instead.
Facebook requires businesses to use business pages and can                 
            shut down pages that do not comply with their policy.
Personal pages have a 5,000 person friend limit, whereas business 
pages can have millions of followers. Having a business page also gives 
you access to analytics (they call them Insights) and the ability to 
correctly categorize your company for search, add a mission statement, 
a product catalog, awards, and give your customers the chance to give 
reviews. 
But the most important reason for you to have a Facebook Business 
page is for advertising. Facebook advertising allows you to hypertarget 
the audiences you care most about, including your own prospect lists so 
you can directly deliver content of value. You can also use Facebook 
Advertising across their other services — Instagram, Facebook 
Messenger, and WhatsApp. Adding a Facebook pixel on your website 
even helps you retarget those visitors with                                             
ads on Facebook.
Youtube:
With over 1.3 billion users, YouTube is the second largest social 
network and, interestingly enough, it’s also the second largest search 
engine in the world — behind Google, of course. To give you a sense of 
its importance, more than 300 hours of video are uploaded to YouTube 
every minute and almost 5 billion videos are watched on Youtube 
every single day.
When it comes to marketing on the platform, YouTube offers a variety 
of interesting possibilities.
Instagram:
 It’s owned by Facebook, but the audiences and purposes are a bit 
different. It’s the third largest social media platform and the fastest 
growing. Instagram is a photo- and video-based social network, and 
users follow individuals and brands to be delighted by interesting 
visuals. Instagram is a younger network, with 90% of its audience under 
the age of 35, but even that is shifting as more and more individuals 
adopt the platform.
Instagram is important because it has very deep engagement, 
especially for brands.Over 80% of users follow at least one brand 
account. Forrester tells us that engagement with brands on Instagram is 
10 times higher than Facebook, 54 times higher than Pinterest, and 84 
times higher than Twitter
Twitter:
 Twitter is the ultimate by-the-minute news network. It’s a place where 
you can see what’s happening in that very moment around the world, 
whether it’s someone feeling an earthquake in China or watching a 
football game in Boston. Users share messages of up to 280 
characters, called “tweets,” which can include photos, videos, links, 
and animated .gifs. To give you a sense of the volume of information 
shared, there are more than 500 million tweets sent every day. 
Twitter reports that 80% of their advertisers’ inbound social customer 
service requests happen on Twitter.
LinkedIn:
LinkedIn is the platform most business-to-business, or B2B, marketers 
are familiar with. It used to be a network primarily used for recruiting, 
but these days it’s also becoming a platform to find the latest news 
and to stay networked with people all over the world.
 It’s a great way to look up individuals you might be meeting with, or 
to find out more about a prospect you’re interested in reaching out to. 
Additionally, it’s a great place to build thought leadership, to offer 
value through targeted advertising, to network in groups, and to share 
content that will drive links back into your website properties.
Pinterest:
Pinterest is a channel many people think of as only for business-to-
consumer, or B2C, but there are a myriad of ways B2B companies can 
take advantage of the platform. If you aren’t familiar with Pinterest, 
it’s essentially a series of shared, often thematic bulletin boards where 
users can “pin” images, video, and links that resonate with them.
Pinterest is the average life of a pin is over three months, whereas on 
Twitter, a post’s life is a matter of minutes and on Facebook, maybe an 
hour. Pinterest pins build SEO with referral traffic — referral traffic that 
can directly turn into leads and sales.
Snapchat:
Snapchat is a channel that lost a bit of market share to Instagram 
when Instagram Stories launched, essentially copying the Snapchat 
business model.
 Like Instagram Stories, Snapchat stories disappear after 24 hours. 
There are a bevy of filters users can employ to liven up video and 
images. Today, brands can advertise with stories more dynamic and 
longer lasting than personal snaps. The Snapchat audience skews 
young, with its largest demographic between the ages of 12-24. 
Social Media KPIs
1.Reach
2.Engagement  
3.Return on investment, or ROI  
4.Retention and Loyalty
KPIs: Reach
●Follower count: how many individuals follow your social channels.
 ● Impressions: how often your content is viewed.
 ● Mentions: how many times your brand is mentioned across social 
channels.
 ● Share of voice: how many people are talking about your brand vs. 
the competition.
KPIs: Engagement
●Likes or favorites indicate that your viewers appreciate the content.
●This is a simple action and often one of the biggest vanity measures but useful to measure 
to determine if the content is of interest.
●Comments indicate direct engagement with your content.
●Sharing and retweets demonstrate that your audience cares enough about the content 
that they want to let others know. This also increases reach and awareness
●Customer ratings and reviews demonstrate strong engagement and opinion. They are also 
one of the biggest indicators to other people that a product or a service is worth buying
●Inbound website links from social media show that your content is interesting enough for 
your audience to click through to your site. 
KPIs: Return on investment, or ROI  
● Direct sales revenue from social media, such as orders that come in from a coupon or 
links into your website that lead to purchase.
 ● Lead conversions from social media campaigns. This may vary from company to 
company but could include email signups, downloads of materials like an eBook, or 
activations of trial software.
 ● Support costs per customer. If your business goal is to reduce customer support call 
costs, for example, you may want to set KPIs for how many calls you can offset by helping 
them on your social media channels instead.
 ● Lifetime value. This is the projected revenue a customer will generate in their lifetime. 
There are a variety of ways to calculate this number, and how you acquire the customer — 
in this case, through social media, especially acquisition plays and customer touch points 
— will affect the lifetime value.
KPIs: Retention and Loyalty
●Customer reviews and ratings - mentioned previously, these are a fantastic measure of 
how your customers think about your brand and products.
 ● Issues resolved demonstrates how well you’re doing (or not doing) taking care of your 
customers through social media.
 ● Another metric to consider in tandem is your SLA, or service-level agreement. In the 
social space the SLA usually refers to how long time passes between when a customer 
reaches out and when there is a response. Note that a response doesn’t always mean the 
issue is resolved--that might be another KPI to consider.
 ● Time to resolution: How long it takes for a question that comes in from social media to 
receive not just a reply, but a resolution.