Social Media Strategy – The 101 Guide On Optimizing It For Better Results

October 26, 2021
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There is nothing such as a one-size-fits-all social media strategy. How your strategy will look depends on plenty of factors, e.g. your audience, your location, your budgets and the product itself. 

Your first strategy might not be perfect, though. Optimizing your social media strategy is actually an ongoing process, and we’ll point you how you can improve yours to deliver better business results.

people running

1. Learn more about your audience

Let’s make it simple: you’ll never succeed if you don’t know exactly who your ideal customers are. Your product or service is most probably designed for a specific group of people. You should know thoroughly what these people’s characteristics are.

Start by finding out the answers to some of these questions, and you’ll be able to market your product effectively.

  • How old are they? For example, are they rather young adults or people in their 40’s?
  • Where do they live? Can you target them globally or is your service available only locally?
  • How often do they use social media? When are they active online?
  • Which social media channels are they using? Is it rather Facebook and Instagram, or maybe LinkedIn, or just the opposite: TikTok?
  • Does your target audience have a lot of time that can be spent on social media? 
  • What potential problems do they encounter in their everyday life? 
  • What are they interested in?

Answering these questions will help you create a robust social media strategy that’ll be focused on your target audience needs and interests. That’s the only way to attract their attention and build engagement.

man building a wall

2. Know what solutions work for you

By understanding your audience, you’ll be able to discover which content is the most interesting for them and is the most likely to gather high engagement and interest in the future. 

However, there is more to it than that. You should also always have a list of proven methods of communication with your audience. 

Are you not sure which of your posts managed to engage your audience the most? You can use, for example, an external social media analytical app, like Sotrender, to easily find that out.

3. Test it out for yourself 

Social media world is constantly changing, and so can your target audience be. Having tried and tested methods is necessary but it may not be enough to ensure a constant growth of your channels. 

It’s now time to try something new. Whenever these are new targeting options, new content types or new topics, you should sometimes implement changes to your social media activities and monitor whether they have a positive impact on your overall performance.

Women working computer cafe

4. Invest in ads but make sure they’re worth it

As I’ve already mentioned, nearly no social media manager is happy with their organic reach nowadays. There is obviously an alternative: ads. But if you’d like your content to shine bright on users’ feeds, your budget should be spent in a smart way.

Creating ads, including preparing copy, graphics and targeting, is one thing, but only subsequent analysis will tell you whether your ads were worth it or not. 

For example, Facebook ads seem to be especially popular now. Analyzing data in Facebook Ads Manager, though, is no one’s favourite thing, I guess.

It’s hard to make conclusions quickly only by taking a look at the numbers in an excel-ish looking table. You can again use, though, a social media analytical tool to quickly get access to data about your ads. Sotrender now also offers the Sotrender Ads module, so within one tool you can monitor both your organic and paid efforts.

people having a meeting

5. Keep an eye on your competitors 

Unfortunately, you’re not a standalone player on the market. Most probably you have quite many competitors that are also trying to catch the attention of your customers (yes, even right now).

There is only one way to get ahead of them, and it’s quite a simple one. You should know what your competitors are doing on social media. I mean not only monitoring what they are posting, but also when (at what times).

It’s also important for you to understand what tone of voice they’re using in their communication and how they’re stating the advantages of using their products. Finally, don’t forget to check which of their posts gathered the highest engagement, just as you did with your own content. To put it simply, watch your competitors like a hawk.

hawk

6. Repurpose existing content 

As a content creator and a social media manager, you most probably spend quite a lot of your time on brainstorming and creating content. Especially with the decreasing organic reach, you can’t afford to produce and publish content that is not getting enough attention.

It’s not the end of the world if some pieces of your content are underperforming. To guarantee you a maximum viewership, though, you should focus on repurposing and reusing your content. 

What does it mean? Simply that you should publish a post that has already gone live, but in a different way.

Did you post a video? Now create a static graphic focusing on only one key information. Did you share an article from your blog? Now try catching users’ attention with a short and entertaining video instead.

filming

When it comes to creating and repurposing content you should also remember about the 80/20 rule. First interpretation says that you should spend 20% of your time (and budget) on producing a piece of content, and 80% on its promotion and distribution. 

Another interpretation of the 80/20 rule says that 80% of your content should be educational or entertaining, and only 20% promotional. 

Both of them are 100% right and you should always remember about them when optimizing your social media strategy.

Summing up 

That sounds pretty reasonable, huh? The process of optimizing your social media strategy is not a piece of cake and requires you to have an extensive understanding of both your target audience and the market. But no worries, you can get there

About the author

Klaudia Żyłka is a Senior Marketing Specialist at Sotrender, a tool for social media analysis. For over 6 years now, she’s been attracting quality leads for businesses she worked with. As a result, she specializes in content and email marketing, and is a huge fan of Quora and an active user of this platform. She loves Instagram, travelling, and her dog, a Jack Russell Terrier. 

Klaudia Żyłka