What is social media strategy?

Defining a social media strategy for a client or for yourself is sometimes quite a tricky thing to do. When you read about social media marketing and the power of Facebook and Twitter for brands it looks easy on the surface; throw up a Facebook page and a Twitter account, maybe throw in Linkedin and YouTube. Hell why not just get a presence on every social network there is? It works for Starbucks doesn’t it? Doesn’t it? Yes it works for Starbucks because they a huge multinational company, with staff who spend time on it.

Every business is different, even within the same sector. Take for example the wine industry. We have three clients who are wine producers in France. They all sell wine. They all sell it in a different way and they all have a different story to tell. They are all different personalties and are all at different stages in business maturity. This is why they all have different marketing and social media strategies. There is no ‘one size fits all’ social media strategy that you can pull off Google and apply to your firm. It takes research, experience and know-who in the application of it.

Here are some things to start you thinking about who to approach your own strategy.

1. What is your overall marketing strategy? How will digital tie in?

2. What can you do to differentiate from every other company like yours on the net?

3. What is your existing customer/client relationship like? What do they know about you already and what do you want to tell them?

4. Who is your audience? More importantly who is your target audience?

5. What are your goals? Yes I know you want to make more money but do you want to create buzz to get people coming through Twitter to your site to register interest in your product? If so what do you need to do to entice them?

6. How much time do you have to invest in this?

It’s never mattered more. The web, search, email and social media have become the critical tools every firm has to get right. I hope this helps get you started.


Jaime Steele

Jaime specialises in brand strategy, creative concepts, naming strategies, digital media marketing and technical project management. He has a strong background in delivering and managing social media and digital marketing campaigns for both small start-ups and blue chip companies.

He has also worked with many top professional athletes, advising on personal branding, sponsorship and social media.