Social Media Marketing | Digital Services | Content Design

Making a Social Media Strategy

How To Make a Social Media Strategy

How to Create a Social Media Strategy

Step 1

Location based channels are the first area to make sure your listings are correct, up to date with information such as “free Wi-Fi”, and fresh images.  These sites include:

Location based channels are the first area to make sure your listings are correct, up to date with information such as “free Wi-Fi”, and fresh images.  These sites include:

  • Google Places
  • Google Local listings
  • Google Maps
  • Facebook places
  • Foursquare
  • Bing Maps
  • TripAdvisor, Yelp and other channels if they are relevant to your trade.

Google Places is organized like a traditional phone directory would be, so the first thing Google will want you to do is search for your phone number. It is possible that Google has already created a basic Google Places profile of your business. The phone search will tell you if that is the case.

Some entries for your business on Android Apps for mobile devices, such as Facebook Nearby Places and Google Local Places, may have been entered already by members of the public, they even may have reviews and images posted up.  These will have to be claimed as your business and edited and verified.

Step 2

Check your Google+ profile and the tools available for website insights are set up so you can monitor how customers use your website and social media.  You will probably have a Google account with your website analytics in place configured by your web developers. Make sure all the necessary details for your business are correct and set up and integrate Adwords if you wish to advertise with Google.

Google+ personal profiles are necessary to access the tools and data Google provides.  A business Page and the business listings (places / local) can be managed within your Google account.

If you plan to blog and create content you can create a Google Authorship, which verifies your content as being genuine and helps you website / social media in Google searches.

Step 3

Profile Images for your Pages and Listings.

If you have company logos to use for the “profile image” make sure they are the correct specifications for the particular social media channels and choose images for the Headers, also to the correct spec, at hand in a file on your computer ready to upload.

Choose images that represent your branding, make sure they are lively and the right colouring that make the best impression for visitors.

Now you have the framework of profiles made.

The next stage is creating the social media strategy.

Step 1

Research where your “customer profiles” participate on social media.

You can use your personal Facebook, Twitter and Google+ account to research interests, join existing groups, “Like” pages  and find out about events locally and internationally that are relevant.  It is amazing what you can find to connect with and the communities that are based around an interest or activity, such as cycling, water colour painting, walking.

Step 2

Using all the research and ideas you have found, plan out a time scale (social media calendar) of themes for your social media strategy.

Step 3

What type of content will you need: images, written snippets of information, blogs prepared, videos made.

Step 4

Which channels you will focus on?  Google+ is really a must now, with Facebook and Twitter being the big established channels. These may not be right for you – there are many other channels that could be right for some trades, such as Tumblr blog, good for the creative visual subjects, or Instagram for a constant feed of image updates if you are busy events or news type of business or Shop. Pinterest is also good for shopping and product based companies, such as home, fashion, beauty, travel. A great degree of images on Pinterest are amazing beautiful world photos that are stunning and popular to share.


Step 1

Create posts with the images and content you have planned interspersed with spontaneous updates, keeping to the plan you have laid out.

With a plan, you can schedule some posts, spread different versions of the same theme over the various channels so all have their own interest.  Some posts can be the same over the channels to stress a point, such as a special offer / promotion or a news bulletin, but varying the “interests” type posts will add uniqueness to each channel.

Focus on one or two channels if time is less available.

Step 2

The research you have made will need to be continued so you are “on-the-ball” in your business field. Pick out quality posts/blog articles/information/ to share on your news feed from other companies or individuals.  This is a way of building, connecting and establishing followers and fans

Step 3

Comment on any posts and reply to any comments you get on your pages / profiles across the channels you are managing.  This keeps your profile “out-there” and discoverable by new followers and potential customers.  Join in conversations, ask questions, and create dialogue.

Step 4

Stick to the plan, evolve it an evaluate it using insights tools.  You will be able see how your posts perform, which get the most likes and shares to indicate to you what your customers respond well to.

Step 5

Invite people to like or join your Pages or Channels and encourage them by being interesting and informative.  This can be done in any e-mail / paper correspondence, all printed advertising, welcome packs and “thank you” receipts, brochures and leaflets.

There has to be a reason why people would follow your page, so keep that in mind when creating posts for social media.  Keep focused on your customers’ needs and interests.


Build up an audience / followers / fans take time.  Quality people that are genuinely interested in your company / product and themes of interest created around your business will eventually lead to paying customers –

Or, as word of mouth works, digitally and verbally, spread or recommend your business socially.

Procedure to making a Social Media Strategy