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Social Media Strategy (Part1)

Social media can be defined in a business sense as consumer generated media. A company listens to customer opinions, interacts with and produces results based on what their customers are saying. Today’s consumer wants an online interactive experience to help them in their purchase considerations. A company that is not seen to embrace social media is doing itself a dis service in the current digital marketing arena. This strategy article aims to show how a social media strategy would align within any communication, marketing or sales outline already in place within a company or corporate infrastructure.

A good social media strategy needs to interact through a variety of different channels, ensuring that a constant use of variety of media is included; all of which drive traffic directly to your chosen market point. When looking at social media as a marketing channel care needs to be taken to include some, if not all, of the following:

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Initial aims

  • Communication
  • Collaboration
  • Education
  • Entertainment

Target audience

  • Customers
  • Media
  • PR

This list will grow and change constantly

Ideas generation

  • Align to your company communication strategy what are the key milestones that need promotion- social media campaigns can be set to align to these key dates


  • Monitor analytics and ROI to see if campaigns are having the desired effect.

Areas for build process

  • Websites
  • Mobile apps
  • Blogs
  • Facebook
  • YouTube

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Initial aims

Communication -Aim to communicate with your audience through a variety of channels Twitter, email, newsletter, Facebook, LinkedIn, YouTube, Blogs all use the pull marketing format to bring perspective customers to your chosen destination.

Collaboration – comment on other key blogs, Facebook pages, forums or micro blogging posts. This is the first area of engagement with your audience.

Education – aim to educate your audience through your own blog articles, YouTube videos, Facebook fan pages and micro blogging posts

Entertainment – engage with your audience and entertain them be it with YouTube video footage, Facebook fan pages – these give you a hook to use pull marketing leverage to bring your audience to your desired communication. Through the use of gamification you can engage with your audience further, make your marketing fun, give an interactive ‘gaming type’ experience. Apps for iPhone, Android are great brand promotion along with further pull marketing strategy.

Target Audience

This will be an ever fluid medium and will often overlap from one channel to another. You will know your desired target audience some suggested audience segmentation is:

Customers both new and returning,
PR – news desks,
Media – magazines, television.

Ideas Generation

This will align with your current communications, marketing and sales strategies. A timeline for key messages will help generate social media campaigns to coincide with such key milestones within these strategies such as a new model launch or motor show PR.


The beauty of a social media campaign is that it allows you to easily monitor results on an hour by hour basis and change key wording if necessary. All channels of social media allow for strong analytic metrics so that campaign growth and performance can be monitored.