Social Media Strategy

Overall

A social media strategy is simply a plan for how you intend to use your social media as a part of your overall marketing strategy. First and foremost, your goal audience (think ideal client) should be defined. Secondly, you want to be where they are and also create content that is beneficial to them. As quickly as the algorithms change, if you are producing content for the algorithm and not your ideal client you are focusing on the wrong audience.

Choosing which networks to join for your practice should be determined by which networks your target audience uses. It is more important to choose 2-3 social media networks and do them really well rather than taking on 4-6 networks and spreading yourself too thin.

While it can be tempting to share as much content as possible on your chosen profiles, quality of content over quantity of content is much more valuable. Publishing at consistent times when your audience is online can also help with your overall engagement. Type of content should also be tailored to your audience based on their past engagement on post types. Think of content that is uplifting, helpful, educational, and shareable that gives value to your audience!

Facebook

• Users: 1.79 billion daily active users worldwide

• Audience: Baby Boomers, Generation X and millennials

• Industry impact: B2C

• Best for: Brand awareness; advertising

Instagram

• Users: 1 billion monthly active users

• Audience: Primarily millennials

• Industry impact: B2C

• Best for: Natural-looking media, behind-the-scenes, and user-generated content; advertising

Twitter

• Users: 186 million daily active users worldwide

• Audience: Primarily millennials

• Industry impact: B2B and B2C

• Best for: Public relations; customer service (hours updates, reviews, contact info updates)

Other:

NextDoor

• Users: 27 million monthly active users

• Audience: Primarily older millennials and younger baby boomers

• Industry impact: B2C

• Best for: Brand awareness; advertising

LinkedIn

• Users: 675 million monthly active users worldwide

• Audience: Baby boomers, Generation X, and millennials

• Industry impact: B2B

• Best for: B2B relationships, business development, and employment marketing

TikTok

• Users: 689 million monthly active users worldwide

• Audience: Primarily generation Z and millennials

• Industry impact: B2C

• Best for: Brand awareness; entertainment

Pinterest

• Users: 416 million monthly active users worldwide

• Audience: Primarily older millennials and younger baby boomers

• Industry impact: B2C

• Best for: Visual advertising; inspiration

With billions of individuals on social media it is easy to get overwhelmed and feel the need to be everywhere and do everything. It is important to remember who your ideal client is and your overall practices' mission, keeping this in mind can help guide you through social media marketing decisions.   

For the most up to date information and guidance on which platforms to use for your clients, please reach out to the Helpdesk or your Client Success Coach.