Social Media Strategy Do You Need One?

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Social Media Strategy Do You Need One?

Do You Think You Have a Successful Social Media Strategy?

You know the cliché “don’t put the cart in front of the horse!” That’s exactly what many businesses do when they say they need a social media strategy. That’s the wrong way to look at it. I’ll explain and I think I’ll convince you (if you need convincing).

Social Media is a Channel

Would you agree with me that social media is a channel for communication and engagement? When you use social media you connect with people and communicate with them. And, hopefully you have some meaningful engagement with some of them. Unless you are a “lurker,” this is probably how you use social media.

When you get in your car, the roads you drive are also channels. The roads provide the channel to get to a destination. But, do you ever get in your car to drive without a destination? If you don’t have a destination, the roads are pretty meaningless. With a destination, or a purpose for getting in your car, the roads are very meaningful.

What’s Your Social Media Destination?

Back to social media. If you think you need a social media strategy, what’s your destination? We can equate this to your goals or objectives. This is an excellent question to ask before you set out on a social media strategy. But, there is still another question that is just as important.

Assuming you want to use social media for measurable business value, who is going to care about your business in social media and why will they care?

It’s All About Content

No one will care about your business in social media unless you deliver content of interest. So, the question to ask is what is your content strategy?! Develop your content strategy first, and then identify how you will implement your content strategy through social media and other communication channels.

Think of it this way. If your content strategy is rock solid, and you do a good job of communicating it in social media channels, then people will share it. Some people will “like” it in Facebook. Google is looking at who those people are. They are looking for the relevance of the people that share and “like” your content. When those people are relevant to your content, you gain favor with Google’s current algorithm. Such is the evolving nature of SEO, or as some would call it social media optimization.

Develop a Content Strategy

The “horse in front of the cart” approach to social media is to develop a content strategy. Identify who the people are you want to reach. Develop personas for each type of person you want to reach and identify their pain points (the issues they care most about), and then write your content against this plan. Use social media as one of (not the only) channels of communication and engagement.


Bernie Borges

Bernie Borges is CMO of Vengreso, the leader in digital sales transformation. He's also Host of the award winning Modern Marketing Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is also a trainer and speaker. He has a passion for guiding clients in aligning marketing and sales for accelerated revenue results. Bernie enjoys kayaking with his family in Tampa Bay, going to hockey games and you'll find him at the gym at 6am Monday through Friday, rain or shine.

  • Bill W

    I like what you are saying here but I think that these are things not separate from your Social Media strategy but rather the components that make it up.

    • FindandConvert

      I think we're saying the same thing. I think. Not sure.
      Thanks for reading the post and for commenting.

  • jefflogden59

    Nice post. Agree that content strategy comes before social media. But deep buyer personas come before content strategy. You need a deep and broad understand of prospective buyers BEFORE you embark on Content Marketing.

    Would love to hear from others here.

    Jeff Ogden, the Fearless Competitor
    Find New Customers

    • FindandConvert

      I totally agree with you!

      I guess others are shy about commenting on this topic.

  • @fearlesscomp

    Thanks Bernie. IMHO, the better your research on buyer personas, the better and more engaging your content. All the best.

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