Social Media Business Strategies

Social Media Business Strategies

Every company these days needs to have its own social media strategy, yet only about half of all businesses actually do.

Although many companies have a social media presence on specific platforms, they’re still not engaging those platforms with the right strategies, which means they’re also not meeting the goals they’ve set.

To use social media effectively, small businesses need to create a plan and follow it.

Social Media Objectives

The first step in creating a social media plan is figuring out why a business wants to use social platforms and how they can help it.

Once a company outlines its social media goals, it should make sure that all of them are achievable, measurable, and concrete.

For instance, if a business is only generating a dozen new leads every month, a good social media goal could be to generate 100 new leads over the next year.

This goal is also a lot more realistic than, for instance, aiming to generate 10,000 new leads in the span of 6 months.

While companies can set their own social media goals depending on their needs, some of the most common goals include brand awareness, lead generation, website traffic, and customer engagement.

When a company sets specific social media objectives, it’s able to establish markers of success for a social media campaign. This strategy also helps companies define the precise social media metrics they need to keep track of to understand the performance of their social media campaigns.

Target Audience

Once a company has defined its social media objectives, it’s time to learn as much as possible about the target audience, and the people the company wants to engage with on those platforms. The best strategy to figure out the target audience that companies can use is creating a buying persona for the audience segments they want to reach.

That means understanding the audience’s values, needs, points of view, and pain points. It also means knowing the demographics, psychographics, habits, and interests of the audience.

Companies also need to learn which social media platforms their customers prefer to use, which strategies influence their purchasing decisions, and which incentives make them make a purchase.

The better a company knows its target audience, the easier it becomes for them to engage with that audience on social media platforms in a way that generates the desired results.


Companies can select up to five different topics that the target audience finds interesting, that are relevant to a business, and that can optimize for search engines in terms of content.

All of the content that a business makes after establishing those core topics should be centered around helping consumers navigate the subject, while it should also utilize SEO strategies.

One of the easiest ways to create content is to simply answer questions that consumers already have and are sharing on various social media platforms.

However, it’s important to note that this type of content can have different formats, and in fact, companies are generally encouraged to reuse their content and turn it into multiple formats so it’s attractive and accessible to more consumers.