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Crafting a Winning Social Media Strategy: From Planning to Execution

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social media strategy

A well-defined social media strategy is important for any business looking to grow its online presence and engage effectively with its target audience. Without a well-thought-out plan, efforts can become ineffective. 

A clear strategy provides direction, ensures consistency, and helps measure success against set objectives. It also allows businesses to allocate resources efficiently, target the right audience, and adapt to changing trends and feedback.

Steps to Create a Social Media Strategy

Building a strong social media strategy involves a few important steps:

  1. Define Your Goals: Identify what you want to achieve with your social media efforts. Goals could include increasing brand awareness, driving website traffic, generating leads, or boosting sales.
  2. Understand Your Audience: Take the time to research who your target audience is. Learn about their demographics, interests, and online habits. This way, you can create content that truly connects with them.
  3. Choose the Right Platforms: Not all social media platforms will suit your business. Choose platforms where your target audience is most active. 
  4. Create a Content Calendar: A content calendar helps you plan and schedule your posts, keeping your content consistent and well-organised.
  5. Engage with Your Audience: Social media isn’t just about posting content; it’s about interacting with your audience. Respond to comments, engage in conversations, and build a community around your brand.
  6. Analyse and Adjust: Regularly check your social media metrics to see what’s working and what isn’t. Use these insights to tweak your strategy and keep improving.
social media strategy

Setting SMART Goals (Specific, Measurable, Achievable, Relevant, Time-bound)

Setting SMART goals is essential for measuring how effective your social media strategy is:

  • Specific: Clearly define what you want to achieve. Instead of vague goals like “increase followers,” specify “increase Instagram followers by 10%.”
  • Measurable: Ensure that your goal can be quantified/measured. This allows you to track progress and determine when the goal has been achieved. For example, “increase website traffic by 20%.”
  • Achievable: Set realistic goals that you can reach with the resources you have. While it’s good to aim high, make sure your goals are attainable to keep everyone motivated.
  • Relevant: Your goals should align with your overall business objectives. If your business goal is to increase sales, a relevant social media goal could be “generate 50 leads per month.”
  • Time-bound: Set a deadline for achieving your goals. This creates a sense of urgency and helps in planning and executing your strategy effectively. For example, “increase newsletter sign-ups by 15% within the next quarter.”

Implementing these steps and focusing on SMART goals will provide a solid foundation for a successful social media strategy!

Creating a Content Calendar

social media strategy

Benefits of a Content Calendar

A content calendar is a must-have for any social media strategy, bringing several important benefits:

  • Organisation and Consistency: It helps you plan and schedule your posts, ensuring a steady flow of content that keeps your audience engaged. Consistent posting helps maintain visibility. 
  • Time Management: By planning, you can avoid last-minute scrambles and make more efficient use of your time.
  • Content Variety: It allows you to balance different types of content, such as promotional posts, educational content, and user-generated content, ensuring a diverse feed.
  • Strategic Alignment: A content calendar ensures that your posts align with your broader marketing goals and campaigns, maximising their impact.

How to Plan and Organise Content

Planning and organising content for your social media calendar involves a few key steps:

  1. Set Your Goals: Start by defining what you want to achieve with your social media efforts. Your goals will help guide the type of content you need to create.
  2. Key Dates and Events: Mark important dates such as holidays, company events, product launches, and industry events. Plan content around these dates to stay relevant. 
  3. Brainstorm Content Ideas: Generate a list of content ideas that align with your goals and audience interests. This can include blog posts, videos, infographics, user-generated content, and more.
  4. Create a Posting Schedule: Decide how often you will post on each platform. Consistency is key, but the frequency will depend on your resources and audience preferences.
  5. Develop Content: Start creating your content in advance. This might involve writing copy, designing graphics, shooting videos, or curating user-generated content.

Use a Calendar Tool: Utilise tools like Google Calendar, Trello, or social media management tools like Hootsuite or Buffer to map out your content. These tools help you visualise your posting schedule and keep track of what needs to be created and when.

Tools and Templates for Content Calendars

There are several tools and templates available to help you create and manage your content calendar:

  • Google Sheets/Excel: These easy and customizable tools let you create a basic content calendar that fits your needs perfectly.
  • Trello: A project management tool that offers flexible boards, lists, and cards to organise your content by date and type.
  • Hootsuite: A comprehensive social media management platform that includes features for scheduling posts, monitoring social media activity, and tracking performance.
  • Buffer: Another popular social media scheduling tool that helps you plan and publish content across various platforms.
  • CoSchedule: A marketing calendar that integrates with your social media, email marketing, and blog planning, providing a focused/ compact/ consolidated place to manage all your content.

Using these tools and templates can streamline your content planning process, ensuring you stay organised and on track with your social media strategy

Understanding Social Algorithms

social media strategy

Overview of Algorithms on Major Platforms (Facebook, Instagram, LinkedIn)

Facebook: Algorithm’s favours content that encourages meaningful interactions between users. It considers factors like user engagement (comments, likes, shares), post recency, and the type of content (video, links, text updates). Posts from friends and family are given higher priority over those from brands and pages.

Instagram: Algorithm’s focus on user engagement and relationships. It ranks posts based on the likelihood of a user engaging with the content, the timeliness of the post, and the user’s relationship with the content creator. Posts that get more likes, comments, and shares are more likely to show up at the top of users’ feeds.

LinkedIn: Algorithms prioritise professional and relevant content. It considers factors such as the likelihood of engagement, the creator’s network, and the recency of the post. LinkedIn also emphasises personal connections and professional interests, making posts from your network and industry-related content more visible.

How Algorithms Impact Visibility and Engagement

Social media algorithms significantly impact how visible your content is to your audience and how much engagement it receives. By prioritising content that drives interaction, these algorithms encourage users to engage more with the platform, creating a more personalised experience. However, this means that without a strategy to optimise content for these algorithms, posts may receive less visibility and engagement.

  • Engagement Rates: Higher engagement rates can lead to more visibility as algorithms push content that people interact with.
  • Timeliness: Fresh content is more likely to be promoted by the algorithms, making regular posting crucial. 
  • Content-Type: Different content types (videos, images, text) may perform differently across platforms, impacting visibility.

Tips to Optimise Content for Each Platform’s Algorithm


  • Encourage Engagement: Ask questions or create content that invites comments and shares.
  • Use Quality Visuals: High-quality images and videos can capture attention and increase engagement.
  • Post Consistently: Regular posting helps keep your content fresh and timely.


  • Utilise Stories and Reels: These features are preferred by the algorithm and can help increase your visibility.
  • Engage with Followers: Respond to comments and engage with your audience to build relationships.
  • Use Hashtags: Relevant hashtags can help increase the reach of your posts.


  • Share Professional Insights: Content that provides value to professionals tends to perform well.
  • Network Engagement: Engage with your connections’ posts to increase visibility for your own content.
  • Publish Articles: Long-form content can build your authority and boost engagement on LinkedIn.

Ignite your Social Media Strategy 

Want to improve your social media strategy? Get in touch with Something Social Marketing for a personalised consultation. We’ll help you craft a strategy that gets results and connects with your audience.

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