Why is a Social Media Strategy so Important?

A social media strategy is the foundation for your digital communication. It defines which goals you want to achieve, which target groups you want to address and how you want to effectively distribute your content. Without a clear strategy, you risk wasting resources and not reaching your target group.

Advantages of a well-thought-out Social Media Strategy:

• Clear objectives for all social media activities

• Consistent brand presence

• Measurable results

• Efficient use of resources

• Stronger engagement of the target group

How do you Build a Social Media Strategy?

Step 1: Define your Objectives

Define measurable goals that you want to achieve with your social media presence. Examples:

• Increasing brand awareness

• Generating leads

• Increasing website traffic

• improving customer retention

Use the SMART principle to formulate your goals specifically, measurably, attainably, realistically and time-bound.

Step 2: Target Group Analysis

A deep understanding of your target group is crucial. Ask yourself:

• Who are your customers?

• On which platforms are they active?

• What content interests them?

Tools like Google Analytics or Social Media Insights can help you collect relevant data.

Step 3: Choose Platforms

Not every platform is suitable for every company. Choose platforms based on:

• your target audience

• the content you want to share

• your resources

Step 4: Create a Content Strategy

Develop content that appeals to your target audience and fits your goals.

Questions to answer:

• Which topics are relevant?

• Which format is suitable (text, image, video)?

• How often should you post?

Tools like Markero can help you find topics, create content and even schedule posts directly from the app.

Step 5: Develop an Editorial Plan

An editorial plan ensures consistency and helps plan content in advance. It should include the following:

• Content

• Posting times

• Responsibilities

• Objectives for each post

Step 6: Community Management

Active community management is an integral part of any social media strategy. Respond to comments, answer questions and interact with your community to drive engagement.

Step 7: Measure and Optimise

Use analytics tools to monitor the success of your social media strategy. Measure:

• Reach

• Engagement rate

• Conversion rate

Based on this data, continuously optimise your strategy.

Social Media Strategy Example: a Practical Guide

Let's say you are a local gym and want to improve your social media presence.

1. Objective:

   • 20% increase in membership sign-ups in six months

2. Audience analysis:

   • Age: 20-40 years

   • Interests: fitness, health, nutrition

3. Platform selection:

   • Instagram, Facebook and YouTube

4. Content strategy:

   • Instagram: before-and-after photos and fitness tips

   • Facebook: member success stories

   • YouTube: workout videos

5. Editorial plan:

   • 3 Instagram posts per week

   • 2 Facebook posts per week

   • 1 YouTube video per week

6. Community management:

   • Reply to comments and like posts daily

7. Success measurement:

   • Instagram follower growth of 15%

   • Engagement rate of over 10%

What does a Social Media Strategy Include?

A social media strategy encompasses several components:

• Goals: What do you want to achieve?

• Target groups: Who do you want to address?

• Content: What content fits your brand?

• Channels: Where should you be active?

• Measurement: How do you evaluate success?

A holistic view of these elements ensures that your strategy is effective.

Social Media Strategy Concept: Planning and Implementation

A social media strategy concept is the framework for your digital communication. It serves as a guide for all stakeholders and helps to achieve your goals. Use tools like Markero to collect ideas, create content and plan your posts. Markero not only allows you to create content, but also to post directly and schedule your posts automatically.

Example of a Concept:

1. Goal:

   • More traffic to the website

2. Measures:

   • Creating blog posts and sharing them on social media

3. Resources:

   • Content manager and designer

4. Budget:

   • €1,000/month for ads

Sources and Further Links

You can find more information and resources here:

• Wikipedia: social media marketing

• Reddit: r/socialmedia

• GuteFrage: What makes a good social media strategy?

• Markero – Everything for your social media strategy

A well-thought-out social media strategy is the key to your digital success. Use the approaches and tools presented here to optimise your presence and achieve your goals. Good luck!

Editorial policy

Our blog articles exclusively offer content written by experts in marketing and online marketing in particular. We guarantee the highest quality and timeliness of our posts, which are designed to provide practical insights and specific strategies.

Quality assurance

• Expert knowledge: All articles are written by experienced experts in the field of marketing and digital strategy.

• Timeliness and relevance: Our content is regularly reviewed to ensure it is always up to date.

Editorial responsibility

• Dr Axel Jockwer (https://www.linkedin.com/in/axeljockwer/), an expert in marketing and digital strategies, is responsible for the editorial quality assurance and thematic direction of our blog. Publication list: https://www.jockwer.com/lehre-und-veroffentlichungen