17.S: Social media strategy

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Social media can be used strategically in a number of marketing and communication challenges:

Community management
Support and customer service
Reputation management
Search engine optimisation
Communication and outreach
Advertising and awareness
Sales and lead generation
Insights and research.

Creating a social media strategy requires careful planning, and a strong foundation that will allow you to be dynamic.

The steps to creating a social media strategy include:

Get buy-in
Understand the landscape
Analyse
Set objectives
Create an action plan
Implement
Track, analyse, optimise!

Figure \(\PageIndex{1}\): The steps involved in a social media strategy

Social media is a vital strategic consideration for any brand. Whether your organisation is actively involved in social media or not, your consumers are. If nothing else, this means that there is market data available to you, if you just take a little time to find it.

Organisations that make a considered move in the social media sphere will find it both challenging and rewarding. The rapid feedback loop can often change preconceptions or even marketing plans, as the voice of the customer is amplified through social media. In addition, the collaboration with passionate customer stakeholders is extremely rewarding.