Creating a Great Social Media Strategy

Great content deserves great social media strategies. Ad4!’s social media strategies effectively amplify any marketing campaign. Achieve the best results by creating a social media plan that you can follow and adjust. Your social media plan will allow you to engage with your existing audience, attract new people, drive more traffic, and reach your marketing goals. The following are tips on creating a high performance social media plan:

1.) Plan what to share: As a content creator, you know what your audience is looking for.

By reviewing your Facebook feed, you will see what friends see and share as entertaining and can be a go-to source for fresh content. You should think of your social media as the best source of information in your niche and include your own content and figure out what it should contain to make readers overlook any other information source.

You will need to focus on sharing content that your niche will support. If your audience thinks your content reflects how they feel, they are more likely to share so make sure to pick causes related to your niche.

2.) Plan how you will share: The value and entertainment you provide can instantly make your content more shareable.

Start by asking yourself the following questions:

  1. What kind of content does my audience want to see?
  2. What kind of content will my audience want to share with others?

When you understand why people share what they share, you will be more prepared to connect your content with the consumer’s needs. For example:

84% of people share a post because it is a way to support a cause or an issue they care about.

69% of people share a post that allows them to feel more involved in the world around them.

78% of people share information to stay involved with those around them.

68% of people share information that they personally identify with without being the one who published it initially.

49% of people share things to provide entertainment or to potentially change the opinions of others.

94% of people dislike sales type or promotional content on social media.


3.) Make time to promote your content.

If no one sees your content, then what is the point of writing or publishing it in the first place?

4.) Optimize your message for each social network: 65% of people are visual learners.

This means that this percentage retains more information by looking at visual images or reading text. However, text can get overlooked in the mass of content online so include an image, graphic, or video. Also, keep in mind the size of the visual and make it appropriate for each social platform. Visual content can make or break your success with social platforms!

Platform specific guidelines:

Twitter use when sharing tips to help your audience do something better. It has a 440X220 pixel visual with a 140 character limit.

Facebook- use when sharing entertaining content to engage your audience. It has a 1,200X630 pixel visual with a 63,206 character limit.

LinkedIn- use when sharing business news, industry news, or leadership content. It has a 646X220 pixel with a short message.

Google+- use when sharing technical, how-to content. It has 497X279 pixel visual.

Pinterest- use when sharing visual content.

Instagram- use when sharing visual content.

*Shared content has more to do with your readers’ relationship with their audience, than your relationship with your reader.

5.) Optimize your social sharing frequency: Choose your schedule.

Stagger your social media plan schedule and change your message accordingly. Remember a tweet only lasts 18 minutes. Meaning, you can share more content without overwhelming your audience. Make sure to check posts to see their success so that you can adjust for that reason.

A good rule of thumb when sharing is the 5:3:2 ratio. When you publish 10 posts, 5 should be from others that are relevant to your audience, 3 posts should be from your own blog, but not sales focused, and 2 should be personal and fun to help humanize your brand. This is a great way to show that you want to give the best value to your audience.

Get organized by crafting a basic Editorial Calendar. Plan your social calendar 2 weeks to 2 months in advance so that you have time to really reign in your processes and adjust your strategy as needed.


6.) Posting More≠ More Engagement: Quality over quantity is the key.

When you post just to post, it sends a message to your audience that you are lazy. Relate it to watching TV. You do not turn on the television wanting to view commercials. However, if your content is good enough, people will want to stay and watch the commercials.

7.) Participate and Encourage conversations: It’s called social media so get social!

When someone engages, make sure to respond, and have a complaint response plan. Even if all you can do is acknowledge their perspective, it’s better to do so than not responding at all.

Reminder: A number of successful blogs credit their success to their loyal followers, not their content. Loyal followers follow brands who are willing to interact and give them a positive experience.

Things to remember:

  1. Promote your content
  2. Schedule your posts
  3. Keep promotional content down to 20%
  4. Have a plan of action to engaging with your audience.


Meet the Author

Sarah Otto is Ad4!’s research-savvy, Executive Manager. In this position, she manages current production schedules and is in charge of new business development.

Otto’s incredible knack for using networking tools like LinkedIn has gained Ad4! both a local and a national audience with business owners and influencers. If you find her on LinkedIn, you will see that she proudly refers to ...

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