Most important elements of a Social media strategy



  • Identify your business goals
  • Set marketing desires
  • Identify your target audience
  • Identify and understand your competitors
  • Choose the most appropriate channels
  • Create ad content strategy
  • Allocate a budget
  • Campaign Roles


  1. Identify your business goals


The first step to identifying or creating a social media strategy is understanding your business goals and what your business hopes to achieve from its social media efforts. Look closely at your business objectives and decided how you would like your social media to assist in achieving such goals.


Some goals businesses should look at include:

-Increasing brand awareness

-Improving communication/interactions with customers

-Securing new customers

-Engaging with current customers

-Retaining current customers


  1. Set Marketing Desires


Based on the business goals you have identified, you now need to set marketing objectives which your business aims to achieve in order to reach the overall business goals. Without such marketing objectives you could end up wasting a lot of time and money attempting to do something without any direction.


Marketing objectives will act as your map or plan leading you from Point A to Point B and beyond. A great way of ensuring your business has the best chance of achieving its marketing objective is by using the S.M.A.R.T approach. Here at Happi Digital we believe your marketing objectives should be Specific, Measurable, Achievable, Relevant and Timely.


Set goals for your business that are achievable based on the resources that are currently available. If your business goal is to achieve an increase in sales of 2,000% with limited resources you will most likely fail in achieving such a goal. Be realistic with your goals and you will marketing efforts will be far more effective.



  1. Identify your target audience


Social media platforms can be a very effective way in which to communicate with your customer base, however when used incorrectly it can swallow your marketing budget a give you very little results.


Identify your target market before spending money on social media advertising. Once you have identified your target audience, social media channels like Facebook, Instagram and Twitter will be very effective in order to communicate product/service offerings to your ideal customer.


Know your customers (age, occupation, income, interests, pains, problems, habits, likes, dislikes, motivations and objections), and then it’s going to be far easier and effective to target them on social media channels.


  1. Identify and understand your competitors


Social media can act as a very powerful tool to identify your competitors and understand what strategy is working from them. This will also work from your competitors to identify what elements of your marketing campaigns are working well for your business. This is why it is so important to constantly monitor your competitors in order to stay on top of shifts within the market.


Here at Happi Digital we are constantly monitors our competitors activity and understanding the content that they are pushing to their audience. We identify how effective this content is by looking at the engagement the content is receiving on their channels. It is very important to monitors your competitors engagement such as likes, comment, shares, follow etc. You might think a competitor is doing a great job posting multiple times a week, however without engagement these post are simply a waste of time and money.


  1. Choose the most appropriate Channels


Choosing the most appropriate social media platforms can be very difficult at the beginning, however this is something we recommend you look into before diving head first into multiple channels. A good way of identifying what platforms you should invest your time and money in, can be through understanding where your target customers are most active on and also what platforms your competitors are spending money on.


We recommend our customers focus on a maximum of three platforms at any one time. It is important to take the time to research where your customers are most actively engaging with content relevant to your business. If you are only starting to invest in social media now, we recommend you focus your time perfecting your presence on one channel before moving onto other channels.


  1. Creating a Content Strategy


Social media networks are simply communication channels where there are a high number of users engaging with content that they are interested in. Without relevant, interesting content you will fail to captivate your customers and will receive poor engagement on your content.


When creating a social media strategy it is very important to spend time looking at the content you want to push through your pages. You need captivate your customers by showcasing interesting, relevant content about your brand.


Content posted on social media networks can be broken into two categories Form and Context. Form is the way in which the information is presented ie Text, Images, Video’s etc. Context is relative to the company ethos and humour, whether your content should be funny, positive, serious etc.


  1. Allocation of budget


How much financial resources do you have available to invest in the relevant campaigns?? It is very important to understand what your budget is for your social media campaigns, and how much should be assigned to each specific campaign.


We encourage our customers to identify how much they have to invest in their social media campaigns before they come up with the finer details of the campaign. We believe the finer details (Goals, Audience reach) will be defined by the available budget.


  1. Campaign Roles


Who will do what?? With so many moving parts it is important to understand who is responsible for doing what. Without this structure it is a certainty that your social media marketing efforts will get very complicated and inefficient.