Although an unprecedented year for marketers, 2020 proved the power of social media. With so much time spent on their phones, individuals find themselves browsing through social countless times throughout their day.  As 2021 kicks off, you must prioritize your businesses’ social media strategy. Whether you use Instagram, Facebook, or any other social platform, there are many ways in which you can adequately prepare to get the best results!

Through the following blog, we share some insights on achieving the social media presence you’ve always dreamed of, with a carefully planned out social media strategy.

Begin by performing a social media audit and setting goals

There’s no better way than getting started on creating a strategy, then by analyzing what you’ve done in the past. When you hear the word “analyzing,” don’t panic! Analyzing does not always tie to hard numbers, but instead refers to past posts and strategies, and how they performed on social media.

When performing a social audit, you need to put together content from the previous year (or at least the last 6 months) and look at patterns in terms of what performed better and what did not do as well.  This will allow for a smooth goal-setting process.

Some key areas to look into are:

  • Content-Type: To keep variation going on your social feeds, it’s imperative to have a good balance between the type of content you put up. Mixing images, infographics, videos, and even reels, you can generate more engagement on your feed. By going through and classifying last year’s post by type, you’ll be able to look at which performed better. This will allow for better visualizing of what your audience would like to see in 2021.
  • Engagement: In the world of social media, engagement is KEY. To learn how your account is performing, you must calculate the engagement rate. Engagement takes into account all interactions with your posts and account. These include likes, shares, comments, messages, and more. To calculate your engagement rate, you simply divide the sum of these engagements by the total # of followers and then multiply this by 100. Having an engagement rate between 1-3% should be a good average to have.
  • Timing:  There are various metrics to look over regarding the timing of your social posts. According to Social Media Examiner, some of the key metrics to include in your audit should be:
      • # of Posts Per Week
      • Most Common Posting Time
      • Most Common Posting Day
      • # of Timely/Seasonal Posts
      • Most Engaged Audience Time
      • Most Engaged Audience Day

By going through these, you’ll be able to set your posting dates and times for the next few months! However, these are metrics to keep analyzing every couple of months, since users are constantly developing new routines when it comes to social media usage.

  • Followers:  Of course, you want to keep growing your community! Take a look at how your followers/likes have grown in the past and consider these patterns when building new strategies. You must always remember, you want to build a loyal follower-base, sometimes engagement is better than numbers!

Be innovative

Social media has become so saturated that sometimes it makes it hard to come up with unique content. Even if it’s sometimes important to include some mainstream content to keep up with ongoing trends, you should not be afraid to step outside the box!

By scheduling photo shoots throughout the year or taking some time to shoot new content every month, you’ll be able to continue transmitting new ideas into your social media feeds. Be unique, transparent, and transmit all of the emotions your brand voice evokes.

Create an editorial calendar!

Marketing in all its forms is for sure hectic, it never stops! This is why creating an editorial calendar is a MUST. Calendars allow for you to put all of your content together in anticipation, planning out everything you’ll put out in the next month.

There are many ways in which you can tackle your calendar organization, whether it’s a spreadsheet or a slides document, the most important thing is having all assets (photos, videos), copy (captions), and posting times all in one place. In a very insightful article, Hubspot shares some different tools and templates that can be beneficial for your content creation.

Sample of what a social media strategy editorial calendar looks like in a slide template.

Research different scheduling tools

Since as marketers we’re always tackling new tasks, scheduling is a life-saver. By taking an hour a month to scheduling all (or most) of your posts, you’ll be saving some tedious minutes you’d otherwise have to undergo every day. Whether it is a free tool such as Hootsuite or Buffer, or a more complex social tool like Later or HubSpot, you’ll find many innovative platforms to tackle the task. This allows for more time to be devoted to the content creation aspect on your social media strategy, which you want to be innovative and unique!

Want to get started on increasing your social media presence?

If you’re looking to grow your business’ social media and don’t know where to get started, we’re here to help! At Vuepoint Agency, we can create stellar strategies and manage your social platforms. Give us a call at (210) 858-7295 or contact us through our website to get started!