The difference between a strategy and a plan is that a strategy is where you’re headed and a plan is how you’ll get there. Simply put, you need a strategy before you can arrive at a concrete plan of action. But sometimes, brands post on social media without having a definite strategy—all for the sake of posting and having a few engagements. To achieve optimum results on social media marketing, here’s a general overview of how your strategy should be.


Before you start marketing your brand online, identify your business’ goal on social media:

  1. Increase brand awareness
  2. Drive web traffic
  3. Generate leads
  4. Grow revenue
  5. Boost engagement
  6. Build a community around your business
  7. Effective social customer service 
  8. Increase mentions in media
  9. Never miss a mention through social listening

You might have more than one goal, but it’s important that you gauge if these goals are achievable with the number of members in your team. Designating goals per person will make it easier to align tasks per target while also monitoring a strategy’s success.


Knowing your market will most definitely lead you to answering the what, where and when of your social media strategy. By answering these questions, you’ll be able to build marketing personas to help you understand your target audience:

  1. Who are they?
  2. What are they interested in that you can provide?
  3. Where do they usually hang out online?
  4. When do they look for the type of content you can provide?
  5. Why do they consume the content?
  6. How do they consume the content?

Remembering the five Ws and one H of knowing who your consumers are will help you grasp the market you are trying to reach and naturally will aid you in providing relevant content.


The content you place on social media varies on the needs of your audience. Varying executions diversify your content and so here are some content ideas you can implement:

  1. Turning a blog post into video
  2. How-to video
  3. Going live
  4. Interview
  5. Partnering with another brand
  6. Organizing a social contest
  7. Sharing infographics

More than these types, however, you must utilize a theme to broaden your range of content. Themes provide your audience content they can engage with without being disoriented or confused about what your brand is all about. As you look back at your marketing personas, ask yourself this: What goals or challenges does your audience have and what can you do to help them achieve or solve these?


Your brand doesn’t necessarily have to be on all social media channels. Aside from the top four sites that would appear when people search for your business, which are Facebook, Instagram, Twitter and LinkedIn, here are things to consider when finding the right platform for your content:

  1. Which platforms are your audience most active on?
  2. What makes them visit the platform?
  3. What content type is your brand’s strength?
  4. Consider smaller, niche platforms

The best question to ask would be this: When does your audience use social media to find the type of content you share? For example, athletes might be on social media when cooling down after their morning or evening workouts while travel enthusiasts will scroll through different platforms during weekends when planning for their next trip.

There is no universal formula as to knowing exactly when’s the best time to post. It’s a matter of understanding your market’s behavior before you can finally pattern the release of your content.

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