Social media strategy

Follow the steps below to develop a comprehensive social media strategy.

Define your goals

Your goals are what you hope to achieve through using social media.


  • Competitor analysis: a good starting point when thinking about strategy is to investigate what your competitors are doing. This should give you a rough idea of where, and how best, to target your social media efforts.
  • Audience analysis: what platforms does your target audience use? What types of content do they share? Answering these questions will ensure your content is relevant and will help to optimise your strategy.

Work out your unique selling points

You’ve already established what your competitors are doing, so now you need to work out how you can do this better. What makes you stand out from the crowd? Answering this question will help you to develop a set of key messages from which you can start to develop content.

Set key performance indicators

Decide how you are going to measure the effectiveness of your strategy so you can regularly review and refine to ensure that you are achieving your goals.

See evaluating success.