Digital Marketing, Social Media (SMM)
By Martey Newman-Adjiri

9 Simple Ways to Create a Social Media Strategy



Have you ever wondered why some companies are very successful on social media while others are struggling? The reason is simple: social media requires an effective strategy and the companies that are successful at social media have the basic elements for a successful strategy. This blog will walk you through the process of creating your own strategy.

What is a social media strategy?

The plan you put together to help you achieve your aim or goal of being on social media is called a “Social media strategy”. Simple right?

This plan will serve as a guide for you, it helps you know what to do, when to do it, how to do it, why you are doing it etc. You can also use it to track the progress of your plan, to know whether you are moving in a positive direction or not.

A social media strategy should be as precise as possible. The more precise it is, the more effective it will be. Make sure your metrics are realistic and attainable.

Read Also : 9 Social Media Mistakes Your Business Could be Making

Importance of Social Media Strategy

Having a social media strategy helps in the following ways:

  • Tracking project performance
  • Meeting the appropriate target audience
  • Making sales
  • Building a community
  • Increasing brand awareness
  • Adjusting plans when needed
  • Saving time
  • Staying ahead of competitions

A social media strategy includes social media goals that complement your business’ overall digital marketing strategy.

Now you know what a social media strategy is. Let us look at how you can write a successful social media strategy for your personal brand or business.

1. Set “SMART” goals

This is very important when creating a successful social media strategy because goals help you measure the success of your strategy. These goals should be, S (specific), M (measurable), A (attainable), R (relevant), and T (time-bound).

What do we mean?

  • Goals being specific means that they should be concise and straight to the point. The trick to writing specific goals is asking yourself the following questions:
  1. What do I want to achieve?
  2. Why should I achieve it?
  3. Who are the people involved in achieving it?
  4. Which resources do I need?
  5. Where do I get the resources?

Answering these questions will help you draft your goals.

  • When goals are set with metrics in mind, it makes it feasible to measure For example, a measurable goal for a social media post will be 100 likes, 20 comments and 50 reshares. So, when your goal is measurable, you will be able to know if your targets are being met or not.
  • It is nice to dream big, but when it comes to creating a social media strategy make sure the goals you set are as realistic as possible. It is not advisable to set “mind-blowing” goals which are not possible to achieve. Ensure that the goals you set are attainable, in other words, “do-able”. For example, “the goal of this strategy is to make Ghana premier league the number one football league in the world”. This goal is highly impossible to attain. An attainable goal will be, “To revive the interest of Ghanaians in Ghana premier league”. We can agree that this is achievable right?
  • Not everything is and can be relevant, especially if you are working within a specific time frame. Set goals which are relevant to your brand or business taking into consideration the level your business or brand has grown to. A small business owner who sells Jollof and has one shop in east legon has no business setting a goal to become the one-stop shop for Jollof in Accra.
  • Last but not least, your goals should be time-bound. Still using the example cited above, if the Jollof seller were to have 15 shops in Accra where Jollof is sold, it will be realistic and relevant for her to set this goal: “To become the one-stop-shop for Jollof in Accra within one year”. It is very important to have time-bounded goals because it will help you stay on track till you achieve the goal.

By now, it should be easy for you to draft goals for your business or personal brand. If you are stuck, refer to some of the examples above and remember to keep your goals SMART.

2. Know your audience

This goes without saying, if you do not know your audience, how will you know what they want and how to sell to them? When creating your social media strategy, carry out thorough research on your audience. Know their needs, age, location, income, interests, occupation etc. Knowledge of these will help you know how best to reach them and market your brand or product to them. For example, if you are trying to sell an iPhone 13 to Gen Z’s, you should not make Facebook your primary social media marketing channel. It will be an error to do that, gen z’s can be found mostly on Twitter and Instagram. As we said, when you know your audience, you know where to find them.

Knowledge of your audience will help you know how best to reach them and market your brand or product to them.

Start by setting goals that make sense for the business. Take some time to research your target market. Establish your most important KPIs and metrics. Create engaging social content. Make sure your social presence is as timely as possible. Assess what’s working and what isn’t. And finally, let’s kick things off with one last question: “What do you want from Facebook?”

3. Know your competitors

No matter what you intend to do or sell, do not make the mistake of starting a project without carrying out a comprehensive competitor analysis. If you don’t know what your competitors have done and are doing, how then do you differentiate yourself from them? If you play your cards right, you can even learn from your competitors and excel in areas where they are lacking.

4. Carry Out a Social Media Audit

If your business or brand is already on social media, you can audit the social media pages. A social media audit means that you critically access everything on the page by checking for what is working, what is not working and how to better it, your best performing social media platform etc. You can also change your profile picture to a better one, tweak your bio, mix up your hashtags, change your posting time and style etc. A lot can happen during a social media audit but the most important thing is to figure out where you are least performing and better it.

5. Decide on social media platforms to use

When your business or brand is new in the social media space, it is very important to carry out comprehensive research to help you decide on which social media platforms to use. The fact Linda uses Instagram doesn’t mean you should also use Instagram. This takes us back to the point of knowing your target audience, when you know about your audience, you will know where to find them online. You can have the right product, good message and even a robust ad budget but if you are on the wrong platform, you will be marketing to the wrong people. Choosing the right platform can make or unmake your business.

Don’t stress much on the social media platform to use, the moment you know your audience, that should be easy.

Certain social media tools including Facebook Page Insights and Instagram Insights also provide brands with a deep dive into their existing audience.

6. Search for inspiration

Just as people have mentors, you will need to draw inspiration from people who have been in the game of social media for some time. There is nothing new under the sun but how you go about yours makes it new and unique. Look for social media accounts that inspire you and learn from them. The more you learn from the “gurus”, the better you become.

7. Create a social media calender

In case you are wondering what, a content calendar is, we got you.

A social media content calendar is a calendar you create which contains dates and times at which you will publish content on each of your social media platforms or channels. A social media content calendar helps you plan everything you will be doing via social media for your business. If you will be posting pictures, carousels, videos, infographics, designs, quotes etc. on your social media accounts, having a content calendar will help you know what to post on a particular day and at what time. A social media content calendar is an essential social media tool that helps you plan and publish your content with ease.

Check out the Ronel Social Media and Content Calender

8. Create persuasive content

We believe the goals of every business owner on social media include making sales and generating awareness. One way of achieving these goals is by creating persuasive content. We believe people to have an attention span of 8 seconds before something else takes their attention. This means that you have 8 seconds to convince the person reading or viewing your content to take an action favourable to you. Use attention-grabbing headlines, write jaw-dropping hooks, write excellent copies and watch your content market your product or service for you.

The best way to engage your audience is to make your message personally relevant to them. This involves setting the right context for your social media posts and focusing it on the right target audiences.

9. Track your progress

Tracking the progress of your strategy is key. If you do not track your progress, how do you know when to make changes if needed? One way to track your progress on social media is by checking your account insight. Social media platforms provide you with in-depth insight to help you know how well or how badly posts have performed.

When you track your progress, you know the following:

  • if you are in line with your goals and objectives
  • if you are following your content calendar
  • what competitors are doing
  • what is trending and how you can use it to your advantage

Tracking your progress also helps you in repurposing content. If a particular post performed very well, you can repurpose it into a video or carousel.


A social media strategy has no end as it is an unending cycle of trying to better yourself and grow your business or personal brand.

Everyday trends change, what worked last month may not work this month, and what worked yesterday may not even work today. That is the world of social media. As trends change, social media platforms are updated and even new ones are created, your business or brand will also experience change. You have to be abreast with social media so you don’t miss out on important information.

What then is the hack? Just as social media platforms are constantly coming up with updates, your social media strategy should also be updated from time to time. Use it, review it, update it when needed and make sure you stay on track.

Read Also: Social media glossary: an A-Z of social media-All you need to know

There are lots of ways you can use social media for business meetings. Whether you’re looking for a way to communicate with your customers and potential customers, or to offer them a way to communicate with you, taking the time to create a social media strategy for your business is a smart move. We hope you enjoyed our blog about how to create a social media strategy.

Book us now for your social media consultation. Click here

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