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Strategizing for Social Media

Source | LinkedIn : By Benita Bhatia Dua

‘Think before you speak’ is something you’ve probably grown up hearing. The same applies to the communication you put out on social media. Here are seven Qs you must think about before you put your content out there:


  1. Why: What is the purpose of your social media? When the campaign is over (or while it is still on going), what would you use as a measure of success. E.g. generating three new leads per day could be a measurable outcome of a perpetual social media campaign. On the other hand, if you are promoting an event, selling fifty tickets online could be the goal of your social media campaign. A common mistake made is to do social media because ‘everybody must do it.’

  2. Who: Based on what you wish to accomplish, define who is your target audience. Do not say, ‘everybody’. ‘Everybody’ will include people who would never be inclined to buy your products and services. If you don’t define whom you are targeting, you will end up with a ‘Spray & Pray’ strategy.

  3. Where: A very important question is you have limited time and resources. If you know someone you want to meet is in London, you wouldn’t go to Beijing to meet him or her, right? The same logic applies when you are targeting an audience. Know which platform they’re active on and use your resources to reach them there. Now you know why knowing ‘Who’ is your target audience was so important.

  4. When: There is tons of data available on when is a good time to post on a particular platform. A club that with the demographics of who’s active on social media to gather insights and post at appropriate times.

  5. What: The vocabulary you use on social media, your key messaging and your content needs to be thought out. Don’t go online and then begin the thought process of ‘What do I post today.’ At Vanilla Skills, we choose our content for a week and then review it as we go. Sometimes, we tweak it based on what’s trending but it is a thought out move instead of an accidental one.

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