There is a lot of work and planning that goes into developing a social media strategy, especially if you are utilizing multiple social media platforms to reach your audience. Each social media platform attract a specific type of audience, which also involves thinking about storytelling & ToV.
Learn more about Social Media Platforms
Below is an example of how a company would create a social media strategy for each platform:
Facebook:
Content: Blogs, Infographics, Videos, Quotes, Employee Highlights, Company News, Social Media Holidays, Events, Facebook Live (Image-focused)
Aim: Encouraging followers to engage; share, comment, tag others
Engagement: Like, Comment, Share, Clicking, Viewing, Tagging, Mentioning
Frequency: 3-5 posts a week (to build/increase engagement)
Demographic:
| Top Country | USA (43%), UK(21%) India (20%) Brazil (16%) |
| Gender | Male (56%) |
| Age Group | 25-34 (59%) Millennials or Gen Y, Gen Z |
| Top Times | 10:00 – 14:00 |
Best Day/Times
| Mon-Thursday | 1:00 –2:00 & 6:00 – 13:00 |
| Friday | 6:00 – 13:00 |
| Saturday | 9:00 – 13:00 |
| Sunday | 1:00-2:00 & 8:00 – 13:00 |
Instagram:
Content: Blogs, Infographics, Videos, Quotes, Employee Highlights, Company News, Social Media Holidays, Events, Interactive Stories (Image-focused)
Aim: Encouraging followers to engage; share, comment, tag others, save, engage on Stories
Engagement: Like, Comment, Share, Clicking, Viewing, Saving, Tagging, Mentioning
Frequency: 3-5 posts a week (to build/increase engagement)
Demographic:
| Top Country | USA (40%), UK(24%) India (20%) Brazil (16%) |
| Gender | Female (56%) |
| Age Group | 25-34 (68%) Millennials or Gen Y |
| Top Times | 10:00 – 14:00 |
Best Day/Times
| Monday | 8:00– 13:00 |
| Monday-Friday | 12:00 – 13:00 |
| Saturday | 11:00 – 13:00 |
| Sunday | 10:00 – 13:00 |
Twitter:
Content: Blogs, Infographics, Videos, Quotes, Employee Highlights, Company News, Social Media Holidays, Events, Polls (Short copy/ action copy)
Aim: Encouraging followers to engage; share, comment, tag others
Engagement: Like, Retweet, Clicking, Viewing, Bookmarking, Mentioning, Comment
Frequency: 3-5 posts a week (to build/increase engagement)
Demographic:
| Top Country | USA (40%), UK(21%) India (20%) Brazil (19%) |
| Gender | Male (51%) |
| Age Group | 25-34 (59%) Millennials or Gen Y |
| Top Times | 10:00 – 14:00 |
Best Day/Times
| Tuesday & Thursday | 8:00 – 11:00 & 13:00 –18:00 |
| Weekend | 9:00-13:00 |
LinkedIn:
Content: Blogs, Infographics, Videos, Quotes, Employee Highlights, Company News, Social Media Holidays, Events (Image-focused)
Aim: Encouraging followers to engage; share, comment, tag others
Engagement: Like, Comment, Reactions, Clicking, Viewing, Shares, Mentioning
Frequency: 3-5 a week posts (to build/increase engagement)
Demographic:
| Top Followers by Country | USA |
| Top Followers by Industry | IT |
| Top Followers by Company Size | 10,000 + |
| Followers by Job Function | Engineering & IT |
Best Day/Times*
| Wednesday-Thursday | 8:00 – 13:00 |
| Friday | 6:00 – 13:00 |
| Weekend | 9:00 – 13:00 |
YouTube:
Type of Content: Client ‘s Testimonials, Employee Testimonials, POD, Recorded Webinars, Leadership Videos, Events
Which Channels: Share on all channels – decide which video would perform better for each platform.
+Facebook–Employee Testimonials, Leadership Videos, Client Testimonials
+Twitter – Product Updates/Highlights, Events, Client Testimonals, Webinars
+Instagram – ALL Types – But direct them to our YouTube channel
+LinkedIn –
- Employee Branding: Employee Testimonials, Events
- Company Branding: Client ‘s Testimonials, POD, Recorded Webinars, Leadership Videos
Frequency: Aim for sharing 1-2 videos a week
Engagement: Depends on platform it will be shared on. But on YouTube: Like, Comment, Clicking, Viewing, Mentioning
Posting: Depending on the content, content will be shared to our channels – Facebook, LinkedIn, Twitter, IG, and YouTube
Style: Consideration of posts tone and style varying from each platform.
- Facebook: Employee branding, news mentioning, events, company updates/highlights
- Instagram: Events, Company Updates/Highlights, Employee Branding, Social media holiday posts, Image-focused Content
- LinkedIn: Company branding, employee advocacy, Thought leadership, Social Media Holidays, Job Postings
- Twitter: Quotes, company news, thought leadership, company branding
Balance: Keep it short, conversational, leaving a question at the end to encourage further discussion. If there are statics or quotes, use it.
Relevant Hashtags:
- Aim for 3-7 hashtags
- Research applicable hashtags for each post – whichever is the most popular and timely
Examples include: #automation #technologyinnovation #digitaltrasformation #supplychain #supplychainmanagement #tech #technews #technology #foodtech #foodindustry #sustainability #AgTech #food #digitaljourney #foodsafety #edtech #highered
Mecca-Amirah Jackson 