Overview
This lesson explains how to develop an effective social media strategy to support inbound marketing, increase brand awareness, and attract buyers.
Importance of Social Media Strategy
- An effective social media strategy amplifies other inbound marketing efforts.
- Social media builds brand awareness, encourages word of mouth, and attracts new customers.
- Social media should augment, not replace, other methods like email, events, and PR.
Core Steps in Developing Social Media Strategy
- Select appropriate social media platforms that align with your marketing goals and audience.
- Set clear social media key performance indicators (KPIs) to measure success.
- Structure your social media team efficiently to match your organization’s needs.
- Choose the right social media tools to support content creation, publishing, and analytics.
- Establish a social media budget and secure executive buy-in for resources and support.
Integration with Overall Marketing
- Social media is an additional promotional channel alongside traditional digital and offline strategies.
- A promotional plan using social and digital technologies helps control the brand conversation and build customer loyalty.
Key Terms & Definitions
- Social Media Strategy — A plan outlining how to use social media to achieve business and marketing goals.
- Inbound Marketing — Marketing focused on attracting customers through relevant, helpful content and adding value at every stage.
- KPI (Key Performance Indicator) — A measurable value used to evaluate success in achieving objectives.
- Executive Buy-in — Gaining approval from senior management for resources and support.
- Social Media Tools — Software applications used to manage, schedule, analyze, and report on social media activities.
Action Items / Next Steps
- Watch all 6 lesson videos and complete the 4 quizzes.
- Begin drafting a social media strategy for your business, starting with platform selection and KPI definition.