One thing companies of all sizes have in common is the lack of a social media strategy. We’ve all read the stories of companies reaching incredible success. So we start an account and we start to post, only to find the whispers of an uninterested audience. What’s gone wrong?


Know your customer

The steps to social media success are like a long ladder, with each step leading higher. But it all starts with one thing: Knowing what your audience wants. This means less talking about ourselves and more about how we can help them. With the right foundation of creating an incredible user experience, we can build a successful social media strategy.

How do I build a strategy?

There is no “one-size-fits-all” social media strategy to employ. You’ll need to roll up your sleeves and do some work, but this checklist can get you started:

  • Who is your audience? Where will you find them, what do they want, and how can you satisfy their needs vs. making assumptions?
  • What channels provide the best opportunity? What benefits does Instagram offer over Snapchat? Is Facebook suitable for every audience?
  • Who are your competitors? Are they succeeding or failing, and what can we learn from them?
  • Who do you admire in your space? Is there something from their success we can crib to guarantee our own positive results?
  • How much time do you have? Managing a busy social community can be time-consuming, how much you can sacrifice will dictate where you can be, and how much you can engage
  • What’s a conversion for you? Are you trying to sell through ecommerce? Drive people to a storefront? Build awareness for a new product?
  • How will you speak? Social media works best when people perceive a human on the other end, ideally one that isn’t just interested in talking about themselves
  • What does success look like? For some 100 followers is success, for others it’s 1,000,000. Establishing these metrics in advance is paramount to knowing if you’ve succeeded

Getting started

Using the steps above you can easily start making changes to your current strategy. Monitor the results and see if it’s enough to drive your business. But if you’re ready to talk about social media strategy consulting you can contact me now. The first coffee meeting is always free, so why not?


Social Media Strategy Client Experience

Some of the clients Rick has helped with their social media strategies include:

  • Cara Foods
  • Corus Entertainment
  • Government of Ontario
  • Grant Thornton
  • Molson Coors Canada
  • Pepsi
  • Scotiabank
  • Tabasco
  • The Keg Steakhouse + Bar
  • Toronto Pearson International Airport
  • Unilever
  • WWE