Six Guiding Principles for Developing a Successful Social Media Strategy



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Social Media Strategy



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Social Media Strategy

Technology has had a major impact on the world of today. It is hard to imagine what could have connected human beings more than technology has since the past century. With technology, the internet has emanated and caused ripples in communications among human beings. Unlike the time when people had to physically travel to meet others from different corners of the world, social media has become an effective tool for meeting and networking with millions of people from different ends of the globe. Organizations have also not been left behind in enjoying the immense fruits of the internet and social media. Even as the members of this organization enjoy using social media, we should realize that this could be an effective platform for marketing our firm to the people we interact with online daily. However, there is a need to look at the principles of social media strategy if we are to succeed in a social media campaign.

Goals and Objectives

Goals and objectives are important in outlining what the organization intends to achieve from the social media strategy. We should be able to align the social media strategy with the overall goals and objectives for our company.  Proceeding to launch a social media campaign without goals and objectives will make us susceptible to failure. After setting the goals, the other important task is determining how social media shall help us achieve those goals, and at what cost.

Furthermore, it shall be important to outline the specific actions we shall undertake to achieve the set goals. For instance, if our goal is entering new markets, we shall need to link up with well-known social media influences who are ready to advertise our organization. We shall invest in sponsored posts with other recognized brands to help us reach more markets through the social media platform (Ferraguto, 2011). Furthermore, it is important to realize that not every social media platform shall fit the organizational objectives. Therefore it is important to consider platforms that aid in reaching the intended market and helping the organization meet its set goals and objectives. A social media platform should reflect the organization’s market niche for the products and services that it offers.


Before launching a social media campaign, it is important to engage in extensive research on the organization’s market. We shall need to research where our customers are based and what they say about the organization and our competitors. We shall require to study the conversations online, noting the percentage that is negative or positive. Furthermore, finding well-known social media influencers shall be important in marketing the organization and growing our social media following. By doing research, we shall be able to gauge where we stand in the online platform and where we need to begin. After finally joining the online platform, we shall still need to research by engaging the audience on what they desire from our products and services.

Personal Engagement

The secret to achieving social media success is having a personal touch with the audience. We need to make them feel that they are part of us and their opinions count. This shall require maintaining a consistent online presence to entertain and build close relationships with the audience. We shall need to reply to emails, phone calls, comments, and direct messages to improve our rating in the eyes of our audience (Peck, 2009). Social media is an opportunity to assure the customers of our dedication to customer service. This involves real-time response to questions and complaints related to the organization, and making a close follow-up to the complaints and addressing them

Conversations shall be important in obtaining as much information as we need while at the same time building the community around our product and services. The content posted on social media should be harboured towards engagement with the audience, getting their feedback and reviews while maintaining the platform’s value. Furthermore, it is important to engage the audience with useful content that helps break the boredom of content that is solely tied towards the promotion of the company’s products and service (Peck, 2009). Engagement requires active listening to the concerns of the audience which helps give insight into what is where the organization needs to improve to serve them best.


Rewards are important methods of improving engagement and traffic towards our organization. Even as we interact with the audience online, it is important to show them that we appreciate them and what they do for the organization. Therefore, we shall need to identify the most passionate and loyal customers and reward them with discounts, promotions, exclusive content. Rewards help improve the morale of the audience and get more people engaging in the organization’s platform on social media.

Holistic Approach

While the idea of social media campaign appears enticing, we mustn’t forget about the traditional forms of marketing strategies. It is not assured that we shall achieve utmost success in the online platform after which we shall have to revert to the traditional marketing strategies. The conversations we shall elicit on the social media platform should be integrated with tools of traditional marketing to come up with a holistic marketing plan. Having a traditional marketing strategy shall be important when an organization shall fail in the social media strategy.


Social media is an important tool for the corporate world. Social media marketing has helped little known organization spread their tentacles to the ends of the world, which they may never have accessed without social media. As an organization seeking to grow its customer base, social media strategies have become important. Even as plan to use social media to our benefit, there are principles that we should be aware of. These principles shall guide the process of finding the best social media platform which shall help the organization grow its customer base.
















Ferraguto, M. (2011, May 27). Six Guiding Principles for Developing a Successful Social Media Strategy. Eckel & Vaughan. https://

Peck, J. (2009, April 2). 6 Principles of Social Media Marketing. Social Media Today.














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