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RESOURCES. Streamlining Your Social Media Strategy

A solid organic social media presence is now an integral part of every business’ approach to marketing and communication (or, at least, should be). It needs to be active, relevant and fresh, as well as aligned with your overall goals and brand positioning. Why would you leave this to chance?

Why do I need a social media strategy?

Just as your customers turn to Google when researching products or services, your social media profiles are often now the first place people will look to find out more about your business and get in touch. It’s more than just a shop front. How you maintain your profiles and what you post (and reshare) represents your company’s values; how you interact with your customers and followers demonstrates what you’re like to deal with as a business.

Success on social media depends on understanding that it has a three-way dynamic: visitors see not just what you choose to share, or how you respond to comments and queries, but also how others react to your brand: social engagement represents a public endorsement of your website.

You need to control what you can, monitor what you can’t, and be in a position to react quickly when you need to. Your social media presence isn’t just a marketing and customer service portal – it can make or break your brand’s reputation.

What does Streamlining Your Social Media Strategy cover?

  • Planning your strategy
  • Choosing the right channels for your brand
  • The pros and cons of each platform
  • How to create engaging, unique and shareable content
  • Interacting with your audience
  • Considering social media advertising or social commerce
  • Measuring, testing and adapting

Does Google take my social media activity into account?

According to Searchmetrics, social signals correlate strongly to better organic search rankings, perhaps in part because a high number of social signals implies that the site regularly adds new content and this plays a role in driving direct traffic and brand awareness. But this correlation does not imply causation.

Although Google continually emphasises that it is not using social signals as a direct ranking factor, the evidence suggests that it pays to have a strong social media marketing policy in place.

If you don’t have one, or if you’ve been using the same social media marketing strategy for a while, it might be time to revisit your approach.

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