What is Social Media Strategy?

We throw the term “social media strategy” out there a lot, whether it’s in posts, in links, or just general jargon in a blog. The term itself is vague in nature, as social media could literally mean anything from your LinkedIn profile setup to your Snapchat stories, while strategy implies a plan or course of action.

Let’s break it down piece by piece.

Social media simply put is the interaction of users in a general online public forum. But since we’re talking semantics, let’s break it down further.

“Social” refers to interacting in some way with other people. This could be an array of communications that stretch beyond just basic verbal and nonverbal communication. Texting, Snapchats, and direct messages are a very serious part of daily communications as it will transform into the next generation of marketing.

“Media” refers to the instrument or medium of communication. For instance, explicitly in this case, the internet.

The two separate terms come together to form a working definition of a web-based communication tool that enables users to interact with each other.

Social media can be anything from direct messages on Instagram to posting memes on your friend’s Facebook wall, to retweeting something on Twitter. Not only is the action of posting/sending social, it’s innately the ability for the other user to respond back and create a sort of conversation pocket. 

The nature of social media is personal interaction. 


Strategy is a plan, a goal, a way of going about achieving a specific objective. When you’re seeing “social media strategy” it really means, how are you and your company striving to connect to your customers via the channels of communication they use daily. 


Great, now we have a working definition of what social media strategy means, but how do we create one?


First, you must identify your business’s top tier goals and objectives. For instance, growing brand recognition. 

Second, you must create secondary goals within the original, over arching goal. For example, gain X amount of followers on Instagram monthly, grow our organic reach on Facebook posts by X amount, and gain X amount of followers on Twitter.

These second tier goals should be realistic and ascertainable goals that intrinsically help the overall objective, in this example, brand recognition. 

Third, create tasks that help achieve goal. Set goal dates for tasks to be completed by. Create a mini game plan to achieve the success your business is ultimately gunning for. 

Fourth, adjust! If something doesn’t work, that’s OK. It probably won’t work at first, but you need to make adjustments. Maybe it’s a different time of day, or maybe it’s changing up your posts from less articles to more original blog posts. If you’re not constantly adjusting, even when things are good, you’re staying stagnant.


Social media strategy is something all businesses big or small should implement as an essential part of their company’s marketing plan. Having a booming social media presence will only help attract customers and build brand awareness. The most vital thing you can do as a business owner or marketing manager is keeping up a social media presence and continue to make adjustments as time goes on. 


The social world is your oyster!






Your Local Zocle