Six Elements of a Complete Social Media Strategy

  • Building brand awareness
  • Driving more or higher quality leads
  • Increasing engagement
  • Improving customer loyalty and retention
  • Facebook skews heavily toward women, and users tend to share content that reflects personal opinions or life milestones.
  • Instagram is more evenly split between men and women, and has a younger user base that shares more aspirational content.
  • Twitter has become somewhat of a niche platform, focusing on users who value news, information, and social causes over aspirational or lifestyle content.
  • Snapchat features a younger user base who are moving toward one-to-one communication, making interaction with brands easier for them to avoid.
  • Pinterest isn’t always top of mind but continues to feature a solid mostly female user base who are making purchases directly from the app and signaling purchasing intent through saved boards. The platform is highly visual and aspirational.
  • Timing of posts is another factor that depends largely on your target audience. Think of your buyer personas. What is their day like? Now consider how social media likely fits into that day. If you’re looking to reach young professionals, post early in the morning, around noon, and in the evening. This aligns to when they check their profiles — in the morning before work, during lunch, and after work. If you want to reach stay-at-home moms, post during the hours when moms are likely to have the most free time to be surfing social media — while the kids are away at school
  • Building brand awareness: website traffic, page views, video views, referral links
  • Driving more or higher quality leads: form completions, downloads, email subscriptions, blog subscriptions
  • Increasing engagement: time spent, forwards, inbound links, click-through rate
  • Improving customer loyalty and retention: net promoter score, conversions, comment sentiment



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Geneva Savvy Media

Geneva Savvy Media

Tips for building your brand while using content to attract more clients, customers, members, and donors.