Social Media Strategy: 8 best practices for a successful strategy

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How many of your prospects and customers use social media today?

Probably a very (very) large majority of them.

In a decade, these platforms have become essential for both users and brands.

According to a Meltwater study published in January 2023, social networks are even starting to replace search engines among younger generations. This category of users has made social networks the preferred channel for searching for information, getting inspired, interacting with companies and even buying. This is evidenced by the growing share of Social Commerce in the already flourishing e-commerce sector (estimated at +15% by 2026).

Young consumers are not the only ones to have integrated social networks into their purchasing journey. From 18 to 65 years old, the trend applies. This is why it is unthinkable today to ignore Social Media Marketing .

It is a real boon for companies, whether they are looking to increase their notoriety or their sales. So to take advantage of the full potential of social networks, we give you the 8 best practices to follow to succeed in your Social Media strategy!

Summary :
What is a Social Media Strategy?
Building an effective Social Media strategy: the TOMSTER model
What is the TOMSTER model?
1/ Define the “Target” or target audience (T)
2/ Define your objectives (O)
3/ Choose the message (M)
4/ Write the strategy (S)
5/ Establish yourself on the chosen technologies (T)
6/ Define the evaluation criteria (E)
How to calculate engagement rate on social networks?
7/ Allocate appropriate resources (R)
8 practical tips for an effective Social Media strategy
1) Adapt the content to the targeted social network
2) Create captivating content
Priority to quality content!
3) Publish regularly
What is the right frequency to post on social media?
4) Anticipate the creation of content for social networks
5) Recycle content that works well
6) Interact with your followers
7) Use social media to improve customer service
8) Monitor social media
What is Social Listening?
What is a Social Media Strategy?
The Social Media strategy defines all the actions to be implemented on social networks to achieve brand objectives.

It is the equivalent of your marketing strategy, but specifically applied to social networks. The goal: to make your communication operations as effective as possible by defining in advance:

The targets,

The channels,

The objectives,

The contents,

Performance indicators to follow.

All of these points are key steps in developing an effective social media strategy that generates concrete results in terms of awareness and turnover.

Building an effective Social Media strategy: the TOMSTER model
What is the TOMSTER model?
The TOMSTER model is a marketing tool used to develop Social Media strategies in 7 steps, following the acronym:

T for Target

O for Objective

M for Message

S for Strategy

T for Technologies

E for Evaluation

R for Resources

1/ Define the “Target” or target audience (T)
The first step is to define the target audience of the Social Media strategy. To do this, we can create marketing personas . This involves drawing up the profile of your ideal customers in order to:

Identify the social networks that your target uses, and therefore on which you must be present;

Create relevant and impactful content that serves your awareness or sales objectives.

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2/ Define your objectives (O)
The second step is to define the objectives of your Social Media strategy. They will first guide the actions that you will implement on your different social networks. Then, they will allow you to measure their effectiveness to possibly readjust your marketing plan.

Your goals may include:

Your reputation (engagement rate, number of subscribers, etc.);

The conversion rate (especially for advertising campaigns);

The number of leads or customers generated, etc.

Remember that when developing a marketing strategy , it is best to define italy telegram phone number list SMART objectives, that is, specific, measurable, achievable, realistic and time-bound.

3/ Choose the message (M)
For this third step, you need to think about the message you want to convey on your social networks. We are talking about both substance and form.

This message should then reflect:

The profile and expectations of your target audience,

The objectives of your Social Media strategy,

Your brand personality, as it should be perceived by social media users.

In short, during this phase, you define:

The type of content you want to share on your social networks (photo, video, infographic, text, etc.);

The content itself (related to your company’s events, your marketing news, the purchase of a product or service, etc.);

The brand codes to use on your Social Media content (according to your graphic charter and your editorial line ).