Every company before making any type of post in Social Media, it should take a step back and have a look at the greater picture. As a result, the 1st step is to define the Social Media Strategy that they will follow.
What are your goals?
How Social Media Platforms can assist a company reaching its business goals? Some companies around the globe are using the Social Media for enhancing their brand awareness, or for driving traffic back to their website, something that could potentially increase their sales. Also, through Social Media are capable of generating engagement around a company’s brand, generate a community for their supporters, or act as a communication mean through which they can respond to their customers inquiries.
Which Social Media Platforms you should focus on?
The major social media platforms, are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat. There are also smaller and up-and-coming platforms, such as Tumblr, Tik-Tok, and Anchor, and social messaging platforms, such as Messenger, WhatsApp, and WeChat. A company in its early stages of its digital presence, should pick a few platforms that its target audience might be on rather than be on all platforms.
What type of content you need to share?
When a company thinks about what should post on Social Media, a critical question need to be answered. What type of content best suits your targeted audience(image, video, audio, link, text and combination)? A good practice for providing answer to this question is the implementation of a marketing persona. This can be used temporarily, since a company is able to perform changes to its Social Media Marketing Strategy based on how its Social Media posts performs.