Social Media Matters

A social media strategy is a crucial aspect of any relevant marketing plan. Why? Because statistics show that more than 79% of Americans have a social profile and 90% of older adults have used social media to seek and share health information.

The average person is inundated by approximately 5,000 ads per day, including those on social media. Implementing a good strategy can help you build an authentic, strategic, targeted digital brand that will help differentiate you from the competition.

Each social media platform brings with it a unique set of users and expectations. Facebook, used by 68% of U.S. adults, is where people gather to share experiences, solicit advice and find information. Instagram (37% usage) is a mobile display window featuring photos and short videos of individual and corporate brands. LinkedIn (27% usage) is a networking portal offering insightful business news and commentary shared with colleagues and potential employees. Snapchat (24% usage) is where users share snapshots and short videos of day-to-day life that disappear once viewed. Twitter (22% usage) is a chatroom for sharing news and other time-sensitive information. To make the most of social media, you first need to know who your audience is and what kinds of information they want from you. If you keep the distinct personalities of each platform in mind, you’ll be on your way to establishing an effective social media strategy.

Four Facets of Effective Social Media Marketing

Know Your Target: Who are you trying to reach? Do you want to start a conversation with your current stakeholders, or are you shopping for new customers? Are you forging a strong bond with current employees, or looking for the next hire? Snapchat may be the next big thing, but that doesn’t mean it can deliver the right audience to your business.

Stay focused: You don’t need to simultaneously launch your strategy on every platform. It is far better to focus on one, and excel at it, before adding additional social accounts.

Show off your business: Social media offers the perfect opportunity to showcase what makes your brand unique and differentiate your company. Let people know why they should choose you.

Be Consistent: Set realistic expectations for how frequently you post new material on a given platform, then stick with the plan. Build an editorial calendar to help you determine when to create new content and where it will go.

Sample Schedule


Post 2 to 3 times per week. Mainly social and informational stories.


Post 1 to 2 times per week. Concentrate on educational content.


Post 1 to 2 times per week. Make content visually interesting.


Post 1 to 2 times per day. Quick comments on relevant content.

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