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Your strategy should serve as a source of truth. As you create posts or allocate resources, a strong social media strategy is a crucial gut check. Include information that:

• Defines social media “buckets,” or content themes
• Records core demographics and customer personas
• Establishes brand values that should be represented on each platform
• Shows clear goals and the key performance indicators (KPIs) that illustrate progress

A social media consultant or agency will likely provide a personalized estimate based on the scope of your social media strategy needs, the number of social platforms and what other marketing services may be involved.

When your social media properties are managed appropriately, you’ll see growth through targeted boosts or ads, carefully crafted copy, highly shareable resources and captivating imagery. We believe in the value of gaining quality followers and qualified traffic, meaning your new followers should be members of your target audience – not just anyone with a Facebook account. Avoid buying followers or using other questionable tactics, as it’s unlikely to help your business. When a social media account has vibrant, consistent and engaging content, quality followers grow naturally.

At the very least, social media is great for increasing brand awareness and building a community of prospects. At most, social media can be a major revenue driver. It’s a facilitator of conversation. It’s one of the best ways to make an audience feel like a part of your brand, which drives purchases. Finally, audience targeting is a great reason to invest in social. Boosted posts and display advertising are great ways to launch a retargeting or brand awareness campaign.