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Social Media Strategy

4 top tips for planning your social media strategy in 2022

Written by Laura Greenhalgh
Posted on 10 May 2022
Time it takes to read: 2 mins

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In a digital world, with more social networks, feeds and competition than ever, having a social media strategy critical. A social media strategy is as a plan of how to maximise engagement and interactions across social media to achieve your company's objectives. It gives your marketing efforts a sense of purpose and helps to reach your overall company goals. 

Here are 4 top tips for planning your social strategy in 2022:  

1. Set SMART goals 

Taking the time to specify your social goals is a crucial first step in your social strategy. Without goals, you’ll struggle to measure success. By using the S.M.A.R.T. goal framework, you can identify realistic and achievable goals for your company. 

Each of your goals should be: 

  • Specific  
  • Measurable  
  • Attainable 
  • Relevant 
  • Timebound  

Your marketing goals should link to your social media goals to ensure they align and work together to achieve your overall company aims.  

2. Who is your audience? 

Guessing who your audience is will not bring your company the best results. Instead, knowing who they are and what they want to see on your social channels, will. You can do this by researching the audiences that are active on your social channels. 

Many brands do this by using a social media dashboard that reveals their followers and how they are interacting with them across different channels. This ensures you produce content that is relevant and engaging to your audience, making them want to interact with it. 

Creating a buyer persona can be beneficial when thinking about your audience. This includes relevant information you should know about your audience: 

  • Age  
  • Location 
  • Income
  • Job role
  • Interests 

Make sure to focus on networks that your audience are already active on. This will make it easier to find out information about them and make it an accurate finding by looking at their profiles. 

3. Engaging and compelling social content  

By outlining your goals and knowing who your target audience is, you should have a clear direction and plan as to what you should post on social media and which platforms are the most relevant.  

It’s extremely beneficial to conduct a competitor analysis by researching your competitors and reviewing the type of content they are posting. You can see which content is gaining the most engagement and gain ideas to add to your own social strategy. 

Some ideas for engaging content in 2022 are: 

  • Stories  
  • Short-form videos
  • Posts that show off a human side 

According to Sprout Social, 54% of marketers state that video is the most valuable content type for achieving social goals as they receive a high engagement rate.  

4. Be consistent 

A social media content calendar ensures there’s a plan for how frequently you will share content and when to get maximum impact. The calendar lists the dates and times that you will publish content on each channel. It makes your social strategy more organised, focused and efficient, rather than wondering if you’re posting too much or too little.  

Hootsuite recommends the following posting frequencies to improve your social strategy: 

  • Instagram – 3-7 times per week 
  • LinkedIn – 1-5 times per day 
  • Twitter – 1-5 tweets a day 
  • Facebook – 1-2 times a day  

Timeliness is especially important for marketers. You should always be responsive to your followers and their queries. Social media respect is gained from being present, engaging and acknowledging of your audience.  

By setting goals, identifying your audience, creating engaging content, and staying consistent on social media, your company can continue to increase brand awareness, drive website traffic and grow relationships with your audience. 

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