It may seem counterintuitive, because many people see social media as a casual, fun, and instant approach to content distribution, but every social media platform needs a strategy in order for it to be successful. All of those easy, breezy influencer accounts that seem to naturally produce amazing content are actually working really hard to distinguish themselves as a brand worth your engagement.
Ideally, a social media strategy is created before anything is published. However, it’s never too late to get on board.
Here are three big reasons why you need a strategy:
- Consistency is crucial.
By maintaining one voice and one look on social, you are telling your followers that this is who you are as a brand. If you keep changing the messaging and the feel of your social media presence, you are causing brand confusion and people might even think you are being hacked. They won’t be able to recognize you in the sea of accounts on their newsfeeds.
You also want to post consistently, which likely entails brainstorming ways to generate fresh content during slower periods and scheduling some posts in advance. Your followers will expect to hear from you every so often and delivering content to meet their expectations is part of building trust with the consumer.
- It’s impossible to measure ROI without a strategy.
If you are investing a decent amount of time into social media, you certainly want to ensure that the return you are getting on that investment warrants the time (and possibly money) spent. However, this becomes impossible to determine if you are constantly experimenting without a baseline. Controlled testing within the scope of the brand is good; trying every trend regardless of whether it is a fit for your brand is not a good idea.
- A strategy keeps your brand focused.
There are plenty of social media guidelines you can choose to follow, but there aren’t a lot of concrete rules, which is simultaneously freeing and overwhelming. By constructing parameters, a brand is able to take ownership of its social media accounts and decide how to use them as a tool for self-promotion.
If your brand is big enough and you find yourself with many goals and multiple paths to those goals that don’t seem to come together for one cohesive strategy, it may be time to explore creating more than one account.
Ultimately, your social media strategy shouldn’t be so rigid that it can’t bend to meet the always-changing social media climate; however, it should be strong enough to make determining what to post and when a much easier decision.