Why You Can’t Have Good Social Media Strategy Without First Having a Properly Defined Business Strategy

You can’t have a good social strategy without first understanding the business goals and brand strategy.

It’s like sailing in the fog.

Sure, you’re making movement, but where are you going? Where will you end up? To what end? Are we just posting for posting sake? Or, are we running a business with a clearly defined plan?

So what you got 10 million views on your last post – how did that help your brand or business?

Too often I speak with companies who want social media to be more effective for them, but they don’t have a fully baked brand strategy or business strategy.

Here’s how it should look:

Continue Reading: Lessons I Learned from Going Viral

1. Business Goals / Strategy

“We have 4 locations, but in the next 5 years, we want 40.”
“We are at a million in revenue, we want to be at 100 million by 2030.”
“We are currently in this category, but by this time next year, we want to expand and dominate this other category.”

2. Brand Strategy

“Our brand promises to deliver XYZ.”
“When you think of our brand, you should think XYZ.”
“We want to be known for XYZ.”
“This is our audience, this is what they value, this is how we’ll reach them, this is how we will position ourselves, this is how we’ll win…”

3. Marketing Strategy

“Given our business objective is to achieve X, and we want people to know us for Y, here’s how we’re going to do it.”
“We’ll be on these channels, spend this much money, hire this many staff, and aim to achieve these results.”