Social Media Strategy
Introduction
Section titled “Introduction”Social media marketing consists of using social platforms to promote a brand, product, or service, while building visibility, engagement, and brand awareness.
Learning Objectives
Section titled “Learning Objectives”- Understand the role of social media in a marketing strategy
- Build a coherent social media plan
- Master the SMART and TOMSTER methods
- Use social media analytics to assess performance
Why Use Social Media in Your Strategy?
Section titled “Why Use Social Media in Your Strategy?”- Increase brand visibility
- Build customer relationships
- Manage brand image
- Precisely target an audience
- Stay on top of real-time trends
“News of a great product can spread like wildfire…” — IBM
Which Platforms for Which Uses?
Section titled “Which Platforms for Which Uses?”| Platform | Audience / Main Use |
|---|---|
| TikTok | Young audiences – short viral videos |
| Visuals + videos (reels), product storytelling | |
| Broad audience, groups, events, ads | |
| B2B, employer branding, professional expertise |
Building a Social Media Strategy
Section titled “Building a Social Media Strategy”Start by defining a clear objective.
Three key dimensions:
- Cognitive: raise awareness
- Affective: create emotional connection
- Behavioral: drive action
Key questions:
- Why use social media?
- Who is my target audience?
- What content? On which platforms? How often?
The TOMSTER Method
Section titled “The TOMSTER Method”A 7-step framework:
| Step | Description |
|---|---|
| Target | Define your personas (age, needs, interests…) |
| Objectives | Set measurable goals (awareness, traffic, engagement…) |
| Message | Establish a consistent editorial tone |
| Strategy | Build a clear action plan |
| Technology | Choose the right platforms and tools (e.g., Instagram, Buffer, Hootsuite) |
| Evaluation | Track KPIs (clicks, views, engagement, conversions…) |
| Resources | Plan budget, schedule, and team organization |
Social Media Analytics (SMA)
Section titled “Social Media Analytics (SMA)”Analyze both quantitative and qualitative data to:
- Refine your strategy
- Understand your audience
- Better target your actions
Recommended Tools
Section titled “Recommended Tools”- Hootsuite
- Sprout Social
- Google Analytics
- Socialblade
- Mention
Sample KPIs
Section titled “Sample KPIs”- Follower count
- Engagement rate
- Reach
- Sentiment analysis (positive / negative)
- Clicks / conversions
📘 19 Social Media KPIs
📘 Sentiment Analysis Guide
📘 Competitive Analysis on Social
Key Takeaways
Section titled “Key Takeaways”- Social media is a powerful communication and conversion lever
- A good strategy relies on clear goals, platform-specific content, and regular performance tracking
- SMART and TOMSTER methods help structure the strategy