It is becoming harder and harder to stand out from the crowd when it comes to social media and with the algorithms pushing people further into different niches and echo-chambers, creating genuinely useful and engaging content that gets traction is big business.
Despite this, a strong social media presence remains a strong channel for marketing and getting your messaging out there. If you are struggling to know when to start when it comes to social media and how to launch it for your business, here we break down where to look first in our social media strategy guide.
1. Set clear and measurable goals
Every effective social media strategy starts with a clear purpose. What are you trying to achieve? Instead of vague goals like “get more followers,” focus on SMART goals—specific, measurable, achievable, relevant, and time-bound.
For example:
- Grow LinkedIn leads by 25% in the next quarter.
- Increase Instagram engagement rate from 1.5% to 3% in 60 days.
- Drive 1,000 website visits via Facebook each month.
Clear goals help you choose the right platforms, content types, and metrics to monitor your success.
2. Understand your audience
Posting blindly to all platforms won’t deliver results. Instead, get clear on who your audience is and where they spend their time.
Start by analysing:
- Demographics (age, gender, location, job role)
- Psychographics (interests, values, habits)
- Pain points and how your brand solves them
Use built-in analytics tools like Meta Insights, X (formerly Twitter) Analytics, or TikTok Business Center. Social listening tools like Hootsuite or Brandwatch can uncover trends and conversations your audience cares about. With this data, create audience personas that guide every post you make.
3. Research your competitors
A strong strategy includes knowing what your competitors are doing—what’s working for them and where they’re falling short.
Conduct a competitive audit by identifying:
- Which platforms they’re active on
- Posting frequency and engagement levels
- Top-performing content types (e.g. Reels, carousels, polls)
- Gaps in their messaging or community management
Look for opportunities: are they ignoring TikTok? Are their Instagram posts well-designed but their captions weak? Use these insights to differentiate your content and gain an edge.
4. Audit your existing social presence
Before setting your new strategy in motion, take stock of where you currently stand.
Check:
- Are your profiles complete and on-brand?
- Do your bios include keywords and a clear CTA?
- Is your visual identity (logos, colours, fonts) consistent?
- What content has performed best so far—and why?
Make a note of which platforms are delivering results and which ones may need to be paused, refined, or reimagined.
5. Optimise your profiles
An incomplete or inconsistent profile can turn people away before they ever engage. Ensure each of your social profiles is professionally branded and aligned with your goals.
Key profile elements to review:
- Profile picture and cover image
Bio with clear, keyword-rich descriptions - Link in bio (or a link tree-style tool)
- Contact information and location, if applicable
For brands with global or multilingual audiences, consider localised profiles or multi-language content to improve relevance and visibility.
6. Build your content calendar
Consistency is key—but so is variety. A content calendar helps you plan, stay organised, and maintain a steady publishing rhythm across platforms.
Your calendar should include:
- Content types (e.g. educational, promotional, user-generated)
- Platform-specific variations
- Posting times (based on your audience’s active hours)
- Hashtag themes, upcoming events, and campaign tie-ins
Free tools like Hootsuite’s content calendar templates can help you map out weeks or months in advance, ensuring a balance between engaging content and business messaging.
7. Create engaging content
Your content is your voice—make it count. Great content doesn’t just sell; it educates, entertains, and encourages interaction.
Best practices:
- Keep captions short and impactful (under 150 characters for most platforms)
- Use high-quality visuals and brand-consistent design
- Incorporate motion—videos, Reels, Stories, or subtle animations
- Include a strong call-to-action (“Learn more,” “Tag a friend,” “Shop now”)
- Encourage saves and shares, not just likes
Mix original content with curated and user-generated posts. Not every piece has to go viral, just aim to connect meaningfully with your audience and provide them with value. Keeping the commercial element in mind will help you create content that engages them whilst also nurturing them along with buying funnel.
8. Measure, test, and optimise
Social media isn’t set-it-and-forget-it. Regularly review your performance and use those insights to adjust your strategy.
Track key metrics based on your goals:
- Reach and impressions (awareness)
- Engagement rate (interest)
- Clicks and conversion rate (action)
A/B test different headlines, posting times, and formats. Tools like Meta Ads Manager, LinkedIn Campaign Manager, and Hootsuite Analytics make it easier to refine what works and drop what doesn’t.
Bonus: Know what platforms to nail, and which to curtail
It is so important to not fall into the trap of needing to get on every platform ‘because our competitors are doing it’. Whilst the desire is understandable, it can often lead to overwhelm, investing in increasingly costly scheduling tools and repurposing content which works on one channel but lands flat on another. When looking at a list of the biggest social media platforms by users of over 100 million, you will find 22 options.
That’s too many to keep on top of. If LinkedIn makes more sense for a very B2B audience, then spend more time on that and revisit platforms like Facebook and Tiktok in the future, and whatever you do, if you do decide to branch out into multiple platforms, tailor the messaging and the content for each channel.
Where to go next?
If you’re ready to deepen your understanding of social media strategy, there are several expert resources to explore. Start with Hootsuite’s Social Media Strategy Guide, which offers a practical framework and free downloadable templates to help you plan and execute campaigns.
If you’re focusing on analytics or content planning, HubSpot’s Social Media Certification is a great way to build foundational skills. You can also explore the Sprout Social Insights blog for regular tips on trends, reporting, and engagement strategies. Whether you’re building a brand or scaling a campaign, these tools will help you take the next step with confidence.
