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social media strategy

The right social media strategy will help generate more business.

When trying to reach a target audience, social media works. Statista reports that in 2020, there was an estimated 3.6 billion social network users worldwide, and is projected to  jump to 4.41 billion in 2025

You may already have a social media strategy in your company’s PR and marketing plan. But, is that strategy working?

While their posts may look spontaneous, companies with the most effective social media campaigns have designed them thoughtfully to achieve a specific goal.

Today’s best marketing professionals know that social strategy goes beyond simply posting anything and everything on Facebook and Instagram. You must have a strategy, and it must be a strong one.

So, how do you identify and assess your company’s social media strategy? Ask yourself the following questions.

  1. Does our campaign focus on our target audience? Targeting is essential in social strategy. While social platforms can reach a wide variety of people, companies must create content with their best customer or client in mind.

For example, commercial real estate and finance are relationship businesses. Social strategy for these companies should be aligned with strengthening these relationships.

An apartment developer, for instance, may have a target audience of multifamily investors. To capture the attention of these potential clients, today’s marketing pros will need to highlight what these investors look for, such as the firm’s ability to identify and acquire properties that produce strong and steady returns.

By ensuring that social content is aligned with target audience preferences, today’s companies are increasingly generating strong bottom-line results from social.

  1. Do our posts have a consistent personality? Whatever your company’s tone is—corporate/professional, creative/energetic—your social media posts should reflect that tone consistently.

For example, if a firm is more corporate/professional, posts should center on new projects and business milestones or results.

A company that is more creative, and perhaps also focused on recruitment, may consider content that focuses on culture and team activities.

Consistency in tone is essential to ensure readers clearly understand your firm.

  1. Do our posts highlight what the company does best? If you’re an accomplished asset management firm, your social media posts should feature photos of the beautiful buildings in your management portfolio. If you are the most active acquirer of property, tout the properties you’re buying.

Just like every other part of your PR strategy, put your best foot forward in social media to get the best results.

  1. Do we edit out posts that don’t align with our social media strategy? Editing is extremely important in social media. What you don’t say is just as important as what you do say, and that depends on your campaign goals.

For example, if you’re a large property owner, you probably don’t want your big investors to see posts about last week’s office cornhole tournament. But if you’re a small startup, you might want to play up the tournament to emphasize your team-oriented culture for talent recruitment purposes.

While it can be tempting to post on a wide variety of topics about your company, it’s smarter to stay in one lane and be judicious before sharing.

Once you’ve answered these questions, you can use what you’ve learned to craft a social media strategy that not only garners interest, but also brings in business and moves the needle for your company. And isn’t that the whole point?

Looking for an agency to support your social media strategy and achieve bottom-line results for your business? Contact us at 949.438.6262 or