Social media strategy: Where to begin?

Social media strategy: Where to begin? • Yoast

Siobhan Cunningham

Siobhan is lead of the Social media team at Yoast. She enjoys writing and is interested in basically any type of digital communication.

Social media is not to be ignored these days: it’s everywhere! So, when you’re working on building and growing your website, you need to take social media into account. Not sure why? Check out how social media can influence your SEO. Now, where do you begin? In this post, we’ll walk you through the steps of determining a social media strategy that fits you and your brand.

The goal of your social media presence

What is your goal for being on social media? Beware: what type of content you’ll be sharing is not your goal. That’s a means to reach your goals. What are you hoping to accomplish by sharing? Do you want followers to learn about your products? Increase sales, possibly by sharing discount codes or promotions? Are you looking to educate them? For example, the blog you’re currently reading is important to one of Yoast’s social media goals: We want to share our SEO knowledge with everyone. 

There are many goals to choose from, and you can pick more than one. Try to maintain some focus though, start by selecting a few that you can focus on first. If you find it hard to pinpoint your goals try turning it around: what content would you like to share? What goals could you deduce from that?

If you want to learn more about using social media and other essential SEO skills, you should check out our All-Around SEO training! It doesn’t just tell you about SEO: it’ll help you put these skills into practice!

What type of content do you share on social media?

So, you’ve decided on your goal(s). On to the next question: What kind of content are you going to offer? Are you going to share your own blog posts? Or, articles written by others, that you find relevant for your audience? Product information? Behind the scenes footage from your company? Information about you as a person? There’s so much you can do – and again, you don’t have to pick just one! 

Pro tip: Don’t forget content you might already have, that you could turn into social posts!

Mindmapping can help with this phase. Sit down to a piece of paper (or use a digital tool) and start writing. Let your ideas flow! Write down all types of content you can think of, that would fit your brand and/or products.

After that, it’s time to choose. What are you going to focus on? Keep in mind that engaging your customers with interesting content will increase their affinity for your brand. Think about what your audience would like to see, read, and preferably even share with others. In general, engaging content will do better than posts written mainly because you want to sell.

Determining content buckets

Now, you know what you want to accomplish with your social media presence. You also know what type of content you’re going to gather or create to do so. If you order these

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This article was written by Siobhan Cunningham and originally published on Yoast • SEO for everyone.

Disclosure: Some of the links in this post are "affiliate links." This means if you click on the link and purchase the product, We may receive an affiliate commission.

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