There is no doubt why social media for business is essential. Social media is changing the nature of relationships between customers and a brand.

With a worldwide penetration of 49% on social media and almost three billion active users, it’s time to take social media marketing seriously. In the first instance, consider your social media marketing strategy.

Social media for business strategy

It all begins with identifying your goals and audience. Like any other strategy, ensure that the goals are achievable and measurable. When we discuss social media marketing, the target audience is crucial.

Generational marketing is a great strategy to use. Here, you target a specific generation of people, looking at their attitudes and preferences. For example, if your product or service targets a millennial audience, you need to do market research to determine what social media millennials use the most? Likewise, when dealing with an older generation like the baby boomers, find out which platforms they visit and interact with regularly.

Which social media platforms?

Marketers must treat each social media platform individually. When planning your social media content for business, it has to be relevant and meet the expectations of the intended audience. Some social media platforms are far suited for videos and animation, whereas others are more focused on content-rich media. Therefore, plan for each platform individually rather than deciding that one piece of content gets posted on all social media platforms.

Social media analytics is also crucial when deciding which platform to use. Each social media platform has its automation and tools to analyse clicks, shares, views and comments. Take time to study and use that data accordingly.

The relationship side

Just like a newsletter, social media is a way of building a following. You are likely to reach more people more quickly and can go on to foster more intimate relationships.

Social media means the ability to connect with people across the globe from extensive and varied networks. And with its informal nature, you can more easily extend your network and customers through social media.

Remember to check each platform to see if it is where your audience hangs out and take steps to maximise and measure your efforts. Users can be following socials daily, so ensure you post regular engaging and personal content. The use of images can increase engagement rates.

Ultimately, social media can build strong brand loyalty and brand advocacy.


However, some possible effects of social media include:

    • easily overestimating the level of intimacy of our online relationships. Don’t ignore your offline relationships.
    • starting to adopt behaviours, attitudes and beliefs from those within our social network (such as posting negative comments as an example) and
    • comparing ourselves with others because we’re ‘seen’ leads to positive or negative effects.

Get in touch with FWD Focus for social media strategy and content to benefit your business and build brand loyalty and brand advocacy.