How to Create (and Carry Out) an Effective Social Media Marketing Plan

Random tweets and pins might find a few customers here and there. To make the most of your social media marketing, however, you’ll want to develop a specific plan for reaching and converting clients. Here’s how to create and execute an effective social media marketing plan to help your business grow.

How to Create (and Carry Out) an Effective Social Media Marketing PlanDetermine Which Social Platforms to Use

Not all social media platforms are created equal. If they were, we wouldn’t have so many of them. Instead, each caters to a different audience by providing unique features. Use those differences to your advantage by carefully selecting which platform will help you accomplish your social media marketing goals.

  • Facebook: Stands out for its wide reach, targeting capabilities, and detailed analytics; skews toward a 35+ audience
  • Twitter: Great for direct communication with clients and customers; helps build relationships; analytics and demographic data are not as thorough
  • Instagram: Largely visual medium, which is excellent for building brand awareness; good choice for a younger audience (15-35); no clickable links, so not as good for driving traffic
  • LinkedIn: Allows for fine-tuned targeting by industry and position; works best for B2B marketing; can be expensive when looking at cost per click
  • Pinterest: Another great choice for visual marketing; helps drive traffic since pins automatically link back to source; skews female (nearly 70%); not as effective for B2B

Decide Who You Are Targeting on Social Media

Are you trying to get noticed by potential customers who have never heard of you? Or are you hoping to increase engagement with an audience who already follows you? These are some broad questions you’ll want to consider, but you can also dig deep into the details.

Once you’ve decided on a platform, you’ll want to identify specifically who you want to reach. The amount and type of data you’ll have on a potential audience will differ for each platform.

Facebook, for example, will allow you to refine your targeting with demographic and psychographic data. That means you can market to individuals who like a certain product, personality, or particular television show (or other entertainment). You can also use a tool like the Facebook Pixel to retarget an audience who has visited a specific page on your website.

While the data set from other sites is not as robust as Facebook’s, you will still be able to choose who you want to target. This allows you to send your message to the right group depending on what goals you have set for your campaign.

Set Your Social Media Goals

  • Identify metrics: Decide what you will measure and how. Are you looking for increased traffic? Do you want to grow your email list? Raise brand awareness? Each of these goals can be measured by specific metrics within the social media platform or your own site.
  • Commit to reporting: Often. You want to know what is happening so you can improve. At the very least, you want to know what worked and what didn’t after a campaign is complete. But if you report frequently, you’ll have the chance to adjust your strategy on the fly, boosting your reach and/or conversions.
  • Use what’s available: Even if you’re not an analytics expert, even if you don’t have a data scientist on the payroll, you can take advantage of the metrics provided by the social media platform where you’ve decided to market. While you should start collecting data from your site as well, you can learn a lot about your strategy with just the analytics basics.

Optimize Social Media Profiles on Each Platform

The qualities of a fantastic Facebook fan page are not necessarily the same as an effective LinkedIn company page. At the very least, you should complete your profile to 100%. The more information you provide, the more likely your audience is to find you and connect with you. Also keep in mind that many of these pages will be indexed by Google, so you’ll want to use long-tail keywords to reap any potential SEO benefits.

Consider the audience you are targeting on each platform. Then adjust your presence for that niche. You should stay true to your brand, of course, but tailor your profile to the platform.

Determine a Posting Timeline

Much like with a traditional marketing campaign, you’ll want to plan your messaging in advance. You might not need to have every post and every ad completed before you launch the first volley, but you will want to have a general idea of what the arc of your marketing looks like.

Consider the following for your social media posting timeline:

  • Frequency: How often should you post? This will depend in part on the platform and your goals. Remember that not everyone will see your message the first time, so it’s okay to repeat ideas or repurpose them.
  • Time of Day: While you can find general guidelines about the optimum time to post, don’t think of these as rules. Instead, find out when your audience is active. If you have an international fanbase, for example, you might need to post at multiple times to accommodate various time zones.
  • Be realistic: If you don’t have the bandwidth to tweet dozens of times per day, then don’t set a goal you know you can’t reach. Instead, do what you can. Once you start seeing results, it will be easier to devote more time and energy to social media marketing.
  • Use automation: Automate with caution. Tools like Hootsuite and Buffer can help you craft messages in advance so you don’t have to always post them live. Remember, that these automated posts can cause problems when tragedy strikes. You don’t want to seem callous or indifferent because you forgot to pause your automated tweets.

Follow Best Practices for Posting

Again, what works for LinkedIn might not be as effective for Pinterest. Each site has its own best practices, but some general rules apply to almost any social media marketing effort.

  • Use visuals: Images are more engaging no matter which platform you’re on. The best sizes for each site differ, though, so don’t forget to resize your visuals when necessary.
  • Optimize your text length: This will vary for each platform. Brevity for Twitter, obviously. But Facebook posts can be longer, assuming that they are engaging.
  • Use hashtags appropriately: Most social media platforms allow you to use hashtags, but their effectiveness will depend on the site. Twitter makes good use of hashtags, for example. They aren’t as useful on Pinterest, and most other sites are somewhere in between.
  • Be useful: There’s too much content out there for all of us to consume. If you want to engage your audience, make sure you provide valuable information and try to be entertaining when possible. Sometimes a light-hearted approach can stand out from the bland, serious marketing we see so often.

Social media marketing isn’t magic. If you want it to work for you, you’ll need to be intentional and ask some important questions about your audience and your goals. Follow the guidelines above for your next campaign and let us know how it goes.

The Ultimate Guide to Social Media Marketing

The Ultimate Guide to Social Media Marketing

Perhaps one of the biggest human flaws is that we tend to be a bit impatient.

We speed date, eat fast food, use emojis instead of words, pay for overnight shipping, and get started with social media without knowing why or what to expect.

The world is moving faster than ever before. New trends and technology seem to appear overnight, and it’s becoming increasingly difficult to keep pace. So, you get the temptation to jump on the social media bandwagon without a clear picture in mind of what you want to achieve.

But, diving in without a sense of what it encompasses and how it can benefit your business can do more harm than good.

This comprehensive guide will teach you everything you need to know about how to build a social media marketing strategy that delivers value to your audience and helps your business grow.

Table of contents

The importance of social media for business

Not too long ago, businesses considered social media as just a passing trend, a distraction for kids with nothing better to do with their time than to scroll through endless news feeds.

Nowadays, it’s becoming clearer every day that social media is one of the most powerful marketing tools businesses have ever seen.

Get this: there are 3.77 billion global internet users, and over 2.8 billion active social media users. If social media were a country, it would be the biggest nation in the world.

Don’t forget that due to its gargantuan size, social media can provide you with more exposure and brand awareness than any other traditional marketing tool out there. Some of the most popular platforms have become such an integral part of our lives that we are willingly telling the world about our needs, preferences, problems, and burning desires.

Savvy businesses know how to benefit from the huge amount of data that users generate in real time. Sure, the numbers are overwhelming  – every day, people send over 500 million Tweets, upload 95 million photos and videos on Instagram, and like 4.5 billion posts on Facebook. But, behind this mammoth amount of information, there are valuable insights about your customers: who they are, what they like, and what they are willing to pay for.

Social media has made it easier for brands to eavesdrop on the conversations their customers are having and take part in the discussion. Social networks can also help you gather information about your audience and create better marketing messages that fit their profile.

So, there’s no question that social media can benefit your business greatly.

But what is Social Media Marketing?

Imagine you are taking your first scuba diving lesson. You are given the equipment without being told what each item is, how it works, and why you need it. You wouldn’t feel too comfortable diving into the deep dark depths of the ocean without knowing how to differentiate between your submersible pressure gauge and your dive computer.

The same stays true for getting started with social media marketing without understanding what it is or how it works.

According to Wikipedia, social media marketing refers to the use of social networks to promote a product or service.

That’s a rather broad and superficial definition, don’t you think?

Let me take a swing at it.

For me, social media marketing refers to the use of social media platforms to identify and connect with key audiences in a meaningful way.

Sure, your goal is to increase brand awareness, generate leads, and promote your products or services. But, you can’t do that without building meaningful relationships with your network first.

Unlike traditional marketing, where you bombard prospects with sales messages – social media is a two-way process. You need to listen, engage, show empathy, become involved, and provide value if you want to create a seamless relationship with your prospects that can eventually lead to sales.

If you can’t do that, your social media marketing is likely to fail.

What are the benefits of Social Media Marketing?

Unfortunately, not all businesses seem to understand the benefits social media can bring. Recent studies show that about 50% of small businesses aren’t using social media marketing to promote their products/services.

More than that, 25% of those businesses say that they don’t even plan to use social media in the future.

Apparently, there is a big gap between those who understand the value social media can bring and those who still see it as a passing trend.

If you’re one of the few businesses that struggle to see the value of social media marketing, here are some benefits to consider:

  • Brand Recognition: Consumers tend to buy from the brands that they recognize. Social media can get your business in front of the right people and entice them to engage with your brand even when they aren’t ready to make a purchase.
  • Humanizing Your Brand: Social media makes it easier to show your customers that you aren’t just a faceless corporation that is only after their dollars. It allows you to build a voice and showcase your personality, or the personality of your team. For example, the team at Buffer do a great job of empowering their employees to be the face of their brand on Twitter by adding a personalized sign off to all their responses:
  • Establishing Yourself as an Authority: Social media is an excellent platform to share helpful content that proves your expertise. Respond to industry-related questions, participate in discussions, and share valuable resources with your network to become an authority in your niche.
  • Improving Your Customer Service: You may think that social media is a waste of time, but your audience expects you to be there. 67% of consumers go to social media for customer service. And, this statistic is four years old; you can only imagine that the numbers have increased since then. But that’s not all: consumers expect brands to respond to their request within 24 hours or even sooner. So, while you’re ignoring social media, prospects are talking about your business online.

This list could go on forever. Social media can also help drive traffic to your site, assist with link building for SEO, keep an eye on your competitors, and so on.

But the real question is how can you build and implement a winning social media marketing plan that will reap all of these rewards.

How do you create a Social Media Marketing Plan for your business?

“If you fail to plan, you are planning to fail.”– Benjamin Franklin

This quote has withstood the test of time, and it’s never been more relevant than in the world of digital marketing and social media.

Unfortunately, many business owners and digital marketers approach social media haphazardly with no clear direction. They “need to have a presence”, so they set up pages on every social platform out there, and start publishing inconsistent content.

If you want to make the most of the social media for your business, first you need to understand what you are trying to achieve. Then you need to create a structured and specific approach for moving towards that goal.

Here are the key areas you should consider when putting together a social media marketing plan for your business.

Social Media Research

You know that understanding your audience’s needs and expectations are vital to social media marketing success. So it’s important that social media research becomes a key part of your ongoing social media strategy.

And, it makes perfect sense if you think about it: the more you know about your customers, the easier it becomes to create content that caters to their specific needs.

There’s just one problem: the volume of conversation on social media is so big that it can feel like an insurmountable task to look for potentially valuable insights.

Don’t panic yet. With the right approach, social media research is doable.

First, start by asking the right questions.

Imagine that you are a web design company and want to know what people are talking about when it comes to photography sites. Some of the possible questions you may ask are: How are people responding to this topic? What themes are the most popular? What are the other web design companies mentioned when it comes to photography site themes?

Now that you have your questions and topics, create a list of the possible words and phrases your audience might be using to discuss this area of interest. Keep in mind that people often use slang on the internet or misspell words, so try to include some fringe key terms in your list too.

Jump on social media, starting with the most relevant platform for your audience, and use the search feature to see what people are saying about your list of topics.

Here is an example search using Twitter, where you can quickly filter the information by people, geography, language and so on:

Look at your results and refine the list. Exclude anything that isn’t relevant to what you’re looking for or doesn’t provide any useful information.

With your data at hand, try to answer some basic questions, such as what is the overall sentiment for websites in this space, what audience categories are the most vocal about it, and so on.

Don’t be afraid to take your research a step further and explore what’s beneath the surface.

This information can frame your approach to marketing your product or service offerings to this group of people.

Paid vs. Organic Social Media

If done right, social media marketing can help you grow your business without burning a hole in your budget. Of course, that takes time, patience, and a lot of hard work.

Perhaps paid social media advertising is a better option when it comes to increasing brand awareness, traffic generation, and customer acquisition.

Well, let’s find out, shall we?

Organic social media marketing can help you put your business in front of the right audience for free (apart from your time of course). That is if you learn the rules of the game and play by them.

Here’s the thing: just as with search engine optimization, the algorithm for each social network changes regularly. Facebook, for instance, has significantly dropped the average organic reach for businesses in recent years and it plans to lower it even more in the future. The social network has made it clear that it will only show content that is useful, relevant, and valuable.

Here is an interesting graphic from AgoraPulse that gives you an idea of the organic reach on Facebook broken down by industry:

It’s no surprise that retail is sitting smack bang at the bottom of that list, given the direct response nature of buying products online and how it can be directly attributed to Facebook advertising spend.

Yes, cracking the algorithm and getting your content in front of your audience is becoming increasingly difficult, but there are a few advantages to relying on organic social media rather than paying attention straight away:

  • Being consistent can benefit your business long-term by developing authority;
  • If you have a tight marketing budget, it’s much more affordable;
  • Your audience likely trust “organic” engagement and messaging, more than they do paid advertisements;

On the flip side, paid social media advertising can help you achieve your goals faster, but its longevity is limited. A paid campaign will stop driving traffic and leads the moment you switch it off, but evergreen social media content can generate ROI indefinitely.

In the end, there’s no absolute winner. You need to look at your metrics and budget to decide which option fits your business best. The reality is that each of the social networks is businesses themselves, and they need to monetize their audience to stay in existence. As this industry continues to mature, the ease of organic reach will continue to decrease. So if you think that social media is a “free” way to market your business, you will end up being disappointed.

Picking the Right Social Media Platforms

One of the biggest mistakes small business owners make is that they see“social media” as a homogenous entity. Sure, Twitter, Facebook, and Instagram are all social networks, but they are so different that everything from the audience to the style is unique.

So, how can you ensure that you’re focusing on the social networks that benefit your business’ goals?

Here are some things to keep in mind:

  • Consider User Demographics: Size isn’t always important. Instagram may be one of the fastest growing networks, but if you are a B2B company selling SaaS services to logistics companies, then it would make more sense to focus your resources on LinkedIn and Twitter.
  • Resources: Do you have the skills or personnel to create the right content for the networks you’ve chosen? Instagram and Pinterest, for example, require creative images and videos while Twitter emphasizes quality articles.
  • Time: Unless you have a dedicated social media marketing department, you won’t be able to post on every social media channel. Keep in mind that you should aim to post daily on each network.

In the beginning, focus your effort on the social network(s) that are MOST relevant to your customer group, and give them your best shot. As a rule, I’d recommend picking your customer’s top 3 most frequented networks and sticking to them to start.

How Often You Should Post on Social Media

CoSchedule looked at 14 different studies and found the ideal social media frequency that allows you to engage with your network, drive engagement and traffic, and keep your business top of mind, without annoying your audience.

Here’s what that came up with:

  • Facebook: Studies suggest that you should post just once or at most twice a day to Facebook. Anything more than that can come off as spam;
  • Twitter: Neil Patel found that 15 Tweets per day is the sweet spot that gets you all the benefits of social media marketing;
  • Pinterest: Between 15 and 30 posts per day will bring you the best results on this network;
  • Google+: No, Google+ is not dead. In fact, it can benefit your SEO greatly. Just make sure to post relevant content at least twice per day;
  • LinkedIn: One post per day is more than enough for LinkedIn;
  • Instagram: Major brands post just 1-2 images per day on Instagram. If you have more content that you want to share with your audience, use the Instagram Stories feature;

That all seems like a lot of work, right? Posting consistently on social media is made far easier with social media scheduling tools such as AgoraPulse:

The Best Time to Post on Social Media

Just like everything else in life, timing is crucial to social media marketing success.

Picture this: you’ve spent hours working on an article that is insightful and packed with helpful information. Excited about the result, you share it with your network. But, to your surprise and disappointment, almost no one notices it.

That’s how important timing is.

So, what’s the best time to post on social media?

  • Facebook: The best time to post on Facebook is on Thursday, Friday, Saturday, and Sunday. The best hours are 9 AM, 1 PM and 3 PM.
  • Twitter: The best time to post on Twitter is Wednesday between 5 and 6 PM;
  • Pinterest: Saturdays are your best days for connecting with your Pinterest audience. The best hours are 2 PM, 9 PM, and even late at night (2 AM;)
  • LinkedIn: Midweek posting (Tuesday, Wednesday, and Thursday) early in the morning (between 7 and 8 AM) or in the afternoon (5-6PM) is your ideal time;
  • Instagram: One of the things that make Instagram so great is that users are active throughout the week. But, for maximum engagement, make sure not to skip Mondays and Thursdays at any time except for 3-4PM;
  • Google+: The best time to post on Google+ is on Wednesdays, between 9 and 11 AM.

Again, you can pre-schedule content to be posted at these times rather than needing to be active all day every day yourself!

Using Social Media to Influence SEO

Google uses over 200 ranking factors to decide which content to show high in search engine results. Social media signals are among the less significant factors, but none the less can still impact your rankings.

According to Matt Cutts, the correlation between social signals and ranking position is extremely high. Sites that have numerous social signals perform better than those with fewer signals.

Sure, correlation is not causation, but the role social signals play in SEO is becoming more and more evident. If you create and share high-quality content on social media, people are more likely to like it, share it, and link to it. That builds your traffic, your credibility, and your reputation. All that can, in turn, lead to a higher ranking.

The other thing to consider is that your social media pages will most likely show up on page one of a search result when someone is looking for your brand. This is extremely important for authority and brand recognition.

Growing a Social Media Audience

By now, you probably understand that social media is a fantastic way to promote and grow your business.

But, how do you attract those first fans and followers? How do you get started when you have no audience?

  • Getting Likes, Followers, and Shares: You can do a lot of different things to increase your visibility. You can (and should) add links to your social media profiles to your site, engage with other people, leverage hashtags, add links to your social media accounts in your email signature, and so on. But, all your efforts will fail if the content you share with your network provides no value. Before anything else, ensure you create quality content on a regular basis.
  • Facebook: At the moment, Facebook is all about video. Reports have shown that live videos get 29% times more views than traditional content. That can translate into a broad audience reach that will kick start your social media strategy. But just be aware that these trends come and go, and you will need to adapt with the changing times.
  • Facebook Messenger: Messenger is trending at the moment, and a lot of marketers believe this is the future – a channel that could compete directly with email marketing. With Facebook Messenger you can use Chatbots to engage with prospects, and also expand your reach with Messenger Ads. It’s still evolving as a social media marketing tactic, but something you should keep an eye one.
  • Facebook Pages vs. Facebook Groups: Both Facebook Pages and Facebook Groups have their advantages and disadvantages. However, unlike a Facebook Page, where some of your audience might be there just to benefit from discounts and coupons, in a Facebook Group people are interested and engaged in a particular topic. By joining one, you can take part in the discussion and prove yourself as an industry expert. Facebook Groups also get much better organic reach, compared to Business Pages, so it makes a lot of sense to combine the two in your strategy.
  • Twitter: Twitter is a very interactive medium. Retweet, Like, Reply, and engage with followers and other users as often as possible to grow your audience. If you want to spark quick growth and sustain it over time, consider using a service such as Social Quant.

  • LinkedIn: LinkedIn has evolved from a recruiting tool to a powerful publishing platform. Use this to your advantage and publish content that is likely to put your business in front of an interested and growing audience.
  • Pinterest: “Collaboration” is the key term to Pinterest success. Invite bloggers and influencers in your niche to contribute to your boards. That way, you can increase your exposure and network.
  • Snapchat: If you want to build an audience on Snapchat, then you should come up with a storyline. Don’t just post random photos or videos. Build a narrative that will keep users engaged.

Social Listening

Do you know what the most underestimated (and under-utilized) element of social media marketing is?

Here’s why: to be able to deliver high-quality content to your audience, you need to learn about their perspective. The only way to reach that level of understanding is to become a very good listener.

Everything from brand mentions, likes, comments, forum discussions, and even your competition can reveal something valuable about your prospects. This information can help you improve customer engagement, understand how your audience perceives you in comparison to your competitors, uncover pain points that no one is addressing, or identify industry influencers.

Make sure to monitor keywords, such as your brand name and handles, your competitors’ names, your product names, your campaign’s keywords, your hashtags, and the names of key people in your company.

Tools like Mention make this much easier than it was when social media first came about.

Social Media Community Management

You can’t build a successful social media marketing plan if you’re ignoring your fans and followers. Yes, answering comments, sending welcome/thank you direct messages, and linking and sharing posts is time-consuming, but it’s what social media is all about.

Carve out at least one hour per day to dedicate to social media community management. Make an effort to respond to those mentioning your brand – it will benefit you in the long run. Use tools such as AgoraPulse, or Mention to make it easier to schedule posts and to listen to conversations.

Social Media Advertising

I spoke briefly about the battle between paid and organic social media earlier, and it’s not a black and white outcome.

In fact, whilst most of my energy is put towards growing a social media presence organically, with the limitations of organic reach it is becoming more important to invest in social media advertising as part of your plan.

In reality, the customer journey is never a straight line. Prospects go through different stages before they decide whether they are interested in your products or not. If they encounter just one touch point, the chances they’ll convert are extremely low.

To get consistent outcomes from social media marketing, you need to create as many touch points as possible, and advertising provides the most controlled and measurable way of doing so.

Here’s an approach to social media advertising that makes sense in combination with quality content and an organic growth strategy:

  1. Create high-quality content and publish it on your website;
  2. Promote it organically to ensure it reaches the widest audience possible;
  3. Add a cookie (Facebook or Twitter pixel) to your website that captures the information of people who visit and engage with your content;
  4. Remarket your future content (and offers) to the audience that has shown interest in your brand;
  5. Generate qualified leads that already trust you;
  6. Rinse and repeat;

Social Media Management Tools

Social media can get pretty overwhelming. You need to create content, schedule it, engage with your network, promote posts, share other people’s content, manage your community, and so on.

Fortunately, there are plenty of tools you can use to take some of the pressure off your shoulders. Some of the best one’s available today are: AgoraPulse, Buffer, HootSuite, and Social Oomph.

For a more comprehensive look at the best social media management tools available, read this post.

Social Media Reporting and ROI

The final piece of the puzzle to consider when constructing your social media marketing strategy, is to decide how you will track results.

A study from Convince & Convert found that 41% of companies had no idea whether or not their social media efforts were successful.

That’s unacceptable… Are you really going to invest all of that time and money into something that “might” be working?

Here’s a quick 3-step process for tracking the ROI of your social media marketing:

SMART goals are – specific, measurable, achievable, realistic and timely goals.

Eg. Increase customer conversions from social media by 10% this quarter

Step 2 – Understand the metrics that contribute to those goals

What metrics will tell you whether or not your goal has been achieved?

For this to work, you need to set up a baseline set of metrics that tell you where you are currently sitting.

In the example above, you could set up a “Goal” in Google Analytics that tells you when someone converts into a customer, based on an event they trigger or page they visit. Then, if you use the appropriate URL parameters in your social media sharing, you will be able to determine how many people have converted into customers directly from social media.

Read this post for an in-depth look at setting up Google Analytics goals.

Step 3 – Track those metrics

Use Google Analytics, or any number of 3rd party social media monitoring and reporting tools, to track these metrics and improve your strategy over time.

For example, AgoraPulse has some amazing reporting on your social media activity – such as post engagement, follower counts, interactions, impressions and clicks.

Should you outsource social media marketing or keep it in-house?

Choosing to outsource or hire in-house talent, to plan and execute your social media marketing strategy, can be a challenging decision.

There are a number of pros and cons to consider…

The pros of hiring in-house social media talent

  • They understand your business more intimately
  • They can take action (typically) more quickly when required
  • They are immersed in your culture
  • You have control of your marketing

The cons of hiring in-house social media talent

  • They may not have the expertise, specialization or experience that an outsourced solution has
  • The cost is more, and the risk is higher if you need to replace them
  • It prevents you from being able to scale quickly
  • It’s hard to find great talent

Summing up

Creating a social media marketing plan from scratch can feel both exciting and overwhelming at the same time.

You know it will benefit your business, but there are so many factors you need to consider that it seems almost impossible to get started.

Hopefully, this guide will make it a little easier to see the light at the end of the tunnel.

In the end, what choice do you have?

Your customers are online, they are engaging on social networks and expecting you to do the same. So you can ignore that fact, or you can embrace it.

What questions do you have on your mind about social media marketing? Leave them in the comments below.

Know the Common Mistakes & Winning Strategy Of Social Media Marketing

Social media marketing has gone beyond a phenomenon, and Facebook is currently ruling the roost. But it’s not all about social because between Facebook and Google they account for over 85% of all internet ads in 2016 (Meeker Report).

That’s not all! It only looks to continue to rise in favor of Google and Facebook as a variety of stats this year are showing an even higher proportion of the share of growth in US ad revenues, achieving 95% between the two.

Facebook is now so powerful that it is creating micro e-commerce industries in emerging markets. Providing free internet access, where there is currently none. Taking over the world could be their mantra!

Content is shared at a rate that we almost can’t keep control of. Every couple of years that passes by we seem to create more data than in the entire previous history of the world – Forbes

Marketing services spending worldwide from 2015 (in billion U.S. dollars) to 2017 (Statista)

Marketing services spending

As you can see spending continues to rise, so it will become even more important to invest your marketing budget in the right place.
But before we look deeper into social media marketing…

What Is Social Media Marketing?

Social Media Marketing is using optimised content, to share with a targeted audience, in the most consistent and engaging way possible.

What Is Social Media Marketing - Theo Smith

You can achieve this through paid advertising or organic posts directly from your social feeds.

Organic Posts

A little-known fact is that Facebook allows you to target your current audience organically via audience-optimization.

So What Is Audience Optimization?

‘Audience Optimization is an organic targeting tool to help publishers reach and engage their audience on Facebook and better understand the interests of people clicking on their posts’

If your brand is Pepsi and you have 100,000’s of followers, but just want to post a job advert for ingredient buyers and you don’t want all your happy consumers to see this message, you can directly target those who are most likely to be interested in the opportunity.

With social media channels pushing for paid advertising, this is one way- On the most powerful of social media channels, you can optimise your posts and direct them to the correct audience for no cost; getting the best chance of an organic reach.

Don’t just run off and start posting sporadically all over social media. Start with the end in mind and make a plan!

Here’s a start…

How To Create A Winning Social Media Marketing Strategy?

Here are the seven steps.

The best way to conduct your social media marketing strategy is through in-depth research and analysis of real people. It helps to map the market and understand the audience you wish to connect.
Having a social media audit helps too and here’s a how-to. It needs to follow a user journey and if done correctly will help to focus the social media marketing strategy.

A strategy should be focused on four pillars, and those pillars should be linked to your EVP or at the very least your company values.

Once you’ve identified the pillars, a content calendar can be created. This should be more around content themes than a day by day plan; which can be implemented later on.

Create content that is designed specifically to highlight the positive connectivity between your brand and your target audience.

It is not enough to just create a strategy around individual posts. What’s important, as I’ve already suggested, is to start with the end in mind.

Understand your key metrics and plan accordingly. Your user journey should guide you to where there may be gaps in your social media marketing strategy.

When you promote content; firstly it should reach to those people who will engage with it and secondly to those who will experience a paradigm shift; to be inspired and attracted to the positive message you have to share.

Finally, at every stage, you should look for optimum performance. The world moves at a rapid pace, and social media moves at ten times that speed, so it is important that any strategy has the flexibility to adjust minute by minute, hour by hour…

Moving at the speed of social media

3 Common Social Media Marketing Mistakes

  • Lack of research; no strategy
  • No response OR bad response
  • No dedicated social team

1. Lack Of Research No Strategy

Now I’m no Baseball fan, but I do understand team ethics! If you want the proof that creating a good strategy with the right research ever pays dividends, then look no further than the book or the film Moneyball.

Through the analytical principles of sabermetrics, a manager would pick those players who are most likely to work best together rather than the best set of individual players.

When my clients ask me ‘why we should have a social audit when we don’t have a presence’ or ‘we’re already doing a great job on social?’ I tell them: ‘Just because you’re not out there on social, it doesn’t mean people aren’t talking about you’ or ‘Are you sure this is the best you can be?’

I also tell my clients that they may have a great product and brand, but without a well-defined strategy based on real-time data and analysis, how can they expect to continue to play and win in the major leagues?

A well-executed strategy will ensure your social media marketing performs week in and week out, at its optimum level. It will also protect against failure, just at the point where you need it to perform best.

2. No Response OR Bad Response

Simply this can be explained in two ways…

No response =

Lack of the human touch. You may as well not bother. It’s not just a case of customer service; you need to be a real person with real views.

Burger King recently created an anti-bullying campaign, irrelevant of those who don’t like social responsibility in all its manifestations, delivered via global consumerism; here I argue it’s done well.


Because I think that this is a reflection of an employee’s views and experiences of bullying. So through their client, they are promoting a message that can support a shift in thinking.


At the very least it’s a bunch of creative’s in a media company giving something back. Creating social value in the work they do. Because once upon a time they weren’t the cool creative person that everybody loves. They were a vulnerable young child in a school with very different rules of engagement!

Bad response =

I’ll just show you and let these posts do the talking!

Bad response

Maybe if he had have stopped there he would have got away with his rude response!

rude response

But he isn’t giving up…

isn't giving up

And just when you thought, surely he’s going to shut up now; clearly, he can’t!

Maybe he has a top strategy

So, in this case, I’d certainly say having the human voice has not been the best option in this case. However, if he’s targeted rude, aggressive customers who like to be spoken to in this way, then maybe he has a top strategy.

He’s just going to create a lot of enemies and cross a few lines in doing so. Not the company for me though.

3. No Dedicated Social Team

Every company has an enthusiastic employee who is willing to ‘have a go’ at social media. Whether it’s a grad or an apprentice or even the head of marketing who thinks they should have a go! But let’s face it; they are mostly like a child with a new puppy.

There comes the point where they lose interest in taking it for walks because in the cold, wind and the rain it becomes too much like hard work and other things take priority.

Social media marketing is not just for Christmas. It’s easy to have a go and have a bit of fun. But without a defined strategy and without a commitment to look after it and develop it; it will ultimately suffer.

Make sure you give the responsibility to somebody who understands the level of commitment that’s required. But also give them the level of support that is needed. Because nobody gets a success in isolation!

social media is not just for Christmas

But seriously a dog is not just for Christmas, and I’ve loved and owned many pets. Social media doesn’t have feelings, so my comparison is pure to create and to understand rather than a true like for like…😉

Types Of Social Media Marketing:

Facebook– I’ve said it already from a paid marketing perspective; you can be as creative and dynamic as you want. The hard and fast rule is that Facebook has a stranglehold over social media marketing. It will take a lot more than you or I to change that. So don’t ignore it as part of your strategy, even if ultimately you don’t use it.

Instagram– If you’ve not hit 25 yet and you’re a female, there is a good chance you’re starting to share and engage with images on Instagram. This image sharing site is cool, easy to use and of course owned by the world leader- Facebook.

If you want to show the world your brand in images, I suggest you do it on Instagram.

Twitter– Don’t underestimate the power of Twitter. In the UK, Twitter has several Nurse friendly groups each with over 50,000 members.

Know your audience, know where they live and breathe and target them accordingly. Make no assumptions and be human, but with integrity and respect. Nobody wants to be bullied by another person or a brand!

Read More:10 Best Tips For SEO Hacks To Get Higher Rank On Search Engines

Organisations only exist because there are consumers, without the human element; there is nothing.

Be original

Be bold

Be yourself… and that’s your social media marketing strategy!


Image Credits
Featured Image: Image Given By Author
In-Post Images: Image Given By Author

The post Know the Common Mistakes & Winning Strategy Of Social Media Marketing appeared first on Proven SEO Blog.

How to Use Emojis in Social Media Marketing

Every year emojis are becoming more popular and used more every single day. On average, there are over 60 Million emojis sent on Facebook alone every day. The numbers are not just increasing in personal daily use but in business marketing communications. That’s why we think it’s important to talk about how to use emojis in social media marketing to provide value and strategy as small business owners and entrepreneurs.

How to Use Emojis in Social Media Marketing

You may have heard Chevrolet doing an entire press release in emoji  a couple of years ago. Yes, it was crazy and it was amazing because they opened up marketers eyes to what perhaps could be a means of communication. They really didn’t know how it was going to be received by their customers and they wanted to reach the Millennial generation of their client base. They did issue a decoder because not too many people understood the release, even the Millennials.

With that in mind, there are some ways when not to use emojis in marketing campaigns, especially when it’s only going to confuse a customer.

First Tip: Will the emoji make a positive or negative impact?

Be certain the emoji makes complete sense to your message.

Sometimes in social media, posts can be taken very differently on the other end of the message. An emoji can make the messaging even worse if not used right. Also the type of brand your business or industry is in plays a significant role. When Hillary Clinton tweeted a poll on student loan debt and asked voters to respond in 3 emojis or less, the voters were outraged and felt condescended. It was a very serious topic that was worth a discussion. The emoji inquiry was not cool!

Here’s a better use of emoji usage from Meghan Monaghan:

meghan's tweet

Meghan is so awesome she has an emoji in her Twitter username! She uses 3 positive emojis in her retweet. Not sure what they mean? You can always double check the , the emoji encyclopedia. What’s great about the emojipedia is that it gives you the definition along with the other emoji symbols for different platforms. Each platform has a variation of the same emoji.

Not only Meghan is giving us praise in her comment but her emojis lend a bit more happiness and encouragement.

Will the emoji provide a positive or negative impact_

Second Tip: Don’t force the emoji!

The only way emoji doesn’t seem like an alien language is to use it on a daily basis, so it doesn’t seem so foreign when you do use it for business. A smiley face won’t hurt when you’re making a positive comment or when you’re thanking someone. It will become a natural form of your social media chatting. There’s no way to get away from it unless you’re in an industry that absolutely would see no benefit in speaking to clients or customers in emoji language such as politicians or government institutions.

If you’re struggling with the type of emoji you should enter next to a comment, then it’s being forced and you shouldn’t use it. It should feel as natural as your facial expression. For example, you see a delicious chocolate cake – instant response: YUM!  (No, my tongue doesn’t usually stick out like that. Ok… sometimes.)

Same thing goes with customer inquiries about a product with a delayed response through messaging: Thank you for your interest in our product! We’ll be with you shortly. 

The smiley face softens the delay and gives a personal customer service touch.

Third Tip: Use the Proper Emoji for your Brand and Platform

Some emojis will not be wise to use for your brand and must be careful on specific social media platforms. Be sure you know the meaning of the emoji that you are about to use even if it seems harmless. Your emoji may be walking a fine line to slang and lingo to dangerous profanity when all you want to do is promote your local farmers market. Just saying… peaches and eggplants are not as harmless as they seem. Look it up in the emojipedia if you don’t already know their meanings!

Also for certain industries blowing kiss faces () may seem improper but in the beauty/health/ feminine industries, they throw kisses at everyone like, “Thank you, sweetie! MUAH! ” It’s completely fine.

Don’t even think about doing that in the tech/marketing / financial industries. No, I don’t think it would go over well.

Emojis are most popular on Facebook, Instagram, Twitter, and Google+. Emojis are a BIG NO on LinkedIn. LinkedIn users get very annoyed with anything that looks remotely unprofessional. If you’re not sure which emojis to use, always stick with positive expressions such as the smiley face, clapping hands, raised hands, thumbs up, etc.

Using more than 4 emojis can be excessive, try not to use more than 4 unless you have a specific campaign like Bud Light’s iconic fourth of July emoji tweet.

Fourth Tip:  Create Images with Emojis

People tend to associate brands and companies that use emojis as fun and relatable, according to an Appboy study. If you use emojis according to your brand and become knowledgeable in their meanings they can be of benefit. Rather than using emojis in comments and messaging, images with emojis can quickly become a favorite.

We’ve teamed up with EmojiOne so you can create images with emojis directly in Stencil.

No need to upload your own emojis! (Sorry, Marie.)

Create real-time marketing images with fun emojis to promote holidays or trending hashtags. Here’s one we created for the Solar Eclipse:

That was fun!

What ways will you use emojis in social media marketing?

Sometimes it seems emojis are its own language but you can either embrace the rise of the emoji culture or dismiss it. Depending on how it fits into your brand you may find some fun emojis that you can typically use and apply them with your daily commenting or messaging. If you’re feeling a bit sassier and want to integrate them more into your visual marketing, you can use them in thank you messages in your tweets or other social media posts.

The possibilities are limitless! It’s up to you on how creative you want to get in your social media campaigns. Remember these tips when using emojis:

  1. Is the emoji you’re about to use going to make a positive or negative impact?
  2. Are you forcing yourself to use or find an emoji that you “think” would work? Don’t do it.
  3. Use the proper emoji for your brand. Remember saying, “You’re a .” to a client may not be appreciated.

Overall have fun using emojis! ✌️

Let us know in the comments how you like to use emojis.

“How to Use Emojis in Social Media Marketing;

The post How to Use Emojis in Social Media Marketing appeared first on Stencil.

How to Create a Social Media Marketing Plan From Scratch

When I went rock climbing for the first time, I had no idea what I was doing. My friends and I were complete newbies about ropes and rappelling and every other bit of jargon and technique that goes with climbing. We saw others doing it spectacularly well. We were thrilled at the thought of reaching the top of the climbing wall; we had no idea how to get there.

I’d imagine that a social media marketing strategy could feel the same way.

If you’re starting from square one, it might feel equal parts thrilling and overwhelming. You know what you want to do and why. You can see that others have climbed the social media mountain; you’ve got few ideas how to get there yourself.

It’d help to have a plan.

We’ve shared before about different parts of a social media strategy—the data and research and personal experience behind what works on social media.

Now we’re pleased to put it all into a cohesive, step-by-step blueprint that you can use to get started. If you need a social media marketing plan, start here.

Social media marketing plan infographic

Social Media Marketing Plan

Starting at the ground floor and building up, here is our overview of how to create a social media marketing plan from scratch.

I like to think of this plan like a road trip. Start out by pointing yourself in the right direction, then choose the way you’re going to get there, check in regularly to make sure you’re on track, and have some fun along the way.

Step 1:Choose your social networks

Step 2:Fill out your profiles completely

Step 3:Find your voice and tone

Step 4:Pick your posting strategy

Step 5:Analyze and test

Step 6:Automate and engage

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Step 1: Which social media sites you should use

Step 1: Choose your social networks

Social media is as homogenous from network to network as soda pop is from brand to brand. Sure, it’s all social media, but Google+ and Twitter might as well be Mountain Dew and Pepsi. Each network is unique, with its own best practices, own style, and own audience.

You should choose the social networks that best fit your strategy and the goals you want to achieve on social media.

You don’t have to be on them all—just the ones that matter to you and your audience.

Some things to consider that can help you choose not only which social networks to try but also how many to try.

Audience– Where do your potential customers hang out? Which social network has the right demographics?

Time – How much time can you devote to a social network? Plan on at least an hour per day per social network, at least at the start. (Once you get going, tools like Buffer can help you save a bit of time.)

Resources – What personnel and skills do you have to work with? Social networks like Facebook emphasize quality content. Visual social networks like Pinterest and Instagram require images and videos. Do you have the resources to create what’s needed?

For the first part of this decision, you can reference the audience research and demographics from surveys like those conducted by Pew Research. For instance, Pew has complete data, collected last year, of the demographics for Facebook, Instagram, Pinterest, LinkedIn, and Pinterest. Here is a side-by-side comparison of the major social media platforms’ user demographics.

Social media platform demographics

For Snapchat’s user demographics, you can check out this “Who’s on Snapchat, anyway?” blog post by Snapchat.

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Step 2: Fill out your profiles completely

Step 2: Fill out profiles completely

One of our monthly checks here at Buffer is to visit each of our social media profiles and make sure that our profile photos, cover photos, bio, and profile info are up-to-date and complete. It’s a key part to our social media audit. A completed profile shows professionalism, cohesive branding, and a signal to visitors that you’re serious about engaging.

Profiles will require two parts: visuals and text.

For visuals, we aim for consistency and familiarity with the visuals we use on social media. Our profile photo on Instagram matches our profile photo on Facebook. Our cover photo on Twitter is similar to our cover on LinkedIn.

To create these images, you can consult a social media image size chart that will show you the exact breakdown of dimensions for each photo on each network. For an even easier time of it, you can use a tool like Crello or Canva, which comes with prebuilt templates that set the proper sizes for you.

Crello cover photo options

For text, your main area to customize is the bio/info section. Creating a professional social media bio can be broken down into six simple rules.

  1. Show, don’t tell: “What have I done” often works better than “Who I am”
  2. Tailor your keywords to your audience
  3. Keep language fresh; avoid buzzwords
  4. Answer the question of your potential followers: “What’s in it for me?”
  5. Be personal and personable
  6. Revisit often

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Step 3: Find your marketing voice and tone

Step 3: Find your voice and tone

The temptation at this point might be to jump right in and start sharing. Just one more step before you do. Your foray into social media will be more focused and more on point if you come up with a voice and tone for your content right off the bat.

To do so, you could spend time coming up with marketing personas and debating the finer points of your mission statement and customer base. These are all well and good. But for a social media marketing plan just getting off the ground, you can make this process a bit easier.

Start with questions like these:

  • If your brand was a person, what kind of personality would it have?
  • If your brand was a person, what’s their relationship to the consumer? (a coach, friend, teacher, dad, etc)
  • Describe in adjectives what your company’s personality is not.
  • Are there any companies that have a similar personality to yours? Why are they similar?
  • How do you want your customers to think about your company?

At the end of this exercise, you should end up with a handful of adjectives that describe the voice and tone of your marketing. Consider this to keep you on track:

Voice is the mission statement; tone is the implementation of that mission.

MailChimp has created a standalone website simply for its voice and tone. Here’s an example of how they implement these qualities into their communication:

MailChimp voice and tone

Cultivate a voice that delights your customers, then your customers will be thrilled to spread the love about you.

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Step 4: Pick your posting strategy

Step 4: Pick your posting strategy

What’s the ideal amount to post per day? How often should you post? When should you post? What should you post? The solid gold, ironclad answer for questions like these is:

It depends.

So much of the social media experience is about your individual audience and niche. What works for you might not work for me, and you never know until you try (we’ll get to trying in step five).

That being said, there is some pretty good data and insight about where to start. Here’s what we’ve found to be good jumping off points.

What should you be posting?

Videos are ideal for engagement.

The push toward video content has plenty of anecdotal evidence—as you browse your Facebook News Feed and Twitter timeline, you’re likely to see videos all over. There’s data to back up this trend: Videos posts get more views, shares, and Likes than any other type of post. And it’s not even close.

On Facebook, video posts get higher average engagement than link posts or image posts, according to BuzzSumo who analyzed 68 million Facebook posts.

What should you be posting?

On Twitter, videos are six times more likely to be retweeted than photos and three times more likely to be retweeted than GIFs, according to Twitter.

If you want to get started on creating social videos, here’s our video marketing guide on creating epic content on Facebook, Twitter, and more.

The 4:1 Strategy

Now that you know what works, you can place these different types of updates into a consistent strategy. One of my favorite systems is the one used by Buffer’s co-founder Joel Gascoigne. It works like this:

  1. Start with the basic six types of updates we all post: Links, videos, images, quotes, reshares, plain-text updates
  2. Choose a “staple” update, a single type that will make up the majority of your shares
  3. Create a 4:1 ratio of sharing: for every four “staple” updates, publish one different type for variety

This way your followers know what to expect from you, and you can hone your sharing to a specific type, making it easier to perfect and to experiment.

(Note: You might not want to post the exact same updates across each of your social networks. Consider composing your updates in a unique way to complement each network’s own best practices, culture, and language.)

How often should you be posting?

There’s been a lot of interesting data out there about how often to post to social media. Some of the factors that might impact your specific sharing frequency may include your industry, your reach, your resources, and the quality of your updates. The social network you’re using will have its own best practices, too.

If people love your updates, you can typically always get away with posting more.

For a specific number, here’re some guidelines we’ve put together based on some really helpful research into how often to post to social media.

  • Facebook– Once or twice per day
  • Instagram– Once or twice per day
  • Instagram Stories– Eight to 16 Stories, twice per week
  • Twitter– Three to ten times per day
  • LinkedIn– Once or twice per day
  • Pinterest– Five to ten times per day
  • Snapchat– Five to 20 times per week

How often should you be posting?

When should you be posting?

There are many neat tools to show you the best time of day to post to Facebook, Twitter, and more. These tools look at your followers and your history of posts to see when your audience is online and when historically have been your best times to share.

So what’s someone to do who’s just starting out on these social networks, with no audience and no history?

Again, this is where best practices come in. Perhaps the most helpful (and adorable) infographic I’ve seen about timing comes from SumAll, which compiled timing research from sites like, Search Engine Watch, and Social Media Today to create its awesome visual. Here’s an overview of what they found in terms of timing (all times are Eastern Time).

  • Twitter – 1-3pm weekdays
  • Facebook – 1-4pm and 2-5pm weekdays
  • LinkedIn – 7-8:30am and 5-6pm Tuesday, Wednesday, and Thursday
  • Tumblr – 7-10pm weekdays and 4pm on Fridays
  • Instagram – 5-6pm weekdays and 8pm on Mondays with a sweet spot at 6pm
  • Pinterest – 2-4pm and 8-11pm weekdays with weekends being the best
  • Google+ – 9-11am weekdays

Social media posting times

I would recommend experimenting with these times (in your local time) and a few randomly-picked times as you’re starting out.

Once you have been posting a while, you can use your own data and tools like Facebook Insights, Instagram Insights, and Followerwonk to find your brand’s best time to post and refine your posting strategy.

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Step 5: Analyze, test, and iterate

Step 5: Analyze and test

Remember how we talked about social media sharing being a very individual, specific endeavor? Your stats will likely start to bear this out.

The more you post, the more you’ll discover which content, timing, and frequency is right for you.

How will you know? It’s best to get a social media analytics tool. Most major social networks will have basic analytics built into the site; it’s just a little easier to seek and find this information from an all-encompassing dashboard.

These tools (I’ll use Buffer’s analytics as an example) can show you a breakdown of how each post performed in the important areas of views, clicks, shares, Likes, and comments.

Top post in Buffer

Which social media stats are best? We’ve gained some insight from looking at each of these main statistics and the composite engagement statistic on a per-post basis. The resulting stat gives us a great look, over time, of how our social media content tends to perform, and we can then test and iterate from there.

Here’s one way to analyze your performance.

Set a benchmark. After two weeks or a month of sharing, you can go back through your stats and find the average number of clicks, shares, likes, and comments per post. This’ll be your benchmark going forward. You can come back and update this number at any time as your following and influence grow.

Test something new. We’re open to testing just about anything at Buffer. We’re in the midst of some tests right now on our Facebook account. Do Facebook Live videos get more views than non-live videos? Does the video length matter? We’ll often hear about someone’s new strategy or get a new idea and then test right away.

Did it work? Check the stats from your test versus the stats of your benchmark. If your test performed well, then you can implement the changes into your regular strategy. And once your test is over, test something new!

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Step 6: Automate, engage, and listen

The final piece of a social media marketing plan involves having a system you can follow to help you stay on top of updates and engage with your community.

To start with, automate posting of your social media content.

Tools like Buffer allow you to create all the content that you want to, all at once, and then place everything into a queue to be sent out according to whatever schedule you choose. Automation is the secret weapon for consistently excellent sharing, day after day.

Your plan doesn’t end with automation, though. Social media requires engagement, too.

When people talk to you, talk back. Set aside time during your day to follow up with conversations that are happening on social media. These are conversations with potential customers, references, friends, and colleagues. They’re too important to ignore.

One way to stay up on all the conversations that are happening around you and your company is to create a system for listening and engaging. Tools like Buffer Reply and Mention will collect all social media mentions and comments on your posts in a single place, where you can quickly reply your followers.

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What would you share with someone new to social media?

Coming up with a social media marketing plan is a great step toward diving in to social. If social media looks thrilling and overwhelming all at once, start with a plan. Once you see the blueprint in front of you, it’s a little easier to see what lies ahead.

  1. Pick your networks
  2. Fill out your info
  3. Find your voice
  4. Choose your strategy
  5. Analyze and test
  6. Automate and engage


How did you develop your social media strategy? I’d love to keep the conversation going in the comments. If you know someone who could use this, feel free to pass this along. If you can use it yourself, let me know how it goes!

Want more social media tips? Take our free email course!

I’ve put together a list of 25 practical social media strategies that work for us here at Buffer—and I’d love to share them with you via email.

This post originally published on July 16, 2014. We’ve updated it with new research, statistics, and a cool new infographic on September 2017.

Image sources: Will Scullin, MailChimp, Crello, SumAll, and Pew Research


Chef Shares Social Media Marketing Strategy for Restaurants

Effective can put your restaurant on the map, and they don’t even have to cost you anything. Chris Coombs, Chef and co-owner of Boston Urban Hospitality, shares his best tips for using social media to your advantage.


I think social media is a necessary asset for all restaurants, from QSR all the way to fine dining. Certain restaurants are very lucky that they’re so busy, they don’t really have the need to market themselves, but in this evolved era of traditional retail sort of going down the tubes with the replacement of Amazon, we all need to find creative ways to market ourselves as competition increases, and social media is a tremendous platform to do so effectively.

All restaurant marketing strategies need social media. With these checklists, you can set up and master the major networks in no time at all.

Download The Checklist

So my best tips for restaurants is to really be transparent and honest. I think that there are many dishonest ways to go about social media via purchasing followers, or likes, or automation, and really I think your target demographics, they want to hear from you and they want to hear from you honestly. So keep it honest, keep it true to brand, keep it true to concept, and really think about what your voice is on social media and how people will perceive you. That’s my best tip.