Social media is an effective tool that can be applied to numerous business objectives. However, having a clear social media strategy is essential if you want to succeed. Your social media marketing efforts will be guided by a social media strategy framework. It aids in the definition of your objectives, target market, content plan, and measurement metrics. Your business goals can be met and you can develop a powerful online presence with the aid of a well-defined social media strategy.
Table of contents
1. The Buyer Persona Approach
2. The Content Pillar Strategy
3. The Social Listening Framework
4. The 70-20-10 Rule
5. The Engagement Pyramid Model
6. The Conversion Funnel Strategy
The top 6 social media strategy frameworks are listed below:
1. The Buyer Persona Approach
Any successful social media strategy requires an understanding of your target audience.
The buyer persona approach entails developing fictionalized portraits of your ideal clients.
You can learn more about your target market's demographics, interests, problems, and aspirations by creating thorough buyer personas.
You can deliver pertinent and captivating messages that engage your audience on a deeper level by tailoring your social media content to resonate with these personas.Example: Nike's Buyer Persona Strategy
The well-known athletic apparel and footwear company Nike has successfully applied the buyer persona strategy. Different personas have been developed by them, such as "The Competitive Athlete" and "The Fitness Enthusiast." Nike's social media posts feature motivating tales, fitness advice, and product suggestions that appeal to their target market in line with each persona's interests. Nike creates a strong connection and fosters brand loyalty by comprehending the reasons behind and preferences of their customers.
2. The Content Pillar Strategy
Finding important subjects or themes that are pertinent to your brand and target market is the main goal of a content pillar strategy.
The building blocks for developing regular and cohesive social media content are these content pillars.
Each pillar, which can be further broken down into subtopics, stands for a fundamental element of your brand.
By using this framework, you can be sure that your content will benefit your audience and be in line with the messaging of your brand.Example: HubSpot's Content Pillar Strategy
HubSpot, a top provider of inbound marketing and sales software, uses a content pillar strategy to efficiently organize its social media content. A few of the pillars they've named are "Inbound Marketing," "Sales Enablement," and "Customer Success." They produce useful content that informs and inspires their audience under each pillar. By offering information and resources on these fundamental subjects, HubSpot establishes itself as a recognized authority and draws a devoted following.
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3. The Social Listening Framework
Monitoring and analyzing conversations taking place on social media platforms that are relevant to your brand, sector, or particular keywords is known as social listening.
Businesses can use it to learn important information about the preferences, attitudes, and opinions of their customers.
You can discover trends, spot opportunities, address customer concerns, and adjust your social media strategy by actively listening to the conversations taking place on social media.Example: Starbucks' Social Listening Strategy
The renowned coffee shop chain Starbucks uses social listening to comprehend consumer feedback, trends, and preferences. In order to identify areas for improvement, they track brand mentions on social media platforms and examine customer sentiment. By actively interacting with their audience, Starbucks improves the reputation of its brand and fosters client loyalty. They receive real-time insights from social listening, allowing them to stay on top of trends and provide top-notch customer service.
4. The 70-20-10 Rule
A content strategy framework called the 70-20-10 rule suggests allocating resources for content creation in a particular ratio.
This rule states that 70% of your content should be instructional and informative, 20% should be curated or shared from pertinent sources, and 10% can be self-serving or promotional.
This strategy guarantees a well-balanced selection of content types that address the various phases of the buyer's journey.Example: The 70-20-10 Strategy of Coca-Cola
An international beverage company called Coca-Cola bases its social media content strategy on the 70-20-10 rule. About their brand's history, sustainability efforts, and community involvement, they share interesting and enlightening content (70%). Additionally, they curate content (20%) that shares uplifting tales and motivational sayings. Finally, they advertise their goods and campaigns (10%) to build brand recognition and encourage sales. Coca-Cola is able to maintain a strong online presence and make meaningful connections with its audience thanks to this strategic content mix.
5. The Engagement Pyramid Model
According to their level of engagement with a brand, social media followers are categorized using the engagement pyramid model.
There are various tiers in it, such as lurkers, contributors, advocates, and ambassadors.
Each tier stands for a different degree of influence and engagement.
Every level of followers should be nurtured with the intention of developing them into devoted patrons and brand evangelists.Example: Airbnb's Engagement Pyramid Strategy
The well-known online marketplace for vacation rentals, Airbnb, is committed to creating a strong engagement pyramid. By recommending accommodations and sharing their travel tales, users are encouraged to contribute content (contributors). They identify highly active users (advocates) who consistently offer insightful commentary and suggestions. In order to expand its reach and market its services, Airbnb also works with powerful users and brand ambassadors. Airbnb creates a thriving community and solidifies strong brand loyalty by utilizing the engagement pyramid model.
6. The Conversion Funnel Strategy
The conversion funnel strategy coordinates social media efforts with various customer journey stages.
Awareness, consideration, and conversion are the three stages that typically make up the funnel.
Businesses must provide customized content and experiences at each stage to lead customers toward making a purchase decision.Example: Amazon's Conversion Funnel Strategy
The largest online marketplace in the world, Amazon, uses the conversion funnel strategy to great effect in its social media campaigns. They raise awareness by highlighting product attributes, client feedback, and endorsements (awareness stage). To assist in the consideration stage (detailed product comparison stage), they offer recommendations, user-generated content, and user-generated content. Finally, they use personalized offers, targeted ads, and social proof to encourage conversions and sales (conversion stage). This tactical approach guarantees that Amazon stays at the top of customers' minds throughout their entire purchasing process.
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Conclusion
To succeed in the digital environment, businesses must create a solid social media strategy. The top six social media strategy frameworks covered in this article—the Buyer Persona Approach, Content Pillar Strategy, Social Listening Framework, 70-20-10 Rule, Engagement Pyramid Model, and Conversion Funnel Strategy—offer useful tips and case studies to assist companies in developing efficient and productive strategies. Businesses can maximize their social media impact, foster brand loyalty, and promote company growth by utilizing these frameworks and customizing them to meet their specific needs.Why is a social media strategy important?
A social media strategy is important because it helps businesses effectively communicate their brand message, reach their target audience, drive engagement, and achieve their business goals.
How can I determine which social media platforms are best for my business?
To determine the best social media platforms for your business, consider your target audience demographics, preferences, and behavior. Conduct market research and analyze competitor presence on different platforms. Additionally, consider the nature of your business and which platforms align with your goals and content format.
How often should I post on social media?
Posting frequency depends on your audience, platform algorithms, and the nature of your content. It's important to maintain consistency, but avoid overwhelming your audience. Start with a few posts per week and monitor engagement levels. Adjust your posting schedule based on audience response and platform analytics.
How can I create engaging content for social media?
To create engaging content, focus on providing value, being authentic, and capturing attention. Use a mix of formats such as images, videos, and interactive elements. Encourage audience participation through contests, polls, and user-generated content. Additionally, consider storytelling techniques and incorporate visual appeal to make your content more compelling.
Should I use paid advertising on social media?
Paid advertising on social media can be highly effective in reaching a larger audience and driving specific actions. It allows you to target your ads based on demographics, interests, and behaviors. Consider your budget, campaign goals, and target audience when deciding whether to invest in paid advertising.
How can I measure the return on investment (ROI) of my social media strategy?
Measuring ROI in social media requires setting clear goals and defining key performance indicators (KPIs). Track metrics such as website traffic, conversions, lead generation, customer acquisition cost, and social media engagement. Use analytics tools provided by each platform and track conversions through custom URLs or tracking pixels.
