When you’re running a small business it can often be difficult to find effective, affordable, methods of promoting your company, its services and products. However, the widespread use of social media platforms has presented an attractive solution.

When your company is just starting up, or if you are self-employed, it may not be viable for it to hire the expertise of a social media agency in order to oversee its social channels. While it is easy to set up a Facebook page and start to post ad-hoc content, it is undoubtedly more beneficial to take a structured approach and create a social media strategy. It doesn’t even have to be too in depth or follow a set structure, but undertaking some research and charting findings alongside aims allows everyone involved to work towards a common goal with a clear idea of how to get there.

The following are points to address when creating a basic digital PR strategy for social media channels.

Set your objectives/goals

Right from the outset it is important to define your overall goals and outline what they hope to achieve from implementing social media channels into their overall communications strategy. This way it is easier to track progress and ensure that the channel is performing as it should.

Check out your competitors

A great way to get valuable information about how your company could be running its social media pages is by looking at direct competitors. From this it is possible to see how they communicate, how frequently they communicate and what approach they take to content. This simple process is a great way to understand and learn about how other companies have decided to approach their social media strategies.

Select the platforms that your customers use

While it’s undeniable that Facebook and Twitter are the most popular platforms, and therefore will be an essential part of any social media strategy, it can be easy for businesses to rely too heavily on those channels. The truth is that there are a wide range of social networks which could offer a valid way for your company to communicate with its audience and it’s definitely worth doing some research into other platforms and discover the ones your customers like to use.

Define your tone of voice

If you visit five random Facebook pages, it is easy to see that companies converse with their audiences in different ways. Before your company starts to interact through social media channels it is essential that you define tone of voice whether it is corporate and professional or informal and friendly. While this may not seem like an important point, the way that a company speaks to its audience plays an important part in the overall brand identity and the way that customers perceive the brand.


Create engaging content

Once a person has found your company’s profile it is essential that they are convinced to follow the page. In order for this to happen the page needs to post content which its audience finds interesting and engaging. Therefore the content that you post is an integral part of your overall communications strategy.

Firstly, it is important to define what sort of content you want to post, what themes you will use and whether your audience will care for them. From this it is possible to sit down and ascertain when you will be posting and how frequently you will be posting.

Monitor your pages

It is essential that you are regularly monitoring your social media pages and recording data, so that you can track KPIs and ensure that you are moving towards reaching your objectives. After all, what’s the point in putting so much effort into your social media channels if you aren’t sure of how well they are performing?

For more information about how a social media agency could help your business please visit www. or call on 01858 411 600.

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Written by Guest Post