Arnold De Pedro
Feb 11 · 3 min read

There are different ways of defining success on social media. A large audience, for example, is the one but not the only indicator of a successful brand. Other metrics of success could be traffic or leads generation, engagement, brand awareness or even sales.

However, a closer look at some of the top brands on social media reveals that they share some common traits.

Let’s take a look at some of those:

They have a strategy

The thing is, every single action you perform on social media, every tweet you post, every comment you reply to is or should be, part of your overall presence media and yet way to market your brand. And really successful brands on social media have a plan.

So how can you build your own? A social media marketing plan is a summary of everything you plan to do and aim to achieve for your business using social media. The more specific your plan is, the more effective you’ll be implementing it.

When putting together your plan, keep in mind that you’ll basically use this as a guide for all your future social media marketing actions. So it needs to be clear and concise, with well-defined goals and KPIs.


1. Set Goals and Objectives

2. Define your KPIs

3. Analyze your audience

4. Pick your platforms

5. Set your voice and tone

6. Create a content plan

7. Test and evaluate

They have a distinct voice

Defining your brand’s voice and tone is particularly important when more than one people are involved in managing your social media presence. But even if this is not the case for many small and medium businesses out there, having a clear voice and tone for your brand can help you craft better copy that resonates well with your target audience.

What is the different between tone and voice, you ask. Keven Gilbert on Gather Content defines “voice” as a personality trait. Joanna Wiebe from Copy Hackers describes tone of voice in a great way:

“Your message is what you try to communicate. Your tone of voice is how you communicate it. Tone takes a statement and either breathes life into it…or sucks the out of it.”

They deliver quality content

Great content is obviously content that is shareable. A recent study by researchers at Cornell University has found that people share a tweet when it adds information, it is formatted as a news headline and it agrees with the community’s ways of expression.

But what is it that makes content irresistible and impossible to ignore? Three elements: value, relevance, consistency.

The three elements of amazing content: value, relevance, consistency


The first question your audience will ask themselves before they go on and share your content is “what’s in it for me?”

In other words, the greater your value proposition the more likely your content is to get shared. Valuable content is content that is useful, informational, educational and of course entertaining.

Creating value for your audience requires knowing who your audience is, what do they like what they would find useful.

Surveys, social media and tools like Google Analytics will provide you with insights on who is your audience, where they’re coming from and what is their online behavior. This will help you decide which content is valuable to the, and try to cater to their needs resolve their problems.


Again, this requires understanding the basic characteristics of your audience and who they are. This way, you can figure out what type of content would be relevant to them.

It is important to keep in mind that the element of relevance is twofold. On the one hand it refers to content that is relevant to your audience and on the other to hand to content that is relevant to your brand’s identify.

Value and relevance might be hard to achieve but once you do, you will start attracting quality audience that will help your business grow to the right direction.


Consistency is the third element of what constitutes good content. Content consistency means staying true to what you and your brand stand for, being consistent how your content is presented, maintaining your tone and voice and posting your content on a frequent basis.

Being consistent the content you share on social media will help you build your brand’s credibility and develop trust with your audience. This way, people will know what your content is about and will keep coming back for more.

    Arnold De Pedro

    Written by

    DETERMINATION is doing what needs to be done, even when you don't feel like doing it.