Steps For An Effective Social Media Marketing Plan

Many of my friends are always surprised why I always insist that in this century we should always maximize on the power of social media in business marketing. Social media is a vital marketing channel for businesses of all sizes. The common question a few years ago, “why should our business use social media?”, is now being replaced with, “how can our business grow with social media marketing?”.

Graphic image courtesy of Hub Tech Info.

As a millennial who wants to establish himself as social media marketer, this makes me very excited. What doesn’t make me excited is how many businesses are still trying to market on social media without a documented strategy. In this post, you will learn the seven steps your business must take to create an effective social media marketing strategy.

Audit Your Current Social Presence

This is one of the challenges I have faced as an individual at the moment even as my colleague and I are developing a social media plan for Tunapanda Institute.

As Beth Comstock said, “Know thyself. Know the customer. Innovate.”

Before you strategize about where you are headed, take a quick look at where you are. A few areas to consider when auditing your business’s social media presence are:

Which networks are you currently active on

Are your networks optimized (photo and cover images, bio, URL, etc.)

Which networks are currently bringing you the most value

How do your profiles compare to your competitors’ profiles.

Document Who Your Ideal Customer Is

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” — Peter Drucker

You will want to get as specific as possible with this part. For example, if you identified your target market as parents it would be ok. However, if you identify your ideal customer as a parent that lives in the Kenya, is between 30 and 50 years of age, earns over 70,000, primarily uses Facebook and has an interest in outdoor activities you will have much more success.

Even the best marketers will fail if they are marketing to the wrong audience. Answer the following questions to help you come up with a highly focused buyer persona:



Job Title


Pain Points (that your business can solve)

Most Used Social Network

Create A Social Media Mission Statement

Your social media mission statement will drive your future actions, so make sure you put some thought into it. This statement will make it clear exactly what you plan to use your social media presence for and should reflect your brand identity. Keep in mind your ideal customer, potential partners or collaborators when trying to create this statement.

An example mission statement might be “to use social media to educate current and potential customers about modern education, with a focus on peer to peer learning.” Once you have this statement documented, it will make it simple for you to decide what to share and create.

Make sure that the statement aligns effectively with you mission statement.

Identify Key Success Metrics

One fact about social media marketing is that, if you cannot measure it you cannot improve it. How will you know when you are doing average, badly or excellent?

You need ways to determine whether your marketing strategies are successful or not. Do not just focus on likes, comments or followers. At Tunapanda, we are realigning our strategy and some of the new things we want to explore are google Ad-words and using our new upcoming website to increase client base.

A few metrics to consider measuring are:

Conversion Rate

Time Spent on Website


Brand Mentions

Total Shares of your content

Create and Curate Engaging Content

Content is king. The reason why someone will come to your platform for the second time, it is because of the content they accessed the previous time.

The best part is posting to social media. You know who your ideal customer, partner or collaborator is and you used that information to create your social media mission statement. Armed with this information it should be easy for you to begin creating and curating content. So, what exactly is considered content? Here are a few examples of content you could create:



Blog Posts

Company News


Behind the scenes


On the other hand, make sure you create a content calendar that outlines how often you will post to each network, which topics you will share and when you will share them.

Track, Analyze, Optimize

This may be the most important step when it comes to succeeding on social media. Even the best social media marketers rely on trial and error. It might seem basic, but tracking your results, analyzing the data and then making tweaks to optimize them is crucial.

A great social media strategy is never set in stone. It is a constant work in progress that changes when necessary. So get out there, create a strategy and start optimizing it as you continue to grow and learn more about your business and your audience.




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Dennis Lighare

Dennis Lighare

Dennis is a trained multimedia journalist. Interested in User Experience and passionate about integrating tech with modern education for problem solving.

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