Social Media Strategy Self Enquiry

“Ones vision is not a road map but a compass.”

– Peter Block

On the surface, building a thriving image with the help of social media looks fairly easy. There are, after all, thousands of examples of personal brands with excellent social media profiles full of great content in every type of niche.

But if you’ve ever tried (for an extended period of time) to run and manage a social media campaign, you would have noticed that to gain the type of following or garner the levels of engagement some successful personal brands do, takes a well thought out strategy and plan.

Without a well-defined roadmap, social media management quickly run into several common problems. Namely; content that doesn’t target their audience, content that varies in its purpose, and publishing content on an inconsistent basis. All this leads to poor results with lots of time, and probably money, invested.

So before diving into content creation, it’s always wise to take a step back and plan your approach. Whichever process you use to create your social media strategy the following points will help you not only define your vision but outline the steps it takes to get there.

What are my online communications goals?

While creating generic goals might be easy, creating specific and measurable goals that you can work towards is something every marketing expert will tell you to do. And they’re right. Document specific goals (and in what time frame) your personal brand would like to achieve them. This will allow you to narrow your focus and push forward with a clear direction. 

Who am I creating content for?

Every product or service has an idea of their ideal customer. By defining exactly who it is you are targeting you can better understand how to align your content with their needs.

You’ll be better able to answer the question, ‘Where will I find my customers and how should I engage with them?’. Having a clear notion of your ideal customer will help you find the right social media platforms suited to your personal brand and audience. Creating the right type of content for the right people is a sure way to get the attention of your target audience.

How will I get my message across?

At this point you have a clear image of who you’re sending your message to, next is deciding on the tone and voice to use in your marketing. Outlining your voice and the tone you use for different audiences and scenarios is what best shares your personality, image, and values.

Create engagement and get valuable feedback by sharing content that speaks to your audience in a format or channel they prefer.

Am I meeting my goals?

When it comes to getting insights into your social media analytics, there is no shortage of different KPIs, metrics, and reporting dashboards to review.

But knowing which ones to focus on, measure, and track is linked to your goals. Review the specific objectives you set yourself at the onset of creating your strategy and use the data that supports those targets.

Knowing when to review your goals or pivot your approach saves you time and money.

It’s important to remember that any social media strategy or content plan usually requires investment at the start. Whether it’s your time or money, the return is worth the resources. In a competitive environment, it could mean the difference between a struggling personal brand and a thriving one.

Knowing how your strategy is performing will help you make informed business decisions.

Are you using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

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The Importance of Following Up On Your Social Media Strategies

Information’s pretty thin stuff unless mixed with experience.   

Clarence Day

Up until now (if you’ve been following our latest articles on social media and digital marketing) we’ve covered various topics that help entrepreneurs and brands shape their digital presence through defining their strategies and audience, work on their content creation and communication, all while being thoughtful about how the style and design of their content impact their social image and voice.

Like anything in business all the effort put into these steps, amounts to nothing if we don’t monitor and evaluate the effectiveness of the approach and how to react to it.

Social Monitoring

Social monitoring and social listening are ways for brands to monitor, listen in and analyze the conversations happening around their name, products, services or industry in general.

By monitoring what customers are saying directly on your social media channels and responding to reviews, questions or complaints your brand is actively engaging in a reactive social media monitoring strategy.

The importance of having a good social media monitoring strategy cannot be overlooked. Responding to customers quickly can help increase brand loyalty while effectively managing potential PR crises or other issues that may have gone viral without your knowledge. There are many tools to help streamline your monitoring process, assisting you to respond to not just the @ mentions you receive directly but all the mentions your brand receives without being tagged.

Social listening, on the other hand, differs from monitoring in that, social listening has a wider view and monitors not only your brand’s mentions but that of your competitors, industry and related business keywords. Social listening helps you build insights that may be beneficial to future business decisions by understanding how people feel about your brand.

Brand Reputation

Listening in on the conversations around how people perceive your brand and being able to quickly and easily collect and analyze that data, gives you the upper hand when managing your reputation online.

Being able to make proactive decisions on how to handle negative comments about your products, services or company allows you to turn a negative into a positive outcome, or take the conversation offline and out of the public eye.

Analytics

As a brand, it is helpful to think of social analytics as a map that could help guide you to a treasure chest full of customer insights. By dissecting these insights, you can uncover more information about your customers’ behaviors and lifestyles leading to better engagement and more informed business decisions.

Effectively using analytics tools can help you understand more than just your audience, but also which social networks your brand performs best on, what types of content you should create and what your competitors are doing.

Having a sound strategy when it comes to monitoring and tracking what is being said about your brand online is no longer an option but vital if you wish to stay ahead of the pack and create a favorable image in the minds of your target audience.

Our team has a passion for helping brands uncover their true potential on social media. We do this by working closely with our customers & guiding them through the landscapes of digital marketing.

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Using Analytics to Improve Your Social Media Presence

The goal is to turn data into information and information into insight.

Carly Fiorina

When you think of number-crunching, you might picture accountants, data scientists, or auditors. Now, think about the smartphone that’s undoubtedly sitting not-too-far-out-of-reach. What about social media? Your social media apps are home to valuable information that can be tapped into. To provide insights to your past activity and guidance for your future campaigns.

And yes, there are people out there who are social media number crunchers. (Like us!) Your posts you’ve shared and the engagement you’ve received from your followers all work together to give a comprehensive overview of your digital activity. Working with someone who knows how to use this information can be extremely beneficial to your social media success.

So how do social media analytics help?

1. Understand your audience

Have you ever posted something on social media and hoped that no one would see it? Of course not. The purpose of social media is to share information with your network. But if you’re sharing updates during times when your audience isn’t active, what good is that doing you?

Social media analytics can give you information about your audience to better help you target them appropriately. Maybe they’re most active around 7:15pm, so that would be a better time to post than at 5pm when they’re heading home from work. Analytics can even tell you about your audience’s demographics – age, gender, location – to help you connect with them further.

2. Create better content

It’s likely that your brand utilizes multiple social media channels – maybe Facebook, Twitter, Instagram, and LinkedIn. Remember that each type of social platform is used in a slightly different way. Instagram, for example, is much more visually focused than the others. And Twitter is used for short, catchy thoughts with a limited number of characters.

When looking at each platform, analytics can help determine which types of posts are performing the best so you know what to focus on. Maybe you find that one particular social platform isn’t driving engagement quite as much as the others. It could be better to let it go and give more attention to the higher performers.

3. Adjust your strategy accordingly

Some posts are better received than others. Some are more popular, and some stimulate more engagement. But it’s unlikely that your very first posts were the very best. In social media content creation – as in life – we rarely get it right the first time. We continue learning, growing, changing, and evolving into something better.

Using numbers and metrics give us concrete data about the results of the content and campaign strategies. And when you notice posts that aren’t performing as well as you hope, you know that it’s time to make a change. Back to the drawing board, or maybe a pivot back to a more successful strategy. When you have numbers backing you up, you can feel confident in the decisions you make.

If you’re looking to bolster your social media analytics strategy – or start from scratch – we at Brieffin are here to partner with you through the process. We have 8+ years of experience and are enthusiastic about sharing our knowledge with our clients as we work together.

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