Social media strategy in 8 steps

In recent years, social media has become an integral part of the marketing strategy. Research shows that 9 out of 10 Dutch people use social media. That is why it is very important that your company also applies online marketing. That is why we have taken a number of steps for a successful social media strategy for your company! Learn below how to create your social media strategy in 8 steps.

Step 1: Your company in one sentence

First of all, it is important to describe what your company is all about. Write the description in one sentence in ‘Jip and Janneke’ language. This description will help you to formulate the next steps more clearly.

Step 2: Formulate your goals

Secondly, your company also has set goals that you want to achieve. That is why it is also important to formulate objectives in your social media strategy. The following objectives often occur with social media strategy objectives:

  • Increase brand awareness | x number of people reach in x number of months.
  • Communication | Times % more interaction with visitors on social media channels.
  • Findability in Google | Increase the findability in Google by % in x number of months.

It is important that these objectives are formulated SMART.


Formulate SMART social media objectives

Step 3: Determine your target audience

Then you determine which target group you want to reach. Analyse who you are reaching now and who you can still reach. What factor connects these people? The place of residence, interests, origin or work-related matters. After answering these questions, you create a persona. That is a detailed description of a (fictional) person who is characteristic of your target group.

With a social media strategy, it is, of course, also very important to consider how active the target group is on social media. Also on which channels the target group is active. If the target group is very active on Facebook but not on Instagram, it is of course not necessary to focus on Instagram. Still, it is necessary to determine what tone you strike in your social media posts. If you want to appear formal, informal, direct, businesslike or reserved, write that way.

Step 4: Determine your budget

Then you set a budget for your social media channels. Despite the fact that many social media channels are free, it is useful to determine a budget. Nowadays, social media is also widely used for advertising. The advertisements certainly do not cost thousands of euros, but they are not free of charge.

Step 5: What is the value

Then you determine the added value of the content you want to place. When posting on social media, it’s a must to think about what it adds to the target audience’s channels. What exactly does your presence on the channel benefit the target group? Who is the content intended for? You can of course always use the competitors or large companies as a source of inspiration, but of course never copy these messages. After this added value has been determined, you can start posting messages.

Step 6: Create your content plan

As a sixth step, you determine per channel which interesting content you are going to post, in what quantity and in what writing style. You also determine the ratio in the number of text messages, images, videos and so on. Determine these ratios per month so that it becomes a realistic schedule. In this schedule you also include important holidays so that you can respond to this.

Step 7: Create interaction

It is also important to start a conversation after posting the content. Ask the readers what they think of the post. Always respond to the questions and comments under the message and do not respond until after a week. So keep an eye on the comments on your post! Below is a good example of website builder Convident.

Step 8: Measuring is knowing

Finally, after posting your social media messages, it is useful to view the results of your content. With social media monitoring tools, keeping up with the pages is quick. For example, on Facebook you can easily keep an eye on the results with ‘Facebook Business Manager’. This shows, among other things, how many people you have reached, from which region these people come and what age you have reached the most. After analysing this data, you can sharpen the target group or optimise the next post.

Also analyse whether you will achieve your objectives with these results. If the objectives are not met, they may have been too ambitious or the actions have not been implemented properly. Then set new objectives or improve the points that went wrong.


Convident hopes to have helped you on your way with this step-by-step plan so that you can create a strong social media plan yourself! Are you also interested in having a website? Convident will help you with this! We ensure that your website is easily found so that the brand awareness of your company grows. Read more on our website for all the possibilities.

You can reach us on 050 – 553 23 34 and, of course, via our contact page on the website

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