We’re in a day and age where users expect information at their fingertips 24/7, which means that brands must take a careful approach to their social media planning. So when it comes to planning your next social media strategy or posting plan, ask yourself these relevant questions:

What do you hope to achieve?

Is your brand promoting a certain service for a limited time? Are you launching something new? Using social media as a part of your overall marketing plan means you’ll be hitting all the bases and targeting your already existing fan base, and possibly getting new ones in the process. Social Media is also a way for customers to engage with brands, so it’s a good way for you to interact with your audience if they have any questions to ask, whether it’s about your campaign or what you’re selling.

How often do you want to post?

This is a key question to ask because there is often considered to be a fine line between bugging your audience and becoming non-existent. It’s important not to schedule in too many posts, otherwise all your audience will see on their social media timeline are constant postings about your brand, which can easily turn someone off and cause them to unfollow you. Since Social Media is considered a ‘front office’ for digital audiences, it can make someone think differently of your brand – but not in a good way.

So look at it from the perspective of your audience. Would you want to see non-stop posts from a brand you like every single day?

Do I need help?

There’s value in getting some social media training or having someone manage it for you, but remember to select the right supplier for you and your company. An agency that understands and is ethical is paramount.

What social media networks will best support my business?

As with any good marketing, go where your audiences go. Spend time researching your users and potential users and understand their social media habits, buying decisions and how they’re influenced. Many people make the mistake of setting up accounts for the most popular social media networks without really understanding their users – it’s important you go where they go; don’t make assumptions that they’ll be on the network may others are.

What’s the biggest mistake to avoid?

The simple answer would be to not have a social media plan at all, so make one and stick to it. But with this said, it’s important to keep tabs on your pages and constantly evaluate them. Figure out what works and what doesn’t, so you can make the necessary tweaks if the plan is in need of it. Try to have a monthly review and understand what’s working and what isn’t.

An important factor with social media is commitment, you need to commit to your accounts and have the resources to have a sustainable, ongoing presence on platforms. There’s nothing more off-putting that a social account that hasn’t been updated in months.