How to Strategize for Social Media.



‘Think before you speak’ is something you’ve probably grown up hearing. The same applies to the communication you put out on social media. Here are seven Qs you must think about before you put your content out there:


  1. Why: What is the purpose of your social media? When the campaign is over (or while it is still on going), what would you use as a measure of success. E.g. generating three new leads per day could be a measurable outcome of a perpetual social media campaign. On the other hand, if you are promoting an event, selling fifty tickets online could be the goal of your social media campaign. A common mistake made is to do social media because ‘everybody must do it.’ Ask yourself, “Why are we doing this?”
  2. Who: Based on what you wish to accomplish, define your target audience. Do not say, ‘everybody’. ‘Everybody’ will include people who would never be inclined to buy your products and services. If you don’t define whom you are targeting, you will end up with a ‘Spray & Pray’ strategy. Ask, “Who are we targeting?”
  3. Where: You have limited time and resources. If you know someone you want to meet is in London, you wouldn’t go to Beijing to meet him or her, right? The same logic applies when you are targeting an audience. Know which platform they’re active on and use your resources to reach them there. Now you know why knowing ‘Who’ is your target audience was so important. Now you can ask, “Where is my target audience most active?”
  4. When: There is tons of data available on what is a good time to post on a particular platform. Club that with the demographics of who’s active on social media to gather insights and post at appropriate times. This will answer, “When is it a good time to post?”
  5. What: The vocabulary you use on social media, your key messaging and your content needs to be thought out. Don’t go online and then begin the thought process of “What do I post today.” At Vanilla Skills, we choose our content for a week and then review it as we go. Sometimes, we tweak it based on what’s trending but it is a thought out move instead of an accidental one. 
  6. How: The format in which the content is presented has a great impact on whether it will be shared forward or not. Statistics prove that tweets with a link get highest retweets though the traffic to the link is not drastically higher due to the tweet. On the other hand, visuals & videos get more clicks & engagements. Always ask, “How will our target audience want to see this content?” 
  7. Which: Choose which of your members will post on social media and which ones will back it up. It is a bad idea to hand over your social media account in the hands of an intern. A lot of people think young people know and understand it better and hence hire interns to handle their social media. However, while the youth is usually tech savvy, they lack the maturity required in handling clients. A better idea is to keep control of your social media, post yourself and ask other stakeholders to back it up. If uncertain, hire an expert.

For ease of remembrance, remember them as the six Wives (W questions, namely Why, Who, Where, When,What, Which) and 1 Husband (How).

Answer these seven and you will have a strong strategy for social media. Alternately you could contact Vanilla Skills Pvt. Ltd. for helping you to create your social media strategy. (Email

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