Chapter 03
Taking Control of Your Social Media Strategy
From defining clear goals to consistently tracking your metrics, actively managing your social media strategy drives long-term success and growth.
Terms to Know
Organic Content
Unpaid social posts that rely on engagement and algorithms to reach your audience naturally over time.
Paid Content
Sponsored posts or ads that businesses pay to promote, ensuring greater reach than organic content.
CPM
The price paid for every 1,000 times your ad appears on a user's screen, measuring ad cost efficiency.
Impression
Each time your content or ad is displayed on a user's screen, regardless of interaction.
Link Click
When someone clicks on a link in your post or ad, directing them to an external page.
Engagement
Any interaction with your content, such as likes, comments, shares, or clicks, indicating audience activity.
Lead Form
A short form on a Facebook ad with a couple of quick questions, targeted to your area. When someone fills it out, the lead comes straight to you and into your workspace, ready for follow-up.
See the full Glossary for every term.
Without a well-defined social media strategy, businesses are simply throwing darts in the dark - hoping to hit a target without knowing where it is or how to aim for it.
Finding your social media rockstar
A dedicated social media manager is essential for growing your business online. This should be someone enthusiastic, proactive, and committed to representing your brand. Whether you already have the right person on your team or need to find one, having a Social Media Rockstar can transform your online presence. They should know your brand voice, maintain content consistency, and engage your audience. The right person will manage posts, track performance, adjust strategies, and keep your business top of mind.
They should also:
- Be familiar with all social platforms and comply with company policies and regulations.
- Stay updated on social media trends, algorithm changes, and best practices.
- Post 3 to 5 times weekly to keep engagement and visibility high.
- Monitor and respond to comments, messages, and customer interactions in a timely manner.
- Collaborate with team members to align social content with business goals.
Social media responsibility sheet
Essential duties for whoever owns your social presence:
- Respond to Reviews on Facebook, Google, Yelp, LinkedIn, and other business pages.
- Engage with Comments by answering questions and interacting with followers.
- Manage Direct Messages from Messenger, Instagram, and other platforms.
- Schedule and Post Content consistently, 3 to 5 times per week across all platforms.
- Monitor Brand Mentions and respond where your business is tagged.
- Stay Updated on Trends and adjust strategy accordingly.
- Analyze Performance to improve content strategy over time.
- Coordinate With the Team to align content with business goals.
- Ensure Compliance with company policies, regulations, and platform guidelines.