Welcome back!

Last week was the end of our four-part SEO edition of the Digital Marketing blog. If you missed out you can start with part one, here.

In this edition, we will begin to unpack Social Media (SoMe) Management.

Social Media strategy

A good social media strategy is the key to any successful social media campaign and is the best place to get started!

A basic social media strategy would contain the following components:

  1. Create SMART Goals – Set yourself goals that are Specific, Measurable, Attainable, Relevant, and Timebound!
    Using the SMART goal setting technique will ensure that you are setting goals within your reach, that will have significant, trackable impacts on your business!
  2. Know your audience – Understanding your target audience is your first step, if you’ve already done this then it’s time to look a little deeper. What are they doing on Social Media? What are they engaging with? How are they engaging? Are they just there for voyeuristic purposes, are they commenting, liking, sharing with their friends? Knowing these details will help you to tailor your content to their interactions, maximising your engagement with your audience.
  3. Understand the platforms – There are so many Social Media networks around, sometimes it’s hard to keep up! However, less is often more. It’s important that you aren’t wasting time maintaining a network that no one is looking for… If you know your audience predominantly use Facebook but aren’t aware of Snapchat, then don’t waste your time with it. For example, ATP currently utilises Facebook, Twitter, Linkedin and YouTube as we understand that our audiences are active on these channels.
  4. Track your performance – Keep an eye on analytics, and knowing what your audience is engaging with will be your best asset when it comes to improving your social media impact! If analytics aren’t your thing, then get in touch with us today! We have a dedicated Digital Team who live and breathe analytics!

    We use SproutSocial to schedule, manage, monitor and measure our social media channels. Sprout has a great guide on 7 Steps in Creating a Winning Social Media Marketing Strategy.

Quality content

neon sign: All you need is LOLOnce you have your strategy sorted, it’s time to start building up your content. We discuss the importance of good content creation in our previous blog on SEO (Search Engine Optimisation).

It’s understandable to think that “more is better” when it comes to social media management. You have to “feed the machine”, right? Wrong! We believe less is often better.

You don’t want to over-saturate your social feeds with endless, repetitive information. You’ve probably seen it before with other companies, you may have even unfollowed them for this exact reason. 

It’s important to remember your audience when you’re writing your content. Do you know that they’re mainly 30-45, University educated and live in metropolitan areas? Then perhaps you should tailor your content to their interests and skill levels.


Consider your level of articulation and content, would these audiences be more inclined to read a research report rather than look at a memeThen find that article, or write it yourself using your expert opinions (you can always put that funny meme you found on Instagram if it’s really that good).

Your content needs to be engaging, and it also needs to represent your brand voice. Don’t be afraid to show your personality on social media. Platforms like Facebook and Instagram allow for you to have a bit more fun and show off your creative side. However, we suggest keeping the lengthy, in-depth posts for a more professional platform, like LinkedIn.

We understand that some people may be a little afraid of social media, for fear of negative and public feedback. However, you can make this work to your advantage. Negative comments and positive ones give you the opportunity to flex your customer service muscle. This fantastic article from Buffer has some great examples of exceptional social media customer service.

Coming up…

Next week we will continue looking at content creation and explore some Social Media Management tools!

Hey there!

It’s Tim, the author of this article.

I hope you found this article insightful, and have taken something away from it.
If you require more assistance than these few lines can provide, then I encourage you to send me a message!

As the marketing lead for the Digital Team, I love helping clients achieve their best Digital Marketing results. Whether it’s assistance with SEO, content creation, or marketing strategy, we’re here to help!

Send me an email today to get the conversation started, I look forward to hearing from you.

Tim Nelson