How to Devise a Social Media Strategy That Aligns With Your Business Goals

Not just people but even businesses of all sizes benefitted from the immense popularity of social media platforms in many ways. This was when social media was just out of its infancy. Now it’s become a part of digital marketing amongst businesses. Social media networks are now invaluable marketing tools that can provide good insights to businesses and engage with customers.

This is why it’s important to make sure that social media marketing strategies align with the business’ goals, which is of course the most challenging part of the whole campaign. By setting the business goals for a year first, it’d be easier to develop social media marketing strategies accordingly. This can lead to big positive impact for that business.

There are a lot of things a business can do to make sure their social media strategies align with their goals.

Knowing what to achieve

This is what the business should determine first, and it requires them to spend a significant amount of time to work out the company’s objectives for that year or for the coming years. It could be anything from expansion to new markets and launching new products to increasing existing customer base and brand visibility.

Determining the most effective social media platform

Now that the business goals are worked out, the company can proceed to figuring out the right social media platform that can help them achieve those goals. This is where companies generally go out of their way. They tend to put all the eggs in one basket by working on several platforms at a time. Though this definitely increases their brand presence to an extent, it may just do the opposite when it comes to achieving business goals.

The better way is to focus on a single social media platform with well-devised strategies. It not only enhances brand visibility but also makes it easier to achieve business goals in a relatively short time.

Devising an optimal strategy

With a goal and a platform to reach that goal, the next step is to work on a ‘route map’ to reach that goal – not the strategy itself but a general idea of the route they want to take in achieving the pre-determined goals.

For instance, if the company wants to increase their customer base, they can start working on a strategy that prioritizes customer engagement through social media. If they want to expand the business to a new market, they can connect with people or businesses that can connect them to potential new markets or even get them a competitive edge in those markets.

Creating a step by step strategy

This step is where the business has to piece everything together so that everything falls in place – business goals, social media platform, and route map.

To expand to new markets, the company will have to connect with people that can help them do it. So step 1 is to compile a list of such people, and feasible ways to connect with them.

To increase customer base, the company can implement a content strategy by sharing the right kind of articles and blogs to keep existing customers engaged, and attract new ones.

Setting priorities

This is where resource utilization comes in. After preparing a strategy, the business should prioritize their tactics to make sure that resources are used efficiently. Analyzing the already prepared step-by-step strategy, and the time and effort required for each tactic can give them an idea of the ones that are more important than the rest. They can then tweak their plan so that it can be executed in priority order to obtain the best results.

The objective here is to set priorities by comparing the value of each tactic, its complexity, and the resources required to execute the tactic.

Have appropriate people handle the tactics

Once the business is aware of the resources each tactic demands, and the results each offers, they will have to choose the right people to implement them. Delegate each tactic to individuals who are more suited to execute it. Give them deadlines so they can come up with plans to get the job done at the right time.

Being flexible

Even a well-devised strategy might not give the desired results. So it’s always wise to be flexible when it comes to social media marketing. Even business goals might change over time. Even a small change in business goals is important. The company will then have to review their strategy and fine tune it necessarily so as to keep it in line with the goals.


It’s not that a social media strategy is useful only if it’s aligned with the company’s goals. If leveraged properly, it still presents many benefits for a business. But the platforms are the most effective if the marketing strategies are aligned with a business’ goals. Executing a strategy without a solid plan might end up as a waste of resources and time without significant benefits.