Social Media Strategy: Going Beyond Likes and Shares

Social media can be one of your most powerful marketing tools — or one of your biggest time drains. The difference lies in whether you have a strategy or you’re just posting for the sake of it.

Too often, businesses treat social media as a numbers game: chasing likes, posting daily because they “should”, or copying trends without purpose. But likes don’t pay the bills. Comments don’t close sales. Real results come from social media that’s connected to a bigger plan.

In this article, we’ll explore how to create a focused social media strategy — one that aligns with your goals, connects with the right audience, and actually moves the needle.

What Is a Social Media Strategy?

A social media strategy is a documented plan that defines how you’ll use platforms like LinkedIn, Instagram, TikTok, or Facebook to support your wider marketing and business goals.

It includes:

• What you want to achieve
• Who you’re trying to reach
• What type of content you’ll post
• How often and where you’ll post it
• How you’ll measure success

It’s more than a content calendar or a handful of posts — it’s a roadmap that ensures your social efforts are consistent, intentional, and valuable.

Why You Need a Strategy (Not Just Posts)

A clear strategy saves time, strengthens your brand, and brings purpose to every post. Here’s why it matters:

• Keeps you focused – You stop guessing what to post and start creating content that serves your goals.
• Improves consistency – A strategy helps you stay active without burning out or going quiet for weeks at a time.
• Builds a stronger brand – When your tone, visuals and message are aligned, people start recognising — and trusting — your brand.
• Drives real results – Whether you want leads, traffic, or loyalty, your content is designed to move people, not just entertain them.
• Lets you measure what matters – You track meaningful metrics, not just vanity ones.

Without a strategy, social media often becomes reactive and scattergun. With one, it becomes strategic and sustainable.

The Key Elements of a Strong Social Media Strategy

1. Define Your Objective

Start by being clear about what you want from social media.

Common objectives include:

• Increase brand awareness – Reach new audiences and improve recognition.
• Drive website traffic – Encourage clicks to key pages or offers.
• Generate leads – Capture email sign-ups or enquiries.
• Build community – Foster interaction, feedback, and loyalty.
• Support customer service – Be available for questions or issues.

Your objective shapes the kind of content you create, which platforms you prioritise, and how you measure success.

2. Understand Your Audience

The better you know your audience, the better your content will perform.

Ask:

• Who are they (age, location, role)?
• What do they care about?
• What tone or style do they respond to?
• When and where are they most active?

Use insights from platform analytics, surveys, or customer conversations to build a clear profile of your audience segments.

3. Choose the Right Platforms

You don’t need to be on every platform — just the ones that matter to your audience and suit your content style.

Platform strengths:

• Instagram – Visual storytelling, behind-the-scenes, product showcases.
• LinkedIn – B2B networking, thought leadership, professional credibility.
• TikTok – Trend-driven, creative, short-form video with viral potential.
• Facebook – Community building, older demographics, event promotion.
• Pinterest – Inspiration and planning, especially for lifestyle brands.
• YouTube – Long-form video tutorials, interviews, brand series.

Choose 1–2 platforms to focus on first. Do fewer things better — and grow from there.

4. Create Strategic Content Pillars

Your content should be varied but consistent. That’s where content pillars come in — core themes or categories you post around.

Examples:

• Education – Tips, how-tos, industry insights.
• Inspiration – Quotes, transformations, success stories.
• Behind-the-scenes – Your team, process, or work in progress.
• Social proof – Testimonials, case studies, user-generated content.
• Promotion – Launches, offers, new products.

These pillars help keep your content fresh — but still aligned with your brand voice and goals.

5. Set a Posting Schedule

Frequency matters — but so does sustainability.

• Start small – 2–3 quality posts per week is better than daily burnout.
• Be consistent – Regular posting builds trust and keeps your audience engaged.
• Use scheduling tools – Platforms like Buffer, Later, or Hootsuite save time and allow you to plan ahead.

Match your schedule to your capacity. A consistent weekly post is better than five rushed ones in a single day.

6. Use Visuals That Reflect Your Brand

Social media is a visual-first space. Strong design creates recognition and builds professionalism.

Use brand colours, consistent typography, and a template system if you’re short on time. Even mobile photos can work well with a thoughtful layout.

Don’t aim for perfection — aim for consistency and clarity.

7. Engage, Don’t Just Broadcast

Social media is not a billboard — it’s a conversation.

Respond to comments. Ask questions. Share other people’s content. Create polls, stories, or interactive posts that invite feedback.

Engagement builds trust. Algorithms reward interaction. Your audience feels seen.

8. Track and Adjust

What works today might not work tomorrow. Use analytics to learn what’s resonating.

Key metrics to track:

• Reach and impressions – How far your content spreads.
• Engagement rate – Likes, shares, comments as a percentage of views.
• Click-through rate – Who’s taking action or heading to your website.
• Follower growth – Steady growth over time, not just big spikes.
• Saves and shares – Indications of deeper value.

Review performance monthly and tweak your approach accordingly — from post times to topics.

A Practical Example: A Personal Trainer Using Instagram Strategically

Let’s say you’re a personal trainer targeting busy professionals in the UK.

You decide to focus on Instagram, using three content pillars:

• Quick Fitness Tips – Reels showing exercises that can be done in 10 minutes.
• Meal Prep Ideas – Weekly carousels with easy recipes for busy weekdays.
• Client Wins – Before-and-after stories with permission, celebrating consistency.

You post three times a week and include:

• A clear CTA (e.g. “Want a plan like this? DM me ‘plan’ to chat.”)
• Branded visuals using a template in Canva
• A Story Q&A every Friday for engagement

Over three months, you track:

• A 22% increase in profile visits
• DMs from 40+ new leads
• Four new clients who say they’ve been “following your content for weeks”

That’s strategy in action — not just content, but content with direction.

In Summary

Social media without strategy is like shouting in a crowded room. Social media with strategy is a conversation — one that builds trust, shows value, and supports your wider business goals.

To do it well:

• Know your audience and goals
• Post with purpose, not pressure
• Measure what matters
• Stay consistent, human, and helpful

When you stop chasing likes — and start building relationships — your social media becomes a genuine asset, not just an obligation.