Social Media Marketing

Social Media Plans

Social media marketing goes beyond just posting on social media to increase sales and drive website traffic.  It should be a platform to connect with your audience and build your brand. Your strategy should include engaging and informative content on your social media profiles, interacting with your followers, analysing your metrics.

A social media strategy is a concise plan that outlines your social media goals, the tactics you are implementing, and the metrics you will track to measure your progress. It guides your actions and gives you clear indications on your success or failure. The more specific and concise your plan is, the more effective it will be. A good plan is based on market research, competitor analysis, and selling your brand’s identity to potential customers.

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Social Media Strategy


The first step to a winning social media marketing strategy is to establish your objectives and goals. Without goals, you have no way to measure success and your return on investment (ROI).

Each of your goals should be Specific, Measurable, Attainable, Relevant, and Timely (SMART). This framework guides your actions and ensures they lead to actual business results e.g. “We will use Facebook and Instagram for customer support and increase our average engagement rate to 20% by the end of the first quarter of 2021.”

Social media goals should align with your overall marketing objectives. This makes it easier to show the value of your work and secure buy-in from your manager.

Audience Analysis

Know your audience and what they want to see on social media. Your strategy should be crafted around your target audience.

Each platform has a different audience and therefore, content should be tailored accordingly. When it comes to determining your target customer, you should know the following demographics firsthand: age, location, average income, interests etc.. Get to know your fans, followers, and customers as real people with real wants and needs, and you will know how to target them and engage them on social media.

Create content that they will like, comment on, and share. Treat your social media followers as customers for your business. Consider the kind of content you need to create to win them over.

Monitor Your Social Media Metrics

Use analytics tools to monitor the effectiveness of your business’ social media posts. For example, Instagram is one such platform where you can easily check engagement. Metrics such as clicks and votes give you a sense of your competitive analysis and allows you to make necessary adjustments accordingly.

When your social media content resonates with your audience, there’s no doubt that they will eventually share and spread your content. Sharing content is something that has recently transpired in today’s digital age. However, don’t worry that you are missing out as it is easy to leverage on once you have the basics down!


Facebook As A Platform

Facebook’s purpose is to connect friends and family by building a community around shared interests. Through its platform, Facebook aims to bring the world closer together and help people discover and share what’s going on in the world. Therefore, it is the perfect platform to align your key business goals with their purpose. Some key features of Facebook include the following:

  • Facebook Messenger. An interactive chat platform, where users and businesses alike can insert and display links, photos, and even videos to facilitate lead nurturing and eventual purchase. The biggest advantage for businesses is that it has APIs to connect directly on your website so users can actually chat with you live when they are on your site. You can target the same leads for retargeting and upsells on Facebook ads as well.
  • Facebook Photos. Businesses can use this to showcase their products, services, or premises.
  • Facebook Pages. A great place to start your official social media channel. It requires one of the least maintenance after the initial set-up. It can be used for major announcements and content hijacking.
  • Facebook Live. Businesses can live stream and interact with their fans in an instant. This is a more advanced segment of social media marketing as there are no re-dos in a livestream.
  • Facebook Stories. Not only lets people post their daily whereabouts in the form of images or videos, but also a great way for businesses to engage their audience via questions, polls and casual interactions.
  • Facebook Shops. Developed to cater more as an integrative e-commerce site. Facebook Shops is an online shopping feature allowing businesses to promote their products and services.
  • Facebook Marketplace. Serves as an open market, similar to how Carousell in Singapore works with brand new and second-hand items on sale.
  • Facebook Insights. A powerful tool that can track user interaction, as well as allow a deep dive into the page views, actions on the page, likes, reach, engagement and messages.
  • Facebook Business Suite. Previously known as Facebook Ads Manager, this is where you can manage your ads and gain insights and track how well your ads are doing. As ads cost to run, it is best you get a specialist to optimise your campaign to avoid wastage in your Facebook marketing funnel.

Instagram As A Platform


Instagram is a social media platform that has shifted from its emphasis on photo and video sharing to a hub of marketplace. With over 1 billion active users, Instagram connects friends and family, building a community around common interests and bonds through a series of photos, graphics, or videos. Let’s explore the various Instagram formats you can use for your business.

  • Instagram Pages. The function that enables you to post photos, graphics, and infographics related to your brand and what your brand is promoting or selling. This is your chance to create a brand for your company with dedicated content creation and sharing important news. You can integrate this channel with your business’s Facebook page to better sync and schedule your posts on both platforms for them to be published simultaneously.
  • Instagram Stories. A powerful format popularised by Snapchat to reach younger demographics. Instagram has a similar feature that allows businesses to post stories for content creation and engagement purposes.
  • Instagram Message. An online interactive chat platform for businesses alike to send links, photos, and even videos to inform users of the latest business and product updates, in the hope of facilitating lead nurturing and eventually purchase. Users can also directly interact with the brand via this function to ask questions or make queries regarding the brand or its products.
  • Instagram Live. Just like Facebook Live, businesses can live stream events, sales or even interact with their followers in real time on Instagram.
  • Instagram Shop. This is a new online shopping feature on Instagram where businesses can promote their products. It also serves as an additional revenue source, where it connects businesses to Instagram users who are shopping on the platform.

Social Media Crisis Management

There are times when unhappy customers can voice their concerns or grievances about negativities taken by your brand. This is where you can use your social media pages to address and take note of said issues. These negative incidents can spell life or death for your brand and tarnish your brand’s reputation if left unaddressed.

Hence, it is imperative you take steps to preserve your company image and bring back the goodwill of your customer base. It is best to find a dedicated team who is capable of handling these communications with your customers to bring about a more humane approach to your brand.


Why Choose METRIC?

A Hubspot Partner

As a HubSpot agency, METRIC Digital is here to help your business get started with Social Media Marketing. HubSpot’s marketing platform enables creating a social media plan to track performance per campaign and ensure you maximise your return on investment (ROI).

With our team of creative, analytical, and trend-spotting social media marketing specialists, we can help you create a humane and cost-effective plan to encourage growth on your social media channels.

Your Reliable Social Media Marketing Agency in Singapore

Truth be told, creating a social media strategy can be done by anyone. However, to have the best and most effective results, you need a team that can tailor a strategy best suited for you and your company.

At Metric Digital, we focus on delivering results at the most value for money pricing. Marketing is the core of what we do so you can trust us when we say we know what we are doing.