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.