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Social media is a two-way conversation. Part of it is driven from the ‘bottom up’ with millions of people all over the world active online. However, your approach to social media needs to be ‘top down’ – driven by a clear strategy – and aligned with the rest of your business.

Your social media strategy will only make an impact on your bottom line results by being part of your broader business plan. Once you have a clear idea of your brand you can create an overall marketing strategy and from that create a digital marketing campaign.

Your social media strategy sits within and alongside this marketing strategy. It should be aligned with your business rather than created in response to one specific social media platform. Of course, the digital world is very fast moving. Every day something is happening on social media and by the end of next year there will be new social media platforms you have never heard of. It’s tempting to just act quickly every time a new app appears, but hold back and always keep aligned with your overall strategy. It is better to be a slow adopter of technology than to produce poor content that puts off potential customers.

one minute wonder Start by thinking about the top five sites which would be useful to you immediately. Then consider how you can achieve a balance between activity around sharing articles and expertise, product-centric posts, reviews, images and videos and how this all fits within your broader business strategy.

Have your brand strategy in place first before you begin your social media campaign.