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social media strategy < marketing plan < business plan

Social media should be used to enhance and reinforce your marketing plan; social media should not be seen as a side project or separate ‘thing’. Too often social media is isolated from the business. If used correctly social media can play a huge role in achieving your marketing objectives.

Start from the beginning, which is your business plan, then your marketing plan. Look at your individual marketing objectives then work backwards to determine your social strategy. You will then be able to work out what kind of social media platform (i.e. Facebook, twitter, YouTube, LinkedIn) will work best for you, and also what campaign will help you achieve your marketing goals.

Look at linking social media to your other marketing efforts. For example, use your electronic newsletter to tell people about your Facebook campaign, or use twitter to promote your website campaign. Everything should be linked; this way you will be utilising all the available tools to achieve your marketing goals, and essentially your business goals.

Top 5 tips:

  • Start with your business plan, then marketing plan, then your social media plan
  • Choose the platform/s that will work best for you (Facebook, twitter, YouTube, etc)
  • Create a campaign that will help achieve your marketing objectives
  • Link your social strategy to other elements in your marketing (newsletter, brochure, in store signage, etc)
  • Don’t expect social media will achieve fantastic results if you isolate it and don’t include it as part of your marketing plan.




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As a small business mentor, I work with a number of business owners who understand the need to embrace social media in promoting their business and building their brand, but don’t know where to start. Megan and her team have been invaluable in guiding my clients as to what to do, how to do it and how to fit it all into their busy schedules. Megan is an absolute whiz in her field and an invaluable support. I highly recommend Motor Mouth Advertising.

Kym Krey
The Salon Mentor