Social Media Strategy

4 Steps for Building Your Social Media Presence Online

Bottom Shape

Krista Neher

Aug 30 2022

Steps to Building Your Social Media Presence

When it comes to building your social media presence there are four steps that you should plan for each social network: Profile, People, Post, and Participate.

Big Idea:

As you build your social media presence, be sure you plan for each of these stages to maximize your chances of success. Many businesses only focus on profiles and posts and don’t sufficiently build an audience for their profiles.

Step 1: Profile

Building a solid profile is the first step. As you build your profile consider best practices for the platform.

A few tips for building a strong social media profile:

  • Use a consistent username on every platform
  • Create a square and circle version of your logo for your profile image on social networks (most require square and circle)
  • Make sure images are the right size
  • Use appealing language that will inspire someone to connect with you
  • Write a clear and compelling “about” or “bio” section that explains what you do and who should follow you

Step 2: People

Once you have a profile the next step is to get people to follow you! There are many strategies and tactics that you can use to build a following, and what works is a little different on each platform. What isn’t different is that you need a clear and compelling value proposition and great content to really connect with people.

Big Idea:

At this stage it is also helpful to consider your overall strategy and value proposition for the network, as you may want to incorporate this into your profile description. Ask yourself: why should someone follow me here? What will they get out of it?

Build a plan to attract followers to your account. Beyond posting regular, compelling content, some of the most popular strategies are:

  • Ads
  • Email
  • Community building
  • Like and follow other accounts
  • In-store signage
  • On-site or in-store
  • Contests or promotions
  • In-person events
  • Employees

Step 3: Post

Posting regular content that people love is important to maintain your presence and drive business impact. Each network has different norms in terms of frequency. It is important to consider how often you have great content and build your calendar around the content you have vs. an arbitrary schedule.

Tool: Scheduling

There are many tools that will allow you to schedule social media posts in advance. Most networks now allow you to create scheduled posts, but you can also use tools like Buffer or Sprout Social to schedule posts to multiple networks.

As you consider your content plan, it may be helpful to think upfront about the assets that you will need to execute. Don’t be afraid to experiment with different kinds of content – especially when you are starting out.

Big Idea:

Be sure to regularly analyze your content so you know what works and doesn’t. Content trends change over time and staying aware of how your content is performing as well as experimentation will future-proof your content strategy.

Step 4: Participate

Participating on social media is important – it is called social media for a reason. Different networks allow for different levels of interaction between business accounts and people.

For all networks you should plan to:

  • Monitor and respond to comments
  • Like posts or comments mentioning you
  • Like other Pages when possible
  • Tag other accounts
  • Use hashtags as appropriate

For networks that allow businesses to connect with other people, you should plan to:

  • Follow other accounts
  • Like and comment on posts
  • Share posts from others

Some large and well-loved brands are able to build a following just by being present, however most businesses have to work at connecting with others to build their presence.

Tool: Management

There are many social media management tools that make it easy to find and connect with others, as well as respond to comments. Hootsuite and Sprout Social are popular for this for smaller businesses, and Sprinklr is one of the more popular enterprise tools.

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