Social media coach: Why it always begins with strategy

“Look before you leap” – so the saying goes, and it’s never truer than when a company is embarking on a social media campaign. Because social media is just that – it’s used socially for keeping in touch with friends or sharing pictures with relatives – businesses often make the mistake of plunging into trying to sell themselves using social media without having a clear idea as to why they are doing it first, and what they hope to achieve. Social media may be where business merges with pleasure, but that doesn’t mean that business should take its eye off the ball.

It is vital for those involved in a business to sit down and come up with a clear strategy before engaging on channels such as Facebook and Twitter. Unless you know what you want to get out of such a campaign, it will be almost impossible to measure success.

A good social media campaign should clearly answer the following questions:

  • Why do you want to use social media?
  • Who is your target audience (see our next blog on Avatars)
  • What do you want to achieve?
  • How are you going to achieve it? There’s no point in coming up with a punishing schedule of Tweets and Facebook posts if you’re not going to have the resources to stick to it.


When planning a campaign, first check out the competition. See how your competitors use social media and on what channels.

And remember this: the golden rule with social media is that you must always, always have something to offer. As we said above, these are channels that people use socially so the selling has to be super subtle to work well. You don’t want to come across as pushy or you’ll put people off faster than you can type 140 characters. The trick is to give your audience something – a recipe, say, if you’re a restaurant, or a sneak-peek at your autumn collection if you’re a shop – rather than go for the traditional hard sell.


Coming up with a great campaign as where we come in at Cureton Consulting. Call us on 01530 440597 or email

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