Social Media Strategy
Listen
→Create
→Engage
→Measure
In This Article
Introduction
Social media has transformed how businesses communicate with customers, build brands, and drive sales. The shift from Web 1.0 (read-only) to Web 2.0 (read-write, user-generated content) created platforms where consumers become creators and participants, not just passive audiences.
For marketers, social media offers unprecedented opportunities for engagement, targeting, and measurement—but also challenges in managing brand reputation and cutting through noise.
Understanding Web 2.0
Web 1.0 vs Web 2.0
| Aspect | Web 1.0 | Web 2.0 |
|---|---|---|
| Content | Static, company-created | Dynamic, user-generated |
| Interaction | One-way (broadcast) | Two-way (conversation) |
| User Role | Consumer | Participant, creator |
| Focus | Companies | Communities |
| Value | Information | Interaction, sharing |
Key Web 2.0 Principles
- User-generated content: Users create value through content and reviews
- Network effects: Platforms become more valuable with more users
- Participation: Success depends on user engagement
- Long tail: Niche markets become viable at scale
Major Social Media Platforms
| Platform | Best For | Content Type |
|---|---|---|
| Community building, B2C | Mixed media, groups | |
| Visual brands, lifestyle | Images, Stories, Reels | |
| B2B, professional | Professional content, thought leadership | |
| Twitter/X | News, customer service | Short-form, real-time |
| YouTube | Education, entertainment | Video content |
| TikTok | Young audiences, viral | Short-form video |
Social Media Strategy
Strategy Framework
- Set objectives: Awareness, engagement, traffic, leads, sales
- Define audience: Who are you trying to reach?
- Choose platforms: Where is your audience?
- Create content plan: What will you share?
- Establish voice: How will you communicate?
- Set KPIs: How will you measure success?
The Social Media Funnel
- Awareness: Reach new audiences with shareable content
- Engagement: Build relationships through interaction
- Consideration: Provide information that helps decisions
- Conversion: Drive action (purchase, sign-up, etc.)
- Advocacy: Turn customers into brand ambassadors
Content Marketing
Content Types
- Educational: How-to guides, tips, tutorials
- Entertaining: Humor, stories, behind-the-scenes
- Inspirational: Success stories, quotes, motivation
- Promotional: Products, offers, announcements
- User-generated: Customer content, reviews, testimonials
Content Best Practices
- Follow the 80/20 rule: 80% value, 20% promotion
- Optimize for each platform's format and audience
- Maintain consistent posting schedule
- Engage with comments and messages promptly
- Use visuals—posts with images get higher engagement
Measuring Social Media Success
| Objective | Metrics |
|---|---|
| Awareness | Reach, impressions, followers |
| Engagement | Likes, comments, shares, engagement rate |
| Traffic | Clicks, referral traffic, bounce rate |
| Conversion | Leads, sales, conversion rate |
| Loyalty | Repeat engagement, advocacy, sentiment |
Engagement Rate:
Engagement Rate = (Likes + Comments + Shares) / Followers × 100
Conclusion
Key Takeaways
- Web 2.0 shifted power to users as creators and participants
- Choose platforms based on where your audience is active
- Develop a clear strategy with objectives and KPIs
- Create valuable content—80% value, 20% promotion
- Engagement is key—social media is conversation, not broadcast
- Measure metrics aligned with business objectives
- Consistency and authenticity build long-term success
Special Thanks to Mr. Kavit Kaul, JBIMS batch of 2009 for sharing his marketing notes.