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Social media strategy

More than three billion people around the world are active on social networks. Three out of five Italians spend two hours a day on YouTube, Facebook, Twitter, Instagram and LinkedIn. They are looking for opinions, information and reviews about experiences, news, services and products. While it would be inconceivable today for a company or agency not to be present on social media, it must also be done correctly. This requires a social media strategy to indicate the correct route, just like a map. Otherwise, you risk getting lost.

What is a Social Media Strategy?

A social media strategy defines objectives and reference targets and traces the social media map, indicating the most appropriate channels for a specific brand or project, what “multimedia language” to employ, and which themes and activities to develop, along with the best formats and the publishing schedule (videos, photos, posts).

In order to achieve success and reach a wider target audience, a social media strategy must be integrated and coordinated with other company or product touchpoints. A successful strategy does not just generate more likes, visualizations and followers. It must also involve users through a social media engagement strategy based on the analysis of personas and their interests, needs and passions. Moreover, the involvement of brand ambassadors will amplify any action strategy.

Social Media Strategy at Cultur-e

We design and manage social media channels for companies, institutions and influencers.

Our services are based on an initial analysis of the internal scenario (context and needs analysis and an as-is analysis of channels) and the external reference scenario (benchmark analysis, analysis of on-line conversations). This information is used to develop a social media strategy for the development phase and is updated continuously with the data provided by our analytics platforms.

Our social media strategies focus on client aspirations, brand or project positioning, and strategic objectives, including content priorities and critical issues. Moreover, we define the target audience and describe their characteristics according to the persona work methodology that allows us to plan an efficient brand-loyalty-focused customer journey on social media.

The strategy is based on what messages and content needs to be communicated (types, formats, cut, language and expressive styles) and on which channels. For every channel, we define specific objectives, targets, initiatives and content, as well as activation and management procedures (social media map). The objective is to populate channels with content and create an efficient and permanent debate with users, increasing interest, participation and on-line sharing (social media engagement).

Our team of social media strategists completes the work plan with the on-line advertising strategy, identifying the best channels on which to invest, along with recommended keywords, competitors and targets. The strategists define the budget and length of each campaign. KPI monitoring provides clear results in the form of performance indicators for each social channel and the identification of the tools to evaluate the performance.

The social media strategy, together with the editorial and governance plans, orient the daily activities of social media managers and help them create the social identify of a project, generating relations, trust and user conversion.


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