A social media strategy involves defining goals, identifying target audiences, selecting appropriate platforms, creating engaging content, and measuring success. It helps ensure efforts are focused on achieving business goals. Examples of successful strategies include Coca-Cola's "Share a Coke" campaign, which personalized bottles and encouraged sharing photos, and Jollibee's Valentine's series of emotional short films on Facebook and YouTube. Key metrics to measure include engagement, reach, impressions, click-through and conversion rates, and return on investment.

1. Types of Social Media
Platforms and Developing a
Social Media Strategy
Prof. Ednel C. Bediones

2. Different Social Media Platforms
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3. Social Media Strategy
• A social media strategy is a plan that outlines how an
organization or individual will use social media to achieve their
goals and objectives. It involves identifying the target audience,
selecting appropriate social media platforms, creating engaging
content, and measuring the success of the strategy through key
metrics.
• Having a social media strategy is important for several reasons.
Firstly, it helps to ensure that the time, effort, and resources
invested in social media marketing are focused on achieving
specific business goals. By having a clear plan in place,
organizations can ensure that their social media efforts are
aligned with their overall marketing and business objectives.

4. Social Media Strategy
• Secondly, a social media strategy enables organizations to
effectively engage with their target audience. By understanding
the interests and pain points of their audience, organizations can
create content that resonates with them and encourages
engagement.
• Thirdly, a social media strategy provides a framework for
measuring the success of social media efforts. By tracking and
analyzing key metrics such as engagement, reach, impressions,
clicks, and conversions, organizations can continuously optimize
their social media strategy and ensure that it is driving
meaningful results.
• Overall, having a well-defined social media strategy is essential
for any organization or individual looking to effectively leverage
the power of social media to achieve their goals and objectives.

5. Steps in Developing a social media
strategy
Step 1: Define Your Objectives and Goals: The first
step in developing a social media strategy is to define
your objectives and goals. These should be specific,
measurable, achievable, relevant, and time-bound
(SMART) goals. Examples of social media goals include
increasing brand awareness, driving website traffic,
generating leads or sales, and building a community
of engaged followers.

6. Steps in Developing a social media
strategy
Step 2: Identify Your Target Audience: The next
step is to identify your target audience. This
involves understanding their demographics,
interests, and pain points. By understanding
your target audience, you can create content
that resonates with them and drives
engagement.

7. Steps in Developing a social media
strategy
Step 3: Choose the Right Social Media Platforms:
Once you have identified your target audience,
the next step is to choose the right social media
platforms to reach them. This involves
researching the demographics, user behavior,
and features of each platform. It's important to
select platforms that align with your objectives
and target audience.

8. Steps in Developing a social media
strategy
Step 4: Create Engaging Content: Creating
engaging content is critical for driving
engagement and achieving your social media
objectives. Content should be high-quality,
visually appealing, and aligned with your brand
voice and messaging. It's also important to use a
mix of content formats, such as text, images,
videos, and infographics.

9. Steps in Developing a social media
strategy
Step 5: Develop a Content Calendar: A content
calendar is a schedule of the content that you
will be publishing on social media. This involves
planning the frequency and timing of posts, as
well as the type of content to be shared. A
content calendar ensures that your social media
efforts are organized, consistent, and aligned
with your objectives.

10. Steps in Developing a social media
strategy
Step 6: Monitor and Measure Success: The final
step in developing a social media strategy is to
monitor and measure your success. This
involves tracking key metrics such as
engagement, reach, impressions, clicks, and
conversions. By analyzing these metrics, you can
determine the effectiveness of your social
media strategy and make adjustments as
needed.

11. Example of a Successful Social Media
Strategy: Coca-cola Share a Coke
• https://www.coca-colacompany.com/au/faqs/what-was-the-
share-a-coke-campaign#top_of_page

12. Coca-cola Share a Coke
• One example of a successful social media strategy is the
"Share a Coke" campaign by Coca-Cola. The campaign, which
started in Australia in 2011 and has since been implemented
globally, involved printing people's names on Coca-Cola
bottles and encouraging customers to share photos of their
personalized bottles on social media using the hashtag
#ShareACoke.
• The campaign was a huge success, generating over 18
million virtual Coke bottles shared on social media in the
first year alone. In addition, the campaign led to a 2.5%
increase in sales in Australia and a 0.4% increase in the US.

13. Coca-cola Share a Coke
• The success of the campaign can be attributed to several
factors, including:
• Personalization: By printing people's names on Coca-Cola bottles,
the campaign created a sense of personalization and made
customers feel special.
• User-generated content: By encouraging customers to share photos
of their personalized bottles on social media, Coca-Cola was able to
generate a significant amount of user-generated content, which
helped to increase brand awareness and engagement.
• Emotional appeal: The campaign tapped into people's emotions
and created a sense of nostalgia and happiness, which helped to
build an emotional connection with the brand.

14. Example of a Successful Social Media Strategy:
Kwentong Jollibee Valentine's Series
• https://www.adobomagazine.com/campaign-spotlight/campaign-spotlight-
the-making-of-a-record-breaking-tradition-peeking-into-the-kwentongjollibee-
valentine-series-2020/

15. Kwentong Jollibee Valentine's Series
• The campaign, which started in 2017, featured a series of
short films that told heartwarming stories of love and family,
all set in Jollibee restaurants. The films were released on
social media, particularly on Facebook and YouTube, in the
weeks leading up to Valentine's Day.
• The campaign was a huge success, generating millions of
views and engagement on social media. In addition, the films
became viral and were widely shared and talked about in the
Philippines and even in other countries. KwentongJollibee
trending on Twitter.

16. Kwentong Jollibee Valentine's Series
• The success of the campaign can be attributed to several factors,
including:
• Emotional appeal: The films resonated with Filipinos' values and
emotions, particularly their strong connections with family and friends.
The stories were relatable and touching, making viewers feel nostalgic
and sentimental.
• Brand storytelling: Jollibee was able to tell its brand story through the
films, highlighting its role in Filipinos' lives and creating a stronger
emotional connection with its customers.
• Social media optimization: The campaign was optimized for social media,
particularly for Facebook and YouTube, which are the most popular social
media platforms in the Philippines. The films were also easily shareable,
with the hashtag #KwentongJollibee trending on Twitter.

17. Important Key Metrics to Measure and
Monitor for understanding the effectivity of a
social media campaingn.
• Engagement: This metric measures the level of interaction
between a user and a piece of content, such as likes,
comments, shares, and mentions.
• Reach: This metric measures the number of unique users
who have seen a particular piece of content.
• Impressions: This metric measures the total number of
times a particular piece of content has been displayed.
• Click-through rate (CTR): This metric measures the number
of clicks on a link or call-to-action compared to the total
number of impressions or views.

18. Important Key Metrics to Measure and
Monitor for understanding the effectivity of a
social media campaingn.
• Conversion rate: This metric measures the percentage of
users who take a desired action, such as making a purchase
or filling out a form, after viewing a piece of content.
• Return on investment (ROI): This metric measures the
amount of revenue generated compared to the cost of
running a particular campaign.
• Audience demographics: This metric provides information
about the characteristics of the audience who interact with a
particular piece of content, such as age, gender, location,
and interests.

19. Important Key Metrics to Measure and
Monitor for understanding the effectivity of a
social media campaingn.
• Sentiment analysis: This metric measures the
overall sentiment or attitude of users towards a
particular piece of content, brand, or product.
• Shares: This metric measures the number of times a
piece of content has been shared on social media.
• Followers: This metric measures the number of
people who have chosen to follow a particular social
media account or page.