Ginger Logo

Social Media: The Hows and the Whats

Social media can be a minefield for businesses. What platforms should you be using? What should you be posting about? 

Whether you’re a small business in Dundee or a global enterprise, a robust social media strategy is vital for success and will focus where you need to spend your time for maximum return.


The How: Crafting an Effective Social Media Strategy

Define Your Goals

Every successful social media strategy begins with clear, measurable goals. Whether you’re aiming to increase brand awareness, drive website traffic, or boost sales, defining your objectives is the first step.

Choosing the right platforms

Not all social media platforms are equal. Each has its unique strengths and user base. Here’s a quick rundown that’ll help you decide which will best connect you with your audience:

  • Facebook: Ideal for reaching a broad audience and sharing a variety of content types.
  • Instagram: Perfect for visually appealing content and connecting with younger audiences.
  • Twitter (X): Great for real-time updates and engaging in conversations.
  • LinkedIn: Best for B2B marketing and professional networking.
  • TikTok: Excellent for creative, short-form video content with authentic/ behind the brand content

Your Audience

Understanding your target audience is key. Analyse demographics, preferences, and online behaviour to create content that resonates. Use tools like Facebook Insights and Google Analytics to gather data. For instance, if your audience is primarily young adults, focus on platforms like TikTok where this demographic is highly active. Don’t know where to find these or how to understand them, we can help. 

Create Engaging Content

Content is king in the digital realm. Mix up your content types—posts, videos, stories, and live streams—to keep your audience engaged. Do your research, what kind of content do you enjoy watching or find useful? Use high-quality visuals, compelling captions, and relevant hashtags to increase visibility. 

Monitor and Adjust

As with any marketing activity, a successful social media strategy is ever evolving. Use analytics tools to monitor performance and adjust your strategy accordingly. Track key metrics like engagement rates, click-through rates, and conversion rates to gauge success and identify areas for improvement. Again, we can help with that. 


The What: Types of Social Media Content

The most successful social media accounts use a mix of content that educates, entertains and is engaging. Whether it’s showcasing products, behind-the-scenes videos, enticing promotions, or user-generated content, each plays a vital role in shaping how people perceive our brand and building a stronger sense of community.

Educational Content

Position your brand as an authority by sharing informative content. Blog posts, how-to guides, and explainer videos are excellent for educating your audience and building trust.

Entertaining Content

Keep your audience entertained with fun and engaging content. Behind-the-scenes videos and polls can humanise your brand and encourage interaction.

Promotional Content

Drive sales and conversions by showcasing special offers, new product launches, and exclusive deals with eye-catching visuals and clear calls to action. But remember, it’s not just about promotions—being too sales-focused can make it harder to connect with your audience on a personal level.

User-Generated Content

Leverage the power of your community by sharing user-generated content. Customer reviews, testimonials, and photos of customers using your products can enhance credibility and foster a sense of community.

At Ginger, we specialise in crafting tailored social media strategies that drive tangible results. If you want to take your social media to the next level, our expert team is here to support you in achieving your goals. Our support comes in various levels, whether you’d like us to support with idea generation and creating a content calendar or we can manage all aspects to take the burden off your plate.