According to the Harvard Business Journal, consumers now trust a brand’s social media content more than advertising or news articles. This means the impact and reputation of your brand could depend on your social media activity. Scary, we know.

While many brands seem to have social media that is as effortless as it is impactful, the truth is most brands spend significant time, energy and resources on their social presence, often hiring an entire team of content creators. These content creators spend weeks creating posts that embody their brand personality and increase brand awareness and sales.

While not all of us have Nike-level resources at our fingertips, there are simple ways to create an engaging social media presence and set yourself up for success.

First, take a look at your competitors

Choose six of your top competitors and examine their social media.  Take an in-depth look at all of their channels – Facebook, Instagram, LinkedIn, Houzz, and any other channel that might be relevant to your industry. Examine followers, likes, reactions, shares and engagement.

Ask yourself: What is their brand voice?  Do they post consistently? How is their audience responding? Take a look at what works for them and what doesn’t. Because their audience is likely similar to yours, you can learn what is engaging that audience and what is not.

Next, review your own social

Look at your own social channels as you did your competitors’. Critique it like you’re a consumer of social content, rather than someone with a vested interest in your company and product.

What is working for you? What isn’t? Is your brand voice honest? Are you followers engaged? Mark down areas in which you could improve and where you are doing well.

Craft a strategy

Take these findings and mold a strategy that incorporates your company’s business goals and helps you advance these objectives.

What are you trying to get out of your social media? Identify your target audience. What has been proven effective in reaching them? How can you measure this?

Plan your posts.

Based on the strategy, develop an editorial calendar that includes suggested topics, timing, and channels. Research and compile hashtags you see working in your industry and with your desired followers.

Add detail to your calendar using key dates important to your business (sales, promotions, anniversaries, product launches, etc.).

Write and plan your posts, keeping your key audience segments in mind and using a voice that is consistent with your other content and rings true to your brand.


The last part is easy! Post your pre-planned posts and watch your likes, comments and follows go up.

Examine your analytics. 

All of the primary social media platforms have wonderfully simple analytics tools that will help you adjust when and how you’re posting to get the most from your posts. If you want to better track your efforts, try a management tool like Hootsuite, Buffer, or Sprout.

If it all still sounds a bit daunting, we can help.

We know a lot of small companies don’t have the tools or personnel on board to establish a social media marketing strategy, create a plan and dedicate themselves to regular execution of that plan. This is where East Bank comes in.

East Bank understands the value of these critical brand-to-consumer-to-consumer marketing channels. Our Social Media Audit and Planning methodology will provide competitive insights, an honest evaluation of your existing social media presence, a recommended strategy, goals, and an easy-to-execute editorial calendar. At that point, we can either hand the reins over to you or bring in our expert copywriters and content creators to ensure a flawless delivery of your tailor-made social media plan.

Contact Us to learn more!