Social media

A positive, and informative experience

Make your space count

In the same way that a website is like stepping into a virtual shop window, your social media is like your organisation’s own space, within a mass venue consisting of hundreds of thousands of others who use that space.

Therefore, it’s important your space is one which is reflective of your brand and its values and that it provides users with a positive, and informative experience.

Considering that 4.7 billion people are on social media daily, it's not surprising that 89% of marketers agree that social media is essential to their overall marketing strategy.

What is social media marketing?

Social media marketing is using specific content, based on your target audience, to promote your products/services on platforms including LinkedIn, Twitter, Facebook, TikTok, etc. The types of platforms you decide to use, should depend on where your target audience spend the most time. If you are not sure, take a look at data on your current channels and your Google Analytics.

Why is social media so important?

For many, social media is one of the first places people go to research your brand and its products/services. In fact, 75% of internet users use social media to research products before buying. Therefore, it’s clearly a very important place to reach your target audience. Some key reasons it is so important are:

Increased brand awareness

Social media increases brand awareness by providing a platform for businesses to reach a large audience quickly and inexpensively. Through targeted advertising and content creation, social media can help brands establish a strong online presence, engage with their audience, and generate buzz about their products or services.

Additionally, social media can leverage the power of user-generated content and influencer marketing to further promote brands and their offerings.

Lead Generation

The types of people you are marketing to on social media, are those who selectively followed you. They are often an audience wanting to know more about your organisation and what you do. Therefore, your social media is a great place to generate more leads through sharing content that’s engaging,  informative, and connects with your audience.

Social media is a key touchpoint at pretty much every stage of the customer journey. So, it’s important your content links back to relevant and informative content on your website. Whether that be from a video series, competitions, or a blog post. A successful social media strategy can be heavily influential on a customer’s purchasing decision.

Creating ambassadors for your brand

In the same way you’d comment and engage on your friends’ posts, with the right strategy, the same level of engagement can be created on a company’s social media profile.

Through creating content that resonates and appeals to your audience, and interacting with them on posts, you are adding to the ‘humanness’ element we touched on earlier. Creating this feeling with your customer is vital to making that connection that ultimately results in them going to you, over your competitors. To further help build trust, giveaways, competitions and even feedback on your products can indicate how much you value their input and opinion.

How often should I be posting?

There isn’t an exact answer to this question. The priority when posting should always be quality over quantity. If you’re hardly posting, your followers won’t be looking out for your posts and you’re likely to be forgotten. Too much, and you can appear spammy, which might even get you an unfollow.

The best way to approach this is to test what works best for you and your followers. The same goes for the timing of your posts. This will depend on several factors including the location, vocation, and lifestyle of your audience. So again, you need to do some testing based on the analysis of your posts.

What metrics should I be analysing?

It’s easy to feel overwhelmed when looking at the metrics social media platforms identify. The truth is you don’t need all of them to gauge the success of your posts. Some key metrics are:


This incorporates clicks, likes, and comments on your posts. This is a great one to summarise the success of your content.

Profile visits

This is the number of people who have clicked onto your profile. Having a high number of profile visits can be indicative of a high level of brand awareness.


This is another important metric to gage brand awareness and customer loyalty. A high number of mentions (if they are positive), can be reflective of the desire for individuals to form connections with your brand.


The more shares you are receiving, the more you’re posting content that is resonating with your audience. Shared content is an online version of word-of-mouth marketing, which is very powerful.


Gaining followers to your social channels is key to reach your prospective audience. Having more followers means more visibility which essentially means more customers. All of this will lead to higher revenue.

Leads Generated

Analysing which pieces of content are generating leads is important when measuring the success of your strategy. When you know what works, your strategy can centre around creating content to replicate this further.

A successful strategy takes a lot of time, research, and testing. There isn’t a one-way route to the right social media strategy, as it all depends on your specific goals and target audience. Once you’ve got this figured out, you’ll have platforms that truly connect you with your audience and consumers. You will be able to create an army of ambassadors for your brand.

If you need help with your social media strategy, please get in touch. Here at Jooba, we work with businesses to reach new audiences and create long-term sustainable growth through their marketing.

You can take a look at our portfolio of work here.