It’s a wise idea to create a social media content strategy for each platform that you use, as they all have different audiences and work well with different types of content.

So, if your objective is different for each platform, then it’s likely your content will be different, too.

Your overall digital marketing and content strategy should be around the goals of your business. It may be that you want to use Twitter to solely drive traffic to your website, perhaps it might just be to engage with potential customers or maybe build a community and a reputation within your industry.

Whatever the goal, the content and how you share it will vary.

Each platform may also have varying times and frequencies that posting will be effective or expected. There is no right answer for everyone, understanding your audience and your platforms, along with testing and experimenting, will help work out what’s right for you.

Consider building a social media content calendar with dates and times when you publish content on each channel to ensure you are targeting the right people, at the right times, with the right content – without duplication or repetition.

Here’s a study from Sprout Social, looking at the best times to share content in various industries on different social media channels.

Click here to view the report

It’s also bearing in mind the variables across the week, and in different places around the world. Ultimately, you can get a good idea of what might work for you and your platforms, and over a period of time, tinker and adapt your schedule to be optimal for your audience.

An Integrated Approach

Having a presence on social media is great, but for business it should support an overall content marketing or communications strategy across multiple platforms.

Create a comprehensive experience of your brand online. Consider how your social media strategy works within your overall advertising and marketing, customer relations or communications strategies and build an integrated digital strategy.

Things to think about are website development and content marketing, search engine optimization (SEO), social media and paid or pay-per-click advertising (PPC) campaigns.

A fully integrated marketing plan can also have an impact and relationship to your offline branding and marketing materials, such as logos, adverts, brochures or signage.


If you need help with your company’s digital marketing? Then download our FREE Social Media top tips guide with eleven great pieces of advice to help give you a head start!

Our Social Media top tips guide gives you advice on some of the key areas of consideration when running your company’s own social media channels.

From understanding your audience, to creating the right types of posts that will engage your followers and help promote your brand the way you want to. It’s a handy guide to help any social media manager.

Just download fill out the form and we’ll send you a link to this great free resource…

Get your FREE Social Media top tips guide
from Border Media




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Border Media is a digital marketing and social media management agency based on the Essex and Suffolk border near Colchester, aimed at help small companies and large promote their business online.

As we are a small social media company, we can combine our years of experience working in the social media, digital marketing and content industry with a personal approach that many other agencies and social media management companies cannot off.

If you would like us to help your business or brand grow, contact Border Media here.

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