As 2018 comes to an end, many brands and organisations begin planning budgets and strategies for the new year. The exciting part about this is that there’s always something new to test.

However, when thinking about all the possibilities available, we also need to be realistic about the targets and goals we set.

1. Audit your social media content strategy

First and foremost, you should always carry out an audit on your current social media strategy. This means going through the content you’ve published over the course of this year and analysing which ones resonated most with your audience – and what didn’t.

Once you’ve completed this you’re likely to collect a lot of data, so you’ll want to have an assessment process in place.

The main goals of the social media audit are to:

  • Double down on the content that’s generating the most impressions and engagement
  • To refine the content that isn’t generating much response

It’s important to keep an open mind, and trust what the data reveals about your strategy.

2. Audit your social advertising strategy

Next, you’ll need to carry out an audit on your social advertising strategy.

Start by analysing all your results of both paid and organic social efforts. Consider stats such as cost per result, cost per impression, and number of conversions. These key performance indicators (KPIs) will help you build a more accurate image of the impact your paid ads and organic campaigns have had.

3. Invest in social media content

Now that you’ve audited your advertising and content strategy, you’ll likely begin to see some opportunities to improve the content used in your social posts.

Organising photo shoots, video shoots and creating fun graphics is always a good idea when planning for the coming year. The key here is to take the lessons learned from the audits and apply them to produce more of what works the best.

4. Invest in the right influencers

We have seen a huge rise in influencer marketing and it is likely that it will continue to be a popular trend in the near future. So, it might be useful to start connecting with influencers who are relevant to your brand or industry.

A good way to start would be to analyse the types of content they put out and evaluate how much engagement their work generates.

Definitely include influencers in your 2019 social media strategy – however, do it for strategic reason, not just because influencer marketing is trending.

5. Keep an eye on the competition

When planning your 2019 social media marketing strategy, you should definitely benchmark the competition to gain insights and inspiration.

Be careful not to wholly copy your competitors’ campaign or concept, remember what may work for them may not work so well for you – instead, take a peek at what they’re doing, determine where your brand fits in the mix, and decide where you can improve.

What are your competitors doing well? What are they not doing so well? Is there anything you can borrow and improve upon? By analysing your competitors in the market, you give your brand a greater advantage to seize unused opportunities.

6. Carefully test new technologies

Lastly, be sure to carefully test new technologies in your 2019 social media strategy. This is because there are always new trends popping up, but not all will apply to your brand or are even ready for implementation.

Be open to embracing new technologies but do so with caution, and most importantly be realistic – how does it fit into your plan? How does this strengthen your strategy? Be practical. If you can integrate these new technologies and tools in a safe way, great! But if not, take note of it and revisit them later.


This story was written by automotive PR and Social Media specialists Torque Agency Group.