How to build a powerful Social Media Strategy & Improve the existing one I 10-step guide | Nikola Lugonja | Skillshare

How to build a powerful Social Media Strategy & Improve the existing one I 10-step guide

Nikola Lugonja, HR and Marketing Instructor

How to build a powerful Social Media Strategy & Improve the existing one I 10-step guide

Nikola Lugonja, HR and Marketing Instructor

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14 Lessons (34m)
    • 1. What is social media strategy and why is it important

    • 2. Define social media marketing goals (step 1)

    • 3. Learn everything you can about your audience – create buyer persona (step 2)

    • 4. Research your competition (step 3)

    • 5. Determine which networks to use and how (step 4)

    • 6. Set up and optimize your accounts (step 5)

    • 7. Choose your core piece of content format (step 6)

    • 8. Determine the best time to post (step 7)

    • 9. Best timings to post on different social media (overview of the research)

    • 10. Create a posting schedule (step 8)

    • 11. Try to connect with the key influencers (step 9)

    • 12. Build the cross functional team (step 10)

    • 13. Key points on how to improve your existing strategy

    • 14. A list of all 10 steps summarized

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About This Class

Social Media Strategy is your game plan to build awareness for your business on the online stage. We are going to take a look at the best tips and advice on how to create your own strategy and improve the existing one. In the project section, you will find a Hootsuite template which will serve you as a great guide on how to make your social media strategy plan in the PowerPoint file. 

Social Media Strategy (lectures):

  1. What is a social media strategy and why is it important
  2. Define social media marketing goals (step 1)
  3. Learn everything you can about your audience – create a buyer persona (step 2)
  4. Research your competition (step 3)
  5. Determine which networks to use and how (step 4)
  6. Set up and optimize your accounts (step 5)
  7. Choose your core piece of content format (step 6)
  8. Determine the best time to post (step 7)
  9. Best timings to post on different social media (overview of the research)
  10. Create a posting schedule (step 8)
  11. Try to connect with the key influencers (step 9)
  12. Build the cross-functional team (step 10)
  13. Key points on how to improve your existing strategy
  14. A list of all 10 steps summarized

-From step 5 (Always Up-to-Date Guide to Social Media Image Sizes):

Meet Your Teacher

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Nikola Lugonja

HR and Marketing Instructor


-Multi-year experience in both HR and digital marketing. I started my career in Marketing, but over time I dived deeper into the world of Human Resources. I find these two areas commonly overlapping (e.g. when it comes to the employer branding), therefore I will also try to link them in some classes. 

-Here are 4 values that I always keep in mind when preparing and publishing classes:

Keep it short and sweet - eliminating everything that does not bring any value and ensuring the students get the most out of every single second Unscramble the content - making things simple to comprehend and outlining the most important takeaways Always explore - stepping into the unknown to extensively research new topics and broaden the knowledge spectrum Improve on fee... See full profile

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1. What is social media strategy and why is it important: Hi, everyone, and welcome to this course, but we're going to talk about social media strategy. Social medias allergies. Basic your game. Plan to build awareness for your business in your mind, bro. It's very important because it involves setting up marketing judges, choosing which networks to use and also tracking meaningful metrics. I would like to give you six reasons why it is important to have social media strategy. First of all, it provides direction. Second of all, you're able to track improve and measures gives answers to. Many questions were able to remain active in your community were also able to react faster . If there are some happenings in your community, you reach higher level of effectiveness, which music you're able to do or in last time. And finally, there's no confusion inside of your organization, which means that everybody knows what they have to do. I hope that you will find this course to be very valuable, because we're going to take a look at step by step guy, how you can build powerful social media strategy and also improve the system. One. I hope to see it for videos. Thank you for watching 2. Define social media marketing goals (step 1): welcome back, and in this video we're dating. Look at the first step. Palatable borehole social media strategy. The first step would be to define social media marketing goals that are aligned with their business objectives. I prepared here less that I found on line that was so Here's a great guy. I like how you can define some general objectives for social media strategy. 1st 1 Increased brand awareness. Drive traffic to your website. Generate new leads. Grow revenue by increasing sign ups or sales. Boost brand engagement. Build a community or on your business. Provide social customer service. Increased mentions in the press. Listen to conversations about your brand and, of course, many other. You're very likely to have more than one objective, and that is perfectly fine. What is it important for market goes is that they're smart. Smart is the acting for specific, measurable, attainable, relevant time based that is really important Rather than having multiple general objectives which are hard to achieve. You want to have one or several general objectives, but you also want to have smaller, more actionable, realistic, attainable goals and actions with it within that one bigger goal and in that way, but a cheating that by doing that constantly, you will be able to jean much hirable. I hope that you will find this step one to be great advice. A great starting point. So seeing falling with us Thank you for watching. 3. Learn everything you can about your audience – create buyer persona (step 2): hi. Everyone will continue with the social media strategy course, and we're taking a look at Step number two, which says that you should learn everything you can about your audience. That means create buyer personas. Very powerful tool, which actually helps you. Teoh. Imagine your fans always customers. It's real people with real wants and desires, and that way you can determine what you want to offer them. There are many methods and tools and the peace of how you can create by a persona. I'm going to give you one that is very often used. That I personally prefer the most is called five W's One Age. So first of all you define who are they? Who are the people that you want to target their age jumped gender, salary, educational, every nationality, location, etcetera? What are they interested in that you can provide? Whether that's entertainment content. Educational conference Special Services case studies information on new product specific knowledge about something they needed. So next point, where do they usually spend time on life, which so is it Facebook instead of YouTube, Twitter, Google, maybe some other that works more finish Social media's and so on When did they look for the type? Of course that you can provide. So whether it's morning, afternoon, evening, weekends work days before officer break lunch during the their working hours and so on. Why the names of the content? So what's their initial purpose? Whether it's to learn to get better at their job, to become healthy, to stay up today with something to do, inform toe, earn etcetera and, finally, how they could use the content, whether they read, watch or listen. So that's very important to know this step. Creating Barker's bio persona is critical. If you want to turn social media forwards until customers for your business, keep in mind that you can also create several buyer personas. You don't necessarily need to have only one you can make several based on. For example, if you're dealing with new customers and returning customers, you could have by performed by a persona for one type of audience and the under fire for its own for under type audience. If you're dealing with businesses for small companies, for big companies, if you're trying to differentiate based on marketing channel based on behavior based application, you can do that. But it's very important to define who your audiences and start from there, Thank you for watching and seeing falling videos. 4. Research your competition (step 3): hi, everyone and in the step number three. We're taking a look at competition, so you should definitely do a detailed research on your competitors, just as you did in the previous that with your audience. That is really important, because it will help you to spot opportunities in your environment and your interest. E You should try to see who the dominant player is and maybe trying to focus on some under certain social media, Jethro said. That player is only present at one place for maybe just one of two places, so that will be very helpful on Germany tools, many great methods and the things that you can use to benchmark to call b two to follow your competitors to see. How are they dealing with their customers when they're publishing where they're publishing , which that they're using hard, dealing with never to reviews negative comments is so so. As I said benchmark, all we do is much as you can to get a Semenya's data as possible, and that will help you in the process for thank you for watching see it falling videos 5. Determine which networks to use and how (step 4): hi, everyone. In the next step, we're taking a look at how to determine which that 1st 2 years and how to use them. OK, so this is a two stage process. First, we're going to talk about which not to choose, so it's important to know that you cannot be equally spread. All social media does, and you should be. Let's say that you should make proposal as many as many networks as possible. You should. But you should carefully choose which social Media will be focusing on, for example, usually big companies. They, depending on what they do they like to use for their short, funny tutorials videos. They like to use Instagram Snapchat for maybe some longer videos. Explanation does use you for some business offers they use lengthen and for some important announcements on states that you used Twitter. So that's what important to know. Which social media that is serving for what? That that was the first stage process. And I would just like to add one day that is recommendable in general, and that is to have your presence. And at least before, which is Facebook, instagram, Twitter and Lincoln. That is really important because you will pop up when somebody searches for your Randall Google. You will pop up on the first page because those social media that was usually present on the first page okay, and now the second stage process is the 70 30% ratio, which is very important when you determine which is the most powerful, the most important social media. Better for you. You should devote 70% off the time and effort on that social media that can be faced. But it could be you did. That can be linked, and there's no rule that you should determine which one is the most important important for you and spent 70% off your effort there. The remaining 30% should be distributed about the rest social media's and maybe trying to see for new emerging social media. That was a very popular so those that that would be a great device in Ivory help hold one. That was really helpful in my practice, and I hope that you will also find it to be very actionable helpful to you. So thank you for watching on C four 6. Set up and optimize your accounts (step 5): hi. Everyone will continue with our guy, have built powerful social media strategy. And this step it's important to set up and optimize accounts on different social beginning . So in the premium step you have determined which social media that was, are you going to focus on? And now you should set up profiles they're or improved existing ones. The three key points are that 1st 1 that you should fill out old lines and feels, especially the ones regarding your business information. The next one is trying to do as many relevant cures as possible. So trying to think what people are going to search a Google in order to get to your brand So rescuers. And finally make sure that your profile and cover images are equally size, which means that they are perfectly size for every social Unesco's. Usually, when it comes to the profile images they are, you can use the square for four months of almost every social media network. But when it comes to the cover images, they tend to be different. They're very depending on social media networks. I will include a link to a website that keep those dimensions updated so you can take a look there. Thank you for watching that wonderful in video 7. Choose your core piece of content format (step 6): hi, everyone in this if you were thinking of looking the Step six, and that is to choose your core piece of content former that could be an image video Karoo Cell Infographic Slideshow block to tore your written tutorial podcast. So it's important to determine which is going to be your main content. But of course, you are not allowed here, not receptive to only have one type, of course, that you could have several of them. There are two factors that you should make it till call when determining which content you're going to use. And first of all, it's your skill and ability to produce certain content. And the 2nd 1 is which content goes best with your audience with your ideal customer. So if you don't know that, you should have a test. Finally, I would just like to say that some mine argue that this that should come way before. I think it should go in alignment with Step on, choosing which networks to use because, in my opinion, it's a good thing to have to be present on almost all social media networks to have a least static profile. But to focus only on several of them on. Then it comes to the plate at 70 30% oration that we talked in the previous video. So thank you for watching, and I hope to see the full videos. 8. Determine the best time to post (step 7): I am one. We're taking a look at the step number seven in this video, and then it's determine when should you post on different social media efforts. This is very important step, and I'm going to give you some examples from Buffer to consider. They will help you to understand why timing is so important and how you can actually attribute timing two different by personas. So first example. Sports fans are likely on social media just before, during and just after sports events to fight and interact with content about the event. Next example at Let's might be on incident while they're cooling down after the morning or evening. Workhouse. People who love to travel might be more active on social media during the weekends when they're planning for the next trip or during work breaks when they are dreaming about their next trip. Mothers and babies might be scrolling through social media when they're breastfeeding in the middle of the night, so that these were some examples where you can they look a different buyer personas, different customers, different types of people, and at what time they're interacting there, something on social media and someone all of these examples will help you to understand and to find the best time to publish on social media. But in the following video, where they look at some recommendations. Thank you for watching and see there. 9. Best timings to post on different social media (overview of the research): Hello, everyone. Welcome to this video where we're going to take a look at the an interesting research that was done from different sources on the When are the best times to posed on the different social media platforms. And before we start, I just want to say that the these researches were done by sprout Social Hoot Suite buffer, Khost catchall overload and hope spots. So those air the website that I used to collect data and to give you an overview here. So I really find I really hope that you will find these things to be interesting and helpful. So we're going to analyze Facebook instagram, Twitter Ling, then YouTube on Pinterest, and we'll start with Facebook. And the first thing I want to say that Facebook is very popular and there is some interesting data when it comes to Facebook, so we'll start with the best time to post on Facebook are Wednesday at 11 a.m. And 1 p.m. Wednesday's The overall buzzed A to post on Facebook, the most consistent engagement that is the safest time to post our weekdays from Diana. 9 a.m. To 3 p.m. The peak times are around lunch breaks. Worst day for Facebook is Sunday, which has the least amount of engagement for for its users during the week and the mornings before 7 a.m. And evenings after 55 PM have the least engagement. That's also very important to know something more interesting about Facebook. As we said, the peak times around lunch breaks when people have more time to scroll through their Facebook feeds and dig deeper into interesting posts. Engagement rises correspondingly at that time, and I also found that some re sources were saying that there are some period in the evenings on specific days, which are suggested, but that depends heavily on the individual cases. Okay, so that would be regarding the Facebook. I would not like to have to instagram, which is pretty similar, I must say to Facebook. So the best time to post on Instagram or Wednesdays at 11 a.m. And Friday at 10 to 11 a.m. Best day to post is again Wednesday on the first place, but Friday on the second place and most consistent engagement is from Tuesday through Friday from 10 a.m. to 3 p.m. Worse, they again this Sunday, when there is the least amount of engagement and lowers. Engagement is also during the late night and early morning from 11 PM to 3 a.m. and also important to know what the safest time to post are still during those core week day times. It could be well worth for certain. Brand needs to consider if your audience asses are among those reaching for the first thing in the morning or last thing before sleeping. So that can also be, ah, a very important factor I would just like to make here ashore. Turn on. There is a popular debate on Instagram whether posts or story features are more popular, so there is often that dilemma, and I would just like to spend here a few words on that on that discussion. So, according to some users are spending more time looking stories now. But it's important to know that those two types those two features are you used for the different purposes. Okay, Feet takes less space on the screen there, not disappearing. They have a slower but longer reach for new audience, especially posts. Posts are more plant. Usually users crawled the feed with sound off and usually more stacks and descriptions goes with a regular post on putting and checking location is better with regular post. On the other hand, when we talk about stories, they disappear within 24 hours. They bring more engagement and bring more interaction with existing audience. They take the full screen, usually on the usually users check stories with the sound on. There is a lot off place for experiments, unofficial things and things behind. Scenes are old, supposed to down stories. Mawr story building posts are perfect for this feature, of course, and you don't have to do everything by the book when you post on stories. But you should ensure that there is a natural flow when we're going to the next story, and that is really beneficial. Instagram also includes the popular ability to add post two highlights, which breaks the traditional 24 hour life span off most social stories and that allows the post to live longer as you want the top a zoo want at the top of your profile. So that is also important to know. And when it comes to Facebook story, I forgot to mention that bag. There you should use them when you're targeting older audience or using Facebook events on Facebook groups. Otherwise, it is recommendable to use instagram stories. If you're present that boat networks. The next thing that we're looking at is Twitter. And for Twitter, the best time to post on Twitter are Wednesday at 9 a.m. And Friday at 9 a.m. Some suggest that the second best cycle for post is in the evening from 6 to 8 p.m. Tuesday and Wednesday are the best days to post on Twitter most consistent engagement. That is the safest time to post this from Monday through Friday that its workdays from 8 a.m. to 4 p.m. words they is Saturday when there is the least the amount of engagement and also lowest engagement is every day from 10 PM to four AM Okay, so very in a way very similar to to instagram and Facebook, but again different and in some weight. So just the week, uh, summarize off off Twitter. It heats up bit early in the morning, probably as audiences are starting to go about their day and take a moment to catch up on and dig, dig the biggest news and updates from their areas of interest. The peak times of engagement also are in the during lunch hour and breaks, and they begin to slightly decrease your in the late afternoon and evening, where they finally drop off at the late night. So that would beat regarding the Twitter. Now we're taking a look at the YouTube, so the best time to upload on YouTube is during weekdays between two and 4 p.m. YouTube traffic is highest in the evening between seven and 10 p.m. So now you might be one thinking. Why should I upload my video between two and 4 p.m. If the highest traffic is between seven and 10? That is because just as Google indexes block content, YouTube does the same for videos. Posting her video a few hours earlier will allow your video to be indexed eso. They showed up in the search that highest traffic timing locate and also during the weekends. A lot of people are active in the afternoon, so you want to post your videos earlier again because of the indexing thing between then and 11 a.m. Most of most YouTube viewers are school age Children or young adults. So viewership begins to increase on Thursdays, peaks on Saturdays and then decreases on Sunday afternoon. Okay, and also important to know if you're late after nine PM in your time zone. It is suggested to wait for tomorrow to post because of the crawling process. And here, when it comes to YouTube, I would just like to mention one of the relatively new features from YouTube that those are you top stories. The future that is rolling out Wiley toe be eligible for you two channels with more than 10,000 subscribers. Lifespan is a key difference between today's YouTube stories and other story for months, rather than the that widely used 24 hour life span. YouTube stories remain viable for seven days, and they appear for both subscribers and non subscribers, which is a great way of reaching your audience in the same way important to knows that story comments will also expire with the story. After seven days, however, story creators can view those comments for 30 days in YouTube studio. Okay, The next thing we're taking, a look at this Lincoln regarding the lengthen the best time to pose to Lyndon are Wednesday at 9 to 11 a.m. and also 12 PM the past day to post a link in this Wednesday and most consistent engagement is Tuesday to Friday from 8 a.m. to 2 p.m. And the worst day is Sunday, when there is the least amount of engagement and the least popular times to pose are every day from nine PM to three a. M. Considering Lindens, corporate minded mix off thought leaders, job seekers and company page A Curation, it's no surprise that activity is much more concentrated our on workdays because it's a business network activity ramps up for on Tuesdays, people get through the Monday rush and also keep in mind that engagement falls after three PM as the last ask off the work. They take priority, and people start finishing their work and heading home. Weekends have a low engagement, which is normal and expected. Since people don't work at that time, they step away from their devices and office, and they try to relax or travel some somewhere on Saturdays and Sundays. And finally we're taking a look at the pinches, so very powerful, very popular network. Also, the best times to post on pinchers are from 8 to 11 PM and interestingly, from 2 to 4 a.m. So very, very different than other social media networks. And we're going to explain why the best day to post on pinchers this Saturday older Fridays and Sundays work well to working. Our Centobie, less popular for pinches users boasting during those times, may result in less engagement. And Friday and weekend are the best time since people often use Pinterest toe plan projects . Okay, and weekends are good time to plan for the upcoming weeks. And that is also the explanation why I was late evening, some very good, because usually people devote more time and spend more time on pinchers during those evening hours, sometimes even during the night. And that second best cycle is, we said, and that is really, really important to know and when you want to target audience. So for that reason, Pinterest audience is very active during late evenings and finally I would just like to give you some key takeaways for for this research and this overview that we saw eso keep in mind that timings depend heavily on the industry. Okay, be careful whether you're targeting your time zone or someone else's, you don't want to mess up the timing that is really important to know. So it's a very sensitive topic. And keep in mind that when you're in one time zone in the most of your audiences in the other time zone, then you want to target according to them, Not according to your time zone. The tip Number three is that the more popular brand, the more time zones you need to take into accounts or some brands and influencers send out the same message at different times to hit all time zones and which is very, very important. But using Social Media Analytics, you can better plan which times work best for your audience based on their specific location. And keep in mind that those datas are always more relevant than these general data, and finally, you need consistency to accurately measure results off when you test times, make sure to use the same or similar content. Okay, that is really important, so you can bring the best conclusions, and that would sum up everything. I just wanted to keep in mind that this is again very very sensitive, very complex topic, and you shouldn't take these things for granted. Those are just some. But say I got this is just some guidelines to know approximately which network is used for what and at what time. Users are mostly active, but that doesn't mean that those specific timings are best for you. So, as I said, it depends heavily on the industry on the things that you're doing on the services that you're offering and so on. Once again, thank you for watching and seeing the falling videos. 10. Create a posting schedule (step 8): Hi, everyone. This did you would think Look at the step number eight which says that you should create a posted schedule which basically means that you should create the calendar off activities and day today, action and things that you're going to publish, we're going to publish. Well, who is going to publish it? And so on We could think about this is that there are many Softwares and pulls that you can use that will help you to schedule listings in advance, so you don't have to do deal with it every day. You can plan for the next week or next month, and so on on some of the great tools that at the first place always I always tweet. I haven't also there's social booster buffer metrical and so on. I will that you will find those tools very useful, and some of them are free. Some off free trial, but you will definitely see their potential when you start using them. Thank you for watching and sinful videos 11. Try to connect with the key influencers (step 9): Hi, everyone. This you would think to look at the step number nine, which said that you should try to connect with the key influences your industry and some examples that I know that I see very often is when skill share on Brilliant are trying are reaching out to YouTubers and so popular YouTube influencers to mentioned their platforms at the beginning or the video. I'm not saying that you should always pay somebody to do give a reference back to you. Maybe you should try to make some partnerships. Some agreement to get some links to you could use some online directories. The most important thing is to get as many links possible to your social media accounts so that your pro cost will be easily searchable and is really available when somebody's looking for that. Thank you for watching and seeing the following video 12. Build the cross functional team (step 10): Hello, everyone and this video. We're taking a look at the step number 10 which says that you should build cross functional team inside of your organization. That means that social building, social media strategy and made dating is it's not just a part off one man. It's not just the woman job, so the whole start should be included. In a way, it's not just a part of the marketing department. It's also part of the sales important customer service HR. So on. That is really important to know, because it will help you to divide the work and to hear the voices from different sides and to make other decisions they give watching CNN foreign videos. 13. Key points on how to improve your existing strategy: higher oil and welcome to the studio where we're going to talk about how you can improve your resistance social media strategy. Although in the previous videos we took a look at some great tips and advice on how you can build social media strategy and you can take some some things from there also in this video going to give you four key points of how to improve your existing social media strategy. Okay, the first point would be to track meaningful metrics, and that is really important. Keep in mind the contract different ventures for different social media that both which is perfectly fine. OK, keep in mind also, that having likes comments, shares followers is a grating, but it is not resulting engagement or sales. It's practically useless. Okay, that's why you want to focus on the metrics that are important, such as conversion rates, click through rates, lead to collections and so on here are prepared for a table. You can see things I couldn't bear to show you some examples of business objective social media goals and metrics. How should they be even OK, and you can see the first example where business objective is to grow the brand social media going that case would be to raise awareness and metrics with which you could for that are followers shares. And so in this case, the next example is where you want to turn concentration advocates, where engagement is actually very important. And you can for trying that with comments, likes mentioned followers and so on. The third example is where you want to drive leads and sales, where conversions are the most important thing, and you can follow that with website clicks, email sign ups, clitoral rates, other newsletter sign ups and so on and finally, improved customer attention. When you're focusing on cop consumer and you want to track testimonial social media sentiment, I've used so on. The next key point I want to talk about is a performing social media listening that is really important to listen just to your customers, but also to your competitors. And I know it sounds like a cliche, but believe that is a really important problem. You don't want just to get feedback on your brand name and brand image. You also want to get me back much brother and much more than that. Okay, so it's really important to listen, to take feedbacks, to always try to improve and be better. The next key point would be to implement a 70 30% rule that we saw in the step Number four . It's really important to always take a look at which are important networks to focus on them and to be as much relevant. It's possible and focus on the most important things. Okay, and the final thing, the last thing I want to mention is that you want toe. Revise your strategy kite. That is really, really important. Always when you reach certain lines are about so you want to take a step back and you want to take a look at what you have accomplished so far. Okay? And there are certain questions that you should always ask herself. Although we mentioned earlier, it's very important to ask herself. So you know you're on the right path, okay, and here are some of those questions. So ask yourself what's working. What's not. Who is connected with you on social media, which Metro's does your target audience use? How does your social media presence compared to that off your competitors, you can always ask those things in order to know that you are the right bad. You're not. Take some wrong turns so on. So that is really important. I hope that you found that the steps to be very valuable. Thank you for watching, see for years. 14. A list of all 10 steps summarized: hi, everyone communications on finishing this section of the course. I hope that you find these tips and advice to be very helpful. You spoke in this final video. I would just like to give you a number of you, a summary of all the steps that we have seen so far. And the first step WAAS defined social media marketing goals. The next one was to learn everything you can about your audience that is to create by a persona or personas. Does that number T was to research your competitors? The German, which efforts to use and how was this that number four set up and optimize your accounts that Number five Choose your core piece of content format. A Step six determined the best time to post set number seven. And there were also some great over your the research down. Different social media networks that operate was to create a posted schedule. Try to connect with the key influences. Was that number nine? And finally, the last step was to build the cross functional team. Although we didn't talk much about logo branding Azzan important part of the whole social media strategy, I would just like to say that it is definitely days, and the local branding is really important because it is something that represents your business alive. It's something that needs to be easily remembered by you're all ideas and easily recognizable, and it's something that needs to serve as a positive impression when it comes to a grand in business. For that reason, I would like to recommend your great class here skill share from my fellow calling area called Logo Design that goes beyond Pretty. You will find some great tips and advice on how to create your basic level cause it which different types of flows there are and many other key imported knows when it comes to logo , etcetera. And all of that will help you to build even more powerful social media strategy. So I'm really home that you found this tips and advice to be helpful and be sure to check out my other courses and lectures. So again, thank you for watching and seeing the funny videos