Planning your 2019 social strategy on your 2018 numbers

Yes, in a perfect world we would have all finished our 2018 audits before the holidays, then returned to the office refreshed and renewed and ready to execute the daring-yet-practical strategies we built based on those audits.

I don’t know about you, but I live in this actual world where the best laid plans, etc.

So no matter where you are in the auditing and strategizing process, it’s not a bad idea to look at a few key things for your social strategy before we get too far into 2019.

Got questions or something we missed? Find us on Twitter @UnionMetrics.

About that audit

First things first: When is the last time you did a social media audit? If it sounds daunting, it doesn’t have to be.

Hopefully you do have a comprehensive measurement system in place for your social efforts, even if that means regularly using free tools and saving the reports so you can compare metrics month-over-month and even year-over-year (if the latter is the case, may you get the budget for better analytics in 2019). You need to tap into that data to do a proper audit.

We’ve written before about How to get the most out of your end-of-year audits, and gone more in-depth with social audits, discussing not only how to do them but how to make them as painless as possible.

Audits are the most difficult when you don’t know what you’re measuring, so make sure you have clear goals you’re trying to achieve not only on social media but with the rest of your content and overall communication strategy. Which metrics will mean success for your brand? If you don’t know right away, that’s okay. You can benchmark and figure out what to concentrate on moving forward. (If you need an example, here are 5 KPIs you can start with.)

On this year’s social strategy

If you haven’t sat down with your team to hammer out your goals for the year and how your social and overall comms strategy will feed back into those goals, you should start there. Every team should have their own goals, but ideally they will relate back to larger company goals and help achieve them, with room for some smaller, more experimental side projects. (If those go well, they just might become part of the bigger picture in the future.)

Once you have your 2018 numbers, look for what you can shift to maximize your efforts in 2019. Be sure to leave a little bit of room for experimentation, too.

You should have an overall comms strategy that ties together your individual plans for social, wider content (blogs, email, any bigger content collateral like ebooks or webinars etc), PR, and anything else that makes sense for your brand. Need some PR-related resources? There’s a webinar coming up tomorrow on New Year, New PR Strategy from our TrendKite family and you can also check out What You Should be Measuring and How Digital PR can Help from PR Forward.

Want those comprehensive analytics?

If you’ve got room for bigger and better things in 2019, we can help. Find the plan that’s perfect for you.

And Happy New Year!


Photo by NORTHFOLK on Unsplash