Your social media strategy shouldn't be a message in a bottle bobbing out there somewhere

Social media can feel a lot like sending messages in bottles. You write a letter. You find the perfect bottle and waterproof cork. You place the letter in the bottle and seal it. Then ceremoniously throw it as far as you can into the waves and hope that your true love will find it.

I have always been fascinated by the stories of people finding messages in bottles. To this day I still hope I will be a lucky receiver of one.

As romantic as all this sounds - your business social media strategy should not be a message in a bottle bobbing out there somewhere.

4u2jumpstart, your social media strategy should incorporate the following:

1. Social media content plan

2. Portfolio of evidence

3. Proof of life

Your social media content plan, is a simple document that outlines what you want to say, to who, when, where and how. This plan will also help you measure the success of your campaign on social media (Remember the adage: "What you can not measure you can not manage"). Once your content is created the campaign has to be scheduled (so even if there is a personal day - your campaign will continue without you).

Social media is your portfolio of evidence, it is a supplement to your website.

An example is a camping site or resorts webpage will provide all the details of where what and how much. Your social media sites will show pictures of your campsite and its the real authentic people using your facilities - this creates a sense of trust and ok other people go there too.

Social media is also a way to ensure that your business does show when a search is done (not necessarily within the platform but on an external search engine).

If you were to search for 4u2jumpstart or use the #4u2jumpstart apart from the website you will see activity on Facebook, Instagram and LinkedIn. This also indicates proof of life - in horribly difficult times people need to know that your business is still open for business.

Social media platforms come and go - your content needs to be created so that it can move with the audience.

The strategy should always be to have your online presence ie webpage (even if it is flat - only an information page) and all your content saved to it. From there you can share and be active on any other platform. All tides need to be linked to home.