Why do you have a social media page for your business? If your answer has anything to do with what other companies are doing or how many consumers are on a platform, you might be missing a sense of purpose for your digital marketing. Posting on social media without regard to your company’s goals or values is like jumping on a bandwagon without much concern for the destination. Most small businesses don’t have the time, money or resources to take a “see what happens” approach, which is why the answer to this question is so important.

“Why” is the core of your strategy: It affects the who, what, when, where and how of every piece of marketing. Why does your business even exist? Dig deep into your mission and think about how social media resonates with your ultimate purpose. If your tanning salon is a trendy beauty boutique, your social media might be a way to eep your fans up to date about the latest trends. Stores with more of a high-end vibe might want to use it as a way to provide consultation and service no matter where their customers are.

However, it’s also important to go beyond these quantitative personalities to address quantitative business goals. Are you trying to drive sales, loyalty, referrals, awareness, or something else? How much of a change are you trying to create? What is the timeframe for your goal? Does your social media platform of choice align with these expectations?

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