What's Your Social Media Strategy for 2025?
Time to think about your social media strategy for 2025!
But first, let’s level set a bit, shall we?
It can be extremely easy to get into a rut with social media. We've got the channels that work for our business, the messages we know we need to get out, and (if we are extremely lucky) a pipeline of content begging to be released upon the world.
But there's also this feeling that social media needs you to CHANGE all the time. Our reach goes up. Our reach goes down. We're told to care about graphics. Then video. Then LIVE video. Then have a perfect grid. Then don't!
It goes on and on. And when we get down to the specifics about a social media program - well, the strategy needs to be specific to your organization, and what your organization can handle. So rather than giving you specifics that may not work for you, I'm going to give you the starter concepts I use as I plan for a new year.
4 Social Media Considerations:
Review your metrics. The end of the year is a GREAT time to look back at your channels for the past year and see what stands out. Have your metrics by your side as you consider the rest of these ideas. You can't make decisions in a vacuum, and having even some simple numbers with you as you plan can be really important.
Haven't done that yet? It's never too late to start! I recently posted a past newsletter - on how to establish a tracking habit - as a blog post, for your reading pleasure. Get it at: Creating a social media measurement habit.
Let your 2025 Business Goals direct what you do. Are your business goals the same as last year? Or are you in a period of growth or change? If your goals change, you probably have to change your tactics too! That means updating your messaging early to reflect the change, revising your calls to action, and making sure the changes are reflected across your platforms. It also might mean starting a new channel, using your old channel in different ways, OR ditching a channel that doesn't support your goals altogether in favor of investing in an owned channel like email or a website.
Real life example: I have a client who is embarking on a new initiative - unlike anything they've done before. While they are connecting well with current users in their community, they now need to reach (and convert) more people locally. Our 2025 plans include new ways to use their existing channels (joining & engaging in community groups on Facebook & LinkedIn, which requires a much different messaging strategy), exploring using (gulp) Nextdoor to reach people on a neighborhood level and identifying ways to use their owned channels in tandem with social media & their offline events.
Review opportunities that exist on the channels you already have. Did you lean into video hard in 2024, only to have mixed results? Did you find your team overwhelmed with the SAME three types of DMs every day? Are you having trouble translating online interest in your events or programs into offline participation? Or is there some secret fourth thing that is highly specific to your business that I can't imagine right now?
Look deeper at the platforms you are on and see what opportunities may exist for you to try. I promise you each platform you use has other features that go beyond simply posting content. Some can be a light lift (like adding collaborators to partnership focused Instagram posts) or a heavier lift (like organizing direct fundraising for specific platforms or starting a group for your volunteers or program participants).
You can also review how well your social media channels connect with your offline events, programs and networking - and if the answer is “They don’t,” look at how you may better connect them.
Real life example: I have multiple clients who spent 2024 testing & learning how paid ads will work for then on various channels. We had LinkedIn ads tests (interesting but meh), Facebook ads tests (very helpful) and several co-sponsored ads (helpful AND interesting). Now, because of the success of those ads, we’re looking at other paid social opportunities and including ongoing paid social within our 2025 social media plans.
Do you need that new channel? Typically, the first thing that I get asked about, almost every year, is "Should we be on TikTok/LinkedIn/Threads/Bluesky/Pinterest?" and the first thing I do is help my clients play the tape to the end (aka, figure out the *real* time cost, benefits, opportunities & challenges) to adding a new social platform to their mix.
If you feel like you're in a great place with your existing channels, you've got the time & content, or if you end up phasing a channel out due to it not meeting expectations - you may be in a good position to start a new channel. But before you do - go revisit "Let your 2025 goals tell you what to do." You may find that you need to spend the time & energy a new social media channel would require on enhancing your website, your email program or your offline events.
If the answer is still "We're gonna do it!" then visit my free "Getting Started" worksheet to get you started on the right foot.
Real life example: Sometimes, the new channel may be one you already have, but put on the backburner. I'm currently revisiting my old Pinterest account (for maybe the 6th time) because I've finally realized that can help me meet some business goals I’ve been considering for the last 6 months. I’ve also started experimenting with BlueSky because, why not?
There you go!
Would you like to create a 2025 social media strategy with me? I’ll ask you a lot of questions, and will help you create a strategy based in your goals, that works for organization and the time you have! Get in touch - I’d love to help!
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