A Data-Driven Approach and Framework to Social Media Strategy and Performance Measurement for Brands

Abstract

The pandemic, rising inflation, and dynamic changes in the market have increased the importance of having a solid and effective omnichannel strategy. Social media channels form a crucial pillar of a brand’s omnichannel strategy and can be used to achieve various business objectives such as acquisition, engagement, brand awareness,etc. This paper highlights the significance of having a well-defined and robust social media strategy. The report will describe the important pillars of a social media strategy and establish the importance of driving brand stickiness, deepening customer relationships, and driving business growth. It presses upon the need for brands to develop clear objectives, align content strategy to customer needs and continuously measure and iterate to optimize the social media strategy.