Four Tips To Expand Your Social Reach


In their beginning, Facebook, Twitter, and Instagram were built on networking and relationship building, and, to an extent, users still demand these interactions. Along with being platforms for life updates and hilarious puppy videos, social media platforms have become marketing tools, publications, and virtual billboards to spread corporate messaging. 

These are multibillion-dollar industries that 7-in-10 Americans use daily. Yet, many brands are not maximizing potential and are falling behind in the process.

You should not waste resources by pursuing tired initiatives that neither engage audiences nor drive traffic to content. If you are looking to make changes that amplify your brand’s voice, here are four key tips to elevate social media strategy.

1.     Know Your Audience.

Would you send a text message without knowing whom you are talking to? Then why post without knowing who’s going to see it? Many brands sever themselves from their audience by avoiding information that can be obtained at the touch of a button. Make sure you are looking into what the analytics are telling you and identify what does not work. This will help you to build a strategy around content worthy of sharing. 

2.     Foster Community.

Many brands would prefer to use these channels for promotional reasons as opposed to engagement-driven tools. While promotional material is important to a company’s sales, limiting yourself to a set of discount offers will stunt overall growth and can actually deter consumers from your brand. Thirty percent of millennial users say they engaged with a brand at least once a month, but 89 percent of those consumer engagements went ignored. The longevity of your message relies on the connection you build to it. So, it’s important that you allocate the resources needed for audience building and community engagement, incorporating individuals (like HR, sales, and industry experts) who can provide educated responses to the questions already being asked.

3.     Proper Timing.

The best place to start when developing your strategy is deciding exactly when the best time to post is, and keep in mind there isn’t an exact answer. Knowing where your audience is and when the best time to reach them is important, and can be what ensures content doesn’t get buried in timelines. In addition, timeliness feeds into making sure that you have a system in place that allows you to keep up with the 24-hour news cycle. Way too often, managers are caught up in approvals and permissions that cause them to miss the window for comment on key issues that their stakeholders are paying attention to.   

4.     Secure a Spot at the Table.

Many brands make the mistake of sticking to content that is only relevant on a particular holiday, event, or celebration, but inserting yourself into a larger conversation means that people will start to expect your continued involvement. Know the causes you care about and then utilize social channels to reinforce their importance to you and speak on any developments. This creates a reason for people to engage with your brand beyond its offered services, and provides a refreshing break from paid-content advertising.

Effective brand social media execution takes more than knowing how to press the ‘post’ button. As Sage, we take the time to learn about our client's goals and work to understand each organization's voice online to ensure that our social media campaigns are directly impacting business objectives.

To learn more about developing impactful social strategy that drives traffic and engagement for your organization, visit

Sage Communications is committed to investing in a variety of external sources to enrich the understanding of the industries we work in. From guest speakers to webinars, conferences and other learning opportunities, Fishbowl will bring you analysis of the behind-the-scenes experiences here at Sage. 

*All data referenced came from the 2017 Q1 Sprout Social Index survey completed by SproutSocial and the 2018 Social Media Use in 2018 survey completed by Pew Research Center.


X-SageJim McIntyre