Social Networks, although all different, have some common points.
A Social Media Strategy must necessarily take this into account before optimizing any campaigns.
A Social Network is above all centered on the person (more than on the brand)
Like the personalities who speak on Linkedin for example, will Michel Edouard Leclerc get more audience than the Leclerc page of his brand?
The answer is "yes".
Will Emmanuel Macron speaking in person get more hits than the "presidency of the republic" page?
The answer is "yes" too.
And what about the most followed personalities in the world... Cristiano Ronaldo has more than 413 million followers on Instagram, Kim Kardashian 292 million, when global brands like Louis Vuitton 48 million, and when we talk about LVMH as a company, only 932,000.
Speaking on social networks will always be more impactful and followed when it is personified.
Therefore, social media campaigns will often be arbitrated with influencer campaigns to embody and represent the brands.
Social Media Strategy must seek interaction with the potential customer
On the other hand, the algorithms of most social networks favor posts that generate engagement (comments, shares, likes) and for some whose brand owner continues to interact through responses.
Even if a post on the networks is sponsored, the notion of Reach will also depend on its ability to generate interaction and virality.
Without Singularity, Offset, Originality, Innovation... Power is nothing on a social network...
It's great logic, but many brands or companies want to be on social networks "because it works" and you can potentially reach millions of people...
But the basic question is to tell them what? banalities?
And with what media of texts, photos and videos? if there is no real editorial strategy and story to tell beyond presenting X times its offer, its range or its products.
What can a restaurant that posts its daily menu on Facebook and Instagram every day expect to achieve in terms of impact or virality?
Singularity, originality, ability to surprise to encourage sharing will be the key words to hope to generate a viral impact within the networks.
In some cases, good influencers are better than bad publicity...
In fact, if you have nothing to say with your products, you might as well have them in the hands of Cristiano Ronaldo or Kim Kardashian to praise them rather than in a bad advertisement; which will potentially reach a lot of people, but without the "endorsement" of influential users.