How to Develop a Social Media Strategy

  • Karen E. Sutherland

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In this video you will learn why a social media strategy is essential to support the achievement of organisational goals and the process to develop one to connect with specific target audiences.

This video will be useful for undergraduates, postgraduates and practitioners who are studying or practicing social media management.


This video explains the importance of a social media strategy for businesses, and elaborates on its various stages and components.

About The Author

Karen E. Sutherland

Karen Sutherland is a Lecturer in Public Relations at the University of the Sunshine Coast in Australia. She is the discipline lead for courses on public relations and social media, and holds curriculum development responsibility for the Social Media Minor, Social Media Major, and Bachelor of Communication (Social Media) programmes at USC. She brings a strong blend of teaching, research and industry experience to the table. She is the author of the textbook Strategic Social Media Management: Theory and Practice (Palgrave Macmillan, 2021).


About this video

Karen E. Sutherland
Online ISBN
Total duration
49 min
Palgrave Macmillan
Copyright information
© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2021

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Video Transcript

Are your current social media activities helping you to achieve your business goals? If not, it sounds like you might need a social media strategy. I’m Dr. Karen Sutherland, and in this video series, I’m going to take you through the steps of how to create a social media strategy for your business. In the following videos, we’re going to explore the benefits of having a social media strategy, the different types of strategies that are available, and how each can support your business. Then we’re going to explore the customer journey, and why it’s so important to keep this in mind when you’re developing a social media strategy. After that, we’re going to look at the stages in strategy development. Finally, we’re going to explore the components of a social media strategy, and it’s in this section that we will actually undertake activities. So by the end of this video series, you will have created your own social media strategy for your business.