How to Do Social Media Marketing

Social media marketing is a vital skill in the modern business landscape. It plays a central role in brand positioning, audience engagement, lead generation, and digital sales. As organisations continue to shift their focus online, professionals equipped with structured knowledge in social media marketing gain a distinct advantage. The Postgraduate Diploma in Digital Marketing from Regenesys equips students with real-world strategies and hands-on tools to thrive in this evolving field.
This article will explore how to do social media marketing effectively, including frameworks, tactics, tools, and how they help advancement in this exciting field.

Table of Contents

What Is Social Media Marketing?

Social media marketing refers to the process of using digital platforms to build a brand, connect with a target audience, and drive key business outcomes such as lead generation, sales, and customer loyalty. It is a multi-faceted approach that incorporates content creation, data analytics, community engagement, and paid media.

Professionals who understand how to do social media marketing focus on aligning business goals with the appropriate platform, tone, and content type. For example, a product-driven campaign on Instagram will look different from a thought-leadership push on LinkedIn.

The main components of a social media marketing strategy include:

1. Creating Content That Informs, Entertains, or Persuades

Content is the foundation of any social media strategy. It must be tailored to both the platform and the audience’s expectations. High-performing content generally falls into one (or more) of these categories:

Informative
Entertaining
Persuasive

2. Managing Platform-Specific Advertising Campaigns

Paid advertising allows marketers to reach a wider or more targeted audience than organic content alone. However, each platform has its own algorithms, ad formats, and user behaviours. Managing advertising campaigns means:

Customising creatives and copy for each platform
Defining clear goals
Setting and adjusting budgets

A/B testing

3. Engaging with Followers Through Comments, Stories, and Polls

Two-way communication is at the heart of social media marketing. Engagement builds trust, encourages loyalty, and improves algorithmic performance. Strategies include:

Responding promptly to comments and direct messages
Using interactive features like polls, quizzes, and question boxes
Highlighting user-generated content (UGC)

4. Using Performance Data to Optimise Future Content and Investment

Analytics close the feedback loop in a social media marketing strategy. Every post, story, or campaign generates data that reveals what works and what doesn’t. Professionals use this information to:

Track key metrics
Identify content trends
Allocate budgets more efficiently
Refine content calendars

How Social Media Marketing Works?

To understand how to do social media marketing successfully, one must first grasp how the process functions behind the scenes. Social media marketing is more than just posting regularly – it’s a structured cycle that involves strategic planning, content creation, audience engagement, and performance analysis.

Each step is interconnected and driven by a clear understanding of the brand’s goals and audience behaviour. The journey from content creation to measurable success includes five core steps:

Audience Targeting: Identify who you want to reach by defining personas using demographic, psychographic, and behavioural data.
Content Strategy: Map content formats to the platform’s user behaviour – short videos for TikTok, infographics for LinkedIn, etc.
Platform Selection: Select platforms that align with business goals and audience habits.
Execution: Develop a posting calendar, schedule campaigns, and engage with comments.
Analytics & Optimisation: Use data to refine what works, discard underperforming posts, and scale effective strategies.

Social Media and Marketing Strategy Framework

To truly master how to do social media marketing, it’s essential to approach it with a strategic framework rather than relying on sporadic posting. A well-defined social media marketing strategy aligns each activity with business goals, audience expectations, and measurable outcomes.

Whether the objective is to increase brand awareness, drive lead generation, or boost customer loyalty, a structured plan improves both consistency and performance. A strong social media and marketing strategy framework helps brands move from guesswork to results. With well-researched content pillars, defined goals, platform-specific tactics, and ongoing optimisation, marketers can implement how to do social media marketing in a way that is structured, scalable, and aligned with business outcomes.

An effective social media marketing strategy includes the following elements:

Goals: Clearly define what you want to achieve through social media marketing – whether it’s increasing brand visibility, driving traffic to your website, generating leads, or boosting direct sales. Clear goals guide your strategy and help measure success effectively.
Audience Research: Use platforms such as Meta Audience Insights, LinkedIn Analytics, and Google Trends to gather data on your target demographic. Understanding their age, location, interests, and online behaviour allows you to create content and campaigns that truly resonate.
Content Pillars: Structure your content around 3 to 5 consistent themes, such as educational tips, entertaining stories, inspirational messages, and conversion-focused posts. These pillars ensure a balanced and engaging content mix that keeps your audience interested.
Tactics: Deploy specific campaign styles that align with your brand voice and audience preferences. This includes user-generated content to build trust, influencer partnerships to expand reach, contests to boost engagement, and live sessions to foster community interaction.
Paid Promotion: Complement organic content with paid ads tailored to specific audience segments. Use A/B testing to experiment with different visuals, headlines, and calls-to-action, improving ad performance and optimising budget allocation.
Performance Metrics: Monitor key indicators such as engagement rate, click-through rate (CTR), and return on investment (ROI). Regular analysis helps identify what’s working, what’s not, and how to refine your strategy for better outcomes.

Top Social Media Marketing Techniques for 2025

To master how to do social media marketing in 2025, marketers must stay ahead of rapidly evolving trends. The digital landscape is dynamic – audience preferences, platform algorithms, and content formats shift quickly.

To remain effective, strategies must evolve beyond static posts and embrace tools and techniques that foster real-time connection, personalisation, and measurable impact. Below are the most impactful social media marketing techniques expected to dominate in 2025, each playing a crucial role in engaging audiences and driving business objectives:

Short-form Video: Prioritise Reels, TikToks, and Shorts for visibility and engagement
Storytelling with CTAs: Use a narrative structure in posts and include action prompts
AI Personalisation: Leverage dynamic ads and chatbots for better conversion
Influencer Partnerships: Collaborate with micro and macro influencers to expand reach
Social Commerce: Direct shopping features via TikTok Shop and Instagram Shops
Community Building: Grow branded communities via Facebook Groups or Reddit
Live Engagement: Host live Q&As or product demos for authenticity

Best Social Media Platforms for Marketing

Choosing the right platform is essential when learning how to do social media marketing effectively. Each social media site serves different audience behaviours and business objectives.

The bullets below explain how to align your marketing goals with the most suitable platform:

Instagram
- Ideal for visually-driven B2C brands in fashion, lifestyle, fitness, and beauty.
- Features like Reels, Stories, and Shopping enable strong brand engagement and product discovery.
- Effective for influencer collaborations, behind-the-scenes content, and UGC.
LinkedIn
- Best suited for B2B services, professional networking, and talent acquisition.
- Supports thought leadership through articles, professional updates, and industry-specific discussions.
- Excellent for promoting high-value certifications and open posts
Facebook
- Offers broad audience reach, especially effective for local businesses and community-based brands.
- Great for community building through Groups, Events, and Marketplace listings.
- Targeted paid campaigns with detailed audience segmentation through Meta Ads Manager.
TikTok
- Best for engaging Gen Z and younger Millennials through short-form, highly entertaining videos.
- Drives viral trends and boosts brand awareness through soundtracks, challenges, and duets.
- Ideal for brand storytelling, humour, and influencer content.
YouTube
- A strong platform for long-form educational content, tutorials, reviews, and storytelling.
  Supports in-depth brand engagement and search-driven traffic via SEO-friendly video titles and descriptions.
- High-performing for businesses offering training, software, and tech services.
Pinterest
- Focused on niche interests like DIY, home décor, beauty, and recipes.
- Effective for e-commerce brands and blog traffic through visually searchable Pins.
- Ideal for evergreen content and seasonal promotions.
X (Twitter)
- Best used for news updates, thought leadership, and real-time brand engagement.
- Useful during events, product launches, and trending conversations.
- Strong for building authority in tech, media, and policy-driven sectors.

Sample Social Media Marketing Strategy

Understanding how to do social media marketing involves more than just posting content – it requires a structured approach that aligns business objectives with platform strengths.

Below is a generic yet effective sample strategy suitable for small to medium-sized brands looking to boost visibility and conversions through social media.

Business Type: Eco-Friendly Skincare Brand
Objective: Build brand awareness and increase website traffic by 30% over three months
Target Audience: Environmentally-conscious women aged 25 – 40 in urban areas

Platforms Chosen:

Instagram: For visual storytelling, reels, influencer collaborations, and product discovery
Facebook: To engage with an existing customer base and run targeted local ad campaigns
LinkedIn: To establish credibility and share sustainability thought leadership
Content Plan:

Content Pillars:
- Educate: Skincare tips, ingredient breakdowns, and eco-certifications
- Inspire: Customer testimonials, sustainability facts, behind-the-scenes stories
- Convert: Product launches, discount offers, and seasonal promotions
Posting Frequency:
- Instagram: 4x/week (2 Reels, 1 Carousel, 1 Story poll or UGC repost)
- Facebook: 3x/week (1 video post, 1 blog share, 1 live Q&A)
- LinkedIn: 2x/week (sustainability articles, founder’s insights)
Campaign Tactics:

Run an influencer collaboration with 3 micro-influencers on Instagram
Launch a UGC contest encouraging users to share eco-skincare routines
Promote gated content on Facebook (e.g., “10 Natural Ingredients Guide”) via paid ads
Use LinkedIn articles to highlight the brand’s environmental certifications
Measurement & Optimisation:

Tools Used: Meta Business Suite, Google Analytics, LinkedIn Campaign Manager
Key Metrics Monitored:
- Engagement rate (target: >5%)
- Click-through rate (CTR) on paid campaigns (target: >2.5%)
- Website traffic from social media (measured via UTM codes)
- New followers per platform (target: 20% increase in 90 days)

Measuring Success

An important part of mastering how to do social media marketing is understanding what success looks like – and how to measure it. Without tracking the right data, you won’t know whether your efforts are paying off or where to adjust your strategy.

Regular analysis ensures that campaigns stay aligned with your business objectives and budget. Below are the most relevant performance indicators that digital marketers should monitor to evaluate the impact of their work.

Here are the performance indicators to watch:

Engagement Rate measures how actively users interact with your posts (likes, comments, shares), showing how relevant your content is.
Impressions reflect the total number of times your content is displayed, regardless of how many people actually saw it.
Reach tracks the number of unique users who viewed your content, helping you understand brand visibility.
Click-Through Rate (CTR) indicates how many users clicked on your link, showing how effective your call-to-action and post design are.
Follower Growth Rate highlights how quickly your audience is expanding, which can be a direct outcome of a strong social media marketing approach.
Conversion Rate tells you how many users took a specific action (e.g. sign-up, purchase), making it a vital metric when measuring the business impact of your campaigns.
Return on Ad Spend (ROAS) compares revenue generated from paid ads to the amount spent, helping you determine if your budget is producing real returns.

Conclusion

Understanding how to do social media marketing is no longer optional – it’s a professional necessity. As digital interactions continue to dominate business-customer relationships, marketers must stay agile and data-driven.

The Regenesys Postgraduate Diploma in Digital Marketing is structured to develop strategic, analytical, and creative professionals who can lead effective social media campaigns. For anyone interested in mastering this field, learn more about the programme by visiting our Regenesys Business School website.

How To Do Social Media Marketing? – FAQs

What is social media marketing, and why is it important in 2025?

Social media marketing involves using platforms like Instagram, LinkedIn, and TikTok to promote a brand, engage with audiences, and drive conversions.

How long does it take to see results?

Organic campaigns typically take 3–6 months. Paid campaigns can deliver results in days.

Can small businesses benefit?

Absolutely. With the right strategy, even modest budgets can achieve strong results.

Should all platforms be used?

It is not necessary to use all platforms; rather, social media teams should focus on 1–3 platforms aligned with your audience and goals

What are the most important metrics to track in social media marketing?

Track engagement rate, impressions, reach, click-through rate (CTR), follower growth, conversion rate, and return on ad spend (ROAS).

How To Do Social Media Marketing? Techniques, Tools, and Tactics That Work