A Winning Social Media Strategy: Goals & Platforms

Jacqueline Pierce • April 10, 2018

You already know social media is a critical component of your marketing strategy, so let’s get down to it! Your business is on Facebook, LinkedIn, Twitter, Instagram – all the major social media players. You post to them as frequently as you can, maybe even daily. All that hard work has to be paying off, right? You are certainly working harder at social than your competitors. But, are you working smarter? This strategy of posting as much as possible to all of the most visible platforms may have worked in the past, but the social media landscape is steadily changing. And, that means that your strategy should be too. 


Take a note from The Art of War by Sun Tzu – “In the midst of chaos, there is also opportunity.” The world of social media can certainly be overwhelming, but get it right, and you stand to reap some hefty rewards. Pushing out content merely for the sake of a daily post is far less effective than focusing on the creation and distribution of valuable content for your target audience. So, think of this as your wake-up call, your opportunity in the midst of social media chaos to work smarter and see your efforts blossom.


Developing a Social Media Battle Plan (A.K.A. - Goals & Objectives)

First, let’s look at what you want to achieve with your social media efforts. Whether you’re planning a big advertising campaign or general strategy for your business’s presence, it’s important to consider not only your short-term goals, but what you want to achieve in the long run as well. While it’s easy to focus on the here and now with social media, success requires more of a big picture overview.


Begin by setting clearly defined and obtainable goals. Do you want to grow brand awareness? Increase sales volume? Maybe you just want to create a loyal fan base. Whatever the case, decide on your ultimate goals and record them. Take note of where you are currently and where you hope to be. This will serve not only as a benchmark for progress, but it will also enhance your probability of success. According to some fancy statistics on the internet, those who write down their goals are 42 percent more likely to achieve them. (See what I mean here, people?)


Identify Your Social Media Artillery (A.K.A. - Platforms/Networks)

Now that you have outlined your goals you can take a detailed dive into your current state of affairs. In this process, you are taking stock of the platforms you utilize, the content you share, and the success you have won so far. Define your business’s personas (target consumers) and identify the platforms they are using on a day-to-day basis.


What does all this mean? Well, if your audience isn’t on Instagram or LinkedIn, do you really need to spend valuable time and energy posting to that social network every day? Obviously not. Instead, choose the networks that align with both your goals and your audience based on their demographics and behaviors. Although it is tempting and can give you a serious case of FOMO (fear of missing out), avoid using all the available networks and further complicating your goals. Just remember, less is more, particularly when it is done in the right place and at the right time.


Execution of a Social Media Plan (A.K.A. - Content Plan)

I won’t lie to you; developing a plan for social media content is a critical component in your strategy, but it isn’t always easy. To begin, focus on creating content that aligns well with your brand or business’s identity. Then, develop a social media calendar with a plan for where and when this content will be shared in order to ensure that your posts are both relevant and timely. 


If you have an agency or in-house person that is in charge of social media marketing, examine the strategy that is currently in place, and identify ways you can make adjustments or improvements. Consider which days of the week and times of day are best to post your content on each specific platform, and use that information to maximize your audience reach.


So, what’s your next step? Take action, and begin putting the above strategies into place. Social media is ever evolving, and it is critical to not allow your approach to become stagnant. Always keep your audience in mind, and implement new networks into your plan if they work for you. Set new goals, develop a plan, and make necessary adjustments as changes arise within your business, your audience, or the platforms themselves.


Read part two of this blog series here


The fragmentation of search. Why Being Found Is No Longer Just About Google

The Fragmentation of Search: Why Being Found Is No Longer Just About Google

By Rikki Broussard • July 23, 2026
Your customers are still searching. They are just no longer searching in one place. They may start with Google, ask ChatGPT to compare their options, watch a YouTube video, look for examples on Instagram, read reviews, or open a map to find a nearby business. This does not mean your company needs to chase every new platform. It also does not mean SEO is dead. The best response to fragmented search is to strengthen the foundation you already have. Build a clear, credible website, answer the questions your customers ask, share real expertise, and ensure your business appears consistently on the platforms that matter to your audience. AEO, or Answer Engine Optimization, is part of that approach. It helps search engines and AI tools find and understand your answers, but it works best when it is built on strong SEO . Why Are Customers Searching in So Many Different Places? Customers are searching in more places because they now have more ways to find the type of information they want. Every Monday during our BlinkJar staff meeting, each person brings an industry update to discuss. One recent conversation about artificial intelligence and its impact on search reminded me of what happened to television. Jared, my husband and BlinkJar’s founder , spent years working in television. At one time, a few broadcast networks held most of the audience. Then cable created more choices. Streaming services, YouTube, social video, and on-demand programming divided attention even further. Television did not disappear. People gained more ways to watch. Search is moving in the same direction. A prospective customer may search Google for a service, ask an AI assistant to explain the differences between providers, watch a video to see how something works, and read reviews before visiting a company’s website. The challenge is not that Google has stopped working. It is that businesses can no longer assume every customer will begin there. Does My Business Still Need SEO? Yes, your business absolutely needs SEO as it remains the foundation of being discovered online. Google continues to drive valuable, high-intent traffic for businesses. A strong website also gives AI tools, maps, social platforms, and prospective customers a reliable place to learn who you are and what you offer. Your website needs clear service pages, useful location information, simple navigation, relevant internal links, and a sound technical structure. Search engines must be able to crawl, index, and understand your pages. Traditional SEO is not being replaced. It is supporting a larger discovery ecosystem. Think of your website as your company’s home base. Social media, maps, reviews, search engines, and AI tools may help customers find you, but your website is where you control the complete story. 
Kingsley Working

What I Learned as a Marketing Intern at BlinkJar Media

By Kingsley Lavender • July 20, 2026
Kingsley Lavender shares what he learned as a marketing intern at BlinkJar Media, including SEO, website updates, content marketing, and real-world agency experience.

Why Personal Connections Matter More Than Ever in an AI-Driven Marketing World?

By Caroline Thaxton • July 10, 2026
Artificial intelligence is changing the way businesses approach content marketing , social media marketing , and digital communications. AI can generate ideas, streamline workflows, and help marketers create content faster than ever before. At Blinkjar, we embrace AI as a powerful tool, but we also know the most impactful marketing still begins with something technology can't replicate: a genuine human connection. As a Creative Content Specialist at Blinkjar , some of my most valuable work happens away from my desk. Meeting with clients, visiting their businesses, and building real relationships gives me a deeper understanding of who they are and what makes their brands unique. Those face-to-face interactions help me create authentic content that reflects each client's personality , values, and story. Can AI Really Tell Your Brand's Story? Every business has a story worth telling . While AI can help organize information, brainstorm ideas, and improve efficiency, it can't experience a company's culture, observe customer interactions, or hear the passion behind why a business was started. That’s why every interaction matters. Whether we’re on a call, exchanging emails, meeting in person, capturing photos and videos, or simply talking through new ideas, each touchpoint helps us better understand the businesses we support. These conversations allow us to see how a brand operates, hear the stories behind the work, and uncover the details that make it unique. Those real insights often become the foundation for stronger content because they reveal perspectives that AI simply can’t generate. How Do Client Conversations Lead to Better Content Marketing? The more time I spend with the businesses we support, the better I can represent their brand. Photoshoots are one way those connections happen, but many of my strongest content ideas come from everyday conversations, planning calls, emails, meetings, and moments when a client shares something we would not have known otherwise. Those small details often become the difference between content that feels generic and content that feels true to the brand. Whether we're discussing a new project, talking through their day-to-day operations, or simply catching up, those conversations give me the context I need to write content that's accurate, authentic, and true to their voice. Instead of relying on assumptions, I can pull directly from their experiences, expertise, and personality . That's what transforms content from informative to meaningful.