How to create strong digital basics.
Identify your target audience and develop a social media strategy. This includes using the appropriate platforms for different audiences and generating and publishing content which is right for them and which meets your goals. For instance, you would use a different approach to reach a mass audience for sales purposes than if you wanted to inform opinion-formers about regulatory changes to your sector that affected your business. Axa’s guide to getting started on social media stresses the importance of identifying your goals, setting your strategy and tracking performance, and provides tips on how to deal with customers through social media.