Passed on 7 April, 2025

Building on the previous lesson,Introduction to social media, this lesson focuses on aligning the right social media sites with your business strategy.

✅ Learning objectivesBy the end of this lesson, you’ll be able to:Understand how business goals align with specific social media sites.Identify the role of customer personas in social media site selection.Apply the See, Think, Do, Care framework to determine key social media site touchpoints.

Learning objectives

By the end of this lesson, you’ll be able to:

Understand how business goals align with specific social media sites.

Identify the role of customer personas in social media site selection.

Apply the See, Think, Do, Care framework to determine key social media site touchpoints.

Success on social media isn’t about being everywhere — it’s about choosing social media sites that best match your brand, audience, and goals. Strategic alignment ensures your resources are focused where they’ll have the biggest impact.

Choosing the right social media sites involves matching your business objectives with each site's strengths. Whether you want more people to know about you, attract new customers, or retain existing ones, using the right social media channels makes your efforts more focused and effective.

Business goals

The social media sites you choose should align with your specific objectives. If your goal is to sell products, consider social media sites with shopping functions that allow customers to purchase directly.Tip: Always look out for emerging features that may help you reach your goals more effectively.

Tip: Always look out for emerging features that may help you reach your goals more effectively.

Customer personas

When you know what your audience likes and where they spend their time, you can choose the best platform to reach them. If you need a refresher, refer back to the customer personas you created in theDigital Customermodule.

Customer journey touchpoints

In theCustomer buying behaviourslesson, we explored the See, Think, Do, Care framework.Use this framework to identify which platforms align with each stage of the customer journey. We’ll cover the steps in more detail later in this lesson to help you target the right audience—whether you’re focusing on awareness, engagement, conversion, or post-purchase relationships.

Use this framework to identify which platforms align with each stage of the customer journey. We’ll cover the steps in more detail later in this lesson to help you target the right audience—whether you’re focusing on awareness, engagement, conversion, or post-purchase relationships.

Make a match

Aligning business goals with the right social media sites ensures a focused and effective strategy. We explored these social media sites in detail in the previous module — check if you still remember them.

Submit

Creating business accounts

Creating the correct business account is essential to aligning your social media strategy with your brand’s goals.

Setting up for success

Social media sites often offer special tools and features for businesses that aren’t available for personal accounts. Below, we explore key considerations when setting up business accounts.

Why choose a business account?

Business accounts come with features like analytics, ad tools, and contact buttons that help you track performance and connect with customers more effectively. Having the right account type ensures your business has access to these tools from the start.

How to set up the right account

First, confirm if the social media site distinguishes between personal and business profiles (e.g., Instagram Business, LinkedIn Company Page). This is crucial to avoid missing out on business-only features.Use your business email address when creating the account to keep your personal and professional activities separate and streamline account management.

Use your business email address when creating the account to keep your personal and professional activities separate and streamline account management.

Aligning your account with strategy

Your account setup should reflect your business goals. For example, Instagram Business profiles allow product tagging for direct shopping.Tip: Regularly update your profile with your latest details and products to maintain consistency.

Tip: Regularly update your profile with your latest details and products to maintain consistency.

Let’s apply the See, Think, Do, Care framework to social media by aligning each stage with the social media sites and activities that support business goals and foster deeper customer relationships.

Understanding how your audience interacts at each stage of the customer journey allows you to align your social media efforts with specific goals. Below, we map key social media sites to the See, Think, Do, Care framework to help you focus your efforts effectively.It’s important to note that the same social media platform can cover multiple or even all stages of the framework, depending on how you use it.

It’s important to note that the same social media platform can cover multiple or even all stages of the framework, depending on how you use it.

See: Awareness and discovery

Look for platforms where you can run targeted ads or collaborate with influencers. You want to be able to post short and snappy content that is visually engaging to grab attention.

Think: Consideration and engagement

Pick social media sites where you can share longer, more detailed content, like videos or tutorials. These sites should help you engage with your audience and show them more about your products or services.

Do: Conversion and action

Pick platforms with built-in shopping tools that let customers view products, read reviews, and make purchases with fewer steps.

Care: Loyalty and advocacy

Use social media sites where you can keep in touch with your customers. These sites should allow you to respond to messages, share customer stories, and keep your followers engaged to build loyalty.

Check your knowledge

Match customer personas with the right social media sites.Test your understanding by applying social media strategies to real-world customer personas. Based on what you've learned, choose the best social media site and approach for each scenario.

Test your understanding by applying social media strategies to real-world customer personas. Based on what you've learned, choose the best social media site and approach for each scenario.

Question 1 of 2

Meet Samreen, a 27-year-old fashion enthusiast. She lives for new trends, follows influencers, and finds her next must-have outfit on social media.Which social media site and strategy would most likely engage Samreen during the See stage of the customer journey?

Which social media site and strategy would most likely engage Samreen during the See stage of the customer journey?

YouTube

Instagram

Facebook Groups

Submit

Yes.Samreen’s into visual content and influencer culture, making Instagram the perfect playground for her.

Samreen’s into visual content and influencer culture, making Instagram the perfect playground for her.

Question 2 of 2

James, a 40-year-old professional, doesn’t jump on the first offer he sees. He dives into reviews and tutorials to make informed decisions.Which social media site would be most effective to engage James during the Think stage?

Which social media site would be most effective to engage James during the Think stage?

YouTube

Instagram/TikTok

Facebook Groups

Show Answer

Not quite.James prefers well-researched, detailed content, making YouTube the ideal social media site to capture his attention.

James prefers well-researched, detailed content, making YouTube the ideal social media site to capture his attention.

✅ ActivityUsing the customer persona you built out previously, let’s now apply them to your social media strategy. Answer the following questions.Check the items off as you go.Which social media sites would resonate most with their interests and behaviours?How can each social media site guide them through awareness (See), consideration (Think), conversion (Do), and loyalty (Care)?

Activity

Using the customer persona you built out previously, let’s now apply them to your social media strategy. Answer the following questions.

Which social media sites would resonate most with their interests and behaviours?

How can each social media site guide them through awareness (See), consideration (Think), conversion (Do), and loyalty (Care)?

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Lesson complete

Great job!You’ve learned how to choose the right social media site by aligning it with your business goals, customer personas, and customer journey stages.In the next lesson, we’ll dive intoSocial media managementto build strong profiles, connect with your audience, and grow your presence effectively.

You’ve learned how to choose the right social media site by aligning it with your business goals, customer personas, and customer journey stages.In the next lesson, we’ll dive intoSocial media managementto build strong profiles, connect with your audience, and grow your presence effectively.

In the next lesson, we’ll dive intoSocial media managementto build strong profiles, connect with your audience, and grow your presence effectively.

3. The right social media sites for you ​

Learning objectives ​

Aligning social media sites with your business priorities ​

Selecting the right social media sites to support your strategy ​

Make a match ​

Creating business accounts ​

Setting up for success ​

Why choose a business account? ​

How to set up the right account ​

Aligning your account with strategy ​

Aligning social media with the customer journey ​

Applying the See, Think, Do, Care framework to social media ​

Check your knowledge ​

Question 1 of 2 ​

Question 2 of 2 ​

Activity ​

Lesson complete ​

3. The right social media sites for you