There is no shortage of articles online offering advice when it comes to social media. But no matter what they promise - there is no one-size fits all strategy when it comes to social media. 

What is needed is a way of using these tips and advice in order to tailor solutions that fit individual needs. To do this, the first thing is to streamline and simplify your social media strategy:

- Define the status quo: Identify your business objectives and your target market. Consider your industry and what your company needs to focus on.

- Listen to your target audience: You can't reach everyone; define who you want to talk to. What channels do they use and how? How are your competitors behaving in the channel? Research the behaviour and identify trends so you can communicate with them more directly.

- Create engaging content: So you've defined your target audience, but what are they looking for? To engage with them, you need to be able to answer this question and create content around it.

-  Social media KPIs: Measure how your social media programme is going, so you can see where you are doing well and where you need to improve. By linking these to your marketing goals, you can also see how social media is helping to achieve your ultimate aims.

These tips are a good starting point to build a successful social media marketing strategy. Don't worry if you're not doing what everyone else is doing, as long as you're doing what works for your business.