How to plan a social media strategy that actually works for publishers

Let’s be real: social media can feel like shouting into the void while everyone else is busy watching cat videos. For magazine and news website publishers, it’s even trickier. You need to balance likes, comments, and shares with the ultimate goal—getting readers to leave the dopamine-fueled abyss of their favorite platform and click back to your site. Here’s how to craft a social media strategy that drives engagement and traffic, without losing your sanity (or sense of humor).

1. Know Thy Platforms (And Thy Audience)

Not all social media platforms are created equal, and not all audiences behave the same. Tailor your approach by figuring out:

• Where Your Audience Hangs Out: Twitter for breaking news? Instagram for visually striking features? LinkedIn for industry deep dives? TikTok for quick, quirky content? Find your people.
• What They Want: On TikTok, they want fun and snappy; on Facebook, they want a mix of headlines and human interest. LinkedIn users crave industry insights, while Instagrammers are all about aesthetics.
• How They Engage: Do they share posts? Click links? Leave comments longer than “LOL”? Understand the habits that make them tick.

Pro Tip: Don’t try to be everywhere. Focus on the platforms where your readers already spend their time—quality beats quantity every time.

2. Create Click-Worthy Content

Social media is a crowded space, and your content needs to scream, “Hey, pay attention to me!” without resorting to clickbait. Here’s how:

• Headline Magic: Craft headlines that are intriguing but honest. Think “How We Discovered [X]” rather than “You Won’t Believe What Happened Next!” Nobody likes being duped.
• Eye-Catching Visuals: Use bold images, slick graphics, or short videos. Moving content always stops the scroll, so don’t skimp on creativity.
• Tease the Value: Give just enough to spark curiosity, but hold back the juicy details for the article itself. Your audience will click if they feel there’s something worthwhile waiting.
• Use Emojis and Humor: Depending on your tone, sprinkle in a little personality to stand out.

Pro Tip: A/B test your posts. Sometimes the difference between a flop and a viral hit is a single word, image, or emoji.

3. Schedule Smarter, Not Harder

Timing is everything on social media. Post when your audience is online, not just when it’s convenient for you. Use scheduling tools to:

• Post During Peak Hours: Check platform insights to find your audience’s most active times. A breakfast crowd on LinkedIn and night owls on Instagram? Tailor accordingly.
• Stay Consistent: Build a regular posting schedule that keeps you top-of-mind without overwhelming followers.
• Automate Without Losing the Human Touch: Tools like Buffer, Sprout Social, or Hootsuite are lifesavers, but still engage in real-time for authenticity.

Pro Tip: Don’t post at the same time on all platforms. Each has its own rhythm, and part of your job is to dance to it.

4. Engage, Don’t Just Broadcast

Social media isn’t a one-way street—it’s a conversation. Make sure your strategy includes:

• Responding to Comments: A quick “Thank you!” or a witty reply can turn casual followers into loyal fans.
• Starting Polls and Discussions: Get readers involved with questions or polls related to your content. Engagement leads to visibility.
• Joining Relevant Conversations: Jump into trending hashtags or industry discussions to stay visible. Be part of the chatter.

Pro Tip: Use your brand’s personality. Playful brands can joke around, while more serious ones can focus on thought leadership. Be authentic to your voice.

5. Optimize for Clicks (Without Being Spammy)

If the goal is to get readers to your site, make it easy for them. This means:

• Adding Clear CTAs: Use phrases like “Read More,” “Get the Full Story,” or “Discover How.” Guide them gently, but firmly.
• Using Trackable Links: Tools like Bitly or UTM parameters can show you which posts drive the most traffic.
• Prioritizing Mobile-Friendly Content: Most users are scrolling on their phones. Don’t let a slow-loading article or bad formatting ruin the experience.
• Create a FOMO Effect: Share highlights that make readers feel they’re missing out if they don’t click.

Pro Tip: Avoid overloading your posts with multiple links. Keep the focus on one clear call to action.

6. Analyze, Adjust, Repeat

Even the best strategies need tweaking. Use analytics to figure out what’s working (and what’s not):

• Engagement Metrics: Likes, shares, comments, and impressions tell you what’s catching attention and sparking interaction.
• Traffic Data: Use Google Analytics or social media dashboards to track which posts drive the most site visits.
• Post Performance: Compare formats (video vs. photo vs. link) and topics to spot trends. Don’t be afraid to double down on what works.
• Audience Growth: Watch for steady increases in followers and clicks. Plateaus might mean it’s time to shake things up.

Pro Tip: Keep an eye on competitor pages. If their posts are consistently outperforming yours, see what you can learn (without outright copying, of course).

7. Keep an Eye on Trends (But Don’t Chase Every Fad)

The internet moves fast, but not every trend is worth jumping on. Be selective:

• Relevant Trends: If a hashtag, meme, or challenge ties into your content naturally, go for it.
• Evergreen Content: Don’t abandon the timeless stuff that consistently drives traffic just to chase the latest flash-in-the-pan trend.
• Platform Features: Stay updated on new tools or formats (hello, Instagram Reels or LinkedIn newsletters). Early adopters often reap big rewards.

Pro Tip: It’s better to do a few things really well than to dabble in every trend and get lost in the noise. FOMO is real, but so is burnout.

8. Invest in Visual and Content Quality

In the era of scrollable feeds, low-quality visuals or poorly written posts won’t cut it. Step up your content game:

• Use Professional Graphics: Canva and Adobe Spark are great tools for creating clean, branded posts.
• Edit Video Clips: Snappy, well-edited videos can drive engagement like nothing else.
• Experiment with Captions: A little humor or intrigue can make all the difference.

Pro Tip: Consistency in branding—colors, fonts, and voice—helps your posts stand out in crowded feeds.

Conclusion

A killer social media strategy doesn’t just boost your engagement numbers—it drives meaningful traffic back to your website. By knowing your audience, creating irresistible content, and constantly refining your approach, you can turn social media from a necessary evil into a traffic goldmine. Remember, it’s not about perfection; it’s about progress. Now go forth and strategize—your readers (and your analytics) will thank you!