The 3 Phases Of Social Media

Samuel Junghenn
Samuel Junghenn Managing Director, Think Big Online

Posted on July 9th 2012

The 3 Phases Of Social Media


Phase #1: Launch

The launch phase of social media is focused on setting up the major social network accounts with brand assets.  This launch phase should see very little actual results in terms of traffic or income spike as it is focused on preparation and set up.  The objective of this phase should not be measurable results rather just having a social media presence.

Phase #2: Management

The management phase is where you have out of set up and into executing the social media plan that you developed.  This is where you are posting content, increasing traffic, generating likes and followers.  During this stage you should be focusing on content, creative and offer development and tracking your ROI.  Again results in this stage may not be amazing, this is your “testing phase”.

Social Media Sites

Phase #3: Optimization

The optimization phase is the final and probably most important phase of your social media campaign.  In this phase you are focusing on the metrics of your social media efforts to date and working to improve areas for greater return on investment.  Focus on improving your metrics and results to a level that is acceptable for your business. 

As you can see social media is not an immediate pay off, instead you need to be working towards a result by building on your campaigns, tracking and improving your results.  Don’t fall for the “instant solution” myth that many people believe about social media.  While it does have great user engagement and statistics it’s important to note that like any marketing campaign it takes time to get right.

Samuel Junghenn

Samuel Junghenn

Managing Director, Think Big Online

Serial Entrepreneur that LOVES helping grow medium sized business through the use of cutting edge online marketing techniques

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Posted on July 9th 2012 at 8:00PM

I would propose another phase: strategic planning--at the beginning. And it has no measurable results. But without it, you won't have much to measure. Thanks for the thoughts--it is indeed a much longer process than most of us think. 

Samuel Junghenn
Posted on July 10th 2012 at 11:57AM

Hi Chris, very good point there, the strategy is probably the most important part :)

AgooBiz Inc
Posted on July 10th 2012 at 4:18PM

Nice breakdown Samuel.

I would say the management phase continues into the optimization phase because a company must continue building its followers, likes, content, etc. even after it begins to focus on metrics and on making improvements. I would say that Phase 2 and Phase 3 are overlapping and continue throughout the lifespan of the company [along with revisits of Phase 1 at regular intervals to make sure your company is up-to-date with new social networks/platforms AND to check if your strategic planning needs an update].

Thanks for the tips!

Steve Kavetsky
Co-Founder/Pres. // The Social Commerce Network
  "WE work greater than me"

Samuel Junghenn
Posted on July 11th 2012 at 5:46AM

hi steve,

yes i agree the management phase and optimization phase are intertwined.  In fact I'd say we go through the management phase and optimization phase on an ongoing basis.