Evaluating and Expanding Your Social Media Channels: A Comprehensive Guide - Myk Baxter Marketing

In today’s digital age, social media has become an indispensable tool for businesses and individuals alike to connect, engage, and expand their reach. However, with countless platforms available, it can be overwhelming to determine which channels are truly beneficial for your goals. In this blog post, I will guide you through the process of evaluating your social media channels and provide actionable steps to expand your online presence strategically. Let’s get started!

Assess Your Current Social Media Channels

The first step in evaluating your social media strategy is to assess your existing channels. Make a list of all the platforms where your brand is active, and consider the following factors for each:

  • Audience Engagement: Analyze the level of engagement on each platform. Look for metrics like likes, comments, shares, and click-through rates. Platforms with higher engagement rates are usually more effective.
  • Audience Demographics: Determine if your target audience aligns with the platform’s user base. Different platforms attract different demographics, so it’s crucial to be present where your audience is active.
  • Content Performance: Evaluate the success of your content on each platform. Identify the type of content that resonates best with your audience and the platforms where it performs exceptionally well.
  • Referral Traffic: Use website analytics to track how much traffic is generated from each social media channel. This will help you identify the platforms that drive the most valuable visitors to your site.

Set SMART Goals

Once you’ve assessed your current channels, establish specific, measurable, attainable, relevant, and time-bound (SMART) goals for your social media strategy. Examples of SMART goals include increasing engagement by 20% in six months, growing followers by 1,000 in three months, or generating 15% more website traffic within a quarter.

Focus on Your Top Performing Platforms

Based on the evaluation and SMART goals, prioritize your top-performing platforms. While having a presence on multiple platforms is beneficial, concentrating your efforts on the most effective ones will yield better results. Quality over quantity is key.

Optimize Your Profiles

Ensure that your profiles across all chosen platforms are fully optimized. Use consistent branding elements such as profile pictures, cover photos, and a well-crafted bio that clearly conveys your brand’s mission and value proposition.

Create a Content Strategy

Develop a content strategy tailored to each platform’s unique characteristics and your audience’s preferences. Share a mix of promotional and informative content, including images, videos, articles, and interactive posts. Consistency is vital, so maintain a regular posting schedule.

Utilize Hashtags and Keywords

Research and incorporate relevant hashtags and keywords in your social media posts. This will help your content reach a broader audience and improve discoverability. Use tools like Google Keyword Planner and social media analytics to identify popular terms.

Engage with Your Audience

Social media is all about building relationships. Respond promptly to comments, messages, and mentions, and engage with your audience through polls, questions, and contests. Foster a sense of community around your brand.

Collaborate and Cross-Promote

Collaborate with influencers, partners, or industry leaders to expand your reach. Cross-promoting each other’s content can introduce your brand to new audiences, leading to organic growth.

Monitor and Analyze

Regularly monitor your social media analytics to track your progress toward your SMART goals. Analyze which strategies are performing well and adjust those that need improvement. Social media is dynamic, so be prepared to adapt as trends and algorithms change.


Expanding your social media channels requires a well-thought-out strategy and ongoing evaluation. By assessing your current channels, setting SMART goals, and implementing an optimized content strategy, you can effectively grow your online presence and connect with your target audience. Remember to stay authentic, engage with your community, and embrace change as social media evolves. With consistent effort and valuable content, your brand will flourish across social media platforms. Happy expanding!

Thanks for reading,

Myk Baxter, eCommerce Consultant

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“Myk Baxter Marketing” is a trading style of MBM UK, a company registered in England and Wales and whose registered office is situated at Mill House, Railway Road, Ilkley, Leeds, United Kingdom, LS29 8HT