Module 4.1
Social Media Platform Strategy
Session Objectives
- ✅ Understand major social platforms and their audiences
- ✅ Choose the right platforms for your project
- ✅ Optimize social media profiles completely
Major Social Platforms in Nepal
Facebook
- 12M+ users in Nepal
- All demographics
- Best for community
- Local business reach
Instagram
- Visual-first platform
- Younger audience (18-34)
- Great for brands
- Stories & Reels
LinkedIn
- Professional network
- B2B marketing
- Thought leadership
- Career-focused
Platform Comparison
| Platform |
Best For |
Content Type |
Avg. Age |
| Facebook |
Community, Events |
Posts, Videos, Groups |
25-55 |
| Instagram |
Visual Brands |
Photos, Reels, Stories |
18-34 |
| LinkedIn |
B2B, Professionals |
Articles, Updates |
25-45 |
| YouTube |
Long-form Education |
Videos, Tutorials |
18-44 |
| TikTok |
Entertainment |
Short Videos |
16-28 |
Platform Selection Strategy
Don't be everywhere. Be where your audience is.
Questions to Ask:
- Where does my target audience spend time?
- What content format suits my brand?
- Can I maintain consistency on this platform?
- What are competitors doing?
- Do I have resources (time/skills) for this platform?
Start with 1-2 Platforms
- Better to excel on 1 platform than be mediocre on 5
- Easier to maintain consistency
- Learn one platform deeply
- Can expand later once established
Account Audit Checklist
- ☐ Profile picture (clear, professional, consistent across platforms)
- ☐ Cover photo/banner (branded, updated)
- ☐ Bio/About (clear value proposition, keywords)
- ☐ Contact info (email, phone, address if applicable)
- ☐ Website link (working, with UTM tracking)
- ☐ Call-to-action button (Book, Shop, Contact)
- ☐ Highlights/Pinned posts (showcase best content)
Profile Picture Best Practices
For Personal Brands
- Professional headshot
- Face clearly visible
- Good lighting
- Neutral background
- Smiling/approachable
For Businesses
- Logo (square format)
- High resolution
- Works at small size
- Consistent branding
- Recognizable
Size: Minimum 400x400px, PNG format preferred
Bio/About Section Formula
Include These Elements:
- Who you are: Name/brand + credentials
- What you do: Clear value proposition
- Who you help: Target audience
- How to connect: CTA or next step
- Keywords: For searchability
Example: "Digital Marketing Expert 📊 | Helping Nepal businesses grow online 🚀 | SEO · PPC · Social Media | Book free consultation ⬇️"
Link Strategy
Most platforms allow only ONE clickable link in bio
Options:
- Website homepage
- Landing page
- Linktree/Bio.link
- Latest blog post
- Product/service page
Best Practice:
- Use UTM parameters
- Update regularly
- Match to current campaign
- Track clicks
Cover Photo/Banner Strategy
- Showcase value: What you offer
- Include text: 2-3 words max
- Use brand colors: Consistent with identity
- Update seasonally: Promotions, events
- Mobile-optimized: Check how it looks on phones
Sizes: Facebook (820x312px), LinkedIn (1584x396px), Twitter (1500x500px)
Social Media Strategy Framework
- Objectives: What do you want to achieve?
- Brand awareness, lead generation, sales, engagement
- Target Audience: Who are you talking to?
- Demographics, interests, pain points, behaviors
- Content Pillars: What will you talk about?
- 3-4 themes that align with brand and audience
- Content Mix: What formats?
- Educational, entertaining, promotional, user-generated
- Posting Schedule: When and how often?
Facebook-Specific Tips
- Create a Page: Not personal profile for business
- Complete About section: All details filled
- Add CTA button: Contact, Shop, Book
- Set up Messenger: Automated responses
- Join/create groups: Community engagement
- Use Facebook Business Suite: Manage Page & Instagram
Instagram-Specific Tips
- Switch to Business/Creator account: Get insights
- Create Highlights: Organize Stories by theme
- Use consistent aesthetic: Grid appearance matters
- Write detailed captions: Tell stories
- Leverage Reels: Highest reach currently
- Engage actively: Comment, reply, share
LinkedIn-Specific Tips
- Complete profile 100%: All sections filled
- Custom URL: linkedin.com/in/yourname
- Featured section: Showcase best work
- Recommendations: Request from colleagues
- Post natively: Don't just share links
- Engage professionally: Thoughtful comments
Hands-On Activity
Activity: Optimize Your Profile
- Choose 1-2 platforms based on your audience
- Complete the account audit checklist
- Update profile picture and cover photo
- Write compelling bio with keywords and CTA
- Add website link with UTM parameters
- Create/update highlights or pinned posts
- Take screenshots of before/after
Common Profile Mistakes
- ❌ Incomplete profile information
- ❌ Low-quality profile picture
- ❌ No clear value proposition in bio
- ❌ Missing contact information
- ❌ Inconsistent branding across platforms
- ❌ No call-to-action
- ❌ Outdated information
Quick Tips for Success
- ✨ Consistency is key: Same profile pic across all platforms
- 🎯 Keywords matter: Use them in bio for discoverability
- 📱 Mobile-first: Check how profile looks on phone
- 🔗 Use link wisely: Always include UTM tracking
- 🔄 Update regularly: Keep profile current and fresh
Resources & Tools
- Design: Canva, Adobe Express
- Bio Links: Linktree, Bio.link, Beacons
- UTM Builder: Google Campaign URL Builder
- Profile Checkers: Grammarly (bio text), Canva (image sizes)
Session Wrap-Up
What We Covered:
- ✅ Understanding major social platforms
- ✅ Platform selection strategy
- ✅ Profile optimization best practices
- ✅ Optimized your social profiles
Coming Up Next:
Module 4.2: Social Media Campaign Planning & Execution
Thank You!
Your Social Presence is Optimized
Next: Module 4.2 - Campaign Planning & Execution