The complete 12-step guide to social media for business

With billions now active on social media, your small business can't afford to miss out. Here's AXA's guide to getting started on social media.

While there’s a good chance you’re already using social media day-in, day-out, knowing how to use it to grow your business is often a different story, and finding time to connect with customers online can seem like a big task.

Follow this step-by-step guide to social media marketing and take your business one step closer to social media success. Just click on the links in each section to access some of the best guides and advice from leading experts.

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The basics

The basics

Over two billion people now have social media accounts - including your customers! So if your business isn't up to speed on social, let's get started.

Ten benefits of social media for businesses

Ten steps to getting started in social media


Set your goals

Set your goals

Before you go any futher, take a minute to ask yourself: what do I want to get out of this? Setting solid goals will help you map out the route to achieving them.

Goals and objectives for your social strategy

Create S.M.A.R.T goals for social


Pick a platform

Pick a platform

There are lots of social media platforms to choose from, but it's important not to spread yourself too thin. Instead, ask yourself: which platforms are right for my business?

How to find the best social media platform for you


Getting started

Getting started

So now you've picked a platform that works for your business, it's time to sign up! Tale a look at some step-by-step guides for the most popular social platforms out there.







Writing a policy

Writing a policy

Having a good social media policy in place helps establish best practice and prevent any harmful posting. After all, it’s better to be safe than sorry when it comes to your brand.

Developing a social media policy

How to write a social media policy


Setting a strategy

Setting a strategy

Once you've got your policy in place and set your goals, it's time to establish how you're going to get there. That means it's time for a strategy session.

Four effective social media strategies

25 social media experts to follow on Twitter

Understanding Facebook ads


Content is king

Content is king

'Content is king' might sound like a cliché, but when it comes to establishing your business as a trusted brand on social, it's a cliché to live by. Here's how to get started.

The beginner's guide to content marketing

25 ways to create sharable content

The ultimate content curation guide


Tracking performance

Tracking performance

It's not enough to post on social and hope for the best. You have to know your strategy is working. That means digging into the data. Here's what you should be measuring and how.

Ten metrics to track social media success

Ten social media KPIs you should track and monitor

Top 15 social media analytics tools


The day to day

The day to day

Once you're up and running on social media, you'll need to find a way to handle the day to day running of a social account, from organising a workflow to scheduling posts.

The social workflow to get you more organised

How to build a social team

In-house or outsourcing?

Best time of day for posting


Social customer service

Social customer service

25% of UK social users make complaints over social media, and it's rising*. But on the very public platform of social media, you need a sure-fire customer service strategy.

The best customer service exchanges ever

How to handle customer complaints via social media

How to handle social customer service


Social media fails

Social media fails

We all make mistakes, but on social media it's all too easy for a simple error to become a viral nightmare. Here's some social media fails (and how to avoid them happening to you).

The 12 worst social media fails of 2016


Final hints and tips

Final hints and tips

You're almost a social media expert! So here's a round up of the best last-minute hints and tips to help you really perfect your social strategy for 2017 and beyond.

Best practice tips for social marketing in 2017

Social media secrets no marketer wants to admit

Building a great social media presence doesn’t happen overnight – like everything else in business, you have to invest time and effort. At AXA, we know how important it is to protect that investment. Find out more about AXA Business Insurance or get a quote today.