Global Journal of Management and Business Research, E: Marketing, Volume 23 Issue 1

© 2023. Shashank Katare. This research/review article is distributed under the terms of the Attribution-NonCommercial- NoDerivatives 4.0 International (CC BYNCND 4.0). You must give appropriate credit to authors and reference this article if parts of the article are reproduced in any manner. Applicable licensing terms are at https://creativecommons.org/licenses/by-nc-nd/4.0/. Global Journal of Management and Business Research: E Marketing Volume 23 Issue 1 Version 1.0 Year 2023 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Online ISSN: 2249-4588 & Print ISSN: 0975-5853 A Data-Driven Approach and Framework to Social Media Strategy and Performance Measurement for Brands By Shashank Katare Abstract - The pandemic, rising inflation, and dynamic changes in the market have increased the importance of having a solid and effective omnichannel strategy. Social media channels form a crucial pillar of a brand’s omnichannel strategy and can be used to achieve various business objectives such as acquisition, engagement, brand awareness, etc. This paper highlights the significance of having a well-defined and robust social media strategy. The report will describe the important pillars of a social media strategy and establish the importance of driving brand stickiness, deepening customer relationships, and driving business growth. It presses upon the need for brands to develop clear objectives, align content strategy to customer needs and continuously measure and iterate to optimize the social media strategy. Keywords: social media, strategy, marketing, metrics, measurement, kpis, facebook, instagram, twitter, tiktok, content strategy, content calendar, performance measurement. GJMBR-E Classification: JEL codes: L83, Z32 ADataDrivenApproachandFrameworktoSocialMediaStrategyandPerformanceMeasurementforBrands Strictly as per the compliance and regulations of: