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

continuously monitor and refine the strategy throughout the year to ensure that it is meets the business objectives. a) Limitations and Scope for Future Research This study highlights excellent theoretical and conceptual frameworks, skills, and tools that Brands and practitioners can implement. However, researchers can explore additional topics in this area to further expand the insights in this study. The measurement techniques and metrics covered in this paper are not comprehensive, and future studies can build upon those mentioned in this paper. Further studies can also dive into the details of the type of content these brands publish across the platforms and understand the type of contents perform better in terms of engagement across these platforms. Author’s Note: The opinions expressed in this publication are those of the authors and do not necessarily reflect the views of the Company. R eferences R éférences R eferencias 1. Ennis-O'Connor, Marie (2018), How To Set SMART Social Media Marketing Goals For Your Business, https://marieennisoconnor.medium.com/how-to-set- smart-social-media-marketing-goals-for-2018-862d 1002a172 2. Lua, Alfred (2019), 9 Social Media Goals You Can Set for Your Business (and How to Track Them), https://buffer.com/library/social-media-goals/ 3. Boyd, Clark (2022), How to Create a Dynamite Social Media Team, https://www.fool.com/the- ascent/small-business/social-media/articles/social- media-team/ 4. Infegy Research Team (2021), How to Analyze Social Media Audience Segmentation https://www. infegy.com/blog/how-to-research-social-media- audience-segmentation 5. Riserbato, Rebecca (2020), What a Social Media Target Audience Is and How to Find It, https:// blog.hubspot.com/marketing/social-media-target- audience 6. Intern Blogger (2016), How to Use the Social Media Rule of Thirds, https://www.marketing-partners.com/ conversations2/how-to-use-the-social-media-rule-of -thirds#:~:text=Rule%20of%20Thirds.-,The%20 Rule%20of%20Thirds,exactly%20how%20it%20shou ld%20be. 7. https://www.rivaliq.com/ 8. Brockbank , James ( 2020), How To Craft a Social Media Content Strategy (from Start to Finish), https://www.semrush.com/blog/social-content- strategy/ 9. Chittenden, Katherine (2016), 5 outstanding social media marketing case studies, https://ostmarketing. com/5-outstanding-social-media-marketing-case- studies/ 10. Freepik, Creative hand drawn social media calendar template; Image by <a href= "https://www.freepik. com/free-vector/creative-hand-drawn-social-media- calendar-template_15629077.htm">Freepik</a> A Data-Driven Approach and Framework to Social Media Strategy and Performance Measurement for Brands 73 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E © 2023 Global Journals