The Power of a Social Media Strategy

Written By Alicia Vial

Social media has become essential for every business – but too often, companies post content without a plan and wonder why they’re not seeing results

Posting without a strategy can feel like throwing spaghetti at the wall – it takes time, effort and often money, but you’re not sure what’s sticking. The truth is, social media isn’t about quantity, it is about intention. Every post should serve a purpose, whether that’s building awareness, driving sales or strengthening your brand voice. When you post reactively, you lose opportunities to connect with your audience in a meaningful way and support your larger business goals. 

A good content calendar is the backbone of your social media strategy. It starts with knowing your audience and your goals. Then, you plan content with those goals – for example, mixing educational posts, behind-the-scenes stories, product spotlights and calls-to-action. You also want to plan around key dates, seasonal moments and campaigns. A calendar keeps you organized, ensures consistency and helps you measure what’s working so you can keep improving over time.   

Social media should not exist in a silo. It’s a powerful amplifier for everything else you are doing. If you’re launching a new product, social can build buzz before and sustain momentum after. If you’re earning media coverage, you can repurpose that content for more credibility online. If you’re hosting an event or supporting a cause, social can bring your audience along for the journey. When social, PR and marketing work together, you create a unified story that reaches people on multiple levels.  

Likes and follows are nice, but they don’t tell the whole story. Engagement – comments, shares, saves – is a better indicator that your audience cares about what you’re saying. Website clicks, inquiries and conversions are even more important because they show action. And don’t forget qualitative measures like building trust, improving brand sentiment and strengthening customer relationships. Social media is about creating impact, not just attention. 

Social media is a powerful tool when it’s done intentionally. A clear strategy helps you connect with your audience, amplify your story and ultimately drive real results for your business. It’s about shifting from just posting to purposeful posting — and that’s where the magic happens. 

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Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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