SIBF 2020 workshop teaches in-demand skills of social media strategy creation for emerging brands

Social media guru Zeyad Tarek unveils a blueprint for a successful campaign at  Sharjah International Book Fair 2020 online session

Sharjah, November 5, 2020

For marketers confused about how to promote their clients on social media, Zayed Tarek, co-founder and CEO of Social Ninja, a digital marketing company based in Egypt, put together a comprehensive guide to creating a plan from scratch at a session titled ‘Developing an Actionable and Achievable Social Media Strategy’ held today (Thursday) on the ‘Sharjah Reads’ virtual platform as part of the ongoing Sharjah International Book Fair 2020.

“A good strategy should be able to help your brand tackle its goals with a sense of purpose,” advised Tarek. “There are eight steps to formulating an actionable plan that can help you identify your social goals, engage with audiences and optimise your results.”

They include setting meaningful social marketing goals. “Coming up with a social media plan means setting realistic social media goals aligned to the brand’s objectives,” said Tarek. “Tackle smaller objectives that allow you to scale your efforts in a way that is both reasonable and affordable. Create authentic and lasting brand awareness by avoiding publishing only promotional messages. Instead, focus on content that emphasises the brand’s personality or values. Generate leads and sales, whether online or in-store, by alerting customers about new products and promos. Grow your brand’s audience and increase community engagement by experimenting with messaging and content.”

“Research your target audience. Making assumptions is dangerous,” said Tarek. “But thanks to the demographic data and social media analytics tools now available you can pinpoint the audience you need to target through your social media marketing strategy. Social media demographics are numbers that reveal the networks your brand should approach and what types of content to publish.”

“Establish your most important metrics,” Tarek advised. “No matter what you are selling, your social media strategy should be data-driven. The number of people reached by the posts, the likes received, the engagement it created, the clicks generated, hashtag performance, should all inform your strategy.”

Always analyse your competition. “While there are competitor analysis tools in the market to analyse competitors’ numbers, you can gain insights from a simple review of your competitors’ social presence,” said the social media guru.

Creating and curating engaging content, making timeliness a top priority, assessing the results and working to optimise them, and communicating goals, challenges and wins with your team, were the other top tips that Tarek shared with his audience.

Organised by Sharjah Book Authority (SBA), SIBF 2020 concludes on November 14. Being held under the theme, ‘The World Reads from Sharjah’, the 39th edition has adopted a fully digital format to host its cultural and social media programme of 64 unique events, which are being streamed on SBA’s virtual platform over the 11 days of the fair. Register for upcoming discussions at  


  1. Image from the session
  2. Zayed Tarek