Many businesses in Armenia post on social media without a plan. They post when there is time, on every platform, in whichever language comes first. The result is uneven and hard to measure. A simple plan fixes most of this. This guide sets out how we approach it.
What should a social media plan start with?
Start with business goals, not with posts. Write down what social media should help the business do over the next few months.
- Bring more people to a restaurant, shop or showroom.
- Generate enquiries, bookings or online orders.
- Launch a new product, menu or collection.
- Build trust with a professional audience.
- Support recruitment.
Then describe your audiences: who they are, which languages they read and where they spend time online. A café in central Yerevan and a business-to-business software company will make very different choices.
Which social media channels should a business in Armenia use?
Use the channels where your audience already is, and give each one a role. Instagram, Facebook, TikTok, LinkedIn and Telegram are all commonly used in Armenia, but few businesses need all of them. It is better to do two channels well than five badly.
- Instagram: visual products, food, fashion, interiors and lifestyle. Often the main window for restaurants and shops.
- Facebook: community, events, longer posts and audiences that include older customers and the diaspora.
- TikTok: short video, behind the scenes and entertainment, for brands willing to produce video regularly.
- LinkedIn: business-to-business brands, recruitment and company news.
- Telegram: direct updates to people who have chosen to follow you, such as offers, news or announcements.
Write one line for each channel you keep, stating its role and its audience. If you cannot write that line, consider whether you need the channel at all.
What are content pillars and how do you choose them?
Content pillars are the few recurring themes your posts are built around. They keep content varied but on-brand, and they make planning faster. Most businesses need three to five.
- Product or service: what you sell, shown well and explained clearly.
- People: the team, the makers, the chef, the stylist.
- Expertise: tips, guides and answers to common customer questions.
- Community: customers, partners, events and the neighbourhood.
- Offers and news: launches, seasonal menus, promotions and announcements.
Adapt the list to your business. A restaurant may have a pillar for seasonal dishes. A fashion retailer may have one for styling. Balance the pillars so the feed is not only selling.
Should you post in Armenian, Russian or English?
Decide based on your audience, then be consistent. Armenian is the natural choice for most local customers. Russian may matter for some local audiences and visitors. English helps with tourists, the diaspora and international partners.
- Choose a primary language for each channel.
- If you use more than one, decide whether posts are bilingual or alternate between languages.
- Keep translations accurate and natural. Do not rely on unchecked machine translation.
- Reply to customers in the language they used.
- Keep names, prices and key terms consistent across languages.
How do you plan social media content each month?
A monthly plan gives enough time to prepare photos and video, and enough flexibility to react to news. We recommend a simple routine.
- Review last month’s results and note what worked.
- List the month’s key dates: holidays, launches, events and promotions.
- Allocate posts to pillars and channels in a shared calendar.
- Plan production: photo shoots, video, design and copy.
- Write and approve captions in each language.
- Schedule posts, leaving space for timely content.
What makes a good social media post for a restaurant or shop?
For restaurants and retailers, social media is often the first impression before a visit. Customers want to see what they will get and decide quickly whether to come.
- Good photography or video in natural light, showing the real product.
- Practical details: price, size, availability, opening hours or how to order.
- A clear location, with a map link or address where relevant.
- Faces and stories, such as the chef, the maker or the person who chose the collection.
- A clear next step, such as booking, messaging or visiting.
- A consistent visual style, so posts are recognisable in a busy feed.
Avoid posting the same image and caption on every channel without adjustment. Each platform has its own formats and habits, and content performs better when it is adapted to them.
How should a business reply to comments and messages?
Social media is a conversation. Customers ask about prices, opening hours, delivery and availability in comments and direct messages. Slow or missing replies lose sales and trust.
- Assign a person responsible for replies, with cover for days off.
- Prepare approved answers to common questions, in each language.
- Answer complaints calmly and move details to a private message.
- Pass leads and bookings to the sales team or front of house quickly.
- Agree what to do with spam and abusive comments.
How do you measure social media results?
Measure what connects to your goals. Followers and likes are easy to see, but they rarely tell you whether social media is helping the business.
- Reach and engagement, to see whether content is being seen and valued.
- Saves, shares and replies, which often show stronger interest than likes.
- Clicks, messages, calls and bookings that come from social media.
- Sales or visits linked to specific campaigns or offer codes.
- Response times to customer messages.
Review the numbers monthly and adjust the plan. Keep what works, change what does not, and give new ideas enough time to be judged fairly. If you would like help with strategy, content or day-to-day management, our marketing team can support you.
