Every business that has a social media presence needs a social media marketing plan. It helps you assess where you are, provides a guide for everyone on your social media team, and outlines your goals so you can track your progress.
1. Assess your current efforts
Before you can create a social media marketing plan, you need to take stock of what you’re currently doing and how it is working. Go through each network where you have a profile, taking note of who is in charge of the account, how many followers it has, how often it is posted to, and whether the profile is complete. Compare this to your competitors to gauge how your social media presence measures up to them.
2. Choose your networks
Each social media network is different and attracts different audiences. You don’t have to be on them all, so be picky and choose only the ones that will help you reach your target audience. When you choose, consider your resources for creating content, how much time you have (plan on at least an hour a day per network to start), and where your target audiences spends their time. If you’re not sure where your audience is, Pew Research has compiled demographics for the major networks, including Facebook, Instagram, Pinterest, Twitter, and LinkedIn.
Once you determine your networks, set up and/or update your profiles as needed. Make sure they have a profile image, an up-to-date about section, link to your website, and any other details that are relevant.
3. Set SMART goals
SMART stands for specific, measurable, achievable, realistic and timely. By setting social media goals that are SMART, you set yourself and your team up for success. Take a look at the networks you chose in step 2 and determine what goals you want to set for each one, from audience growth to engagement.
4. Create a content guide and posting strategy
Create a guide that outlines how often you will post on each network, the types of content, subjects, and tone of voice you will use. Be realistic about how much content you will be able to produce and use this social media frequency guide from Buffer to inform your strategy. Choose content types, subjects, and a voice that is relevant to your brand and industry. Create an editorial calendar that outlines the dates/time you will post to each network and plan content ahead of time.
5. Evaluate and evolve as needed
Now that you have your social media marketing plan, it’s time to test and evaluate. You can use this guide to measuring social media ROI from Hootsuite to help inform your evaluation. Continue to adjust and adapt your strategy as you find what is and isn’t effective for your business.