Social Media Tactical Plan Every business it is unique and special. Even if we were to talk about 4 companies that offer the same service, every single one of them has a different brand mantra and a different value proposition. Therefore every single one of them has a particular why to handle their communications. The main objective of writing a tactical plan is to make transparent and clear, what will be the objectives to accomplish in a given time and to clarify what actions are going to be taken and with what metrics are they going to be measured. By doing this our clients understand the importance of the work that is going to be done, their role and involvement and the part that the consultant is going to develop for them. Feel free to contact me so I can better understand your needs. cristo.leon.77@gmail.com @cristoleon_

1. Social Media
Tactical Plan
An example for Small Business

2. Social Media Tactical Plan
This plan includes the tactical objectives to be used to accomplish
the following social media goals:
1. Increase inbound leads at a low cost.
2. Expand reach of thought leadership content.
3. Engage and excite influencers current clients.
4. Better understand, identify, and engage potential buyers.
5. Increase visibility on Google searches.
6. Expand positioning of and visit of the web page or blog.
Web page…………………………………………………………………03
Social networks………………………………………………………..04
Micro blogging………………………………………………………….05
Geotagging………………………………………………………………06
Photo sharing…………………………………………………………..07
Additional notes and objectives………………………………09
Cristo Leon | Social Media Consultant | cristo.leon.77@gmail.com | @cristoleon_ 2

3. Web page.
Short term objectives: Key metrics
• Number of visits
 Increase recognition
• Number of social shares
 Modify design for SEO.
• Audience growth- unique
 Include RSS button.
and returns
 Include social share buttons.
• Conversions
• Subscribers
 Increase engagement • Inbound links
 Encourage the use of the • Technorati, Alltop, and
application X
other directory listings
 Increase the number of visits
• SEO Improvements
to the Contact page.
 Add RSS button.
 Add social share buttons
Day Week Month
Hours
Cristo Leon | Social Media Consultant | cristo.leon.77@gmail.com | @cristoleon_ 3

4. Social networks.
Short term objectives: Key metrics
• Facebook Likes and posts
 Facebook Fan Page
• Referring traffic.
 To serve as a second channel
of social engagement and as • Photo likes.
E-Commerce window • Comments
 Share a mix of relevant links, • Klout score.
engaging content, photos
and polls
 Make sure you promote
upcoming events and create
them in the events tab
 2 posts per day
 Engage with influencers
Day Week Month
Hours
Cristo Leon | Social Media Consultant | cristo.leon.77@gmail.com | @cristoleon_ 4

5. Micro blogging.
Short term objectives: Key metrics
• Followers
 Twitter
• Mentions
 Promote content
• Retweets
through Twitter
• Retweet Reach
 Segment influencers • Replies Reach
and create lists
• Number of lists
 Utilize promoted • Social Capital--influence
Tweets of Twitter followers
 Listen to relevant • Posts
conversations • Tweeth Reach Score.
 Build reputation
Day Week Month
Hours
Cristo Leon | Social Media Consultant | cristo.leon.77@gmail.com | @cristoleon_ 5

6. Geotaging.
Short term objectives: Key metrics
• Followers
 Foursquare
• Check-ins
 Promote location
• Likes
through check-ins
• Number of lists
 Segment influencers • Number of tips done
and create lists
• Klout Score.
 Utilize promotions
(coupons)
 Build positioning
Day Week Month
Hours
Cristo Leon | Social Media Consultant | cristo.leon.77@gmail.com | @cristoleon_ 6

7. External
Photo sharing.
Short term objectives: Key metrics
• Pinterest pins and
 Pinterest
follows.
 Create boards • Referring traffic.
leveraging both
• Photo likes.
content and company
culture • Comments.
 Follow other
businesses, thought
leaders, customers,
and partners
Day Week Month
Hours
Cristo Leon | Social Media Consultant | cristo.leon.77@gmail.com | @cristoleon_ 7

8. Internal
Photo sharing.
Short term objectives: Key metrics
• Referrals from photo
 Encourage employees to
sharing sites
share any interesting and
marketing relevant photos • Views of photos on social
from social marketing or sites
sales events • Pages ranking on key
terms from photo
 Take pictures of any
sharing sites
relevant marketing events
 Utilize photo sharing sites
to share images with links
back to social media and
core site
 Facebook Photo Gallery
 Pinterest boards
Day Week Month
Hours
Cristo Leon | Social Media Consultant | cristo.leon.77@gmail.com | @cristoleon_ 8

9. Additional notes and objectives
 Match Buyer Personas to Social Media sites, adjust strategy
above to better fit personas
 Train sales about better use of social media
 Encourage employees to be active participants in social media.
 Implement a social media strategy
 SWOT Analysis
 Marketing plan
 Strategic planning
 Create company social media policy
 Social media organization
o Community manager
o Content creators.
Cristo Leon | Social Media Consultant | cristo.leon.77@gmail.com | @cristoleon_ 9

10. About us
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Cristo Leon | Social Media Consultant | cristo.leon.77@gmail.com | @cristoleon_
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11. Sources
 Marketo. (2012). Sample social media tactical plan. [PDF
Document]. Recover November 16, 2012 from
www.marketo.com
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Cristo Leon | Social Media Consultant | cristo.leon.77@gmail.com | @cristoleon_
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