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H T T P S : / / W W W . T R E V I S A N S O C I A L . C O M
SOCIAL MEDIA
CONTENT STRATEGY
By Melanie Goodman
TABLE OF
CONTENTS
• Establish Goals
• Social Media Audit
• Establish Your Target Audience
• Competitive Analysis
• Establish Brand Voice & Tone
• Build Your Social Media Content Strategy
• Social Media Marketing Measurement
STEP 1:
ESTABLISH GOALS 07
H T T P S : / / W W W . T R E V I S A N S O C I A L . C O M
Understand Why You’re
On Social Media
Knowing what you want to achieve on social media is the first step
toward success. Identify business objectives social media can help you
achieve. Then, list social objectives that support those goals.
BUSINESS
OBJECTIVES
SOCIAL
OBJECTIVES
ESTABLISH SPECIFIC GOALS
Describe the challenges you face,
why your goals are important, and how you intend to achieve them …
GOA
L
DEADLINE
STEP 2:
SOCIAL
MEDIA AUDIT
HTTPS://WWW.TREVISANSOCIAL.COM
3-STEP SOCIAL MEDIA AUDIT
Which social media networks are we on? List them:
List abandoned accounts to remove (if any):
3-STEP SOCIAL MEDIA AUDIT
List duplicate accounts to merge (if any):
SOCIAL MEDIA
ACCOUNT INVENTORY
NETWORK UR
L
ACTIVE?
(Y/N)
FAN/FOLLOWER # NOTES
STEP 3:
ESTABLISH YOUR
TARGET AUDIENCE 07
H T T P S : / / W W W . T R E V I S A N S O C I A L . C O M
Build Your Persona
Persona Name:
Job Title:
Age:
Gender:
Income Level:
Location:
Interests & Hobbies:
Build Your Persona
Challenges & Aspirations:
Favorite Blogs & News Sources:
Persona Summary
[Insert one or two paragraph character summary here. How would your target customer or audience member describe
themselves?]
•Customer Quote
•[Insert a real quote from a real customer that represents something your persona might say]
STEP 4:
COMPETITIVE
ANALYSIS
HTTPS://WWW.TREVISANSOCIAL.COM
COMPETITIVE INVENTORY
COMPETITOR
NAME
URL NOTES
TOP TEN COMPETITOR ANALYSIS
(FANS/FOLLOWERS)
COMPETITOR FACEBOOK TWITTER LINKEDIN
HOW CAN YOU OUT-DO
YOUR COMPETITION?
List what you can do better than your
competition
List what you can do differently than you
competition
WHAT WE CAN DO
BETTER
WHAT WE CAN DO
DIFFERENTLY
STEP 5:
ESTABLISH BRAND
VOICE & TONE 07
H T T P S : / / W W W . T R E V I S A N S O C I A L . C O M
BRAND VOICE DESCRIPTION
Describe your brand’s voice and personality here:
Social Media Tag Line (3 words to describe your social brand voice):
[INSERT ADJECTIVE 1]
[INSERT ADJECTIVE 2]
[INSERT ADJECTIVE 3]
Social Media Mission Statement:
[INSERT YOUR BRAND] creates social content to [INSERT BENEFIT]
for [INSERT AUDIENCE].
STEP 6:
SOCIAL MEDIA
CONTENT
STRATEGY
HTTPS://WWW.TREVISANSOCIAL.COM
CONTENT CURATION
SOURCE LIST
Trusted Content Sources
List trusted sources you’ll share content from …
SOURCE
NAME
SOURCE
URL
WHAT SOCIAL MEDIA
CONTENT WILL WE CREATE?
Content Types We Will Create:
List here ….
Content Types We Will Curate:
List here ...
WHAT PURPOSE
WILL OUR CONTENT SERVE?
ORIGINAL
CONTENT
CURATED
CONTENT
[ ] Entertain
[ ] Inform
[ ] Promote products/services
[ ] Promote content (blog posts, ebooks, landing
pages, etc).
[ ] Promote partners
[ ] Promote contests
[ ] Entertain
[ ] Inform
[ ] Promote products/services
[ ] Promote content (blog posts, ebooks, landing
pages, etc).
[ ] Promote partners
[ ] Promote contests
SOCIAL MEDIA
POSTING FREQUENCY
NETWORK
POSTS PER DAY POSTS PER
WEEK
FACEBOOK
TWITTER
LINKEDIN
SOCIAL MEDIA
CALENDAR STRATEGY
LIST UPCOMING EVENTS, PRODUCT
LAUNCHES, AND IMPORTANT DATES TO ADD
TO YOUR CONTENT CALENDAR:
[Insert %] Original Content
(Informative)
[Insert %] Original Content
(Promotional)
[Insert %] Curated Content
OUR CONTENT CALENDAR WILL
INCLUDE:
STEP 7:
SOCIAL MEDIA
MARKETING
MEASUREMENT 07
H T T P S : / / W W W . T R E V I S A N S O C I A L . C O M
CHOOSE WHICH METRICS
TO MONITOR
Facebook
[ ] Likes
[ ] Shares
[ ] Comments
[ ] Clicks
[ ] Engagement Rate
[ ] Referral Traffic
[ ] Video Views
[ ] Conversions
Instagram
[ ] Follower Count
[ ] Likes
[ ] Comments
[ ] Referral Traffic
LinkedIn
[ ] Likes
[ ] Comments
[ ] Replies
[ ] Referrals
[ ] Conversions
MEASUREMENT CHECKLISTS
KEY METRICS (LIST): [ ] Configured Google Analytics to track social
media traffic and conversions
[ ] Configured other third-party social media
analytics tools
90-DAY PROGRESS
NETWORK
PAGE LIKES /
FOLLOWERS
% GROWTH
REFERRAL
TRAFFIC
CONVERSIONS
FACEBOOK
TWITTER
LINKEDIN
NOTES & FINDINGS
What went well with our strategy?
What went wrong with our strategy?
NOTES & FINDINGS
How can we improve our strategy?

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