This document outlines an 8-step plan for establishing and managing a successful social media marketing strategy. The steps include establishing goals and objectives, auditing current social media accounts, analyzing target audiences and competitors, developing a brand voice and content strategy, creating a content calendar, measuring performance metrics, and managing outputs over 90-day periods through weekly and monthly reporting. The plan provides templates and guidance for tasks such as building audience personas, conducting competitive analyses, choosing key performance indicators to track, and evaluating strategy effectiveness.

1. PLAN SHEET
)SOCIAL MEDIA PLATFORM)

2. TABLE OF CONTENTS
A. Establish Goals
B. Social Media Audit
C. Establish Your Target Audience
D. Competitive Analysis
E. Establish Brand Voice & Tone
F. Build Your Social Media Content Strategy
G. Social Media Marketing Measurement

3. STEP 1:
ESTABLISH GOALS

4. 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

5. ESTABLISH SPECIFIC GOALS
Goal Deadline

6. STEP 2:
SOCIAL MEDIA AUDIT

7. 3-STEP SOCIAL MEDIA ACCOUNTS AUDIT
Which social media networks are we on? List them:
List abandoned accounts to remove (if any):
List duplicate accounts to merge (if any):

8. SOCIAL MEDIA ACCOUNT INVENTORY
Network URL
Active?
(Y/N)
Fan/Follower # Notes
Facebook
Twitter
Instagram
Youtube
Website

9. STEP 3:
ESTABLISH YOUR TARGET AUDIENCE

10. BUILD YOUR PERSONA (SLIDE 1 OF 2)
Description Gender Age Location Problem / Why Problem for all Behavior
M/F
M/F
M/F
M/F
M/F
M/F

11. BUILD YOUR PERSONA (DEVICES)

12. STEP 4:
COMPETITIVE ANALYSIS

13. COMPETITIVE ANALYSIS
Competitor Name URL Notes

14. TOP TEN COMPETITOR ANALYSIS (FANS/FOLLOWERS)
Competitor Facebook Instagram Twitter Youtube

15. TOP TEN COMPETITOR ANALYSIS (FANS/FOLLOWERS)
Competitor
Their Core
Message
Types of
Content
Frequency They Gap Threat Rate

16. TOP FIVE COMPETITOR ANALYSIS ( CHARTS )

17. • List what you can do differently than
you competition
• List what you can do better than
your competition
HOW CAN YOU OUT-DO YOUR
COMPETITION?
What We Can Do Better What We Can Do Differently

18. IDEAS (BOI)
What We Can Do What We Can Do Differently

19. STEP 5:
BRAND VOICE & TONE

20. Brand Voice Description
Brand Voice
Character Semi formal & Friendly
Tone Friendly
Language Arabic & English
Purpose
An Active and good seller broker and real estate servic
Brand Identity
Vision Statement
Full data on website
Mission Statement
Core Brand Message
Brand Personality Under testing for a quarter
Brand Colors Based On Identity

21. STEP 6:
SOCIAL MEDIA CONTENT STRATEGY

22. CONTENT CREATION SOURCE LIST
Source Name Note

23. WHAT SOCIAL MEDIA CONTENT WILL WE CREATE?
Content Types We Will Create:
List here ….

24. Original Content
[ ] Website Content
[ ] Environmental Photography
[ ] Informing
[ ] Shop’s products / services Tab
[ ] Direct Sales
[ ] Promote content (blog posts,
landing pages, database, etc.)
[ ] Story telling
[ ] Promote partners
[ ] Promote Video Content
[ ] Backlinks Attaching
WHAT PURPOSE WILL OUR CONTENT SERVE?

25. Now Upcoming
SOCIAL MEDIA PLATFORMS

26. SOCIAL MEDIA POSTING FREQUENCY
Network Posts Per Day Posts Per Week
Facebook
Twitter
Google+
Linked-In
Instagram
Youtube

27. List upcoming events, product
launches, and important dates to add
to your content calendar:
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
Our content calendar will include:
[ 30 %] Original Content
(Informative)
[ 60 %] Original Content
(Promotional)
[ 10 %] Curated Content
SOCIAL MEDIA CALENDAR STRATEGY

28. STEP 7:
SOCIAL MEDIA
MARKETING MEASUREMENT

29. CHOOSE WHICH METRICS TO MONITOR
Facebook
[ ] Likes
[ ] Shares
[ ] Comments
[ ] Clicks
[ ] Engagement Rate
[ ] Referral Traffic
[ ] Video Views
[ ] Conversions
Instagram
[ ] Follower Count
[ ] Likes
[ ] Comments
[ ] Referral Traffic
Twitter
[ ] Likes
[ ] Retweets
[ ] Replies
[ ] Referral Traffic
[ ] Conversions
Pinterest
[ ] Repins
[ ] Referral Traffic
[ ] Conversions
LinkedIn
[ ] Likes
[ ] Comments
[ ] Replies
[ ] Referrals
[ ] Conversions
Google+
[ ] Followers
[ ] Conversions
[ ] Comments
[ ] Shares

30. MARKETING NEEDS

31. Key Metrics (list): [ ] Configured Google Analytics to
track social media traffic and
conversions
[ ] Configured other third-party
social media analytics tools
[ ]
MEASUREMENT CHECKLISTS

32. STEP 8:
SOCIAL MEDIA
MARKETING OUTPUT MANAGEMENT

33. MANAGEMENT & OUTPUT

34. 90-DAY PROGRESS
Network
Page Likes /
Followers
% Growth Referral Traffic Conversions
Facebook
Twitter
LinkedIn
Google+
Pinterest
Instagram
( Quarter )

35. NOTES & FINDINGS
What went well with our strategy?
What went wrong with our strategy?
How can we improve our strategy?

36. REPORTING WEEKLY ( CEO )
1st Day Of Each Week Marketing Dept. Will Be Reported About

37. REPORTING MONTHLY
28th Day Of Each Month Will Deliver The Report Of
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30th Day Of Each Month Will Deliver The Report Of
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88th Day Of Each Quarter Will Deliver The Report Of
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