Social Media Strategy

1. [Your name]
[Your title], [Your team]
[email address]
[Date]
[YOUR COMPANY NAME]
SOCIAL MEDIA STRATEGY
[place your logo here]

2. Executive Summary

3. The executive summary is a synopsis of your social media marketing plan. It should not exceed one page.
The summary should contain the following information:
● Identify the problem or need for a social media strategy or proposed campaign
● Explain the anticipated result(s)
● Lay out the budget, time, and resources required to execute
● Include any additional information worth noting
Writing an effective executive summary

4. Executive Summary
Executive Summary
[Point 1]
[Point 2]
[Point 3]
[ect…]

5. Social Media Goals

6. Setting smart goals
Set goals that are specific, measurable, attainable, relevant,and timely
● Related resource: How to Set Social Media Goals And Reach Them
Make sure they are aligned to business objectives to accurately measure return on investment
● Related resource: A Step-by-Step Guide to Proving Social Media ROI
Track the right metrics to stay focused on what matters
● Related resource: The Social Media Metrics That Really Matter (And How to Track Them)
The objective, goals, and metrics you’ll see further down in this template are examples. Update with what
works for your business.

7. By [date/month/quarter/EOY], we will:
1 [Insert S.M.A.R.T goal here — eg. “We will grow our Instagram audience by 50 new followers per
week.”]
2 [S.M.A.R.T goal]
3 [S.M.A.R.T goal]
4 [S.M.A.R.T goal]
Key performance indicators

8. How goals align to business objectives
Business objective Social media goal Metric(s)
Grow the brand
Awareness
(these metrics illuminate your current
and potential audience)
Followers, shares, etc.
Turn customers into
advocates
Engagement
(these metrics show how audiences are
interacting with your content)
Comments, likes, @mentions, etc.
Drive leads
and sales
Conversions
(these metrics demonstrate the
effectiveness of your social engagement)
Website clicks, email signups, etc.
Improve
customer retention
Consumer
(these metrics reflect how active
customers think and feel about your
brand)
Testimonials, social media sentiment,
average response time (for social
customer service/support) etc.

9. Target Audience

10. Knowing who your audience is and what they want to see is key to creating content that they will like,
comment on, and share. It’s also critical for planning how to turn followers into customers.
Use the next slide to clearly and succinctly define who your target audience/customer/buyer persona(s) is.
● Related resource: How to Build a Buyer Persona (Includes a Free Template)
Defining your audience

11. [Persona name] [Persona name] [Persona name]
Example job title(s)
[What sort of job titles would this persona
have? List them here]
Needs(s)
[What would they be looking to do with, or get
out of your product/service/business?]
Pain Point(s)
[What is their number one challenge (that you
can solve for them?]
Prefered social network(s)
[What social media platform does this person
use most often, i.e. where is the best place to
connect with them?]
Unique Characteristic [XXX]
Budget (for your
product/service)
$[XXX]
[Other characteristic, e.g.
age, sex, location, etc.]
[XXX]
[Other characteristic] [XXX]

12. Competitive Analysis

13. Analyze the competition’s social media presence. This will help inform your own social strategy. If you know
what your competitors are doing well—and not so well—you’ll discover where you might have a competitive
edge.
Or, if you’re asking your boss to invest more in social media, showing your leaders where your peers and
competitors are succeeding can help with that too.
Use the next slide to create a high-level overview of your competitors’ plan. Then conduct a SWOT analysis
(strengths, weakness, opportunities, threats) for your own brand using slide no. 16
● Related resource: How to Conduct a Competitive Analysis on Social Media (Free Template
Included)
Conducting a competitive analysis

14. Networks active Number of followers Strengths Weaknesses
Content that
resonates
[Competitor # 1]
[Use a tool like Buzzsumo
to check]
[Competitor # 2]
[Competitor # 3]

15. Positive Negative
Internal
Strengths
● What are your strengths?
● Write them here
● And here
● Eg. “Video production and expertise”
● etc.
Weaknesses
● What are your brand’s weakness on social media?
● List in point form
● Eg. “Low Twitter engagement”
● etc.
External
Opportunities
● What/where are the opportunities for your
business on social media?
● List in point form
● Eg. “Competitors aren’t using Instagram Stories”
Threats
● What are your brand’s threats?
● Eg. “Competitor Y has a 2X higher follower rate on
Facebook”
● etc.
SWOT Analysis

16. Social Media Audit

17. If you’re already using social media, take a step back and look at:
● What’s working and what’s not
● Who is engaging with you
● Which networks your target audience is most active on
● How your strategy compares to the competition and/or your peers
→ Use our step-by-step guide to conducting a social media audit (+ spreadsheet template) to get this done
quickly and stay organized.
Auditing your social media presence

18. [Social network] [Social network]
What it’s best for: What it’s best for:
Target audience: Target audience:
Types of content we will share: Types of content we will share:
Key performance indicators (KPIs): Key performance indicators (KPIs):
We will maintain these accounts:

19. We will shut down the following accounts:
[Social network] [Social network]
Why it’s not working: Why it’s not working:
Deprecation timeline: Deprecation timeline:

20. Content Strategy

21. Determine your content mix and posting cadence on the next two slides.
Use the social media content rule of thirds:
● ⅓ of content promotes business and converts audience
● ⅓ of content shares ideas and stories from thought leaders
● ⅓ is original brand content
Download our editorial calendar template and social media content calendar template (link below) to assist
your planning.
● Related resources: Social Media Templates to Save You Hours of Work
Crafting your content strategy

22. Posting
The type of original content that we will create and post is:
[Reference audience research]
The type of related content we will share is:
[Related resource: The Definitive Guide to Content Curation: Strategies, Tips, and Tools]
We will post to the following channels this frequently:
[X channel / X times a day]
[Related resource: The Best Time to Post on Instagram, Facebook, Twitter, and LinkedIn]

23. The audience that we need to tailor content to is:
[Reference audience research]
The editorial calendar that maps out our content release schedule is here:
[Add Link]
The social media content calendar that maps out our promotion plan is here:
[Add Link]
Process

24. Next Steps

25. Use analytics tools to measure how you’re performing against the goals, business objectives, and metrics you
set earlier.
● Related resource: The Best Social Media Analytics Tools (+ Free Social Media Report Template)
Once you compiled data, create slides highlighting key learnings and next steps.
Measuring your progress

26. [Social network] [Social network]
What it’s best for: What it’s best for:
Target audience: Target audience:
Types of content we will share: Types of content we will share:
Key performance indicators (KPIs): Key performance indicators (KPIs):
What’s working well?

27. What’s not working?
[Social network] [Social network]
Why it’s not working: Why it’s not working:
Deprecation timeline: Deprecation timeline:

28. Channel Date Range
Net Followers
Gain/Loss
# of Posts
Engagement
Rate
Click-throughs Mentions
Instagram
Facebook
Twitter
LinkedIn
Pinterest
Progress

29. Action items Complete by date
[Summarize your plan here] [date]
[“We will shut down X account”] [date]
[“We will focus on Y and Z platforms to drive brand
awareness”]
[date]
[etc.] [date]
Action items