SOCIAL MEDIA

PLAN TEMPLATE
01
Define your
starting point.
#1 DEFINE YOUR STARTING POINT
SWOT/PESTEL analysis
determine the strengths and weaknesses of your business
as well as the opportunities and threats it faces

COMPETITOR analysis
research your competitors as well as your industry and find
out how your business can stand out from them to be unique

SOCIAL MEDIA audit

check how, where, and with what results you have been
communicating up til now
Specify
your
target 02
group.
#2 SPECIFY YOUR TARGET GROUP
verify AUDIENCE
check out who your content resonates the most with and see
whether this group matches the ideal audience for your brand

gain INSIGHTS
get familiar with relevant surveys, reports, and statistics to gain
more insights

use TOOLS
leverage various marketing tools to get to know your
audience even better
03
Set the
objectives.
#3 SET THE OBJECTIVES
pick a SMART goal
match your expectations and specific goals derived from a
social media marketing plan

establish KPIs
set relevant KPIs that should accompany your social media
marketing strategy at all times

be REALISTIC
make sure you will be able to achieve those objectives
Pick the
right
channels.
04
#4 PICK THE RIGHT COMMUNICATION CHANNELS
where is your TARGET?
be where your audience is – identify channels where they
are the most active

know the PLATFORMS

get familiar with the requirements and unique features of each
social media platform

work on your PROFILES

set up the “missing” accounts and improve your existing
profiles for better performance
05
Introduce content
& communication lines.
#5 CONTENT & COMMUNICATION LINES
WHAT to communicate?
decide what should be pillars of your social media
communication and allocate them in your plan

content FORMATS
identify the content formats you are going to take
advantage of and make sure they are all well-designed

define your ATTRIBUTES

these can be certain hashtags, your logo on every visual,
or developing a template for all of your social media posts
Designate
tasks in
your team.
06
#6 DESIGNATE TASKS IN YOUR TEAM
define WORKFLOW
name specific tasks, set deadlines and sort out
both internal and clients’ approval process

share RESPONSIBILITIES
decide who is responsible for what part of the whole
social media content strategy

boost COLLABORATION
take advantage of dedicated tools to ease
collaboration between team members and clients
07
Choose the right social
media management tool.
#7 CHOOSE A SOCIAL MEDIA MANAGEMENT TOOL
verify NEEDS
rather than jumping straight into research, specify your
own goals and priorities first

do RESEARCH
once you know what you’re looking for, finding tools that have
the potential to meet your needs will be much easier

put it to the TEST

test out a few different tools before you decide which one will
suit your business best
Organize
your
content 08
properly.
#8 ORGANISE YOUR CONTENT
use your SM TOOL
most likely, the tool you’ve chosen allows you to create your
own content calendar – make the most of it

PLAN your content

choose the optimal times and frequency that work for your
target audience best

remember to ADJUST
plan content in advance, but also keep an open eye for
current trends to add them to your social media plan
09
Maximize your reach.
#9 MAXIMIZE YOUR REACH
run PAID campaigns
you can easily boost your posts and target the audience you
want to

use RETARGETING
to get your message across, consider targeting those who are
already familiar with your brand

involve INFLUENCERS
find those who reach your target audience, post attractive
content and have a significant reach at the same time
Analyze
& optimize
your 10
strategy.
#10 ANALYZE & OPTIMIZE YOUR STRATEGY
TRACK your results
you can take advantage of the native features of each social
network, or use your social media tool, for example

optimize CONVERSION
strive to increase conversions and improve your social media
content strategy at all times

look at COMPETITORS
don’t stop checking on your competitors and verifying what
works best for them to draw conclusions