2023 Social Media Toolkit

2023
Review toSocial
revenue
Media Toolkit
The complete guide to reputation management for
multi-location businesses
2022 • <GUIDE NAME>
Extracting insights from a handful of reviews is easy. But when your company gets 100s or
1000s of reviews in a month, you’ll need some extra help to sift through the data and extract
actionable insights. Invest in a reputation management platform that can help you do just that
with the click of a button, month after month in a scalable way.
Introduction
Social media is a powerful tool for businesses, but it can be difficult to know
where to start or how to use it effectively. That’s why we’ve created this
toolkit for you to make a copy of and use.
Use this entire toolkit to make sure you get the maximum impact of your
social media marketing efforts.
Note: For quick access, download the editable version of these templates
from here:
• Social media marketing strategy template
• Social media audit template
• Social media calendar template
• Social media post specs cheat sheet
• Social media analytics report template

2023 SOCIAL MEDIA TOOLKIT
Table of contents
Introduction
Chapter 1: Social media marketing strategy template 01
Chapter 2: Social media audit template 22
Chapter 3: Social media calendar template 26
Chapter 4: Social media post specs cheat sheet 27
Chapter 5: Social media analytics report template 34

CHAPTER 1
Social media marketing strategy template

Key steps for developing a social media
marketing strategy
The following are the key steps for developing a social media marketing
strategy. Use this template to create your own version.
Set goals and establish key performance indicators (KPIs)
Define your target audience
Identify the best social media platform(s)
Audit your social media channels
Competitive research
Additional social media platforms for consideration
The final decision on which social media platforms to use
Engagement plan for your social media
Monitor what’s being said about your business
Promotional plan for your social media
A resource to help elevate your social media presence

01
Set goals and establish

key performance indicators (KPIs)
Before you get started with any social media marketing efforts, you need
to first set goals and establish what the key performance indicators are.
Your objectives might be one or more of the following — to increase brand
awareness, generate leads and sales, increase followers, drive website
traffic, boost SEO, improve customer loyalty, etc.
Pro Tip
Try to set SMART (Specific, Measurable, Achievable, Relevant,
and Time-Bound) goals that make sure your objectives are
attainable and can be reached in a certain time frame.
• CHAPTER 1
􀄽
See example on the next page
02
Key Performance Performance Goals /

Goals/Objectives Time Frame (Example)
Indicators (KPIs)
Organic reach - The number of

Increase brand awareness
Increase unique people who saw your
among 18-35-year-olds by
brand awareness post in their newsfeeds, whether
10% month-over-month (MoM)
or not they interacted with it.
Engagement rate -
The number of people who
Generate leads Generate 50 new leads from
liked, commented, and shared
and sales social media within 2 months
your posts divided by the total
number of people who saw them
Follower growth rate –

Increase followers on
Increased followers The percentage increase in Facebook by 20% over the
the number of social media next quarter
followers month over month
Website traffic from social

Drive more media platforms - # of visits to 25% growth in website traffic
website traffic your website year-over-year (YoY)
• CHAPTER 1
03
Define your target audience

Once you’ve identified your goals, you can then start to define the specific
audience you are trying to reach with your social media campaigns. Social
media platforms allow businesses to target potential customers based on
demographics, interests, and behaviors.
To do this, you can use real customer data or buyer personas if you have
them. Demographics including age, gender, profession, and location can
help you hone in on your target audience. This is an important step in
choosing which social media platforms you need to be on.

Each platform has its own unique user base and set of features, so it’s
important to select the one that best suits your business needs. Keep in
mind that each platform attracts a different audience (e.g, age group and
gender). Start small by focusing on just one or two channels that best fit
your audience. Once you’ve established the brand on a couple of channels,
you can branch out and test others. We have created a detailed chart for
you that you can reference.
• CHAPTER 1
04
Monthly users/demographics Content types
• Long-form content
LinkedIn
875+ million • Industry news
users worldwide
Strategy
Largest age group • B2B
25-34 (58.4%) • Organic
• International
Gender
52% male Limitations
48% female
• Niche audience
• High ad cost
LinkedIn is focused on business and professional networking, making it a

natural choice for companies looking to promote their products and services.
You can create company pages and share content with your audience to
help generate leads or increase brand awareness.
• CHAPTER 1
05
• Photos & links
Facebook
<3 billion • Information
• Live videos
monthly active users
Strategy
Largest age group
• Local marketing
25-34 (31.5%) • Advertising
• Relationships
Gender
57% male
Limitations
• Weak organic
43% female
reach
• Privacy/security
issues
Facebook has a large user base. This gives local businesses a tremendous
amount of potential customers to share their posts and ads with. Facebook
also provides the capability to target posts and ads to specific audiences.
• CHAPTER 1
06
• News
Twitter
211 million • Discussion
daily active users • Humor
Strategy
Largest age group
18-29 (42%)
• Customer service
• Advertising
Gender
61.6% male
Limitations
• Small ad audience
38.4% female
Twitter is fast-paced, which offers a lot of opportunities for real-time

engagement. This is perfect for businesses that want to jump on current
trends or news stories.
• CHAPTER 1
07
• How-tos
YouTube
2+ billion • Webinars
monthly active users • Explainers
Strategy
Largest age group
15-35 (77%)
• Organic
• SEO
• Advertising
Gender
54% male
Limitations
• Video equipment is
46% female costly
YouTube is unique in that it’s primarily a video-based platform. Whether it’s

short or long-form, video is the preferred way to consume content. Because of
this, it’s a popular choice for both businesses and consumers.
• CHAPTER 1
08
• Inspirational &
Instagram
2+ billion •
adventure
Questions/polls
monthly users
• Live videos
Largest age group Strategy
25-34 (31.2%) • eCommerce
• Organic
• Influencers
Gender
51.8% male Limitations
48.4% female • High ad costs
Instagram lets you visually showcase your products or services using

high-quality photos and videos. Instagram Stories and Instagram Live
provide businesses with additional opportunities to increase engagement
and connect with potential customers.
• CHAPTER 1
09
• Photos
Pinterest
431 million • Recipes
monthly active users • DIYs
• How-tos
Largest age group

Strategy
50-64 (38%) • B2C
• Organic Pins/
Rich Pins
Gender • Vertical images
78% female Limitations

22% male • Over reliance on
images
Pinterest is particularly well-suited for businesses that deal in visual

media, such as fashion, design, and food. However, even businesses
without a strong visual component can find ways to capitalize on
Pinterest’s popularity.
• CHAPTER 1
10
• Entertainment
TikTok
1 billion • Humor
monthly users • Challenges
Strategy
Largest age group
10-19 (25%)
• Influencer
marketing
• Stories content
Gender
61% female
Limitations
• Privacy/security
39% male •
issues
Still very new
TikTok offers a unique opportunity to connect with potential

customers through short-form video clips. Users are typically creative
and open-minded which makes it very popular amongst the younger
crowd – specifically Gen Z and Millenials.
• CHAPTER 1
11
• Silly
Snapchat
319 million • Feel good
monthly active users • Trends
Strategy
Largest age group
15-25
• Advertising
(48%)
• Location marketing
Gender
54.4% female
Limitations
• Relationship
44.6% male building
Snapchat sends disappearing messages that can only be viewed

for a limited time. This creates a sense of urgency and can help
businesses to stand out from the crowd.
Source for user and demographic data: Statista, Inc.

• CHAPTER 1
12

If your company has been around a few years, you probably already have
social media profiles established on popular channels like Facebook and
Twitter. Start your audit by finding out where your social traffic is already
coming from.
Pro Tip
If you have Google Analytics set up for your website, go to
Acquisition > All Traffic > Channels, then click the “Social” channel
grouping link in the report table below the chart. This will show you
which social networks are already driving traffic to your website.
Add the results here. See our examples:
Social Media Platform Monthly Traffic
Facebook 2,333 users/month
Twitter 64 users/month
YouTube 96 users/month
Instagram 80 users/month
• CHAPTER 1
LinkedIn 1,223 users/month
*Add more rows here, if

you have more social

channels to list
13

If your business already has a presence on social media platforms, take a
look at which social platforms are getting engagement.
Social Media Platform Number of Followers Monthly Traffic
Facebook X followers High
Twitter X followers Low
YouTube X followers Medium
Instagram X followers Medium
LinkedIn X followers High

you have more social X followers
channels to list
• CHAPTER 1
14
Here’s the part where you look at the types of content your competitors
are posting and how well it is working. You may discover an untapped
opportunity.
If you are not yet familiar with all the social media channels your
competitors are using, you can get an idea by simply visiting their website
and looking at the website footer where there are typically links to popular
social media sites to connect with them. Then you can click through each
one to see how often they are posting, what types of content they are
posting, and how much engagement they’re getting on each one.
• CHAPTER 1
15
Then list your competitors’ top social media platforms below.
Competitor Competitor Competitor

Social Media Platform
Name 1 Name 2 Name 3
Facebook
Twitter
YouTube
Instagram
LinkedIn

you have more social
channels to list
• CHAPTER 1
16
Additional social media platforms for consideration

At this stage, list additional social media platforms that you believe your
customers are spending time on and engaging with.
When it comes to well-known social networks in the United States, YouTube

and Facebook are the most popular, followed by Instagram. These social
platforms are closely followed by TikTok, Twitter, and Snapchat.
Pro Tip
A great way to check whether a social media network is favorable

for your business is by doing a search on that platform and
looking for relevant industry keywords, your company name,
and your competitors’ names. If there’s little to no discussion or
engagement around those topics, it might not be the best fit.
Additional social media platforms
TikTok
• CHAPTER 1
Snapchat
Pinterest
17
The final decision on which social media

platforms to use
Yay! By following each of the steps above, you’re now ready to decide which social
media platforms your business will be active on. This is the time to claim or polish
up your profile on each of these platforms, like in this example.
Social Media Platform Final decision to use Status
Business page
Facebook Yes updated Nov 2022
Created channel
Twitter Yes Dec 2022
Trying to get
YouTube Yes verified on Instagram
Instagram Yes No action
Updated profile and

LinkedIn No accepted new follower
requests
Pro Tip
Even if there are major social media platforms you are not
planning to use right away, still go ahead and claim your
• CHAPTER 1
business’s profiles on them. You may decide to use these

other platforms later on and you don’t want other people or
impersonators taking your business’s name.
18
Engagement plan for social

media platforms
An engagement plan is one of the most important aspects of your business’s
social media strategy. It outlines how you will use social media to reach and
respond to your target audience, which in turn helps grow traffic and followers.
Pro Tip
A recent study shows that in general, the best days to post on
social media are Monday, Wednesday, and Friday. And the
best times are 8:41 AM, 3:15 PM, and 7:00 PM in your target time
zone.
Use the table below to plan what types of content you’ll be sharing, when you want
to share it, and which social media networks you want to use. For example, you
may want to share blog posts, and on-demand webinars, and re-share content
from thought leaders/industry experts on your own social media channels.
Facebook and Instagram
Twitter
• CHAPTER 1

Facebook
19
Monitor what’s being said about your business

on social media
Social listening is monitoring what’s being said about your business online. The
goal is to get a pulse on what people are saying so that you can create or adjust
your strategy so that it remains relevant to your target audience. Without listening,
you run the risk of creating a strategy that people don’t respond to – wasting your
time and efforts.
It’s important to have a social listening action plan on where to listen, and what
you’ll listen for, so you can respond quickly.
Pro Tip
• CHAPTER 1
Don’t forget to do social listening for other terms related to your

industry and competitors. Getting insights into what people are
saying can also be a way to engage with your audience.
20
Promotional plan for social media platforms

Having a promotional plan in place can help increase your reach on social media
by using strategies like paid boosts, retargeting, and account takeovers.
Paid boosts can help increase the visibility of a post to a wider audience,
retargeting can help target individuals who have already shown interest in your
brand or product, and account takeovers can help create a sense of urgency or
exclusivity around a promotion.
Use this section to plan your social media promotions.
Promotion When Details

• CHAPTER 1
􀄽
Next Chapter: Social media audit template
21
CHAPTER 2
Social media audit template

Start your audit by finding out where your social traffic is already coming
from.
Conducting a social media audit is the first step to understanding your

social footprint. Use this template to streamline and execute your social
media audit.
Audit your social media channels - Step 1

Step 1 : Identify all the existing social media handles your business owns.
Password
Social Network URL/Link to Profile Channel Owner
Centralized (Y/N)
)
Facebook
YouTube
Instagram
*Add more rows

here if you have
more social
channels to list
22

Step 2 : Confirm that the social media handles are set up properly and are on brand.
Bio On-Brand
Profile Image Banner Image (with links to website/
Social Network
On-Brand (Y/N) On-Brand (Y/N) other relevant accounts)
(Y/N)
Facebook
YouTube
Instagram
*Add more rows here

if you have more
social channels to list
• CHAPTER 2
23

Step 3 : Next, search for any other social media profiles representing your
company but you do not own. Determine what action you’d like to take. This
is extremely important to make sure that your company and brand doesn’t
have any imposters that may harm your reputation.
Imposter Channel Profile Shutdown

Social Network URL/Link to Profile Reported?(Y/N) (Y/N)
Facebook
YouTube
Instagram
*Add more rows here

if you have more
social channels to list
• CHAPTER 2
24

Step 4: Set up a process for how new social profiles will be created
going forward.
For example, determining the who and what:
• Who is requesting the creation of the profile
• Who is the target audience
• What type of content will be posted on this profile
• Who will manage the profile on-going
• Who will create and publish content
• Who will respond to the comments
Congratulations! You’ve just completed your social media audit.

• CHAPTER 2
􀄽
Next Chapter: Social media calendar template
25
CHAPTER 3
Social media calendar template

Social media calendar
Click on the link to access your free Social media calendar template and
make your own copy.
􀄽
Next Chapter: Social media specs cheat sheet
26
CHAPTER 4
Social media specs cheat sheet

Social media post specs cheat sheet
When it comes to maximizing the impact of your social media
presence, image specifications and sizes are incredibly important. The
different social media platforms have their own unique set of guidelines
when it comes to sizing, file types, and quality standards for images.
As far as file types go, JPEG is considered the industry standard across
the board, although some platforms will also accept GIFs and PNGs –
typically for logos or icons.
Now, let’s dive into the most popular social media platforms.
27
Social media post specs cheat sheet
Facebook specs at a glance

About: Facebook has a large user base. This gives local businesses
a tremendous amount of potential customers to share their posts
and ads with. Facebook also provides the capability to target posts
and ads to specific audiences.
Facebook specs at a glance:
• Facebook file formats: JPEG, BMP, PNG, GIF, and TIFF
• Facebook profile picture size: 180 x 180
• Facebook cover photo size: 820 x 312
• Facebook link image size: 1200 x 630
• Facebook image post size: 1200 x 630
• Facebook event image size: 1920 x 1005
• Facebook group cover image size: 1640 x 856
• Facebook video size: 1280 x 720
• Maximum Facebook video length: 240 minutes
• Facebook image ad size: 1200 x 628
• Facebook video ad size: 1080 x 1350 (ratio 4:5), at least 1080 x 1080,
ratios from 16:9 to 9:16 are also supported
• Facebook Story ad size: 1080 x 1920
• Facebook messenger image ad size: 1200 x 628

• CHAPTER 4
• Facebook Reels – 1080×1350 (ration 4:5)

Like all things in life, things are constantly changing, so you can take a look at
the latest/greatest specs for Facebook, here>>
28
Instagram specs at a glance

About: Instagram lets you visually showcase your products or services
using high-quality photos and videos. Instagram Stories and Instagram
Live provide businesses with additional opportunities to increase
engagement and connect with potential customers.
Instagram specs at a glance:
• Instagram file formats: JPEG, BMP, PNG, and GIF
• Instagram profile picture size: 110×110
• Instagram photo sizes: 1080 x 1080 (square), 1080 x 566 (land-
scape), 1080 x 1350 (portrait)
• Instagram Stories size: 1080 x 1920
• Recommended Instagram video sizes: 1080 x 1080 (square) 1080 x
566 (landscape), 1080 x 1350 (portrait)
• Carousel posts & ads: 1080 x 1080 (square) recommended, 1080 x
566 (landscape), and 1080 x 1350 (portrait) are also supported, and
can be a video or static image
• Instagram photo thumbnails: 161 x 161
• Instagram ads size: 1080 x 566 (landscape), 1080 x 1080 (square)
• Instagram IGTV video size: 1080 x 1920
• IGTV Cover Photo Size: 420 x 654
• Instagram Reels and Live: 1080 x 1920

• CHAPTER 4
Quick note:
If you weren’t aware, Facebook (now called Meta) owns Instagram,
so the specs and support will be on Meta Platforms, Inc.
Like all things in life, things are constantly changing, so you can take a look at
the latest/greatest specs for Instagram, here>>
29
Twitter specs at a glance

About: Twitter is fast-paced and offers a lot of opportunities for
real-time engagement. This is perfect for businesses that want to
jump on current trends or news stories.
Twitter Specs at a glance:
• Twitter file formats: JPEG, PNG, GIF, and WebP
• Twitter profile picture size: 400 x 400
• Twitter header size: 1500 x 500
• Twitter post image size: 1200 x 675
• Minimum Twitter card image size: 120 x 120
• Twitter video size: 720 x 720 pixels (square), 1280 x 720 pixels
(landscape), 720 x 1280 pixels (portrait)
• Maximum Twitter video length: 140 seconds
• Twitter image size for ads: 800 x 418 (Website card), 800 x 800
(App card image), 800 x 800 (Carousels), 800 x 418 (Direct Mes-
sage card), 800 x 418 (Conversation card)
• Twitter ad size (video): 720 x 720 (square), 1280 x 720 (landscape),
720 x 1280 (portrait) Length: 12 seconds or less (recommended), 2
minutes and 20 seconds (maximum)

• CHAPTER 4
30
YouTube specs at a glance

About: YouTube is unique in that it’s primarily a video-based
platform. Whether it’s short or long-form, video is the preferred way
to consume content. Because of this, it’s a popular choice for both
businesses and consumers.
YouTube video specs at a glance:
• File format: .MPG, .MP4, .WMV, .AVI, .MOV, and .FLV
• Resolution: 720p, 1080p, 1440p, and 2160p
• Aspect ratio: 16:9 (9:16 for mobile)
• Framerate: 24, 25, 30, 48, 50, 60
• Audio: Stereo
• Max length: up to 15 minutes long (up to 12 hours for verified users)
YouTube Shorts specs at a glance:
• Aspect ratio: 9:16 (vertical) or 1:1 (square)
• Max length: up to 60 seconds

• CHAPTER 4
31
YouTube Ad specs at a glance:
• Resolution: 240p up to 2160p
• Aspect ratio: 16:9 (9:16 for mobile)
• Max file size: 128 GB (or 12 hours)
• Skippable ads: 6 minutes max (skippable after 5 sec)
• Non-skippable ads: 15 seconds max viewing time
• Mid-roll ads: 30 seconds min length
• Bumper ads: 6 seconds max length
Quick note:
If you weren’t already aware, Google owns YouTube, so the specs
and support will be on support/google.com here>> YouTube, Shorts,
Ads.
• CHAPTER 4
32
LinkedIn specs at a glance

About: LinkedIn is focused on business and professional networking,
making it a natural choice for companies looking to promote their
products and services. You can create company pages and share
content with your audience to help generate leads or increase
brand awareness.
LinkedIn video specs at a glance:
• LinkedIn file formats: JPEG and PNG
• LinkedIn company logo size: 300 x 300
• LinkedIn cover photo size: 1128 x 191
• LinkedIn Sponsored Content image size: 1200 x 627
• LinkedIn Business Banner image: 646 x 220
• LinkedIn image sizes for blog post link images: 1200 x 627
Like all things in life, things are constantly changing, so you can take a look at the
latest/greatest specs for LinkedIn here>>
• CHAPTER 4
􀄽
Next Chapter: Social media analytics report template
33
CHAPTER 5
Social media analytics report

template
[Month] Key takeaways
[Snapshot of the month, highlight top discoveries, takeaways, and next
steps for the next month. All social media channels combined here.]
34
Social media analytics report template
[Month] Performance summary

[Snapshot of the month, highlight top discoveries, takeaways, and next
steps for the next month. All social media channels combined here.]
Impressions
TOTAL
2023 SOCIAL MEDIA TOOLKIT • CHAPTER 5
35
[Month] Paid & organic performance summary
New Followers
Network Impressions Engagements Clicks Website Traffic Video Views
Gained this Month
ic
ic
ic
ic
ic
ic
id
id
id
id
id
id
an
an
an
an
an
an
Pa
Pa
Pa
Pa
Pa
Pa
rg
rg
rg
rg
rg
rg
O
O
Other Social
Channel
• CHAPTER 5
36
Top 3 performing posts this month

[Insert screenshots and links of top performing posts across all channels this month]
• CHAPTER 5
37
Now, let’s dive into each social

media channel
[Social Channel Name]

[Month]
Current Campaigns
[Add screenshot of current campaign analytics]
• CHAPTER 5
38

[Month]
Key Initiatives
Key Initiative 1 Focus this Month Key Initiative 2 Focus this Month
• CHAPTER 5
39

[Month]
Next month’s goals
[Add screenshot of analytics]
• CHAPTER 5
40

[Month]
Wins
Most liked post Most commented post
[Screenshot] [Screenshot]
• CHAPTER 5
41
[Platform Name]
Competitor Analysis
Total New Total Total Total

[Month] Posts Insights
Followers Followers Engagement Shares
Your Company
Name • Insight 1
• Insight 2
• Insight 3
Competitor
Name 1
Competitor
Name 2
Competitor
Name 3
Competitor
Name 3
• CHAPTER 5
42
Elevate your social media presence
with Birdeye
Now that you have a strategy in place it’s time to get maximum impact on
your social media efforts.
With Birdeye, you can elevate your online reputation and boost your SEO
efforts further with our latest social media management tools. Now you can
easily share customer reviews directly to your social channels. You’ll also
have the capability to see and respond to posts from popular platforms
and generate reports for insights on important social media metrics.
Combining Birdeye with the power of social media will keep your local
business ahead of the competition and at the top of search rankings, where
it belongs.
Visit Birdeye.com
43
Want to know more about how Birdeye can
help your business?
􀏜 􀫌 􀒥 􀍛
Visit us at Give us a call at Send us an email at
birdeye.com 1-800-561-3357 sales@birdeye.com

to schedule a demo Ext. 1
Send us an email at sales@birdeye.com, call us at 1-800-561-3357 or visit us on

birdeye.com. We are located at 2479 Bayshore Rd Suite #175, Palo Alto, CA 94303.
This document is provided for information purposes only, and the contents hereof
are subject to change without notice. © 2023 Birdeye, Inc. All rights reserved.

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2023

• Social media marketing strategy template

• Social media audit template

• Social media calendar template

• Social media post specs cheat sheet

• Social media analytics report template

Chapter 1: Social media marketing strategy template 01

Chapter 2: Social media audit template 22

Chapter 3: Social media calendar template 26

Chapter 4: Social media post specs cheat sheet 27

Chapter 5: Social media analytics report template 34

Social media marketing strategy template

Set goals and establish key performance indicators (KPIs)

Define your target audience

Identify the best social media platform(s)

Audit your social media channels

Additional social media platforms for consideration

The final decision on which social media platforms to use

Engagement plan for your social media

Monitor what’s being said about your business

Promotional plan for your social media

A resource to help elevate your social media presence

Set goals and establish

Key Performance Performance Goals /

Organic reach - The number of

Follower growth rate –

Website traffic from social

Define your target audience

Identify the best social media platform(s)

Identify the best social media platform(s)

Monthly users/demographics Content types

25-34 (58.4%) • Organic

52% male Limitations

LinkedIn is focused on business and professional networking, making it a

Monthly users/demographics Content types

• Photos & links

25-34 (31.5%) • Advertising

Monthly users/demographics Content types

daily active users • Humor

Twitter is fast-paced, which offers a lot of opportunities for real-time

Monthly users/demographics Content types

monthly active users • Explainers

46% female costly

YouTube is unique in that it’s primarily a video-based platform. Whether it’s

Monthly users/demographics Content types

Largest age group Strategy

25-34 (31.2%) • eCommerce

51.8% male Limitations

48.4% female • High ad costs

Instagram lets you visually showcase your products or services using

Monthly users/demographics Content types

monthly active users • DIYs

Largest age group

50-64 (38%) • B2C

Gender • Vertical images

78% female Limitations

Pinterest is particularly well-suited for businesses that deal in visual

Monthly users/demographics Content types

monthly users • Challenges

Still very new

TikTok offers a unique opportunity to connect with potential

Monthly users/demographics Content types

monthly active users • Trends