A social media strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing.
The more specific your plan is, the more effective it will be. Keep it concise. Don’t make it so lofty and broad that it’s unattainable or impossible to measure.
In this post, we’ll walk you through an eight-step plan to create a winning social media marketing strategy of your own.
Bonus: Get a free social media strategy template to quickly and easily plan your own strategy. linksexpert Also use it to track results and present the plan to your boss, teammates, and clients.
How to create a social media strategy
Step 1. Choose social media marketing goals that align to business objectives
Set S.M.A.R.T. goals
The first step to creating a winning strategy is to establish your objectives and goals. Without goals, you have no way to measure success and return on investment (ROI).
Each of your goals should be:
This is the S.M.A.R.T. goal framework. It will guide your actions and ensure they lead to real business results.
Here’s an example of a S.M.A.R.T. goal:
“We will use Twitter for customer support and lower our average response rate to under two hours by the end of the quarter.”
Track meaningful metrics
Vanity metrics like number of followers and likes are easy to track, but it’s hard to prove their real value. Instead, focus on things like engagement, click-through, and conversion rates.
For inspiration, take a look at these 19 essential social media metrics.
You may want to track different goals for different networks, or even different uses for each network.
For example, if you use LinkedIn to drive traffic to your website, you would measure click-throughs. If Instagram is for brand awareness, you might track the number of Instagram Story views. And if you advertise on Facebook, cost-per-click (CPC) is a common success metric.
Social media goals should align with your overall marketing objectives. This makes it easier to show the value of your work and secure buy-in from your boss.
Screenshot of chart showing how social media goals should align to business objectives
Start developing your social media marketing plan by writing down at least three goals for social media.
Step 2. Learn everything you can about your audience
Create audience personas
Knowing who your audience is and what they want to see on social media is key. That way you can create content that they will like, comment on, and share. It’s also critical if you want to turn social media followers into customers for your business.
When it comes to your target customer, you should know things like:
Typical job title or industry
Here’s a simple guide and template for creating audience/buyer personas.
Get to know your fans, followers, and customers as real people with real wants and needs, and you will know how to target and engage them on social media.
Don’t make assumptions. Think Facebook is a better network for reaching Baby Boomers than Millennials? Well, the numbers show that Millennials still outnumber Boomers on the platform.
Graph showing Facebook users by generation
Source: PEW Research Center
Social media analytics can also provide a ton of valuable information about who your followers are, where they live, and how they interact with your brand on social media. These insights allow you to refine your strategy and better target your audience.
Jugnoo, an Uber-like service for auto-rickshaws in India, used Facebook Analytics to learn that 90% of their users who referred other customers were between 18- and 34-years-old, and 65% of that group was using Android. They used that information to target their ads, resulting in a 40% lower cost per referral.
Check out our guide to using social media analytics and the tools you need to track them.
Step 3. Know your competition
Odds are your competitors are already using social media, and that means you can learn from what they’re doing.
Conduct a competitive analysis
A competitive analysis allows you to understand who the competition is and what they’re doing well (and not so well). You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.
It will also help you spot opportunities.
Maybe one of your competitors is dominant on Facebook, for example, but has put little effort into Twitter or Instagram. You might want to focus on the networks where your audience is underserved, rather than trying to win fans away from a dominant player.
Use social media listening
Social listening is another way to keep an eye on your competitors.
Do searches of the competition’s company name, account handles, and other relevant keywords on social media. Find out what they’re sharing and what other people are saying about them.
Pro tip: Use a social media management tool like Hootsuite to set up listening streams to monitor relevant keywords and accounts in real-time.
As you track, you may notice shifts in the way channels are used. Or, you might spot a specific post or campaign that really hits the mark—or totally bombs.
Use this kind of intel to inform your own social media marketing strategy.
Bonus: Get a free social media strategy template to quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.
Get the template now!
Step 4. Do a social media audit
If you’re already using social media, take stock of your efforts so far. Ask yourself the following questions:
What’s working, and what’s not?
Who is engaging with your?
Which networks does your target audience use?
How does your social media presence compare to the competition?
Once you collect that information, you’ll be ready to start thinking about ways to improve.
We’ve created an easy-to-follow social media audit guide and template to walk you through each step of this process.
Screenshot of a social media audit spreedsheet for building an effective social media strategy
Your audit should give you a clear picture of what purpose each of your social accounts serves. If the purpose of an account isn’t clear, think about whether it’s worth keeping.
To help you decide, ask yourself the following questions:
Is my audience here?
If so, how are they using this platform?
Can I use this account to help achieve my goals?
Asking these tough questions will keep your strategy focused.
Look for impostor accounts
During the audit you may discover fake accounts using your business name or the names of your products.
These imposters can be harmful to your brand—never mind capturing followers that should be yours.
You may want to get your Facebook, Twitter, and Instagram accounts verified to ensure your fans know they are dealing with the real you.
Step 5. Set up accounts and improve profiles
Decide which networks to use
As you decide which social networks to use, you will also need to define your strategy for each.
Benefit Cosmetics’ social media manager, Angela Purcaro, told eMarketer: “For our makeup tutorials … we’re all about Snapchat and Instagram Stories. Twitter, on the other hand, is designated for customer service.”
For reference, here’s how other small and medium-sized businesses are using social tools to communicate with customers. Notice that Facebook and Instagram outrank even email for this purpose.
hart showing how small business use social media to communicate with customers
Pro tip: Write out a mission statement for each network. A one-sentence declaration to keep you focused on a specific goal.
Example: “We will use Twitter for customer support to keep email and call volumes down.”
One more: “We will use LinkedIn for promoting and sharing our company culture to help with recruitment and employee advocacy.”
If you can’t create a solid mission statement for a particular channel, you may want to ask yourself if it’s worth it.
Set up your profiles
Once you’ve decided which networks to focus on, it’s time to create your profiles. Or improve existing ones so they align with your strategy.
Make sure you fill out all profile fields
Include keywords people would use to search for your business
Use consistent branding (logos, images, etc.) across networks so your profiles are easily recognizable
Pro tip: Use high-quality images that follow the recommended dimensions for each network. Check out our always-up-to-date social media image size cheat sheet for quick reference.
We’ve also got step-by-step guides for each network to walk you through the process:
Create a Facebook business page
Create an Instagram business account
Create a Twitter business account
Create a Snapchat account
Create a LinkedIn Company Page
Create a Pinterest business account
Create a YouTube channel
Don’t let this list overwhelm you. Remember, it’s better to use fewer channels well than to stretch yourself thin trying to maintain a presence on every network.
Step 6. Find inspiration
While it’s important that your brand be unique, you can still draw inspiration from other businesses that are great on social.
Social media success stories
You can usually find these on the business section of the social network’s website. (Here’s Facebook’s, for example.)
Case studies can offer valuable insights that you can apply to your own social media plan.
Award-winning accounts and campaigns
You could also check out the winners of The Facebook Awards or The Shorty Awards for examples of brands that are at the top of their social media game.
For learning and a laugh, check out Fridge-Worthy, Hootsuite’s bi-weekly awards show highlighting brands doing smart and clever things on social media.
Your favorite brands on social media
Who do you enjoy following on social media? What do they do that compels people to engage and share their content?
National Geographic, for example, is one of the best on Instagram, combining stunning visuals with compelling captions.