Social Media Marketing
Strategy Template Table Of Contents
1 - Executive Summary
2 - Social Media Goals & Objectives
3 - Social media audit
4 - Account set up and improvement
5 - Social media landscape analysis (industry & competitors)
6 - Content plan and editorial calendar
7 - Test, evaluate and Optimise
Social Media Goals
& Objectives
Outline 4 Goals & Objectives you want to achieve Social Media Audit
Assess your current social media channels and their performance.
Fill out the spreadsheet below for your brand and your
competitors:
Social Media
Network
Profile URL
Administrator
Number of
likes/followers
Mission
Statement
Branding
Yes/No
Competitor
Brand
Profile URL 1
Profile URL 2
Profile 1
Likes/followers
Profile 2
likes/followers
Branding
Yes/No
Account set up and
improvement
You’ve audited all branded social accounts, your competitors, and
understand your customers. Now it’s time to move forward with
the accounts that align with your objectives and goals.
Accounts to keep:
Accounts to delete:
Accounts to create
Social media
Landscape Analysis
When you’re starting out it’s hard to know what content will work
best for your brand. Now is the time to turn to your industry and
competitors. Industry terminology for this is "social listening".
Industry Page URL
Comment
Competitor URL
Comment
Content plan and
editorial calendar
Social media success relies on having great content. A key part of
any social media marketing plan is a content marketing plan. This
plan should include strategies for creating content. But as well as
strategies it requires an editorial calendar.
If you want to follow the guide I have written a must-have content
marketing checklist to help create your plan.
Once you decided how to create your content, you will need to
plan when it will go out. Your go-to for this will be your editorial
calendar which lists the dates, times and content you intend to
publish.
Go sign up for Trello, my favourite editorial calendar tool.
Trello’s boards, lists, and cards enable you to organize and prioritise
your posts in an easy, flexible and visual way.
Ensure that your calendar reflects the mission statement you set for
each channel.
Test, evaluate,
and Optimise
Like any other marketing effort, you need to test, evaluate and
optimise your strategy. Doing so will allow you to get the best
possible results.
To find out what you need to optimise or even what’s working well
you will need to test. You can test in many ways but my favourites
include:
Tracking the number of clicks on links from each channel by
using UTM tracking codes. Tracking page visits from social media with Google Analytics.
Using social media analytics within each platform or with paid
tools to measure things like reach and engagement.
Use this data to evaluate the success or failure of your efforts. And
then optimise your strategy.