BRAND-BUILDING SOCIAL MEDIA STRATEGY

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BUSINESS NAME: PRODUCT/SERVICE:

STEP
Set Your Goals

1 Select any that apply to what you want to accomplish through social media.

Generate Awareness
Drive Traffic
Entertain
To your site
Inform
To your
profile

Engage With Your Audience

Convert Your Audience
Conversations
Customers
Content
Followers

STEP
Create Your Goals

2 I want to...

1.

2.

3.
STEP

3 Identify Your Audience

Answer these questions about your ideal target audience:

1. What is their age range?

2. What are their job titles?

3. What are their interests?

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4. What do they need to succeed?

5. What hashtags do they use/follow?

6. What type of content do they consume?

STEP
Pick Your Primary Platform

4 m
Instagra

Faceboo

k
STEP

5 LinkedIn

Competitive Analysis Part 1

Identify 3-5 competitors who speak to your audience.

1.

How many followers do they have?

How many times per day do they post?

What types of content are they posting?

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hat types of ads are they putting out? (FB Only)

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2.

How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

3.

How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

4.

How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

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5.

How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

Did you notice any trends among your competition?

STEP
Competitive Analysis Part 2

6 Identify 3-5 non-competitors who speak to your audience.

1.

How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

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2.

How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

3.

How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

4.

How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

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5.

How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

STE
P Choose Your Content Mix

7 Put a checkmark by each of the ones you think you’ll have the
bandwidth and the capability to produce regularly:

Facebook

Videos
Status Shares
Photos
Updates Comments
Graphic
Links Other:
s
Stories

LinkedIn Graphics

Videos Carousels
Status Updates
Photos
Links
Graphic
Shares
s

Instagram
Videos (In Stream &
Photos
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IGTV) Stories
Comments

Comments
Other:

Other:

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STEP
Select Your Tools

8 Select the tools that best suit you:

Scheduler

Native
Hootsuite
Platform
Sprout Other:
Buffer
Social

Photo & Thumbnail Design

Sparkpost
Adobe Other:
Canva
Suite
Design
Team

Video

Sparkpost Soapbox Video Team

Lumen5 Cell Phone Other:

STEP
Map Your Capabilities

9 Assess your bandwidth:

1. How many people do you have to contribute to social media?

2. How much time do you think you can reasonably commit to your social

media per week?

3. How much money are you willing to budget for your social media
management?

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Verify your content mix:
Now, look back at your content mix checklist from step 7. Is this doable?

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STE
Create Your Calendar

1
P

Make sure to add reminders in your personal calendar.

Sunday Monday Tuesday Wednesday Thursday Friday Saturday