How to Easily Create a Social Media Strategy and Plan That Works

Every social media account should have a strategy and a plan.  Without one, you risk throwing posts up on a wall and waiting for them to go viral.  That’s no way to build a business. A well thought out strategy and plan will help you create a successful campaign.  People say that all the time but they never share the HOW!  In this post, How to Easily Create a Social Media Strategy That Works, I will give you more of the how and less of the why.


Perfect Timing!!!

It’s not too soon to start thinking about your social media plan for 2020.  In fact, if your social media accounts didn’t perform quite as well as you were expecting it to, you should definitely design a plan and strategy for your efforts.


Let’s Dive In…


What should a social media plan include?

Your social media plan and strategy should be an overview, outline or roadmap to how you are going to accomplish posting valuable content consistently throughout the year.  In order to do that, your plan should include the following:

  • Objectives for being on social media
  • Who you are trying to attract
  • Identify your market
  • Determine the platforms you will be active on
  • 12 Month Content Calendar
  • Measurement and Reporting
  • Who Does What and When


Let’s tackle each of these one by one…

Objectives – why are you on social media?

It is really important to get clear on this one question.  Entering into social media without a clear vision of why you are there can result in an account that doesn’t perform.  


Some reasons to consider are: 

  • Brand awareness
  • Increase engagement
  • Grow and audience
  • Build Authority
  • Become a thought leader
  • Customer service and customer care
  • Drive traffic
  • PR


Take some time to identify which are the main reasons you are participating in a social media campaign.

Identify who your market is

Take the time to paint a very clear picture of who makes up your target market.  This will become very important in the way you:

  • Speak to your audience through images and captions
  • You develop a hashtag strategy when using platforms like Instagram, LinkedIn, and Twitter
  • Build audiences for advertising campaigns
  • Design lead magnets, offers, and other value-based content


Determine the Platforms You Will be Active on

Once you determine who you are trying to attract you can then make a decision on the best platforms that fit your goals and your business.  There is no need to be on every platform but there is a need to be on one or two and then dominate those platforms. That means you will be spilling a lot of time and energy into those platforms, understanding how they work, the strategies that work best in those platforms, and staying on top of emerging trends. 


12 Month Content Calendar

Now comes the fun parts of your plan!  Building out a content calendar of posts.  Some people like to do this in a huge spreadsheet where they can see the year at a glance.  Some even use apps like Trello to help them organize a plan. Whatever your favorite method is, it’s time to put it down on paper!  Below is a list of items to include in your plan that will help you fill out each week of the year

  • Themes 
    • Consider giving each month and week a theme or focus
    • Highlighting a certain product or service during different times of the year works well especially if you have seasonal trends in your business.  
  • Launches
    • Map out when you plan to launch anything new, get them on the calendar, and brainstorm how you can create content around those items
  • Sales and promotions
    • When will you run sales and promotions in your business?  Get them on your content calendar so that you can make an effective splash on social media
  • Determine if You Will Require Photoshoots for any of your products, services or launches and make sure the appropriate photoshoots are scheduled accordingly
  • Relatable/Engaging Posts – Social media is just what it sounds like, a place to socialize and connect with other people.  While we want to gain exposure for our business, we have to realize that it’s not always about selling. Start thinking about how you can weave posts into your content schedule that help you connect with your audience.  

Measurement and Reporting

Create benchmarks and goals to hit throughout the year.  You may want to look at your results on a monthly and quarterly basis.  Schedule these reporting dates on your content calendar and social media plan so that you have your finger on the pulse of how your business is performing on social media.


Who Does What, When

You can’t do it all.  Being an entrepreneur or small business owner is a hard job – we wear LOTS of different hats.  Social media is a BIG job and it is becoming more complex as it evolves. Consider putting together a team of people to help you put together a social media campaign that gets results. 

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