How To Create A Social Media Marketing Plan In 6 Steps

So you need to create a social media marketing plan. Is there no easy task? Many of us are trying to figure out what, not to mention building from scratch.

Simply put, every action on your social network should be part of a larger social media marketing strategy. This means that each position, reply, approval and comment should be guided by a plan to achieve business goals. This may sound complicated, but if you take the time to develop a comprehensive social media strategy, the rest of the social effort should be natural. Everyone can do it if they are right.
Find out what the social media marketing plan should include and follow our six-step plan to create your own marketing plan.

What is social media marketing plan?

The Social Media Marketing Program is a summary of all the things you plan to do and want to be realized through your social network for your business. This plan should include a review of your current account, you want them in the near future goals, and all the tools you want to use.

In general, you can get more specific knowledge through the plan, the higher the efficiency in the implementation process. Try to keep it simple. Do not make your social media marketing strategy so noble and extensive, which can not be achieved. The program will guide your actions, but it will also be a measure of whether you are successful or failing. You do not want yourself to fail from the start.
Step 1: Develop social media goals and goals

The first step in any social media marketing strategy is to identify the goals and goals you want to achieve. Through these goals, you can also respond quickly to social media activities that do not meet your expectations. There is no goal that you can not measure success or prove your social media ROI (ROI).

These goals should be aligned with your broader marketing strategy so that your social media is moving towards your business goals. If your social media marketing strategy is proven to support business goals, then you are more likely to receive purchase and investment.

Beyond vanity indicators such as Retweets and Likes. Focus on advanced metrics such as lead generation, page referrals and conversion rates. For more information, check out our 7 really important social media metrics and how to track them.

The SMART framework should also be used when setting goals. This means that each goal should be concrete, measurable, achievable, relevant and time-bound.

SMART target example:

“For Instagram, we will share the photos to convey the culture of our company.We will do this with three photos a week, with at least 30 likes and five comments per goal.”

An easy way to start a social media marketing program is to write down at least three social media goals. Be sure to ask yourself what the goal is after you finish and use it to determine how to track it.
Step 2: Conduct social media audits

Before you create a social media marketing plan, you need to assess the current use of social media and how it works. This means that people who are connected to you by social media, social media sites used in the target market, and your social media are compared to competitors.

We created a social media audit template that can be tracked in each step of the process:

Once you have conducted an audit, you should clearly understand each of the social accounts that represent your business, who runs or controls them, as well as their purpose. This inventory should be maintained on a regular basis, especially when expanding business.

It should also be clear which accounts need to be updated and which need to be completely removed. If your audit finds a fraudulent account – such as a fake brand Twitter profile, please report it. Reporting a fraudulent account will help ensure that online search users can only connect to the account you manage.

As part of the social media review, you also need to create a task report for each network. The statements of these words will help you focus on the very specific goals of Instagram, Facebook or any other social network. If your efforts start lagging behind, they will guide your actions and help you guide you back on track

Take the time to determine the purpose of each social data you have. If you can not figure out its purpose, you should delete the profile.

Task Description Example:

“We will use Snapchat to share the lighter side of our company and connect with young potential customers.”

Before you determine which social media networks are right for your business, you first need to know your audience and what they want. We’ve created a guide to help you understand how your audience lives in social networks, tools for collecting demographic and behavioral data, and how to target your customers.
Step 3: Create or improve your social account

After completing the social media review, it is time to hone your network there. Choose which networks are best for your social media goals. If you have not yet have social media data on every focused network, build them based on your broad goals and audience. If you have an existing account, it is time to update and optimize them to get the best results.

We created a guide on how to set up Facebook, Twitter and each other major social network to guide you through the process. Each social network has a unique audience and should be treated differently.

Optimizing SEO configuration files can help you generate more web traffic to your online properties. Cross-promotion of social accounts can expand the coverage of content. In general, you should fill out the social media profile and optimize the picture and text for the social network you are discussing.


Step 4: Get inspiration from industry leaders, competitors, and customers for social media

Not sure what kind of content and information can make you the most attractive? For inspiration, check out what other people in your industry are sharing and use social media to listen to how you distinguish yourself and your competitors and attract potential customers who may be missing.

Consumers can also provide social media inspiration, not only through the content they share, but also by their way of news. Look at how your target readers write tweets and try to imitate that style. But also to learn their habits – when they share and why – and as a basis for your social media marketing program.

The ultimate source of social media inspiration is industry leaders. There are some giants from Red Bull, Taco Bell to KLM and Danish banks have made an incredible social media marketing job. Each industry can imagine the company through advanced social media strategy to try to distinguish themselves. Follow them and learn everything you can. To see if they share any social media suggestions or insights on other parts of the web.

Here are some sources of inspiration from different areas of social media marketing:

Content marketing: Unbounce, Virgin
Social Media Customer Service: Orange, Warby Parker
Social media advertising: AirBnB, American Red Cross
Facebook Strategy: Coca-Cola, Wal-Mart
Google+ Strategy: Cadbury, National Geographic
Twitter Strategy: Charmin, Oreo
Instagram Strategy: General Electric Herschel Supply Co.

Step 5: Create a content plan and edit the calendar

Having a good share of content is critical to success in social media. Your social media marketing plan should include content marketing plans, including content creation and content planning strategies, and editing calendars.

Your content marketing plan should answer the following questions:

The type of content you plan to publish and promote on social media
How often will you post content?
Target audience for each type of content
Who will create the content
How do you promote content

Your edit calendar lists the dates and times that you plan to post blogs, Instagram and Facebook posts, tweets, and other content you plan to use in your social media campaigns.

Create a calendar and then schedule your message in advance instead of updating it in a day. This gives you the opportunity to work hard on the language and format of these messages, rather than writing them at any time. Spontaneously participate in your participation and customer service, not your content.


Make sure your calendar reflects the task description that you assigned to each social profile. If your LinkedIn account is intended to generate leads, make sure you share enough leads to generate content. You can create a content matrix that defines which share of your profile is assigned to a different type of post. E.g:

50% of the content will be back to your blog
25% of the content will come from other sources
20% of the content will support business goals (sales, potential customers, etc.)
Five percent of the content will involve human resources and culture

If you are not sure how to allocate resources, you can safely follow the social media rules:

One-third of your social content promotes your business, converting readers and generating profits
Your thirds of social content should share ideas and stories from your industry’s thought leaders or like-minded businesses
One third of your social content should be an individual interaction with your audience

Step 6: Test, evaluate and adjust your social media marketing plan

To understand what adjustments you need to make to your social media marketing strategy, you should keep testing. Create a test function in every action you make on a social network. For example, you can:

Use URL shorteners and UTM tags to track the number of clicks your links receive on a particular platform
Use Hootsuite’s social media analysis to track the success of social events
Track Google-powered pages via Google Analytics

Record and analyze your success and failure, and then adjust your social media marketing program as a response.

The survey is also a good way to measure online and offline success. Ask your social media followers, email lists, and website visitors about your performance on social media. This direct method is usually very effective. Then, if the social media in the procurement play a role, ask your customers under the line. This insight can be very valuable when you are looking for improvement. Learn more about how to measure your business’s social media ROI.

The most important thing to understand about social media marketing programs is that it should keep changing. As new networks emerge, you may want to add them to your plan. When you achieve your goal, you will need to set a new goal. You will need to address the unexpected challenge. When expanding your business, you may need to add new roles or increase the social impact of different branches or regions.

Rewrite your social media strategy to reflect your latest insights and make sure your team understands the updated content.

For practical strategies and examples, please watch our webinar:
How to create a social media marketing plan

In this 60-minute webinar, we introduced a simple step in bringing social media marketing plans together – from setting goals and goals to creating a realistic content calendar.

You will hear Vega and the Canadian Medical Association’s social media professionals speak and learn how to:

Set up achievable and influential social media goals
Create content policies and social media templates for content
Track, evaluate and refine your social media marketing program for better results