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Social Media Strategy For [CLIENT NAME]

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Page 1: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Social Media StrategyFor [CLIENT NAME]

Page 2: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Table Of Contents1. Establish Goals 2. Social Media Audit 3. Establish Your Target Audience 4. Competitive Analysis 5. Establish Brand Voice & Tone 6. Build Your Social Media Content Strategy 7. Social Media Marketing Measurement

Page 3: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

How To Use This TemplateNEED SOMETHING HERE

By the time you’re done, you’ll have a fully documented content strategy for your social media marketing efforts.

Page 4: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Step 1: Establish Goals

Page 5: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Understand Why You’re On Social MediaKnowing what you want to achieve on social media is the first step toward success. Identify business objectives social media can help you achieve. Then, list social objectives that support those goals.Business Objectives Social Objectives

Page 6: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Establish Specific Goals

Goal Deadline

Describe the challenges you face, why your goals are important, and how you intend to achieve them …

Page 7: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media
Page 8: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Step 2: Social Media Audit

Page 9: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

3-Step Social Media AuditWhich social media networks are we on? List them:

List abandoned accounts to remove (if any):

List duplicate accounts to merge (if any):

Page 10: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Social Media Account InventoryNetwork URL Active? (Y/N) Fan/Follower

#Notes

Page 11: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Step 3: Establish Your Target Audience

Page 12: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Build Your Persona (Slide 1 of 3)

Persona Name: Job Title:

Age: Gender: Income Level: Location:

Interests & Hobbies:

Page 13: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Build Your Persona (Slide 2 of 3)Challenges & Aspirations:

Favorite Blogs & News Sources:

Persona Summary [Insert one or two paragraph character summary here. How would your target customer or audience member describe themselves?]

• Customer Quote • [Insert a real quote from a real customer that represents

something your persona might say]

Page 14: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Persona Document (Slide 2 of 3)

Take the information from the last two slides and create your own Persona Document that can be shared with anyone on your social media team.

Page 15: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Step 4: Competitive Analysis

Page 16: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Competitive InventoryCompetitor Name URL Notes

Page 17: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Top Ten Competitor Analysis (Fans/Followers)Competitor Facebook Twitter LinkedIn Google+ Pinterest

Page 18: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

How Can You Out-Do Your Competition?What We Can Do Better

• List what you can do better than your competition

What We Can Do Differently

• List what you can do differently than you competition

Page 19: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Step 5: Establish Brand Tone & Voice

Page 20: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Brand Voice Description

Social Media Tag Line (3 words to describe your social brand voice): [INSERT ADJECTIVE 1] [INSERT ADJECTIVE 2] [INSERT ADJECTIVE 3]

Social Media Mission Statement: [INSERT YOUR BRAND] creates social content to [INSERT BENEFIT] for [INSERT AUDIENCE].

Describe your brand’s voice and personality here:

Page 21: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Step 6: Social Media Content Strategy

Page 22: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Content Curation Source ListTrusted Content Sources List trusted sources you’ll share content from …

Source Name Source URL

Page 23: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

What Social Media Content Will We Create?Content Types We Will Create: List here ….

Content Types We Will Curate: List here ...

Page 24: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

What Purpose Will Our Content Serve?Original Content

[ ] Entertain

[ ] Inform

[ ] Promote products/services

[ ] Promote content (blog posts, eBooks, landing pages, etc.).

[ ] Promote partners

[ ] Promote contests

Curated Content

[ ] Entertain

[ ] Inform

[ ] Promote products/services

[ ] Promote content (blog posts, eBooks, landing pages, etc.).

[ ] Promote partners

[ ] Promote contests

Page 25: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Social Media Posting FrequencyNetwork Posts Per Day Posts Per Week

Facebook

Twitter

Google+

Pinterest

LinkedIn

Instagram

Page 26: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Social Media Calendar StrategyList upcoming events, product launches, and important dates to add to your content calendar:

[ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ]

Our content calendar will include:

[Insert %] Original Content (Informative)

[Insert %] Original Content (Promotional)

[Insert %] Curated Content

Page 27: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Step 7: Social Media Marketing Measurement

Page 28: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Choose Which Metrics To MonitorFacebook [ ] Likes [ ] Shares [ ] Comments [ ] Clicks [ ] Engagement Rate [ ] Referral Traffic [ ] Video Views [ ] Conversions

Instagram [ ] Follower Count [ ] Likes [ ] Comments [ ] Referral Traffic

Twitter [ ] Likes [ ] Retweets [ ] Replies [ ] Referral Traffic [ ] Conversions

Pinterest [ ] Repins [ ] Referral Traffic [ ] Conversions

LinkedIn [ ] Likes [ ] Comments [ ] Replies [ ] Referrals [ ] Conversions

Google+ [ ] Followers [ ] +1’s [ ] Referrals [ ] Conversions [ ] Comments [ ] Shares

Page 29: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Measurement ChecklistsKey Metrics (list): [ ] Configured Google

Analytics to track social media traffic and conversions

[ ] Configured other third-party social media analytics tools

[ ]

Page 30: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

90-Day ProgressNetwork Page Likes /

Followers% Growth Referral

TrafficConversions

Facebook

Twitter

LinkedIn

Google+

Pinterest

Instagram

Page 31: Social Media Strategy - B Squared Media · Social Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media

Notes & FindingsWhat went well with our strategy?

What went wrong with our strategy?

How can we improve our strategy?


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