How to Create a Social Media Marketing Strategy in 9 Easy Steps (Free Template)
Creating your social media marketing strategy doesn’t need to be painful. Create an effective plan for your business in 9 simple steps.
A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing.
The more specific your plan is, the more effective it will be. Keep it concise. Don’t make it so lofty and broad that it’s unattainable or impossible to measure.
In this post, we’ll walk you through a nine-step plan to create a winning social media strategy of your own. We’ve even got expert insights from Amanda Wood, Hootsuite’s Senior Manager of Social Marketing.
A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress.
Your social media marketing strategy should also list all of your existing and planned social media accounts along with goals specific to each platform you’re active on. These goals should align with your business’s larger digital marketing strategy.
Finally, a good social media plan should define the roles and responsibilities within your team and outline your reporting cadence.
Creating your own social media marketing strategy (video guide)
No time to read the whole article? Let Amanda, Hootsuite’s own Senior Manager of Social Media Marketing, guide you through our free social media marketing strategy template in less than 10 minutes:
How to create a social media marketing strategy in 9 steps
Step 1. Choose goals that align to business objectives
Set S.M.A.R.T. goals
The first step to creating a winning social media strategy is to establish clear objectives and goals. Without goals, you have no way to measure success and return on investment (ROI).
Each of your social media marketing goals should be SMART: specific, measurable, attainable, relevant and time-bound.
You may want to track different goals for different social media networks, or even different uses for each network.
For example, if you use LinkedIn to drive traffic to your website, you would measure click-throughs. If Instagram is for brand awareness, you might track the number of Instagram Story views. And if you advertise on Facebook, cost-per-click (CPC) is a common success metric.
Social media goals should align with your overall marketing objectives. This makes it easier to show the value of your work and secure buy-in from your boss.
Start developing a successful social media marketing plan by writing down at least three goals for social media.
“It’s easy to get overwhelmed by deciding what to post and which metrics to track, but you need to focus on what you want to get out of social media to begin with,” says Amanda Wood, Hootsuite’s Senior Manager of Social Marketing. “Don’t just start posting and tracking everything: match your goals to your business, and your metrics to your goals.”
Social media analytics can also provide a ton of valuable information about who your followers are, where they live, and how they interact with your brand on social media. These insights allow you to refine your strategy and better target your audience.
Jugnoo, an Uber-like service for auto-rickshaws in India, used Facebook Analytics to learn that 90% of their users who referred other customers were between 18- and 34-years-old, and 65% of that group was using Android. They used that information to target their ads, resulting in a 40% lower cost per referral.
Odds are your competitors are already using social media, and that means you can learn from what they’re doing.
Conduct a competitive analysis
A competitive analysis allows you to understand who the competition is and what they’re doing well (and not so well). You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.
It will also help you spot opportunities.
Maybe one of your competitors is dominant on Facebook, for example, but has put little effort into Twitter or Instagram. You might want to focus on the social media platforms where your audience is underserved, rather than trying to win fans away from a dominant player.
Do searches of the competition’s company name, account handles, and other relevant keywords on social media. Find out what they’re sharing and what other people are saying about them. If they’re using influencer marketing, how much engagement do those campaigns earn them?
Pro tip: Use Hootsuite Streams to monitor relevant keywords, hashtags and accounts in real-time.
As you track, you may notice shifts in how your competitors and industry leaders are using social media. You may come across new, exciting trends. You might even spot specific social content or a campaign that really hits the mark—or totally bombs.
Use this kind of intel to optimize and inform your own social media marketing strategy.
Just don’t go overboard on the spy tactics, Amanda advises. “Make sure you aren’t ALWAYS comparing yourself to the competition — it can be a distraction. I’d say checking in on a monthly basis is healthy. Otherwise, focus on your own strategy and results.”
Step 4. Do a social media audit
If you’re already using social media, take stock of your efforts so far. Ask yourself the following questions:
What’s working, and what’s not?
Who is engaging with you?
What are your most valuable partnerships?
Which networks does your target audience use?
How does your social media presence compare to the competition?
Once you collect that information, you’ll be ready to start thinking about ways to improve.
As you decide which social networks to use, you will also need to define your strategy for each.
Benefit Cosmetics’ social media manager, Angela Purcaro, told eMarketer: “For our makeup tutorials … we’re all about Snapchat and Instagram Stories. Twitter, on the other hand, is designated for customer service.”
Hootsuite’s own social team even designates different purposes for formats within networks. On Instagram, for example, they use the feed to post high-quality educational infographics and product announcements and Stories to cover live events or quick social media updates.
Pro tip: Write out a mission statement for each network. A one-sentence declaration to keep you focused on a specific goal.
Example: “We will use Twitter for customer support to keep email and call volumes down.”
Or: “We will use LinkedIn for promoting and sharing our company culture to help with recruitment and employee advocacy.”
One more: “We will use Instagram to highlight new products and repost quality content from influencers.”
If you can’t create a solid mission statement for a particular social media channel, you may want to ask yourself if it’s worth it.
Note: While larger businesses can and do tackle every platform, small businesses may not be able to — and that’s ok! Prioritize social platforms that will have the most impact on your business and make sure your marketing team has the resources to handle content for those networks. If you need help focusing your efforts, check out our 18-minute social media plan.
Set up your profiles
Once you’ve decided which networks to focus on, it’s time to create your profiles. Or improve existing ones so they align with your strategy.
Make sure you fill out all profile fields
Include keywords people would use to search for your business
Use consistent branding (logos, images, etc.) across networks so your profiles are easily recognizable
Don’t let this list overwhelm you. Remember, it’s better to use fewer channels well than to stretch yourself thin trying to maintain a presence on every network.
Step 6. Find inspiration
While it’s important that your brand be unique, you can still draw inspiration from other businesses that are great on social.
“I consider it my job to stay active on social: to know what’s trending, which campaigns are winning, what’s new with the platforms, who’s going above and beyond,” says Amanda. “This might be the most fun step for you, or the hardest one, but it’s just as crucial as the rest of them.”
Social media success stories
You can usually find these on the business section of the social network’s website. (Here’s Facebook’s, for example.)
Case studies can offer valuable insights that you can apply to your own social media plan.
Then there’s Shopify. The ecommerce brand uses Facebook to sell themselves by showcasing customer stories and case studies.
And Lush Cosmetics is a great example of superior customer service on Twitter. They use their 280 characters to answer questions and solve problems in an extremely charming and on-brand way.
Hey lovely! 💕 We are sorry to hear how much you are missing Scrub Scrub Scrub. We will make sure our team knows you'd love to see it back on the shelves. In the meantime, check out Magic Crystals for a similar scrubtastic feel 😍💜
Consumers can also offer social media inspiration.
What are your target customers talking about online? What can you learn about their wants and needs?
If you have existing social channels, you could also ask your followers what they want from you. Just make sure that you follow through and deliver what they ask for.
Step 7. Create a social media content calendar
Sharing great content is essential, of course, but it’s equally important to have a plan in place for when you’ll share content to get the maximum impact.
Your social media content calendar also needs to account for the time you spend interacting with the audience (although you need to allow for some spontaneous engagement as well).
Set your posting schedule
Your social media content calendar lists the dates and times at which you will publish types of content on each channel. It’s the perfect place to plan all of your social media activities—from images, link sharing, and re-shares of user-generated content to blog posts and videos. It includes both your day-to-day posting and content for social media campaigns.
Post too frequently and you risk annoying your audience. But, if you post too little, you risk looking like you’re not worth following.
Start with these posting frequency recommendations:
Instagram (feed): 3-7 times per week
Facebook: 1-2 times per day
Twitter: 1-5 times per day
LinkedIn: 1-5 times per day
Pro tip: Once you have your social media content calendar planned out, use a scheduling tool to prepare messages in advance rather than updating constantly throughout the day.
We might be biased, but we think Hootsuite is the best social media management tool. You can schedule social media posts to every network and the intuitive calendar view gives you a full picture of all your social activity each week.
Remember those mission statements you created for each channel in Step 5? Well, it’s time to go a bit deeper, a.k.a. provide some examples of the type of content you’ll post to fulfill your mission on each network.
Keep your content aligned with the purpose of each network;
Show other stakeholders (if applicable) what kind of content they can expect to see on each network.
This last point especially will help you avoid any tension when your colleagues want to know why you haven’t posted their case study/whitepaper/blog post to TikTok yet. It’s not in the strategy, Linda!
Ideally, you will generate content types that are both suited to the network and the purpose you’ve set out for that network.
For example, you wouldn’t want to waste time posting brand awareness tweets if you’ve designated Twitter for primarily customer support. And you wouldn’t want to post super polished corporate video ads to TikTok, as users expect to see short, unpolished videos on that platform.
It might take some testing over time to figure out which type of content works best on which type of network, so prepare to update this section frequently.
We won’t lie: content creation isn’t as easy as everyone not on the social team seems to think. But if you’re struggling, Amanda suggests going back to basics.
The first question to ask is: is there cohesion between your content types? Is your content providing value? Do you have a good mix of entertaining, or educational content? What does it offer that makes a person stop and spend time? Creating a few different content pillars or categories that encompass different aspects of storytelling for your brand, and what you can offer your audience is a good start.
This brings us to Step 9.
Step 9. Track performance and make adjustments
Your social media marketing strategy is a hugely important document for your business, and you can’t assume you’ll get it exactly right on the first try. As you start to implement your plan and track your results, you may find that some strategies don’t work as well as you’d anticipated, while others are working even better than expected.
Look at performance metrics
In addition to the analytics within each social network (see Step 2), you can use UTM parameters to track social visitors as they move through your website, so you can see exactly which social posts drive the most traffic to your website.
Re-evaluate, test, and do it all again
Once this data starts coming in, use it to re-evaluate your strategy regularly. You can also use this information to test different posts, social marketing campaigns, and strategies against one another. Constant testing allows you to understand what works and what doesn’t, so you can refine your social media marketing strategy in real time.
You’ll want to check the performance of all your channels at least once a week and get to know the basics of social media reporting so you can track your growth over time.
Pro tip: If you use Hootsuite, you can review the performance of all your posts on every network in one place. Once you get the hang of checking your analytics, you may even want to customize different reports to show specific metrics over a variety of different time periods.
Surveys can also be a great way to find out how well your social media strategy is working. Ask your followers, email list, and website visitors whether you’re meeting their needs and expectations, and what they’d like to see more of. Then make sure to deliver on what they tell you.
Finalizing your social media strategy
Spoiler alert: nothing is final.
Social media moves fast. New networks emerge, others go through demographic shifts.
Your business will go through periods of change as well.
All of this means that your social media marketing strategy should be a living document that you review and adjust as needed. Refer to it often to stay on track, but don’t be afraid to make changes so that it better reflects new goals, tools, or plans.
When you update your social strategy, make sure to watch our 5-step video on how to updating your social media strategy for 2023:
Social media strategy template
Bonus: Get a free social media strategy templateto quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.
What’s next? When you’re ready to put your plan into action, we’re here to help…
Save time managing your social media marketing strategy with Hootsuite. From a single dashboard you can easily:
Plan, create, and schedule posts to every network
Track relevant keywords, topics, and accounts
Stay on top of engagement with a universal inbox
Get easy-to-understand performance reports and improve your strategy as needed