3. Purpose
Business objectives
Social media strategy
Organization
Planning & Process
Sources
Calendar
Workflow
Content Strategy
Content Types
Workflow
Creation
Tools
Analytics
Best Practices
TABLE OF
CONTENTS
4. LIST KEY BUSINESS OBJECTIVES:
………………………………………………………
………………………………………………………
………………………………………………………
WHAT’S YOUR SOCIAL MEDIA OBJECTIVE?
………………………………………………………
………………………………………………………
………………………………………………………
ALIGN YOUR SOCIAL MEDIA STRATEGY
WITH YOUR BUSINESS OBJECTIVES.
………………………………………………………
………………………………………………………
………………………………………………………
………………………………………………………
………………………………………………………
………………………………………………………
………………………………………………………
PURPOSE
5. DEFINE YOUR TARGET AUDIENCE
DEMOGRAPHICS
Gender
Age
Location
TYPE
Student/Alumni
Staff/Faculty
Market Size
WANTS/NEEDS/ASPIRATIONS:
………………………………………………………
………………………………………………………
………………………………………………………
NOTES:
PURPOSE
7. IDENTIFY YOUR STAKEHOLDERS
How does social media link to organizational,
departmental or overall project goals?
• Who are the key stakeholders? (individuals or
groups)
• What is the “win” for each?
Stakeholder Win
ORGANIZATION
8. WHO WILL BE ON YOUR SOCIAL MEDIA
COMMITTEE? This group will regularly meet to
support and provide feedback to your social
media strategy, content, and campaigns. They
will become social media advocates on your
behalf inside and outside your organization.
TEAM
9. IDENTIFY YOUR CONTENT SOURCES
• Who is developing content?
• What kind of content are they creating?
• How often are they producing content?
CONTENT SOURCE
1…………………………………….
Content Type Frequency
CONTENT SOURCE
2…………………………………….
Content Type Frequency
PLANNING &
PROCESS
10. ANNUAL CALENDAR Take some topics &
events you identified in your plan and plot them
out.
January February March
[topic 1] [event 1]
April May June
July August September
October November December
PLANNING &
PROCESS
11. MONTHLY CALENDAR Start to layout real
deadlines and publish dates on a day-to-day
basis. Include information such as theme,
content type, author, etc.
PLANNING &
PROCESS
12. CONTENT CHANNELS AND FORMATS
TEXT
Short-Form
• Web/email copy
• Article
• How-to’s
• Q&As
• Testimonials
• Newsletter
• Press release
Long-Form
• E-books
• White papers
• Case studies
• Guides
• Directories
Micro-Form
• Facebook posts
• Tweets
• Blog comments
CONTENT
GRAPHIC
Graphic Illustrations
• Infographics
• Frameworks
• Data
Slide Presentations
Photos, GIFs
13. LIST THE CONTENT TYPES & FREQUENCY
FOR EACH SOCIAL PLATFORM. e.g. text,
photo, image, blog post, article or video.
Platform Content Type Frequency
CONTENT
22. LIST MONTHLY METRICS YOU WANT TO
TRACK. Compare your metrics with your social
media objectives.
Social Media Metrics
………………………………………………………
………………………………………………………
………………………………………………………
………………………………………………………
Website Metrics
………………………………………………………
………………………………………………………
………………………………………………………
………………………………………………………
Other Metrics
………………………………………………………
………………………………………………………
ANALYTICS
24. INTEGRATING SOCIAL MEDIA WITH YOUR
WEBSITE. How do you encourage social
sharing? How do you promote social media on
your website?
BEST
PRACTICES
25. INTEGRATING SOCIAL MEDIA WITH YOUR
EVENTS. How do you promote events? How do
you engage attendees and your audience? How
do you turn events into ever-green content?
BEST
PRACTICES
26. PUBLISHING CONTENT. What are the best days
and times to publish your social content?
BEST
PRACTICES
27. MONITORING AND LISTENING TO YOUR
AUDIENCE. How do you track brand or non-
branded conversations or mentions?
BEST
PRACTICES
28. CONTENT TOPICS AND TYPES FOR EACH
SOCIAL PLATFORM. How do you tailor your
content based on audience demographics and
interests?
BEST
PRACTICES
29. PAID SOCIAL MEDIA CAMPAIGNS. How do
you extend the reach of your posts? How do
you grow your audience?
BEST
PRACTICES
30. VISUAL STRATEGY. What is your visual strategy
for Instagram? Pinterest? Facebook? Twitter?
BEST
PRACTICES
31. RUNNING EXPERIMENTS. How do you test
copy, messaging or visuals? How do you know
what works or doesn’t work?
BEST
PRACTICES
32. EVOLVING YOUR STRATEGY. Do you create
review cycles for each platform? How do you
define platform success?
BEST
PRACTICES