BRAND-BUILDING SOCIAL MEDIA STRATEGY WORKSHEET

BUSINESS NAME: PRODUCT/SERVICE:

Set Your Goals

1
STEP

Select any that apply to what you want to accomplish through social media.

Generate Awareness Drive Traffic

Entertain To your site

Inform To your profile

Engage With Your Audience Convert Your Audience

Conversations Customers
Content Followers

Create Your Goals

2
STEP

I want to...

1.

2.

3.

3
STEP
Identify Your Audience
Answer these questions about your ideal target audience:

1. What is their age range?

2. What are their job titles?

3. What are their interests?

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4. What do they need to succeed?

5. What hashtags do they use/follow?

6. What type of content do they consume?

Pick Your Primary Platform

4
STEP

Instagram

Facebook

LinkedIn

Competitive Analysis Part 1

5
STEP

Identify 3-5 competitors who speak to your audience.

Cốc Nguyệt San OvaCup
1.
53K Followers (Facebook), 1,07N subscriber
How many followers do they have?
3 posts/week
How many times per day do they post?

What types of content are they posting?

- Sales content on special events

- Introduction content about product, how to use

What types of ads are they putting out? (FB Only)

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2.
How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

3.
How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

4.
How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

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5.
How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

Did you notice any trends among your competition?

Competitive Analysis Part 2

6
STEP

Identify 3-5 non-competitors who speak to your audience.

1.
How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

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2.
How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

3.
How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

4.
How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

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5.
How many followers do they have?

How many times per day do they post?

What types of content are they posting?

What types of ads are they putting out? (FB Only)

Choose Your Content Mix

7
STEP

Put a checkmark by each of the ones you think you’ll have the bandwidth and the
capability to produce regularly:

Facebook

Videos Status Updates Shares

Photos Links Comments
Graphics Stories Other:

LinkedIn

Videos Status Updates

Photos Links Comments
Graphics Shares Other:

Instagram

Photos Videos (In Stream & IGTV)

Graphics Stories
Carousels Comments Other:

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8
STEP
Select Your Tools
Select the tools that best suit you:

Scheduler

Native Platform Hootsuite

Buffer Sprout Social Other:

Photo & Thumbnail Design

Sparkpost Adobe Suite

Canva Design Team Other:

Video

Sparkpost Soapbox Video Team

Lumen5 Cell Phone Other:

9
STEP
Map Your Capabilities
Assess your bandwidth:

1. How many people do you have to contribute to social media?

2. How much time do you think you can reasonably commit to your social media per week?

3. How much money are you willing to budget for your social media management?

Verify your content mix:

Now, look back at your content mix checklist from step 7. Is this doable?

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STEP
Create Your Calendar
10 Make sure to add reminders in your personal calendar.

Sunday Monday Tuesday Wednesday Thursday Friday Saturday