Social Media Strategy

Brand / company: [Name] Owner: [Who is accountable for this strategy] Date: [Date] Review cadence: [e.g., monthly]

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1. Goals and KPIs

[State what this strategy is trying to achieve for the business, then make each goal a number with a deadline. Write the executive summary of your social presence here in 2–3 sentences.]

Goal	Primary KPI	Target	Deadline
[Business outcome 1]	[Metric]	[Number]	[Date]
[Business outcome 2]	[Metric]	[Number]	[Date]
[Business outcome 3]	[Metric]	[Number]	[Date]

2. Audience

[Describe who you are trying to reach: who they are, what they care about, where they already spend attention online, and what would make them follow, trust, and act.]

• Primary audience: [Description]
• Secondary audience: [Description]
• What they want from us: [Value you provide in their feed]

3. Platform mix

[Choose only the platforms where your audience, your format strengths, and your goals line up. For each one, state the role it plays and how often you will post.]

Platform	Audience	Role	Cadence
[Platform 1]	[Who is there]	[Discovery / nurture / support / sales]	[Posts per week]
[Platform 2]	[Who is there]	[Role]	[Posts per week]
[Platform 3]	[Who is there]	[Role]	[Posts per week]

4. Content pillars

[Define 3–5 recurring themes. Most output should give value before it asks for anything.]

• [Pillar 1 — e.g., Educational] — [what it covers and why it matters to the audience]
• [Pillar 2 — e.g., Social proof] — [what it covers]
• [Pillar 3 — e.g., Behind-the-scenes] — [what it covers]
• [Pillar 4 — e.g., Promotional] — [what it covers and the share of the mix it should take]

5. Content formats

[List the formats you can realistically sustain and map each to the pillars and platforms it suits.]

Format	Best pillar	Best platform
[Short-form video]	[Pillar]	[Platform]
[Carousel]	[Pillar]	[Platform]
[Single image / text]	[Pillar]	[Platform]

6. Community management

[Define how you will handle the conversation after publishing.]

• Response-time target: [e.g., within 4 working hours]
• Inbox owner: [Who replies to comments and DMs]
• Handling negatives: [How you respond to complaints and criticism in public]
• Proactive engagement: [Conversations and accounts you will regularly interact with]

7. Measurement and review

[Connect measurement to the goals in Section 1. Decide what you report, how often, and how the review changes the plan.]

Metric	Source	Review cadence
[Primary KPI 1]	[Platform / analytics tool]	[Weekly / monthly]
[Primary KPI 2]	[Source]	[Cadence]
[Supporting metric]	[Source]	[Cadence]

How the review changes the plan: [e.g., drop the lowest-performing pillar each quarter and reinvest the time in the strongest platform.]