Starting at the ground floor and building up, here is our overview of how to create a social media marketing plan from scratch.
I like to think of this plan like a road trip. Start out by pointing yourself in the right direction, then choose the way you’re going to get there, check in regularly to make sure you’re on track, and have some fun along the way.
Step 1: Choose your social networks
Step 2: Fill out your profiles completely
Step 3: Find your voice and tone
Step 4: Pick your posting strategy
Step 5: Analyze and test
Step 6: Automate and engage
Social media is as homogenous from network to network as soda pop is from brand to brand. Sure, it’s all social media, but Google+ and Twitter might as well be Mountain Dew and Pepsi. Each network is unique, with its own best practices, own style, and own audience.
You should choose the social networks that best fit your strategy and the goals you want to achieve on social media.
You don’t have to be on them all—just the ones that matter to you and your audience.
Some things to consider that can help you choose not only which social networks to try but also how many to try.
Audience – Where do your potential customers hang out? Which social network has the right demographics?
Time – How much time can you devote to a social network? Plan on at least an hour per day per social network, at least at the start.
Resources – What personnel and skills do you have to work with? Social networks like Facebook emphasize quality content. Visual social networks like Pinterest and Instagram require images and videos. Do you have the resources to create what’s needed?
For the first part of this decision, you can reference the audience research and demographics from surveys like those conducted by Pew Research. For instance, Pew has complete data, collected last year, of the demographics for Facebook, Instagram, Pinterest, LinkedIn, and Pinterest. Here is a side-by-side comparison of the major social media platforms’ user demographics.
Profiles will require two parts: visuals and text.
For visuals, we aim for consistency and familiarity with the visuals we use on social media. Our profile photo on Instagram matches our profile photo on Facebook. Our cover photo on Twitter is similar to our cover on LinkedIn.
For text, your main area to customize is the bio/info section. Creating a professional social media bio can be broken down into six simple rules.
- Show, don’t tell: “What have I done” often works better than “Who I am”
- Tailor your keywords to your audience
- Keep language fresh; avoid buzzwords
- Answer the question of your potential followers: “What’s in it for me?”
- Be personal and personable
- Revisit often
The temptation at this point might be to jump right in and start sharing. Just one more step before you do. Your foray into social media will be more focused and more on point if you come up with a voice and tone for your content right off the bat.
To do so, you could spend time coming up with marketing personas and debating the finer points of your mission statement and customer base. These are all well and good. But for a social media marketing plan just getting off the ground, you can make this process a bit easier.
Start with questions like these:
If your brand was a person, what kind of personality would it have?
If your brand was a person, what’s their relationship to the consumer? (a coach, friend, teacher, dad, etc)
Describe in adjectives what your company’s personality is not.
Are there any companies that have a similar personality to yours? Why are they similar?
How do you want your customers to think about your company?
At the end of this exercise, you should end up with a handful of adjectives that describe the voice and tone of your marketing. Consider this to keep you on track:
Voice is the mission statement; tone is the implementation of that mission.
Cultivate a voice that delights your customers, then your customers will be thrilled to spread the love about you.
You Can also Brand yourself in different ways, perhaps with a Unique Logo Design instead of a profile picture. If you are not savvy with adobe photoshop, or adobe illustrator - you can check out Peach State Design.
PeachStateDesign.com offers branding for all of your social media needs, like logo design and business card design. You can also get custom apparel made to sell as merchandise. If you are still on the fence, check out Peach State Design's portfolio, they are experienced and creative.
Step 4: Pick your posting strategy
What’s the ideal amount to post per day? How often should you post? When should you post? What should you post? The solid gold, ironclad answer for questions like these is:
It depends.
So much of the social media experience is about your individual audience and niche. What works for you might not work for me, and you never know until you try (we’ll get to trying in step five).
That being said, there is some pretty good data and insight about where to start. Here’s what we’ve found to be good jumping off points.
Videos are ideal for engagement.
The push toward video content has plenty of anecdotal evidence—as you browse your Facebook News Feed and Twitter timeline, you’re likely to see videos all over. There’s data to back up this trend: Videos posts get more views, shares, and Likes than any other type of post. And it’s not even close.
On Facebook, video posts get higher average engagement than link posts or image posts, according to BuzzSumo who analyzed 68 million Facebook posts.
On Twitter, videos are six times more likely to be retweeted than photos and three times more likely to be retweeted than GIFs, according to Twitter.
Now that you know what works, you can place these different types of updates into a consistent strategy.
Start with the basic six types of updates we all post: Links, videos, images, quotes, reshares, plain-text updates
- Choose a “staple” update, a single type that will make up the majority of your shares
- Create a 4:1 ratio of sharing: for every four “staple” updates, publish one different type for variety
This way your followers know what to expect from you, and you can hone your sharing to a specific type, making it easier to perfect and to experiment.
(Note: You might not want to post the exact same updates across each of your social networks. Consider composing your updates in a unique way to complement each network’s own best practices, culture, and language.)
There’s been a lot of interesting data out there about how often to post to social media. Some of the factors that might impact your specific sharing frequency may include your industry, your reach, your resources, and the quality of your updates. The social network you’re using will have its own best practices, too.
If people love your updates, you can typically always get away with posting more.
For a specific number, here’re some guidelines we’ve put together based on some really helpful research into how often to post to social media.
Facebook – Once or twice per day
Instagram – Once or twice per day
Instagram Stories – Eight to 16 Stories, twice per week
Twitter – Three to ten times per day
LinkedIn – Once or twice per day
Pinterest – Five to ten times per day
Snapchat – Five to 20 times per week
There are many neat tools to show you the best time of day to post to Facebook, Twitter, and more. These tools look at your followers and your history of posts to see when your audience is online and when historically have been your best times to share.
So what’s someone to do who’s just starting out on these social networks, with no audience and no history?
Again, this is where best practices come in. Here’s an overview of what they found in terms of timing (all times are Eastern Time).
Twitter – 1-3pm weekdays
Facebook – 1-4pm weekdays
LinkedIn – 7-8:30am and 5-6pm Tuesday, Wednesday, and Thursday
Tumblr – 7-10pm weekdays and 4pm on Fridays
Instagram – 5-6pm weekdays and 8pm on Mondays with a sweet spot at 6pm
Pinterest – 2-4pm and 8-11pm weekdays with weekends being the best
Google+ – 9-11am weekdays
Remember how we talked about social media sharing being a very individual, specific endeavor? Your stats will likely start to bear this out.
The more you post, the more you’ll discover which content, timing, and frequency is right for you.
Here’s one way to analyze your performance.
Set a benchmark. After two weeks or a month of sharing, you can go back through your stats and find the average number of clicks, shares, likes, and comments per post. This’ll be your benchmark going forward. You can come back and update this number at any time as your following and influence grow.
Test something new. Do Facebook Live videos get more views than non-live videos? Does the video length matter? We’ll often hear about someone’s new strategy or get a new idea and then test right away.
Did it work? Check the stats from your test versus the stats of your benchmark. If your test performed well, then you can implement the changes into your regular strategy. And once your test is over, test something new!
The final piece of a social media marketing plan involves having a system you can follow to help you stay on top of updates and engage with your community.
To start with, automate posting of your social media content.
Automation is the secret weapon for consistently excellent sharing, day after day.
Your plan doesn’t end with automation, though.
Social media requires engagement, too.
When people talk to you, talk back. Set aside time during your day to follow up with conversations that are happening on social media. These are conversations with potential customers, references, friends, and colleagues. They’re too important to ignore.
One way to stay up on all the conversations that are happening around you and your company is to create a system for listening and engaging.
Coming up with a social media marketing plan is a great step toward diving in to social. If social media looks thrilling and overwhelming all at once, start with a plan. Once you see the blueprint in front of you, it’s a little easier to see what lies ahead.
Pick your networks
Fill out your info
Find your voice
Choose your strategy
Analyze and test
Automate and engage
Bingo!
How did you develop your social media strategy? I’d love to keep the conversation going in the comments. If you know someone who could use this, feel free to pass this along. If you can use it yourself, let me know how it goes!
Coming up with a social media marketing plan is a great step toward diving in to social. If social media looks thrilling and overwhelming all at once, start with a plan. Once you see the blueprint in front of you, it’s a little easier to see what lies ahead.
Pick your networks
Fill out your info
Find your voice
Choose your strategy
Analyze and test
Automate and engage
