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Berenika Teter
|Approval process , Best practices , Cheat Sheets , Collaboration

Social Media Strategy: Make the Most of a Social Media Plan

Social media became a must-have tool for many businesses out there. Are these companies using social networks to their full potential, though?

Simply creating a profile and posting random content every once in a while is not enough anymore. Actually, it never was. Yet, many businesses don’t seem to have a documented social media marketing strategy that will bring them success.

It might not seem like a big deal at first, but not having a clear social media plan and well-set workflow often means missing out on seeing any results from your social media marketing efforts.

However, if you dedicate your time to doing it right, you can easily set your goals and achieve them in a jiffy. In this article, you will learn how to create a social media plan.

First things first – what is a social media plan?

A social media plan, in other words a social media strategy, is ultimately an insightful summary of everything you plan on doing and hope to achieve on your social media profiles. Setting up a well thought-out strategy for your business in terms of its social media presence is highly beneficial. The more specific and detailed your plan is, the better your performance will be.

If your social media platforms perform well, your brand awareness will increase, you will acquire more customers, your social proof will become visible, and your company will gain more credibility. All of this contributes to strengthening your position on the market as a professional organisation.

Now that you know the answer to ‘what is a social media plan?’, let’s explore some insightful statistics before we share with you our ultimate guide to planning a social media campaign.

The importance of social media for businesses in 2022

The times when businesses used social media purely for fun are far behind us. Now, it’s all about building brand awareness, making profit, providing social proof, and simply growing your businesses. Nothing provides better proof than numbers and statistics, so let’s see what this year is telling us in terms of social media and its importance:

As it can be seen, social media platforms have a lot of potential that companies should want to invest in to grow their businesses. Without further ado, let’s see how to make a social media plan. 

How to create a social media plan step by step

Simply knowing how to create a social media plan is not enough, you surely know that by now. Without further ado, let’s reveal the secret recipe for the most perfect social media plan you will ever find. Once you understand how to make a social media plan that will be effective, you will be on the right path to achieving your objectives.

1. Define your starting point.

Realizing where you are at when it comes to your social media marketing activities should be the very first thing you do. Before you come up with a proper social media plan, take a closer look at your own profiles as well as those of your competitors. This will help you identify what works and what doesn’t. How to do that exactly? Here is what we recommend before you start planning a social media campaign:

Useful tools: Creately,, Likealyzer, Facebook Analytics,Instagram Insights, Twitter Analytics, etc.

2. Specify your target group.

Understanding your audience is crucial to a successful social media marketing plan. After all, you should be creating content (from scratch or reusing curated content) that your target group likes, comments on, and shares. Luckily, there are a few ways to get to know your audience.

Useful tools: Brand24, Make My Persona, Google Trends, Buzzsumo, YouGov, surveys, industry reports.

Defining target group of the social media marketing plan

3. Analyze your competitors on social media.

To create an effective social media strategy, you need to understand your competition. Which kinds of content are they publishing, what tone are they using, and how often are they posting?

Take some time to study your competitors and see what you can learn from them. Also, pay attention to their statistics such as reach and engagement rates. They will be good indicators of the strength of your competition, as well as how much potential there may be for you to break into this market.

Use that information to improve your own strategy.

Keep an eye on your competitors’ strategies after you’ve made your content plan – being up to date with each and every step they take will help you stay ahead.

4. Set the objectives.

Smart, detailed goals will allow you to create well-structured campaigns, measure your progress, and optimize your social media strategy in the long run. How to distinguish a proper objective, as opposed to a vague one? See the difference for yourself:  

VAGUE OBJECTIVE: I will increase my number of fans on Facebook.

SMART GOAL: By the end of the year, I will increase the average engagement rate per post on my Facebook profile by 2%. 

There is a very useful objective planning model called SMART that will help you design your objectives when it comes to planning a social media campaign. According to this model, your objectives should be: 

Specific – sensible, significant, and simple

Measurable – meaningful and motivating

Achievable – agreed and attainable

Relevant – reasonable, realistic, results-based, and resourced

Time-bound – time-based, time-limited, and time/cost limited

In order to make it all work, you should:

Beware of so-called vanity metrics! These are numbers that you can easily keep track of, but don’t mean much for your business – just like the number of followers on social media does. Examples of worthwhile KPIs include: Engagement rate among your target group; CPA: CPC, CPL, and CPS; Reach; and Referral traffic to your website.

5. Pick the right communication channels.

Social media is so much more than just Facebook. When choosing the best platforms for your business, you should look at the benefits of each and every one of them. Basically, the aim is to choose the social networks that are used by your target audience the most and suit your brand’s image at the same time. Once you decide which platforms you’re going to include in your social media strategy, it’s time to plan a social media marketing plan for every social network.    

Download our free social media marketing strategy template in PDF. Subscribe to our newsletter and never miss content like this again.

6. Think of the best communication lines and content formats for every platform.

In order to diversify your content, you should create unique posts for each social network with their features in mind. Consider incorporating user-generated content, live videos, stories, and polls in your social media content strategy, just to name a few. The possibilities here are endless, but you should always make sure that at least some of your content actually supports your overall business goals. For example, you may decide that a part of your content aims to drive traffic to your blog, another part supports lead generation, and the remaining part educates and entertains the audience. The ratio here is entirely up to you, though.

Useful tools: Canva, Crello, Easil, Biteable, Recast Studio, Splice, Oodls, Kaboompics.

Social media strategies: formats, devices and content

7. Put your social media marketing plan to work: designate tasks.

A successful social media marketing strategy often requires a motivated team. It’s important not only to have the best people on board but also to distribute tasks between them wisely, and then ensure seamless collaboration in order to actually complete those tasks effortlessly.

Don’t forget to include your client (if applicable) – in fact, client approval is often necessary to maintain a certain brand voice. With solutions like this, your work becomes less complex and time-consuming – instead of exchanging numerous emails, you can do all your tasks in one place comfortably for everyone.

Useful tools: Kontentino, Asana.

8. Choose the right social media management tool.

Speaking of tools, you will definitely need one not only to manage your team but also social media profiles in general, especially if you’re in charge of a few of them. Actually, a good social media management tool often proves to be essential for social media marketing efforts.

Useful tools: Kontentino.

9. Organize your content properly.

Having a content calendar is a great way to keep track of all holidays, events and other important dates. In fact, social campaigns based on specific events tend to attract more attention. It’s not the only perk of having a proper social media calendar, though. You can easily plan and schedule your posts (as outlined in your social media content strategy), and ensure that you’re maintaining your brand voice across various social networks.

10. Maximize your reach.

Nowadays, simply posting your content may not be enough to get a lot of attention. Fortunately, there are some ways to maximize your reach.

11. Analyze the results and constantly optimize your social media marketing strategy.

Figuring out what works and what doesn’t should be your priority from day one. Technically, the more you track, the more insights you can gain – and that’s precisely why you should keep an eye on how well your content is performing.

Useful tools: Kontentino, Social Blade, Sotrender.

12. Set up social media marketing KPIs for your brand

Your social media marketing key performance indicators (KPIs), will help you track the success of your social media strategy and measure your return on investment (ROI).

Some common KPIs include:

Choose the KPIs that are most important to your brand and track them regularly. This will help you determine whether or not your social media strategy is successful.

Without KPIs, you won’t know what you’re working toward or if your efforts are actually making a difference. So, you should definitely find a place for them in your social media strategy.

Social media strategy – Template

Developing a social media strategy might seem like a lot to process. If you feel overwhelmed at this point – don’t worry. We created a social media strategy template that you can download for free:

Download our free social media marketing strategy template in PDF. Subscribe to our newsletter and never miss content like this again.

Example of a social media marketing plan:

Now that you know how to develop a social media plan (and you even have a template for it!), it’s time to get inspired and learn from the best. Speaking of, Nike definitely has one of the best social media strategies. It is mostly because the brand keeps all posts consistent: highlighting the athletes that they partner with, using concise copy and a motivational tone of voice that apparently works wonders among fans and followers (given the numbers). Even though Nike has separate profiles for different product lines, it’s clear to see that there is a well-thought-out social media plan for each of them.

Domino’s may not be the example of a great social media strategy, but it’s still definitely worth taking a look at. The brand is well-known for its creativity when it comes to marketing campaigns in general. Indeed, many of them revolve around social media, but Domino’s seems to be doing a pretty good job when posting on their profiles on a daily basis as well. The content might not be innovative, but it’s definitely coherent and often attracts lots of attention.

Another successful social media strategy example belongs to Missguided. Actually, Instagram appears to be a crucial channel for this fashion retailer. No wonder – a well-balanced combination of user-generated content, lifestyle posts, and special offers keep their followers engaged at all times.

Common pitfalls of a social media strategy

Not having a clear goal

Before you start crafting any kind of social media strategy, you need to know what you want to achieve. Do you want to increase brand awareness, drive more traffic to your website, or generate more leads?

Once you know your goal, you can create content and campaigns that align with it. If you don’t have a clear goal, there’s no way of knowing how successful your efforts are and your efforts might be wasted.

There are many different goals you can have for your social media strategy, but some of the most common ones are:

Focusing on vanity metrics

Vanity metrics aren’t always a bad thing, but you need to be careful with them. They don’t provide any information about the success of your social media strategy or how much money they make for your brand.

Some examples of vanity metrics include:

If you’re using social media channels for marketing, these metrics aren’t the most important things to measure. Focus instead on KPIs that can provide an accurate picture of how well your campaigns are doing and whether or not they are paying off in terms of revenue.

Not targeting the right audience

It’s important to know who you’re targeting with your social media strategy. Just because you have a large following doesn’t mean that each and every one of them is the right audience for what you sell or provide.

For example, if you own an Italian restaurant in Paris, it wouldn’t make sense to target people living in Brussels with your social media strategy. You would be better off targeting people living in or around Paris with an interest in that cuisine.

Make sure you know who your target audience is and that you are creating appealing content for them. This will increase the chances of your social media strategy being successful.

Neglecting other marketing channels

It’s important to know where your target audience spends most of their time online. If they’re not actively using social media channels, you might want to focus on other marketing efforts instead.

For example, if a large percentage of your target group uses Instagram regularly then it would make more sense to invest time and resources into running an Instagram campaign rather than trying to promote your restaurant on Twitter.

Even if you use social media channels for marketing purposes, that doesn’t mean they are the only ones you should be using or paying attention to in your strategy.

Posting without a plan or schedule

Having a social media content plan or schedule before you post anything is crucial for the success of your social media strategy. It will mean that all of your posts will be relevant, timely, and consistent with the rest of your marketing efforts. Of course, you should also be prepared to make changes to your social media plan when necessary.

If you don’t have a plan or schedule, your posts will likely be all over the place and not very effective. A content calendar can help you stay organized and avoid this problem.

Not using social media to its full potential

It’s easy to post content and leave it at that. But if you want your social media strategy to be successful, you need to go one step further.

Add value by creating engaging posts that provide people with useful information or advice on subjects they’re interested in. You can also run competitions, surveys, and giveaways to engage with your audience.

This will help you create a loyal community of followers who not only follow you for updates about what’s going on at your business, but also because they enjoy interacting with you online.

How to create a social media plan in a nutshell

Now when someone asks you ‘What is a social media plan?’, you will know how to answer the question. Even though developing a social media strategy may seem like a lot of work at first, in reality, it’s quite simple. Knowing how to create a social media plan is highly beneficial for companies wishing to improve their social media presence and grow their business. Once you plan it well and define your social media workflow, managing multiple social media profiles will come naturally. That’s precisely why you should dedicate some time in the early stages to making sure your social media plan is in good shape, and choose a reliable social media management tool to help you organise your content across social media platforms.

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Berenika Teter

Berenika Teter

Content Marketing Specialist. Creates, edits and promotes useful online content on the spot. Apart from working on the move and doing too many things simultaneously, she also enjoys writing for the tech industry.