Why a Social Media Plan is a Must-Have


Your business can’t help but be affected by, even dependent on, your social media success. So, having a social media plan is essential.

Why do you need a social media plan?

Benjamin Franklin said it best:
“He who fails to plan, is planning to fail”.

To gain customer trust, establish your expertise, gain credibility and meet potential customers, every business needs to have a social media presence and a social media plan.  It’s your blueprint of everything you intend to do and your goals for your social media activity. It’s your marketing plan for social media.

Some businesses make the mistake of thinking all they have to do is dive into the deep end of social media and build a bunch of pages.  They’re confident people will somehow magically find them and start interacting. It never works.

Without a clear strategy for social media use, your business will struggle to get the customer engagement levels and increased sales you’re looking for. To get the most out of your social media efforts, you need a social media plan that considers the following:

Establish clear goals

Common social media goals include:

  • enhanced customer awareness

  • providing useful information that builds credibility

  • promoting staff accomplishments

  • sharing information about your company.

Start by writing down at least three social media goals for your business. Each goal needs to be specific, realistic and measurable so you can evaluate what’s working and what isn’t.

Know which social media sites are popular with your customers

Each network is unique, with its own best practices, own style, and own audience. You need to focus your energy and investments where your audiences are. Do your research and choose the social networks that best fit your strategy and the goals you want to achieve with social media.

Make sure you have enough horsepower

When developing your social media plan, ask yourself if you can allocate enough resources to get the job done right. Social marketing is about realtime response and continuously updated information – both of which require commitment and dedication. If you don’t have the time or people power, consider hiring a consultant.

Produce enough quality content

Content feeds the social marketing beast. Review your existing marketing assets. Identify your thought leadership pieces and content that can be utilized for social media. Develop a plan that will enable you to consistently produce social media marketing-worthy content, including blog posts, infographics, videos, and white papers.

Is your website prepared for the extra attention?

Before you set up multiple social media profiles and pages, evaluate whether your own website is in good enough shape to handle the extra social media attention.

Plan to make every marketing campaign social

As you determine your marketing campaign calendar for the next six months (or more), make sure that your social media plan uses social to amplify every marketing tactic. Include social sharing and create tactics within the campaign that encourage relationship building across your social media sites.

Putting together a social media plan can be a daunting and time consuming task. If you have questions, or feel you need some help, just let us know.