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How to Create a Social Media Plan for Your Business

How to Create a Social Media Plan for Your Business

The social media plan is a detailed strategy that outlines how you will use social media to reach new clients, build your brand, engage current clients, grow your business, and build relationships with your customers.

Social media is one of the fastest-growing marketing channels. While it can provide many benefits to businesses, it's also why most small businesses fail within the first few years. It would be best if you planned to get the best results from your social media efforts. But the plan shouldn't just include a Facebook page and a Twitter account; it should include LinkedIn, Instagram, and Pinterest pages, a Google My Business page and a comprehensive blog.

It's no secret that social media is one of the best ways to market your business online. It's one of the best ways to market any business, product or service.

Social media platforms easily connect with your ideal customer base, share relevant information and content with your business, and drive traffic to your website.

But if you don't have a plan for how to use social media to generate leads and sales for your business, you're missing out on a huge opportunity.

What is a social media plan?

Social Media Calendar Template

Social media is one of the most excellent marketing tools available today. However, unless you know how to use it, it can be both a blessing and a curse. If used correctly, social media can bring you customers and business, but it can do the opposite if you're not careful.

Social media plans are simply a roadmap to show your customers, and even yourself, what your business and brand stand for. What exactly does that mean? It means you have a vision of where your business should go, what it should look like, and how you want to present it to the world. This plan also outlines the type of posts you'll share on social media, the frequency with which you post, and the type of content you want to share.

What Should You Include in a Social Media Plan?

Creating a solid social media plan will include the following elements:

  1. Vision: What are you trying to achieve with your social media presence? Are you trying to establish a personal brand, increase engagement, sell more products, or advertise your services?
  2. Mission: Who is your customer? How are they different from everyone else? Are you targeting specific groups or demographics?
  3. Goals: How do you want your customers to feel when they read or visit your website, purchase a product, or come to your Facebook page? What are you trying to accomplish with social media?
  4. Strategy: How will you implement your strategy's mission, vision, and goals? What type of content will you share?
  5. Content: What will you share on social media? How will you share that content? Will you write, shoot, edit, or create a collage?
  6. Social Media Tools: Which platforms will you use? What tools and resources will you need to make your social media presence effective and successful?
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Your social media plan should include pricing, payment options, and marketing collateral.

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How Do You Know if Your Social Media Plan Works?

There are many ways to track the success of your social media plan. You can look at the results of your content, such as the number of followers and likes on Facebook, the time spent on your Facebook page, or the reach of your posts on Twitter.

You can also monitor your performance by tracking the number of visitors to your website, the types of keywords people are searching for, the number of leads generated, and the number of sales made.

A simple way to track your progress is to take note of all the activities you've done and the results you've achieved. These notes will help you measure the effectiveness of your strategy and will give you an idea of what to change, adjust, and improve.

Once you've reached a goal, evaluating what went right and wrong is essential to improve your approach. For example, if you posted on Facebook but didn't get much engagement, you may need to change your posting times, your image, or the types of posts you share.

Pre-steps to prepare for your social media content plan

You should carefully construct your social media content plan, planned out and developed, which includes:

  • Building a strategy is where you identify your audience and the purpose of your plan. This is usually a very long-term plan and can include multiple years. This is where you work out how to build your plan and determine the tools you need to reach your audience. This is where your plan becomes measurable and realistic.
  • Developing the content is where you develop your content and messages. This is where you develop the messaging you will use to communicate with your target audience. This is where your brand voice comes through.
  • Planning the social media post – this is where you plan and create your social media posts. This is where you start the creative process and determine your social media posts' format, style, tone and design.
  • Creating the post – this is where you create your social media post and publish it. This is where you develop the post and publish it to your website, blog or social media.
  • Monitoring & measuring – this is where you monitor and measure the success of your social media post. This is where you look at the analytics and the metrics of your social media post.
  • Developing the next plan is where you develop your strategy for the following year. This is where you consider the feedback and what you have learned from the previous year.
  • Reaching the goals is where you develop your business plan and goals for the following year. This is where you map out your future and what needs to be done to get there.
  • Maintaining the strategy is where you manage your plan, ensure you meet your goals and stay on top of the latest developments. This is where you ensure your plan is relevant, up-to-date, and continuing to deliver value to your audience.

What Does a Social Media Content Plan Look Like?

Here's an example of a social media content plan.

Social Media Plan Example

Building your plan is a long-term process that can take years to complete. It is an ongoing process that you will always be working on. It is also something that you will constantly evolve. The content plan is a living document you update, and your audience sees. The content plan will be a mix of written and visual content. It is all about the combination of written and visual content that makes it easier for your audience to engage with your messages.

Your plan is your compass; it tells you the direction and shows you what needs to be done. The plan helps you decide where you need to go and what you need to do. It is your guide to your audience and what you need to achieve.

7 Steps to create a successful Social Media Plan

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A social media plan is a roadmap to the success of your social media campaign. It defines goals, objectives, and strategies to maximise the impact of your social media efforts. Here are seven steps to creating a successful social media plan if you're looking to get your first post or grow your followers.

1. Set Goals

Define your goals for your social media plan. Set measurable goals for your social media efforts if you want to increase your following or build a relationship with a brand. For example, if you want to increase your following from 10,000 to 15,000, you need to know the exact number of people that follow you now. You'll want to focus on reaching this goal by increasing your post frequency, engagement rate, and posting content that will resonate with your audience.

2. Determine Your Audience

Think about the people who will be interested in your content. Who are they? What do they care about? What are they responding to online? You'll need this information to define your audience and select the right platforms for them.

3. Choose Your Platforms

A well-thought-out social media strategy will encompass your digital channels – email, text messaging, phone calls, mobile apps, and websites. There are dozens of social media platforms to choose from, so determine which ones fit your needs and budget. Start with the platforms that are right for your business, your audience, and your budget.

4. Develop Your Content

Your plan should include the type of content that your audience likes. Do your research and understand what's popular. How often does your audience consume the type of content you plan to post? Consider their preferences and interests, and include these topics and hashtags in your content.

5. Create Quality Content

Quality content is key to building a successful social media campaign. People search for high-quality content on social media, so make sure your posts include relevant images, videos, and links. Make your social media posts shareable and sharable. Create content that is engaging, original, and fits with your brand's voice.

6. Manage Your Engagement

It's easy to get distracted with Facebook, Twitter, Instagram, Snapchat, and other social media platforms. But if you don't spend the time to monitor your engagement, it's easy for your content to fall off the radar. Monitor your social media mentions and respond to your followers when necessary. Don't let your followers wait for a response.

7. Measure Results

After you have developed your social media plan, measuring its success is essential. Monitor your social media mentions to see how your content is performing, including engagement and social shares. Review your analytics to track your traffic sources and engagement.

How to automate your social media plan

Whether it's Facebook or Instagram, automated posting makes it easier for you to follow and engage with your audience. Whether it's Facebook or Instagram, automated posting makes it easier for you to follow and engage with your audience. Here's how to get started.

Automate Social Media Posting With Buffer

First off, install Buffer on your website. If you use WordPress, it's a great free plugin. If you use a different CMS, I recommend Zapier, which works with any platform.

Once you have Buffer installed, create a new posting list. When you first sign up, you'll want to start with a standard list, but once you've built a following, you'll want to start experimenting with more specific lists.

Your first posting list should be a standard, general list of posts relevant to your brand, business, or blog. The second list should be dedicated to posts related to a specific interest, such as travel, fashion, or parenting.

Then, create a third list dedicated to posts specifically designed to promote one of your products or services. If you have a product that sells online, this will be the post list that will drive traffic to your eCommerce site.

In both cases, you'll want to create a schedule that sends a message or posts to your chosen list at specific times of the day. This will keep your audience engaged without overwhelming them.

As you become more successful, you can add more lists and post more often. But, for now, keep it simple.

Once you've created your posting lists, it's time to start automating your social media posting.

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Start By Setting Up Your Schedules

On your Buffer account, go to the “My Lists” section. Choose the list that you want to send your posts. Then, choose the time range that you want your posts to run.

For example, say your first posting list is for general posts, and you want to start posting to that list at 9:00 AM Pacific time. Enter 9:00 in the start time and 8:59 in the end time.

Then, repeat this process for the other lists. In your case, you'll want to start sending out posts to your second list at 9:30 and your third list at 10:00.

Once you've done that, go to your settings. At the bottom of the window, you'll see a section called “Send to.” There, choose the list you want to post to.

You can also set your daily posting interval. For example, you may only want to post to your general list once every two hours. If posts need to be scheduled, they won't be sent out simultaneously but spread over two hours.

After that, you're ready to go! Once you've set your posting schedule, Buffer will send your posts to your selected lists when you choose.

Using WordPress, you can also schedule the posts directly on your site. That's where the Buffer app comes in. I recommend using the app on your phone or tablet. It's the easiest way to manage your posting schedule and automate your social media posting.

Once you've set up the app, you'll want to tap on the large icon that looks like a timeline. You'll see a menu of all the lists you've created from there. Click on your first list, and the app will start building a schedule to send out your posts.

If you're new to social media marketing, Buffer is a great tool to get your feet wet. For more advanced users, it's a great way to save time and get more efficient with your social media plan.


Creating a social media plan isn't difficult, but it takes a little time. But it's worth it in the long run. A well-thought-out social media plan can help you save time and money when posting.

I'd recommend writing it down on paper and then putting it into a word document so you can easily access it later. I'd also recommend keeping it somewhere that you'll see it often. This will help you stay focused and keep yourself on track.

This isn't just for your benefit, but for your clients. You're bound to attract many new clients if you're constantly posting content. It will also help you stay on top of any changes.

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Last update on 2024-05-20 / Affiliate links / Images from Amazon Product Advertising API

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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