example of social media strategy presentation

Social Media Strategy Presentation

Your social media strategy has many moving parts: background research, campaign goals, task lists, deliverables, and more. That’s why your social media strategy presentation has to be comprehensive, organized, and easy to understand.

A customizable, intuitive social media strategy deck template can relieve some of the stress of building your own presentation, allowing you to focus on sharing important information with your social media team. 

Use a social media strategy presentation template to:

• Present research, goals, and strategies to executives
• Keep social media team members informed
• Check in on social media campaign progress and deliverables

Create a stunning Social Media Strategy Presentation

Every slide in your social media strategy presentation template fills an important role, so choose them carefully. While putting together your social media strategy deck slides, think about adding graphs, comparison charts, timelines, or a SWOT analysis to make your points visually. Some potential slides to include are:

Pro tips for your Social Media Strategy Deck Template

Consider these tips when creating your social media strategy deck.

A good rule of thumb for your social media presentation: provide an overview before diving into the details. This kind of structure may help your slides connect and flow naturally.

Charts, graphs, timelines, diagrams, and other graphics can transform your social media strategy presentation into a memorable, meaningful one.

Think about including pauses or breaks for Q&A into your social media strategy presentation.

Limit one idea or one topic to one slide. Overcrowding each slide makes it harder for your audience to absorb and remember the information, as well as execute on it.

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9 Steps to Create a Social Media Strategy in 2024 [Templates & Examples]

The companies that are successful on social media aren’t tackling everything at once. They’re picking a few strategic channels, honing in on their audiences, and— above all —creating truly great content that educates and entertains.

4.7 billion people around the world now use at least one social platform. Yes, your audience is on social media. Yes, you can use it to scale your business. And yes , you will struggle if you don’t have a great social media strategy .

So let’s build that strategy step by step.

How to create a social media strategy

Step 1. document your goals, step 2. clarify your target audience, step 3. conduct competitive analysis, step 4. choose your channels.

• Step 5. Choose your content formats and frequency

Step 6. Determine your internal success metrics

Step 7. plan out your budget, step 8. map out your collaboration processes.

• Step 9. Continually improve your approach
• Bonus: 7 social media strategy presentation templates

What is a social media strategy?

A social media strategy documents a business’s goals for social media marketing , target audience, top channels, and content categories to keep the team on track to achieve key business goals.

Social media managers can use Google Docs, Notion Docs, or PowerPoint presentations to write and visualize their strategies. Templates can save a ton of time with professional formatting. It’s also smart to use content collaboration software to present the content calendar portion of the strategy, and to organize work from multiple team members.

What should your social media strategy include?

A great social media strategy should at least include these essential sections:

• Target audience
• Competitor analysis
• Content formats and categories
• Success metrics
• Budget allocation
• Team collaboration plan
• Content frequency and key timelines

Below, we go into more detail on how to create, document, and share your own strategy.

How to create a social media marketing strategy

Follow these steps and expert tips to help you craft your own strategy.

Join 5,000 marketing professionals and teams who already save multiple hours every week on creating and distributing social media content. Create a free account and start publishing today . 🙌

When you know your goals for social media , you can keep the rest of your strategy on track. Some companies only care about audience growth and branding, while others expect to drive measurable sales directly from social content.

The right goals for your business really depend on what you sell.

If you sell a low-cost e-commerce product, you can easily gain direct sales from social platforms. But B2B companies might need to use social media to gain leads and keep in touch with their existing customers.

The longer and more complex your sales cycle, the less likely you’ll be able to tie social media directly to revenue. Instead, you should set goals that are related to brand awareness, lead generation, community building, and customer retention.

💡Helpful Tips :

• Come up with 2 - 5 goals yourself before meeting with stakeholders to get their input. This will provide a better starting point for the meeting.
• Make your goals as specific and measurable as possible . For example, instead of “We want to grow our audience,” write “We want to grow our audience by 60%.” Or instead of, “Our goal is to increase our customer acquisition from social channels,” write “Our goal is to increase our social media customer acquisition from 2% of our overall acquisition to 10%.”

It’s important to include descriptions of your target audience in your documented strategy so that you can craft the strategy through the lens of what your audience will really care about.

The next step is to write down exactly who your target audience is.

B2C companies typically use a variety of demographics and interests. For example, 30- to 50-year-old women who are interested in housekeeping, home decor, and minimalism.

But B2B companies are usually better off using the jobs-to-be-done (JTBD) framework , as their target customers can come from a wide variety of age, gender, and ethnic backgrounds.

JTBD teaches us to define our customers by the jobs they need to get done. For example, a chief cybersecurity officer needs to protect his organization against ransomware.

• Review your target audience description with all stakeholders to make sure everyone is on board. Iron out any disagreements until you’ve defined your audience accurately.
• If you have two or more target audiences, create a page or section in your strategy for each one. Later on in step 5, create a content plan for each audience and describe how you will address the needs of your different audiences.

What are your competitors doing on social media? Deep competitor analysis can make it easier to know exactly how to approach your own social media accounts.

With your goals and target audience clear, you’ll be able to select the right competitors to analyze.

You should analyze at least 3 competitors from each of these categories:

• Direct competitors - Companies that offer a similar solution to solve a similar problem.
• Indirect competitors - Companies that offer a different solution to solve a similar problem.
• Content competitors - Companies that compete with you for your target audience’s attention on social media, even if the problems you solve are different.

As with every part of your social strategy, the competitive analysis needs to be well documented. You can’t just spy on your competitors without writing anything down. At the very least, you should list their channels, account handles, followings, content formats, and content pillars.

• Create a Google Sheet and make a row for each competitor. Then, in your strategy presentation, create a section for your overall findings from competitor analysis. Link to the spreadsheet so stakeholders can dive into the details. SproutSocial offers a helpful competitive analysis template specifically for social media.

• What content gets the best engagement? How about the worst? For thorough content analysis, link to the top 10 highest-performing and top 10 lowest-performing posts for each of your competitors. Put these in your spreadsheet, so you’ll have inspiration 24/7.

Start by listing out the distribution channels you hope to tackle, making sure to include only channels your audience is actually present on.

Then, use the RICE method to choose which channels you should actually prioritize right now. With the RICE method, you give each item a score from 1 to 10 for these categories : Reach, Impact, Confidence, and Effort. (For effort, if it’s a low effort, you give a higher score.)

Then, you tally up the scores to discover which channels to choose. For example, let’s say you want to take on TikTok, but your confidence and effort scores are such that it doesn’t make it into your top 3.

• Depending on the size of your team and budget, choose the social channels for which you will have sufficient resources to create great content and manage audience engagement.
• If your budget and resources are low, choose only 1 or 2 channels to start with. Once you’ve met some of your goals on your core channels and you have the resources needed to create content for another channel, then you can take that on next.
• Consider content repurposing when choosing channels. For example, you might find that you can handle Instagram, Facebook, Twitter, and LinkedIn because you are repurposing your Instagram content for the other 3 platforms.

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Step 5. Choose your content formats, pillars, and frequency

Your content creation strategy should make up a sizeable portion of your overall documented social media strategy. What kind of content will you create? Which formats and media types will you use? Which content pillars will you satisfy?

Content formats

Social media algorithms love native content. This means content that was truly designed for that platform, rather than trying to get people off the platform. So, you might create a Facebook post with multiple images, a LinkedIn carousel, a TikTok video, etc.

Every social platform has its own content formats. Some platforms have tons of different formats. Instagram, for example, allows you to create Stories, Reels, Carousels, Feed Posts, Lives, and more. Instagram is known for copying other platforms like TikTok and Snapchat.

As you can see in this example, Quickbooks uses Posts, Guides, Reels, and Stories.

Now TikTok is getting in on the copycat action, having released a feature similar to BeReal’s quick post challenges .

Should you try to keep up with every content format under the sun? Absolutely not.

Try choosing just 2 to 3 content formats for each channel. This way, you can satisfy different learning styles and test the formats over time to see what works.

Social media content pillars

Tie your content pillars to customer concerns. What do customers ask you about? What do they want to know? The answers to these questions should guide your 3 to 6 content categories, your social media content pillars .

Posting frequency

A great social media strategy covers how frequently you’ll post each type of content on each channel.

• How will your social media content play into your overall content marketing funnel ? Make sure to include these details in this section of your strategy. For example, you might share your plan for promoting lead magnets to generate leads.
• Make sure to also include details on how you will source content in this section. Will you source user-generated content (UGC) ? Will you partner with other companies?
• Set a fixed slot for the best times to post on each social media channel.

Your strategy should include the specific metrics you’ll collect to measure success . You might also list any benchmarks you intend to hit.

Here are some examples of social media metrics:

• Post engagement rate
• Account mentions
• Impressions
• Leads generated per post or campaign
• Conversions generated per post or campaign
• Website traffic per channel
• Audience count
• Audience growth rate

The metrics you choose will depend on your strategy as well as your prowess with data collection and analytics .

FYI: With StoryChief, reporting and analytics are seamlessly integrated into one powerful tool, making it easier than ever to track and optimize your content performance. Create a free account and start optimizing content today . 🙌

• In your strategy document, clarify what you’ll track for each channel. For example, for TikTok, you might clarify that you’ll track views, likes, comments, and saves per post, as well as audience count, audience growth rate, and website traffic for the entire channel.
• If you’re not an expert at collecting social media metrics or attributing business results to organic channels, then include phases in your strategy. In phase 1, you might collect impression and engagement metrics, while in phase 2, you might start collecting conversion metrics. This way, you can focus on implementing the strategy first without worrying about doing the setup upfront.

Write down your company’s budget for social media and how you plan to spend it.

Your budget can include:

• Hard costs like social media software or agency retainers
• Variable costs such as freelancer hours
• The amount you are spending on internal hires related to social media

Some social media managers might also manage paid advertising and the costs required to boost the visibility of certain posts. If so, be sure to include that as well. If you have a separate team or department for paid advertising, then you don't need to include those costs in your budget.

• It’s best to plan quarterly because social media is a fast-changing industry. The more results you get from social channels, the more budget you’ll be able to advocate for.
• Make sure to reserve 70%+ of your budget for content creation. A great social media presence requires top-tier content. Your remaining budget can get spread between audience engagement work, software, and other related costs.

Your strategy should also include a plan for content collaboration with your team. List out who will work on social media, what tasks each person will do, and what tools you’ll use to coordinate that work.

Make sure to also clarify the process for collaboration . For example, you might create a diagram for the 5 phases of your ongoing social media work:

• Content planning
• Content creation
• Content review

Then, you can detail which people, tasks, and tools fit into which stages.

• Know that social media collaboration is an ongoing battle. Add a phase in your strategy to review your collaboration processes and make continuous improvements.
• Use content collaboration software designed to save time and streamline your efforts. You can use StoryChief to brief, assign, create, review, schedule, publish, and analyze all of your digital content, including social media, blog posts, email marketing, and more.

Cureight Content Solutions faced challenges with editing and processing feedback in Google Docs before they started using StoryChief. By collaborating through StoryChief, they can conveniently store content briefs, feedback, and deadlines in a single platform. Additionally, they can publish content after approval without the need to switch between platforms.

Step 9. Implement your strategy and continually improve your approach

Now it’s time to get to work.

Once your team has accepted your strategy, you’ll need to put the plan into motion. If you’re creating a social media strategy from scratch, you might need to implement new software, design templates, and create a tone of voice or brand guidelines .

• Add phases to your strategy document. For example, you might have Strategy Creation; Strategy Discussion & Review; Initial Implementation; and Results Analysis & Strategy Updates. This way, you show your team members that you’ve scheduled time in to actually check whether or not the strategy was successful.
• When analyzing the results of your strategy, make sure to review everything: the channels, content formats, content pillars, posting frequencies, etc. to find opportunities to improve.

7 social media marketing strategy presentation templates

We’ve rounded up the very best free and affordable templates to help you create, visualize, and share your social media strategy.

💡Tip : Some templates can be mixed and matched. For example, you can add a Lucidchart diagram to your Notion doc or PowerPoint presentation, and then use StoryChief to share the content calendar aspect of your social media strategy.

1. Gantt’s Social Media Strategy Template

Gantt is a project management software that’s excellent for—you guessed it—using Gantt charts to map out tasks and project phases.

Their Social Media Strategy Plan Template uses a similar approach to map out work throughout the year. You can use it to visualize your recurring processes for research, analysis, content creation, and review. While it’s great for organizing your tasks, it’s not suitable for actually documenting your strategy. So, you’ll likely want to use Google Docs, Google Sheets, or Notion for that.

2. Social Media Strategy Template by DesignsDuke

CreativeMarket is an excellent resource for super-affordable templates. This Social Media Strategy Presentation Template by DesignsDuke costs as much as a t-shirt and is compatible with Adobe InDesign and PowerPoint.

This template is great for pushing you to dig deeper in your research, helping you organize your thoughts, and of course, presenting your strategy either in person or virtually.

The sections include:

• Market analysis
• Audience demographic
• Analyzing the competition
• Top social networks
• Content sharing plan
• Content calendar
• Collaborators
• Guiding principles
• KPI overview

3. StoryChief’s Social Media Content Calendar Template

When you use StoryChief to strategize and plan your social media content, you get access to our Content Calendar . This means that once you create and plan your content, it will auto-publish posts according to your schedule. You don’t have to double up your work by copying content from Notion over to a social media scheduler.

You can plan, collaborate, schedule, and measure results all in one place. Learn more about managing content collaboration with StoryChief.

4. Natalie Furness’s Growth Marketing Strategy Template for Notion

Natalie Furness is a revenue operations consultant who specializes in growth marketing. Her Growth Marketing Strategy Template for Notion is one of the most detailed marketing strategy templates we’ve ever seen. While it’s not specific to social media, you can easily use it to document your strategy for social media specifically.

It includes:

• SWOT analysis
• Strategy documentation
• Key growth metrics
• Attribution analytics
• OKR tracking
• Customer journey maps
• Marketing partner database

By following this template and filling out every detail, you’ll create a social media strategy that will impress stakeholders and keep efforts on track toward reaching important business goals.

This video walks you through the marketing strategy template in more detail:

5. Easlo’s Social Media Planner for Notion

Notion has a template library where you can find their free templates as well as ones for sale by the Notion community (at affordable prices). Easlo’s Social Media Planner is an excellent template for any team already using Notion. You can track your social media strategy in terms of channels, content formats, and post frequency, as well as your content calendar and upcoming tasks.

And of course, you can create a separate Notion doc to outline your target audience, goals, and success metrics.

6. Social Media Strategy Template by Latasha James

Latasha James is a social media strategist and manager who teaches other marketing agency owners how to create effective social media strategies for their clients. In her Social Media Management Toolbox course, she offers a social media strategy template that covers business goals, content audits, recommended channels, posting schedules, content formats, content pillars, and examples of content ideas.

You can watch this walkthrough of her Social Media Strategy Template and recreate your own version using Google Slides or Canva.

7. Lucidchart’s Marketing Plan Template

Lucidchart is a popular tool for creating diagrams and flowcharts. Their Marketing Plan Template can be easily customized for your social media strategy. Add your channels, content formats, and content categories to the mind map to help you visualize your overall approach.

On its own, this graphic isn’t comprehensive enough. So, be sure to download the image and upload it to your overall strategy document, where you can describe why you’ve chosen certain channels, content formats, and content categories.

Top 4 tools for creating your social media strategy

When creating a social media strategy, you need the right tools. You can use all of these together for different purposes.

1. StoryChief

StoryChief is a platform designed to help you collaborate on organic content . Content managers, social media managers, and freelancers can all work together in one place. So, rather than plan your content on one platform and schedule it on another, you can save time and never have to double up on your work.

How to use it for your social media strategy :

StoryChief is best used for sharing your first content calendar during the strategy process. Then, you can continue to use it for implementation and analytics.

Check out this tutorial to learn how to set up your channels, integrations, and content calendar:

Canva is a popular design tool that is an easy cloud-based alternative to professional design products like Adobe InDesign.

How to use it for your social strategy :

This tool is great for presenting your strategy. Create slides for all of the key sections and share the link with stakeholders, or organize a meeting to present and take feedback.

With Miro , you can visualize or diagram anything. Consider it a visual whiteboard and design tool. You can use it to organize your thoughts and create attractive images.

Miro has a lot of use cases when you’re fleshing out your strategy. You could use their RICE method template when prioritizing channels and then include the visual in your strategy presentation:

Or, you can use it to illustrate how social media fits into your content funnel, how you’ll collaborate as a team, or just about any other process or method.

4. Google Sheets

It’s hard to imagine life without Google Sheets . While not as fully featured as Microsoft Excel, this tool is a favorite among many digital workers who want to collaborate in the cloud.

It’s great for organizing just about any data.

Google Sheets is best used when analyzing your competitors. You can include information on your competitors’ followings and top content. Then add your key takeaways to your presentation slides.

We have 20 more social media agency tools listed here: from creation to management, monitoring, and employee advocacy.

Social media strategy examples [by channel]

In this section, we’ll deep-dive into example social media strategies for Instagram, Twitter, LinkedIn, TikTok and Pinterest. Additionally, if you’re looking to get actionable insights into how social media algorithms work in 2024, take a look at this blog post.

Instagram social media strategy

Because Instagram provides so many different types of content formats, you can really let your creativity shine. However, the accounts that are getting the fastest growth are those that post Reels regularly .

Example company: Shopify

Shopify is one of the largest e-commerce platforms in the world. It’s used by billion-dollar brands and new startups alike.

Shopify’s Instagram account features only a few types of content formats:

• Standard feed posts
• Carousel posts

They don’t do Stories. They don’t do Lives.

Let this be a lesson in not biting more than you can chew!

They provide really high-quality vertical videos, as you can see in this funny example:

View this post on Instagram A post shared by Shopify (@shopify)

Shopify knows how to play the social media game. They don’t work too hard to educate their audience on what Shopify does. Instead, they focus on brand awareness and use viral content to drive as much traffic as possible to their Linkpop .

Too many B2B brands are failing on Instagram because they’re attempting to appeal to companies instead of people. Shopify only makes human-centric content.

Interestingly, Shopify also drinks its own Kool-Aid, because they sell products from its own e-commerce store that are designed for its audience, such as t-shirts that say “entrepreneur” on them.

Twitter social media strategy

Twitter is a great place to show off your funny side, and of course, share links to your great content.

Example company: Adobe

Adobe offers a variety of products for creatives, small businesses, and enterprise marketers. Although Adobe is a large enterprise company, they do a good job of keeping its social media content personable and informal.

Like many companies, Adobe uses their Twitter account to drive traffic to the free content featured on their website.

If your camera roll is 99.9% pictures of your pet, this one's for you. 🐾 Find your furry friend's purrfect angle: https://t.co/JQqaf5LqTy — Adobe (@Adobe) October 29, 2022

But they also wisely post native content that doesn’t include any links. Like this funny tweet that is relatable to designers, photographers, and other digital workers.

Just one more edit… – two hours ago 🤡 — Adobe (@Adobe) November 1, 2022

Adobe has a massive global audience. Their 800K+ Twitter followers could be made up of everyone from amateur photographers to Fortune 100 business executives. They do a good job of providing mass appeal with their Twitter content.

Adobe uses their Twitter account to send traffic to the homepage of their website as well as to their free content for designers and photographers.

To keep their account relatable, they focus most of the content on their small business audience. This makes sense because they can garner big business clientele through inside sales and leave social media to win over small businesses, students, and individuals.

LinkedIn social media strategy

LinkedIn is the best platform for reaching a professional audience. Use it to connect with small business owners and employees from organizations of all sizes.

Example company: Gong

Gong is a revenue intelligence platform. The company is known for its bold, no-nonsense branding.

Gong employees at all levels of the organization post regularly and garner lots of brand awareness for the company.

For example, this post from RVP Dana Feldman shares behind-the-scenes SDR tips:

Employee advocacy is the name of the game on LinkedIn. Personal accounts get far more visibility than company accounts. The team at Gong understands this and dominates LinkedIn. People from a variety of teams post regularly, including marketing, product, sales, and the c-suite.

TikTok social media strategy

The TikTok algorithm shows users new content on the For You page. Creators can focus on making great content, without having to spend time commenting on other people’s posts to drive traffic back to their own accounts.

Example company: Rachel Pedersen

Rachel Pedersen is a business coach and social media strategist who trains social media managers in growing their businesses and who also helps entrepreneurs and influencers grow their reach and income through social media.

Her TikTok content has racked up over 19 million likes on TikTok so far.

Because her audience is small business owners, she uses a more personal approach. She posts about motherhood, entrepreneurship, freelancing, mental health, and other topics that matter to her and her audience.

In her free TikTok Business Bundle , Rachel shares that her TikTok strategy looks something like this:

She sells courses on growing social media accounts and on starting a business as a social media manager.

Pinterest social media strategy

A lot of bloggers and digital publishers use Pinterest to promote their content, making it an excellent platform for not only targeting middle-class millennial women ( the biggest user segment ), but also online creators.

Example company: ConvertKit

ConvertKit is an email marketing software that is popular amongst bloggers, freelancers, course creators, coaches, and other small business owners.

With their Pinterest account, ConvertKit does an excellent job of targeting their small business audience. They share productivity tips, marketing advice, and useful templates and tutorials.

ConvertKit utilizes Pinterest’s SEO features to get views and clicks not only from their own followers but from Pinterest searches too. The account has just 4.9K followers, but 2.5 million monthly views, meaning they are SEO-optimizing every pin to further its reach.

For all of their blog content and lead magnets, they create dozens of different pins linking back to those URLs.

Implement your social media strategy with StoryChief

StoryChief gives you all of the tools you need to plan, create, schedule, promote, and analyze your content.

Join 5,000 marketing professionals and teams who already save multiple hours every week on creating and distributing content. Create a free account and start publishing today . 🙌

SEO score is generated by our copywriting assistant and helps us rank higher on search engines.

How to Create a Social Media Strategy Presentation

After creating a social media strategy, you need to make the case to stakeholders and your team. Learn how to create a social media strategy presentation today!

Learn about our

Updated March 6, 2024.

In the early days as the first social media marketing hire at a design agency in 2021, I found myself thrust into unfamiliar territory, including creating a social media strategy presentation. I felt uncertain and clueless about what to do with the blank Google sheet the co-founder had shared with me. 

I realized I was one of the many grappling with how to create social media presentations. This led me to learn that social strategy goes beyond having a content calendar, posting three times a day, or finding the best time to post. 

In this article, I'll unravel all the steps you need to create a social media strategy presentation in 2024.

How to create a social media strategy presentation

Creating a great social media strategy presentation includes the following steps:

1. Set SMART goals

Goals help you track and measure your brand's social media progress and understand shortcomings in your strategy.

SMART Goals are popular for a reason: they work.

According to the Sprout Social index, 60% of marketers in 2024 plan to connect the value of social to business goals by quantifying the value of social engagement in terms of potential revenue impact.

Take note of the term “Business goals."

But let me take you on a ride to the world of psychology first. If you want to give your brain a decent chance of meeting a goal, productivity folk wisdom insists that it better be SMART: Specific, Measurable, Achievable, Relevant, and Time-Based .

Here's how you set and document SMART goals when creating a social media strategy presentation:

Let's say your not-yet-SMART social media goal is to take your brand or client's online presence to a greater height in 2024. Let's make it SMART!

• Specific : "To a greater height in 2024" is a vague goal. Be more specific instead, like "Improve audience engagements by X% on all platforms, by the end of 2024, by creating content consistently."
• Measurable : Can you track your goals? Are there key performance indicators to ensure your social media content strategy gets you closer to your goal? If you want to take a brand's social media presence to greater heights, set benchmarks on things like engagement metrics or follower rates. So instead you could say: "10x social media presence by earning at least 200-500 monthly followers on Instagram, Facebook, and Twitter."
• Achievable : Goals are achievable when within the range of possibilities. Using the same example of boosting followers, if you know it's impossible to earn that number of followers within a month, come up with an achievable figure. The social media game involves consistency, persistence, and incremental improvements, so set goals accordingly.
• Relevant : The relevance of social media goals is a measure of the positive impact they leave on your brand. It can be a financial result, more visibility, or something tied to the fulfillment of your unique value proposition. So, before you document, ask yourself if each is goal relevant to your business's purpose. Is your social media marketing plan actually helping the business reach more potential customers and moving the needle on overall business goals?
• Time-based : "The end of 2024" is not specific. When exactly do you want to achieve your goal? For instance, maybe you want to reach out to 50 potential clients per month. That's a time-based goal, but still vague. A better version "I will send at least 12 cold DMS per week" gives you the kind of actionable insight into your strategy that business owners want to see.

2. Choose relevant metrics

 (Source) 

Goal setting doesn't determine the result. The results of your social media marketing efforts are the sum of your decisions and consistent execution.

And while taking these actions, bit by bit, you need to track them to ensure continuous improvement in your results.

“What metrics should I be looking at? What should I be tracking? How often should I look at Analytics?” are three key questions every good social media manager or social team asks themselves when penning down the metrics for a social media strategy.

When choosing metrics, Andy Crestodina recommends two factors:

• The visibility of the metric – Is the metric easy to find? Is it available to the public? Do you need tools? Or do you need to research to uncover it?
• The importance of the metric – Does the metric correlate with business success? Is it likely to affect financial outcomes?

Here are some relevant metrics to look out for in your social media marketing outcomes in 2024:

• Follower count/growth rate
• Awareness metrics (i.e. impressions and views)
• Referral traffic
• Conversion rates
• Click-through rates
• Cost per click

Remember that metrics vary from one business and one strategy to another. To get the best outcomes, focus on what counts: your brand's visibility and revenue.

3. Describe your audience

The next step in your social media strategy presentation planning is to describe your audience.

A target audience is a more specific term describing a particular group of people you're trying to reach with your social content plan.

Take audience research seriously. Bad audience targeting is the cause of many brand failures. Without a target audience in mind, you’re going to get little to no engagement on any social media campaign you launch.

To increase your social media marketing conversions, figure out who exactly is your primary target audience, what they want, what matters to them, and what are the sources of friction for them.

And if you say your social media target audience is “everybody” or “anyone interested in your services,” you don’t have much of a chance to boost conversions.

I like how, Rakefet Yacoby, CMO at Mayple puts it in an article on audience targeting :

“Your audience can be wide (e.g. if you sell napkins, everyone uses them, so your target audience will be quite broad) or it can be a narrow market segment (e.g. you might be selling makeup-removing wipes for people with a specific skin condition/type of skin).”

Describe your audience with these five simple questions:

• Who are they? Who are the people you're trying to reach with your content? Simple and Obvious question, but you'd be surprised how many businesses fail to answer it by either aiming for too broad or too specific of an audience.
• Where do they look to find information online? There's no point in publishing content on a social channel if your ideal audience isn't there.
• What are their biggest challenges or desires? Understanding your audience's fears and dreams makes it easier to present your solution.
• Pro tip 💡 Why.  Conduct interviews to get an even better understanding of your intended audience. Choose three to five current customers and ask questions like "How did you hear about us?" and "What made you buy from us?"

4. Conduct a competitive analysis

Competitor analysis is all about understanding your position in the marketplace about your competition.

As you conduct this analysis for your social media marketing, pinpoint who your competitors are. It's often helpful to compare notes with other team members, particularly in the sales or business development departments, who have often have insider industry knowledge. You can add parallel companies, who may not be direct competitors, to the list as well if their strategy has caught your eye.

Take an in-depth look at their posts on all of the platforms they use, noting content performance, what kind of content has the maximum engagement, their use of user-generated content, how much visual content they post, and so on. 

Try to spot the strengths and weaknesses in their strategy. Seeing what works for your competitors can help you identify gaps in your strategy; the gaps in their strategy, meanwhile, are opportunities for you to shine. Now you're ready to make data-backed decisions with some serious inspo.

Here's how to conduct competitive analysis when planning your social media strategy:

• List your strong competitors
• Identify their social media strategy by observing their campaigns, how they engage with their audience, and the format and frequency of their posts
• Take note of their top-performing content. Is there a pattern in their highest-performing pieces of content? For example, are they in one specific medium (video, infographic, written content)?
• Find the Points of Difference (PODs): PODs are the features that are important to your prospects and not available from your competitors

5. Run a social media audit

A social media audit involves reviewing your business's social presence point-by-point. This includes performance metrics and future opportunities to grow and optimize your accounts.

With social media audits, you can sieve out irrelevant tactics and get concrete answers to your troubling questions.

Here’s how to run a social media audit in five simple steps:

• Document and take an inventory of all your brand’s social media profiles. This includes every platform where you have a business presence of any kind – yes, even that Facebook page that's been neglected recently. Ensure the consistency of your marketing messages and note the follower count for each profile.
• Look at the analytics dashboard of each profile to find the percentage of impressions, likes, new follower count, and clicks. You can also use a social media analytics tool like Sprout Social. With these analytics reports, you can dig into your demographic data, geographic data, and company data.
• Note your social media brand style and assets. One of the most important steps in a social media audit process is to check the styling of your posts, color, consistency of brand style, and your bio. Your brand assets on social media including your link in bio must correlate to your unique value proposition.
• Analyze your top-performing posts and marketing campaigns, and try to find out why they performed so well. Document the reactions of your audience to those posts and find out how you can work on future posts to get the same results.

6. Include social media listening notes

Listen first. Talk later.

What are your customers saying about you? Social listening is the practice of monitoring social media channels for mentions of your brand, competitor brands, and related keywords.

Monitoring conversations and discussions around the industry gives you important insights about what’s working, and what’s not, for your target audience.

One tactic is to join communities where your target audience hangs out and listen to what they're saying about your competitors and the different solutions offered in your industry. You can also swipe through comments on your posts or mentions of your brand and pick through the good and bad reviews.

Use audience research tools like SparkToro to find topics your audience is discussing, discover relevant influencers in your niche, and see which websites your target customers hang out on.

7. Talk about the chosen channels

There are many social channels you can choose from: Facebook, LinkedIn, TikTok, YouTube, Twitter, Reddit, and more. Prioritize identifying the right channels for your business when deploying organic social or paid social marketing.

There's been a lot of debate surrounding the maximum number of channels that should be chosen by a brand. The rule of thumb is to stick to what you can manage, optimize, and analyze.

Social media platforms with a high population base don't cut it if your audience doesn't reside there. For example, Facebook is the most used social media platform in the world in terms of monthly active users (MAUs). Over 3 billion people log into the platform each month. But if they're logging on to stay in touch with family abroad, they're likely less receptive to brand messaging that would work on, say Linkedin.

So if you're targeting C-suite leaders and professionals in different industries, Facebook impressive stats won't be relevant to your digital marketing strategy. Don't forget to make this important point in your social media PowerPoint presentation.

8. Explain paid media involvement

During economic downturns, companies that focus on social media growth plan investments tend to outperform their rivals when markets recover.

 Social media ads let you invest money into different social media channels to increase your brand awareness and revenue. Your paid media efforts can fall into three content pillars or buckets per RefineLabs on the philosophy of Paid media :

• Product ads : These ads specifically tout the product/solution in some way and drive directly to a declared-intent page on your website.
• Content : These ads are primarily focused on fostering education and awareness at a higher level and may drive to a thought leadership blog post, third-party article, or other lower-intent content piece.
• Social proof : These ads specifically aim to affirm prospective buyers by highlighting case studies, ROI data, and/or industry recognition.

Explain each of these buckets, with a budget breakdown to explain the cost of each paid media practice (more on that next!).

Need to make sure your social content is on point? Hire a Mayple-vetted social media content freelancer . Just get in touch with us and we'll match you with the perfect one.

9. Do a budget breakdown

Did you know that the average US organization spends anything between $72,000 and $126,000 on social media services?

Even in the low range, that's a lot to leave to chance – if you don’t want to waste money, that is. This is precisely why building a sensible social media budget is crucial to your success.

A social media budget can help you set the right goals, expectations, and KPIs for your organization. With a budget in place, you know exactly what your organization can afford to do and how much it will cost. Include:

• Costs associated with advertising, including pay-per-click campaigns and sponsored posts
• Fees for the use of paid social media management tools
• Costs associated with content creation, such as contracting freelance writers and graphic designers
• Fees for influencer campaigns
• Costs associated with analytics and reporting tools
• Any other expenses related to the social media activities of your organization

10. Show inspiration

Be sure to include in your social media marketing strategy presentation examples of successful strategies that you're looking to mirror. Successes can be broken down into factors such as general strategies that make big brands win, or the consistency of their approach.

No brand is an island. Every strategy that exists today has always been around in one form or another. So use other brands as inspiration. And as for you, the leader of social media marketing operations, you can strive to be an inspiration to your colleagues.

Here are three ways to show inspiration:

Success stories

The social media marketing success of a brand is never an accident. It's a sum of goals, executions, plans, and consistency. And maybe a bit of luck here and there, just kidding.

One of the best ways to convince the C-suite leadership at your brand that social media marketing works is to show them success stories. With these stories, they can believe that these strategies and frameworks have worked.

But you must bring clarity at this point of your presentation:

• Note the success stories of brands ahead of you and make it clear that patience is key to getting these results.
• Don't overframe the early results of a brand. Yours might not be the same. So, make sure every story is achievable and believable, yet convincing.

You can get success stories from:

• Meta, on Advertising success from various brands
• Drum, on social media success stories and case studies
• MarketingSherpa, 1789 marketing case studies and counting

For example, Sprout Social did an in-depth analysis of how Duolingo rose to fame using TikTok. Looking for similar examples will help you make your case in front of the leadership, get their buy-in, and get approval for your budgets. 

Awarded accounts

Check award-winning accounts in your niche to serve as inspiration and motivation for your brand to build systems that result in successful outcomes.

Favorite brands

Highlight your favorite brands in terms of where you want to be or that get outstanding results. These brands can serve as references and motivation.

Identify areas where they dominate your presentation document. Ideally, it'd be great to make a list of these brands based on their dominance on each of your preferred channels.

11. Explain the division of responsibility (Explain the “Crawl, walk, run plan”)

Division of responsibility is one of the keys to success in an organization, especially when you are not a one-man marketing team. Just as every child progresses from crawling to walking and then running, lead your social media marketing team to each of these phases via coaching, teaching, and mentoring.

The crawling approach would be explaining to your team the why of your social media strategy. Review every step of the process and their roles throughout.

So, for example, you can explain to your founder or C-suite team their social media roles, and why it's important to take LinkedIn posting seriously. You can provide the steps to take to ensure they authentically support the company brand using their personal brand.

Then use the walk approach to supervise the first set of executions. You can help with post scheduling and supervise content creation for all profile pages, especially if an in-house team member or freelancer handles it.

In the run phase, your team is fully functioning with the social media marketing practice. They operate with greater confidence and at full speed, under your regular supervision.

This is an example of a crawl-walk-run framework for an eCommerce business:

12. Create a content calendar sketch

A content calendar helps you with efficient workflow and a consistent posting schedule.

I spoke to Susan Anderson , an editorial director with decades of experience handling content publishing, and she listed a couple of steps to create a content calendar sketch.

Firstly, she believes that it's key to understand your audience and your content creation capabilities.

She also highlights the benefits of knowing your asset library and keeping things simple and clear. Start by either creating a Google spreadsheet, or using project management tools like Trello, Airtable, and Notion

Then add columns that include:

• Topic/pillar: the topic for each social media post and content
• Content formats: for example video, image, carousel or podcast
• Frequency/Time of posting: Keep this realistic and relevant. You might want to leave Saturday and Sunday out from the calendar, for example
• Keywords (if you're aiming for SEO) and hashtags: note down keywords and hashtags relevant to your industry. Input these keywords in your post so your content can get more traction
• Channels: Write down social media platforms where you'd be posting your content
• Working/finalized title: A headline for every post
• CTA: Plan the action you want your audience to take after they consume your post
• Date to Publish: Write down the expected date of publishing each post
• Status: Make a status section for each post, from ideation to publishing
• Notes: If you have brief notes of insights for your team, add them!

Pro tip : If you want all of this taken care of for you, consider our list of top  social media managers for hire .

Best practices for a compelling social media strategy presentation

Now that you have the plan nailed down, here are some best practices for a good social media strategy deck:

Build a natural flow

Structure is everything in presentations. If you don't organize your goals, frameworks, and strategies hierarchically, you'll be unable to convince your executives. The first step is building a natural flow, ensuring that every part of your social media marketing strategy makes sense to the preceding point.

Use a mix of text, images, illustrations, and tables. If you are not speaking out loudly while presenting, make sure you make your presentation easy to read and understand.

Leave room for Q&As

Give room for questions, corrections, and suggestions. Executive leaders may have concerns, reservations, and skepticism about certain strategy elements.

With these Q&As, clarification on aspects of the social media strategy that may not be clear would be more clear. After your presentation, ask questions like: how can we improve our strategy? What do you think is missing in this strategy?

Use enticing graphics

Your social media strategy doesn't have to be a long block of text on a big table. You can use illustrations and graphics to explain terms like audience journey mapping, buyer persona, and content creation.

Looking for a social media strategy template? 

We got you. Check out our free social media worksheet . It includes everything you need to turn your 2024 social media marketing strategy into a winning one. 

Leave room for experimentation

We thrive in an ever-evolving landscape and trends come and go. Emphasizing experimentation signals that you are committed to learning and innovation. You can discover new and unexpected opportunities for engagement, follower growth, and conversion rates.

Keep it simple

Prioritize the most important things. Don't complicate your presentation, keep the structure simple and clear. Otherwise, no matter how great your social media marketing plan is, it might fall on deaf ears.

The best social media marketing presentation starts with the strategy

Your social media marketing presentation needs to be more than just a pretty slide deck. It needs to be grounded in a solid strategy that aligns with your business goals.

Social media marketing goals, social media metrics, the types of content you choose to publish, and every social media post itself should all be rooted in one question: how do you reach your ideal customer, get their attention, and make them love your online presence so much they buy from you? 

If you need help drawing up an efficient social media marketing strategy, reach out today. We can match you with a vetted social media marketer with experience in your industry, audience demographics, and the specific type of social media efforts you want to employ. 

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How to Create a Social Media Marketing Strategy in 9 Easy Steps [Free Template]

Creating your social media marketing strategy doesn’t need to be painful. Create an effective plan for your business in 9 simple steps.

A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing.

The more specific your plan is, the more effective it will be. Keep it concise. Don’t make it so lofty and broad that it’s unattainable or impossible to measure.

In this post, we’ll walk you through a nine-step plan to create a winning social media strategy of your own. We’ve even got expert insights from Amanda Wood, Hootsuite’s Senior Manager of Social Marketing.

How to create a social media strategy:

Bonus: Get a free social media strategy template   to quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.

What is a social media marketing strategy?

A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress.

Your social media marketing strategy should also list all of your existing and planned social media accounts along with goals specific to each platform you’re active on. These goals should align with your business’s larger digital marketing strategy.

Finally, a good social media plan should define the roles and responsibilities within your team and outline your reporting cadence.

Create. Schedule. Publish. Engage. Measure. Win.

Creating your own social media marketing strategy (video guide)

No time to read the whole article? Let Amanda, Hootsuite’s own Senior Manager of Social Media Marketing, guide you through our free social media marketing strategy template in less than 10 minutes:

How to create a social media marketing strategy in 9 steps

Step 1. choose goals that align to business objectives, set s.m.a.r.t. goals.

The first step to creating a winning social media strategy is to establish clear objectives and goals. Without goals, you have no way to measure success and return on investment (ROI) .

Each of your social media marketing goals should be SMART : s pecific, m easurable, a ttainable, r elevant and t ime-bound.

Psst: Need help getting started? We’ve got social strategy guides for small businesses , financial services , government , higher education , healthcare , real estate , law firms , and non-profits .

Oh, and if you need examples of smart social media goals , we’ve got you covered there too.

Once you’ve decided on your goals, track them in a social media strategy doc — grab our free template if you don’t have one already.

Track meaningful metrics

Vanity metrics like number of followers and likes are easy to track, but it’s hard to prove their real value. Instead, focus on things like engagement, click-through, and conversion rates.

For inspiration, take a look at these 19 essential social media metrics .

You may want to track different goals for different social media networks, or even different uses for each network.

For example, if you use LinkedIn to drive traffic to your website, you would measure click-throughs. If Instagram is for brand awareness, you might track the number of Instagram Story views. And if you advertise on Facebook, cost-per-click (CPC) is a common success metric.

Social media goals should align with your overall marketing objectives. This makes it easier to show the value of your work and secure buy-in from your boss.

Start developing a successful social media marketing plan by writing down at least three goals for social media.

“ It’s easy to get overwhelmed by deciding what to post and which metrics to track, but you need to focus on what you want to get out of social media to begin with,” says Amanda Wood, Hootsuite’s Senior Manager of Social Marketing. “Don’t just start posting and tracking everything: match your goals to your business, and your metrics to your goals.”

Step 2. Learn everything you can about your audience

Get to know your fans, followers, and customers as real people with real wants and needs, and you will know how to target and engage them on social media.

When it comes to your ideal customer, you should know things like:

• Average income
• Typical job title or industry

Here’s a simple guide and template for creating audience/buyer personas .

Don’t forget to document this information in your strategy doc!

Social media analytics can also provide a ton of valuable information about who your followers are, where they live, and how they interact with your brand on social media. These insights allow you to refine your strategy and better target your audience.

Jugnoo, an Uber-like service for auto-rickshaws in India, used Facebook Analytics to learn that 90% of their users who referred other customers were between 18- and 34-years-old, and 65% of that group was using Android. They used that information to target their ads, resulting in a 40% lower cost per referral.

Check out our guide to using social media analytics and the tools you need to track them .

Step 3. Get to know your competition

Odds are your competitors are already using social media, and that means you can learn from what they’re doing.

Conduct a competitive analysis

A competitive analysis allows you to understand who the competition is and what they’re doing well (and not so well). You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.

It will also help you spot opportunities and weaknesses you can document in your social strategy doc.

Maybe one of your competitors is dominant on Facebook, for example, but has put little effort into X (Twitter) or Instagram. You might want to focus on the social media platforms where your audience is underserved, rather than trying to win fans away from a dominant player.

Use social media listening

Social listening is another way to keep an eye on your competitors.

Do searches of the competition’s company name, account handles, and other relevant keywords on social media. Find out what they’re sharing and what other people are saying about them. If they’re using influencer marketing, how much engagement do those campaigns earn them?

Pro tip : Use Hootsuite Streams to monitor relevant keywords, hashtags and accounts in real-time.

Try Hootsuite for free. You can cancel anytime.

As you track, you may notice shifts in how your competitors and industry leaders are using social media. You may come across new, exciting trends. You might even spot specific social content or a campaign that really hits the mark—or totally bombs.

Use this kind of intel to optimize and inform your own social media marketing strategy.

Just don’t go overboard on the spy tactics, Amanda advises. “ Make sure you aren’t ALWAYS comparing yourself to the competition — it can be a distraction. I’d say checking in on a monthly basis is healthy. Otherwise, focus on your own strategy and results.”

Step 4. Do a social media audit

If you’re already using social media, take stock of your efforts so far. Ask yourself the following questions:

• What’s working, and what’s not?
• Who is engaging with you?
• What are your most valuable partnerships?
• Which networks does your target audience use?
• How does your social media presence compare to the competition?

Once you collect that information, you’ll be ready to start thinking about ways to improve.

We’ve created an easy-to-follow social media audit guide and template to walk you through each step of this process.

Your audit should give you a clear picture of what purpose each of your social accounts serves. If the purpose of an account isn’t clear, think about whether it’s worth keeping.

To help you decide, ask yourself the following questions:

• Is my audience here?
• If so, how are they using this platform?
• Can I use this account to help achieve my goals?

Asking these tough questions will keep your social media strategy focused.

Look for impostor accounts

During the audit, you may discover fake accounts using your business name or the names of your products.

These imposters can be harmful to your brand—never mind that they’re capturing followers that should be yours.

You may want to get your accounts verified too to ensure your fans know they are dealing with the real you.

Here’s how to get verified on:

• X (Twitter)

Step 5. Set up accounts and improve profiles

Decide which networks to use.

As you decide which social networks to use, you will also need to define your strategy for each.

Benefit Cosmetics’ social media manager, Angela Purcaro, told eMarketer : “For our makeup tutorials … we’re all about Snapchat and Instagram Stories. [X], on the other hand, is designated for customer service.”

Hootsuite’s own social team even designates different purposes for formats within networks. On Instagram, for example, they use the feed to post high-quality educational infographics and product announcements and Stories to cover live events or quick social media updates.

View this post on Instagram A post shared by Hootsuite 🦉 (@hootsuite)

Pro tip : Write out a mission statement for each network. A one-sentence declaration to keep you focused on a specific goal.

Example: “We will use X for customer support to keep email and call volumes down.”

Or: “We will use LinkedIn for promoting and sharing our company culture to help with recruitment and employee advocacy.”

One more: “We will use Instagram to highlight new products and repost quality content from influencers.”

If you can’t create a solid mission statement for a particular social media channel, you may want to ask yourself if it’s worth it.

Note : While larger businesses can and do tackle every platform, small businesses may not be able to — and that’s ok! Prioritize social platforms that will have the most impact on your business and make sure your marketing team has the resources to handle content for those networks. If you need help focusing your efforts, check out our 18-minute social media plan .

Set up your profiles

Once you’ve decided which networks to focus on, it’s time to create your profiles. Or improve existing ones so they align with your strategy.

• Make sure you fill out all profile fields
• Include keywords people would use to search for your business
• Use consistent branding (logos, images, etc.) across networks so your profiles are easily recognizable

Pro tip : Use high-quality images that follow the recommended dimensions for each network. Check out our always-up-to-date social media image size cheat sheet for quick reference.

We’ve also got step-by-step guides for each network to walk you through the process:

• Create a Facebook business page
• Create an Instagram business account
• Create a TikTok account
• Create a X (Twitter) business account
• Create a Snapchat account
• Create a LinkedIn Company Page
• Create a Pinterest business account
• Create a YouTube channel

Don’t let this list overwhelm you. Remember, it’s better to use fewer channels well than to stretch yourself thin trying to maintain a presence on every network.

Optimize your profiles (and content) for search

Never heard of social SEO ? It’s time to learn.

44% of Gen Z consumers use social platforms to research their purchase decisions, which means it’s extra critical that your channels are optimized for social search.

That means making sure your profile names are clear and descriptive, you’re including relevant hashtags and keywords in your bio and on every post, and you’re using features like alt text and captions to include your target keywords as naturally as possible.

Step 6. Find inspiration

While it’s important that your brand be unique, you can still draw inspiration from other businesses that are great on social.

“ I consider it my job to stay active on social: to know what’s trending, which campaigns are winning, what’s new with the platforms, who’s going above and beyond,” says Amanda. “This might be the most fun step for you, or the hardest one, but it’s just as crucial as the rest of them.”

Social media success stories

You can usually find these on the business section of the social network’s website. ( Here’s Facebook’s , for example.)

Case studies can offer valuable insights that you can apply to your own social media plan.

Award-winning accounts and campaigns

You could also check out the winners of The Facebook Awards or The Shorty Awards for examples of brands that are at the top of their social media game.

For learning and a laugh, check out Fridge-Worthy, Hootsuite’s bi-weekly awards show highlighting brands doing smart and clever things on social media.

Your favorite brands on social media

Who do you enjoy following on social media? What do they do that compels people to engage and share their content?

National Geographic, for example, is one of the best on Instagram, combining stunning visuals with compelling captions.

View this post on Instagram A post shared by National Geographic (@natgeo)

Then there’s Shopify. The ecommerce brand uses Facebook to sell themselves by showcasing customer stories and case studies.

And Lush Cosmetics is a great example of superior customer service on X. They use their 280 characters to answer questions and solve problems in an extremely charming and on-brand way.

Source: lushcosmetics on X

Notice that each of these accounts has a consistent voice, tone, and style. That’s key to letting people know what to expect from your feed. That is, why should they follow you? What’s in it for them?

Consistency also helps keep your content on-brand even if you have multiple people on your social media team.

For more on this, read our guide on establishing a compelling brand voice on social media .

Ask your followers

Consumers can also offer social media inspiration.

What are your target customers talking about online? What can you learn about their wants and needs?

If you have existing social channels, you could also ask your followers what they want from you. Just make sure that you follow through and deliver what they ask for.

Step 7. Create a social media content calendar

Sharing great content is essential, of course, but it’s equally important to have a plan in place for when you’ll share content to get the maximum impact.

Your social media content calendar also needs to account for the time you spend interacting with the audience (although you need to allow for some spontaneous engagement as well).

Set your posting schedule

Your social media content calendar lists the dates and times at which you will publish types of content on each channel. It’s the perfect place to plan all of your social media activities—from images, link sharing, and re-shares of user-generated content to blog posts and videos. It includes both your day-to-day posting and content for social media campaigns.

Your calendar also ensures your posts are spaced out appropriately and published at the best times to post .

Pro tip: You can plan your whole content calendar and get recommended best times to post on every network based on your past engagement rate, impressions, or link click data in Hootsuite.

Hootsuite’s Best Time to Publish feature

Determine the right content mix

Make sure your content strategy and calendar reflect the mission statement you’ve assigned to each social profile, so that everything you post is working to support your business goals.

(We know, it’s tempting to jump on every meme, but there should always be a strategy behind your social media marketing efforts!)

You might decide that:

• 50% of content will drive traffic back to your website
• 25% of content will be curated from other sources
• 20% of content will support lead-generation goals (newsletter sign-ups, ebook downloads, etc.)
• 5% of content will be about your company culture

Placing these different post types in your content calendar will ensure you maintain the right mix.

If you’re starting from scratch and you’re not sure what types of content to post, try the 80-20 rule :

• 80% of your posts should inform, educate, or entertain your audience
• 20% can directly promote your brand.

You could also try the social media content marketing rule of thirds :

• One-third of your content promotes your business, converts readers, and generates profit.
• One-third of your content shares ideas and stories from thought leaders in your industry or like-minded businesses.
• One-third of your content is personal interactions with your audience

Whatever you decide on, be sure to document it in your strategy doc.

Don’t post too much or too little

If you’re starting a social media marketing strategy from scratch, you may not have figured out how often to post to each network for maximum engagement yet.

Post too frequently and you risk annoying your audience. But, if you post too little, you risk looking like you’re not worth following.

Start with these posting frequency recommendations:

• Instagram (feed): 3-7 times per week
• TikTok: 3-5 times per week
• Facebook: 1-2 times per day
• X (Twitter): 1-5 times per day
• LinkedIn: 1-5 times per day

Pro tip : Once you have your social media content calendar planned out, use a scheduling tool to prepare messages in advance rather than updating constantly throughout the day.

We might be biased, but we think Hootsuite is the best social media management tool. You can schedule social media posts to every network and the intuitive calendar view gives you a full picture of all your social activity each week.

Try It Free

Step 8. Create compelling content

Remember those mission statements you created for each channel in Step 5? Well, it’s time to go a bit deeper, a.k.a. provide some examples of the type of content you’ll post to fulfill your mission on each network.

If you’re not sure what to post, here’s a long list of social media content ideas to get you started. Or (to make it even easier) you can use an AI tool like OwlyWriter to generate on-brand content in a flash.

The idea here is to:

• Keep your content aligned with the purpose of each network;
• Show other stakeholders (if applicable) what kind of content they can expect to see on each network.

This last point especially will help you avoid any tension when your colleagues want to know why you haven’t posted their case study/whitepaper/blog post to TikTok yet. It’s not in the strategy, Linda!

Ideally, you will generate content types that are both suited to the network and the purpose you’ve set out for that network.

For example, you wouldn’t want to waste time posting brand awareness tweets if you’ve designated X/Twitter for primarily customer support. And you wouldn’t want to post super polished corporate video ads to TikTok, as users expect to see short, unpolished videos on that platform.

It might take some testing over time to figure out which type of content works best on which type of network, so prepare to update this section frequently.

We won’t lie: content creation isn’t as easy as everyone not on the social team seems to think. But if you’re struggling, Amanda suggests going back to basics.

The first question to ask is: is there cohesion between your content types? Is your content providing value? Do you have a good mix of entertaining, or educational content? What does it offer that makes a person stop and spend time? Creating a few different content pillars or categories that encompass different aspects of storytelling for your brand, and what you can offer your audience is a good start.

This brings us to Step 9.

Step 9. Track performance and make adjustments

Your social media marketing strategy is a hugely important document for your business, and you can’t assume you’ll get it exactly right on the first try.

As you start to implement your plan and track your results, you may find that some strategies don’t work as well as you’d anticipated, while others are working even better than expected.

That’s why it’s important to document your progress along the way.

Look at performance metrics

In addition to the analytics within each social network (see Step 2), you can use UTM parameters to track social visitors as they move through your website, so you can see exactly which social posts drive the most traffic to your website.

Benchmark your results

You’ve got your numbers, but how do they stack up to the competition in your industry? Industry benchmarks are a great way to evaluate your performance against other businesses in your category.

If you’ve got Hootsuite Analytics , you can use our built-in social media benchmarking tool to compare the performance of your social accounts against the average of brands in your industry with just a couple of clicks.

You can set up custom timeframes, switch between networks — Instagram, Facebook, X (Twitter), LinkedIn, and TikTok — and look up benchmarks for metrics like followers, audience growth rate, engagement rate, clicks, shares, and much more.

You’ll also find resources to improve your performance  right in the summary section:

Re-evaluate, test, and do it all again

Once this data starts coming in, use it to re-evaluate your strategy regularly. You can also use this information to test different posts, social marketing campaigns, and strategies against one another. Constant testing allows you to understand what works and what doesn’t, so you can refine your social media marketing strategy in real time.

You’ll want to check the performance of all your channels at least once a week and get to know the basics of social media reporting so you can track your growth over time.

Pro tip: If you use Hootsuite, you can review the performance of all your posts on every network in one place. Once you get the hang of checking your analytics, you may even want to customize different reports to show specific metrics over a variety of different time periods.

Surveys can also be a great way to find out how well your social media strategy is working. Ask your followers, email list, and website visitors whether you’re meeting their needs and expectations, and what they’d like to see more of. Then make sure to deliver on what they tell you.

Finalizing your social media strategy

Spoiler alert: nothing is final.

Social media moves fast. New networks emerge, others go through demographic shifts.

Your business will go through periods of change as well.

All of this means that your social media marketing strategy should be a living document that you review and adjust as needed. Refer to it often to stay on track, but don’t be afraid to make changes so that it better reflects new goals, tools, or plans.

When you update your social strategy, make sure to watch our 5-step video on how to updating your social media strategy for 2024:

Social media strategy template

Ready to start documenting? Grab your free social media strategy template below!

What’s next? When you’re ready to put your plan into action, we’re here to help…

Save time managing your social media marketing strategy with Hootsuite. From a single dashboard you can easily:

• Plan, create, and schedule posts to every network
• Track relevant keywords, topics, and accounts
• Stay on top of engagement with a universal inbox
• Get easy-to-understand performance reports and improve your strategy as needed

Try Hootsuite for Free

With files from Shannon Tien .

Do it better with Hootsuite , the all-in-one social media tool. Stay on top of things, grow, and beat the competition.

Become a better social marketer.

Get expert social media advice delivered straight to your inbox.

Christina Newberry is an award-winning writer and editor whose greatest passions include food, travel, urban gardening, and the Oxford comma—not necessarily in that order.

Amanda Wood is a senior social marketing professional who combines analytical and creative thinking to build brands.

As head of social at Hootsuite, Amanda oversees the global social strategy encompassing organic and paid social on Instagram, Facebook, Twitter, TikTok, and LinkedIn, a social engagement and listening strategy, and an employee advocacy program.

As the leader of a high-performing social team, she has extensive experience collaborating with creatives to bring campaigns to life on social and drive business results.

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Social Media Strategy Presentation Template

• Template Details

The Social Media Strategy Presentation Template is an essential template for businesses and individuals looking to establish a strong online presence. With the increasing importance of social media in today's digital age, having a well-planned social media strategy can help you build brand awareness, drive engagement, and ultimately boost conversions. This presentation template provides a comprehensive framework for creating a successful social media strategy, covering topics such as audience analysis, content creation, platform selection, and performance measurement. Whether you're new to social media or looking to refine your existing strategy, this template is a valuable resource for anyone looking to make a splash in the world of social media marketing. Download the best social media strategy presentation template for PowerPoint & Google Slides and make a professional presentation for your social media platform. With this free social media strategy presentation template, you can create an eye-catching presentation for your social media.

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Posted 01.08.2024 by Josh Krakauer

The Proven 6-Step Social Media Strategy Framework + Examples

Simplify your 2024 social media marketing strategy with a proven 6-step framework to build an audience that cares, shares, and converts.👇.

Summary: In this article, you’ll learn how to create and fine-tune a social media strategy to increase the impact of your activities across different social media platforms. In addition, we’ll provide you with a FREE social media strategy template that you can use right away by following the steps below. 

If there’s one constant working in social it’s CHANGE.

(Don’t get us started on Threads, X, and the trend of the week.)

There’s a very likely chance your social media plans have been disrupted, and the past reporting period may not have turned out how you expected for a variety of reasons.

A new period means an opportunity for a fresh start with a focused brand vision and a hard reset on your goals. It also means your marketing budget is up for review (again), and you have three major tasks:

• Evaluate the success of your social media strategy.
• Set the new social media marketing strategy based on previous performance.
• Determine the resources needed to succeed.

As you start exporting data and compiling summaries, you might wonder if you achieved what you set out to do in the previous year. Was there a clear and energizing goal for social? Did you make progress on it throughout the year?

Know that you’re not alone. Social media marketing is constantly evolving, and figuring out strategies that work is very complex.

It’s time to fix that.

Let’s kick off with clarity on the elements that encompass a successful social media strategy.

The Complete Social Media Strategy Framework

A social media strategy is a structured plan of action that you’ll employ to use social media platforms. 

It involves setting goals, identifying target audiences, defining channels and content, distribution, and execution. 

A successful social media strategy (like the one we’re presenting here) integrates consistency, authenticity, and adaptability to leverage the dynamic nature of social media and foster meaningful connections and engagement with your brand.

• Set energizing goals
• Identify target audiences
• Establish a channel strategy
• Design your content strategy
• Amplify your content distribution
• Plan your execution

Before we dig in, let’s share the social media strategy template that you can use to bring your strategy to life.

Social Media Strategy Template Example

We put together a template that you can use to start on the right foot.

Our 2024 social media strategy template will help you clarify your social media strategy using the proven 6-step framework. Inspired by the social media strategies we build for brands at our B2B social media agency , this framework aligns teams and delivers results.

Grab our social media strategy example [Free Template]

Use our Social Media Marketing Planning Template to communicate your strategy plan with the whole team. To simplify it, copy/paste the Google Doc to get started. → Click here to get it now .

How to Use the Social Media Strategy Template

Maybe you’re thinking, “Cool, this template sounds great but it’s just another empty document. What do I put in it?”

We had a hunch you might feel that way.

Keep reading for a breakdown of the six-step framework and concrete examples of how to adapt these ideas into actionable strategies.

1. Set Energizing Social Media Goals

Like all things in business, we begin with goals. Goals come in all shapes and sizes, so let’s set some ground rules on good social goals.

What defines a good social media marketing goal?

Goals should be smart..

Welcome back to business basics. Your goals should follow the time-tested formula: specific, measurable, achievable, relevant, and time-bound.

Goals should be audience-centered.

Social media is a human-centric medium. Are you using social media channels to reach current and future customers? Then translate your customer’s journey into audience-specific goals.

• Awareness = how well you capture your audience’s attention.
• Engagement = how well you drive your audience’s reaction.
• Conversions = how well you influence your audience’s buying behavior.
• Advocacy = how well you inspire your audience to care and share.

Goals should be tied to organizational impact.

A good goal is an outcome, not an activity. What does the business need to happen in the next year? While top-line revenue growth is always up there, what else impacts the bottom line? Keeping customers happier? Keeping employees longer? Translate a social media goal for an area where you can move the needle.

Goals should start big, and then break down into KPIs.  

To keep on track, you should establish big but achievable goals. Then break them down into monthly and quarterly social media key performance indicators (KPIs). We recommend identifying two types of goals in your planning:

• Primary goals that describe your top priority contribution to the marketing goal.
• Secondary goals that describe your objectives and success measurements for each channel.

What’s a good B2B social media goal?

As a B2B organization, marketing is often responsible for brand awareness, demand generation, and overall deal pipeline. It’s reasonable to expect your B2B social media marketing strategy to contribute to revenue directly with paid advertising and social selling, and indirectly through your pulse of content and community management.

An example of a primary social media marketing goal focused on brand awareness might be to improve our brand’s share-of-voice on public social channels from 10% to 20% in the next 18 months. This would then be measured by your earned brand mentions, including content comments and shares, compared with key competitors.

An example of a primary social media marketing goal focused on pipeline contribution might be to source $5M in new opportunities from social media channels in FY 2024. This would then be measured by qualified leads in your CRM who were reportedly driven by or influenced by your social media program.

Note #1: This is a social media marketing goal. Social media may live within different departments and teams. Your team’s goal could relate to other areas of business impact—improving customer satisfaction scores by X percentage points, generating customer response times within Y minutes, or increasing job candidates sourced from social media.

Note #2: A goal for an entire year is a big, audacious guess. Instead, consider establishing goals on a campaign basis for more specific objectives.

Next, identify your secondary social media goals. This is how we measure the success of our program execution. Often, these are the metrics tied to performance on each channel. They are tracked as part of your execution plan monthly, for each channel. These will not be equally valued in your organization, so be selective.

Social Media Goals Examples

Measure for Brand Awareness

• Publishing Frequency: Number of posts published.
• Direct Traffic : When users access your website by typing in your URL directly to their browser. Although direct traffic can indicate ‘dark social’ channels are at work, it also means users had to recall your domain name to find you.
• Brand Search Volume : The number of times people typed your brand name on search engines as a keyword.
• Reach : The total number of unique people exposed to a social media post.
• Audience growth : The number of new followers in a period, or the rate at which followers are increasing.
• Brand Mentions and Share of Voice (SOV) : A brand mention is when your brand, product, or URL is in a unique piece of user-generated content on social media. Brand mention can be a tagged mention that links to your name directly. Or an untagged mention where they are talking about you. SOV measures the number of mentions of your brand compared to the total number of mentions of all of the brands in the study.

Measure for Engagement

• Conversation / Comment Rate : The (average) number of comments and responses on each post.
• Reactions / Applause Rate : The number of reactions or likes per post.
• Amplification / Share Rate : The number of ‘shares’ per post.
• Video Views & Duration : The number of plays of your video, and the level to which viewers stuck around.
• Clicks Per Post : Measuring the number of times users have clicked on your link helps determine if your headline or article was compelling.
• Advanced : These metrics can be broken down and compared by the social media channel, month, content format, or theme for deeper analysis.

Measure for Conversion (and Cost per Conversion)

• Cost Per Lead (CPL) : How much it costs you to acquire one lead. This metric can be aggregated for all social networks but works best as a comparison metric across paid campaigns and channels. If your CPL is higher than your benchmark, you need to reconsider channels or approaches.
• Marketing Qualified Leads (MQL) : Leads sourced from marketing efforts that have met a minimum “fit” criteria. It’s great to have loads of leads, but if none of them matches your lead qualification, then all of your efforts will have been in vain. Measuring your MQLs will ensure that you are targeting the right audience.
• Customer Lifetime Value (CLV or LTV) : Predicting the net profit a customer will generate over a period of time based on their contract value and potential. Assigning a value to each new customer is integral to measuring social media ROI.
• Conversion Rate Per Channel : A careful examination of which channel generates the highest converting leads for your brand is an excellent way to determine which platforms are worth pursuing and which aren’t.
• Newsletter Signups : Newsletter Signups is a non-revenue conversion. However, the number of signups for your newsletter can be a leading indicator. 

Measure for Reputation

• Feedback and Reviews : This is a customer service KPI that can also measure reputation. Feedback and reviews can come in comments, emails, or calls. You can count the inbound and outbound.

Remember when we talked about breaking those goals down into smaller pieces? Those 50 marketing-qualified leads won’t appear overnight. To inch closer to your total, in the month of March, you might set goals such as:

• Generating 20,000 10+ second views on a new marketing video.
• Decreasing cost per conversion on retargeting ads from $200 to $150.

There’s only one way to eat an elephant: One bite at a time. Start big, then break down small.

Social Media Goals Recap

Remember, it all starts with setting primary and secondary goals.

• A primary goal: A growth target tied directly to the chief business goal, we’ll be successful.
• Secondary goals: This is how we measure the health and performance of our channels and content.

Then, ask yourself and key members of your organization:

• Are these tied to our most important business goals of the year?
• Are they SMART (specific, measurable, achievable, relevant, time-bound)?
• Does leadership support the decision to focus on these goals?
• Have we identified the KPIs that will help us measure our progress towards these goals?

Helpful? Download our full social media strategy prep list here, including the 25 questions to ask first >>

2. Identify Target Audiences

Do you have a defined target audience associated with your goals? Having clarity on your most valuable and important customer types precedes this step. 

For social media strategy planning, there are three main audience groups we care about reaching:

Your most valuable (current and future) customers.

Focus on your MVP (Most Valuable Personas) for your primary goal. Building a better relationship with this audience—and attracting more like them—will drive the greatest return from your social media investment.

You might find this part challenging. Brands often have multiple customer segments they speak to across product lines. While social advertising lends itself well to micro-targeting multiple personas, it’s hard to grow an audience organically and implement a content strategy speaking to lots of different people.

So while your business may want to recruit employees, attract customers, and engage with influencers— your primary content and channel strategy should be formed from your most valuable prospects and customers.

Your aspirational (expansion) audience.

This segment represents the audience you want to grow into next. Maybe you’re selling to SMB entrepreneurs today, and Enterprise marketers is the next frontier. Or maybe they’re a younger, influential buying group that doesn’t know you exist. This group is critical for your business expansion in the next 3-5 years. They might not be an immediate priority, but they should be identified and understood.

Your influencer audience.

The segment that can lift your brand and reach your customers. Marketing exclusively to purchase decision-makers is limiting your growth. Who influences your customers? Defining this group can be key to unlocking earned media and traffic. 

Note: You can swap “customer” with the designation that makes sense – client, donor, guest, or member.

Next , dig into the details of your audience. Once you’ve confirmed your target audiences (congrats on being decisive!), the next step is to understand them at a deeper level. The better you know your audience, the more effective your content strategy will be in engaging them. To refine your strategy, ask questions like:

• What are their (relevant) goals, motivations, pain points, and buying questions?
• How would you describe them demographically? (i.e. age, location, income level).
• How would you describe their lifestyle, personality traits, values, and attitudes?
• How else would they describe themselves as an audience or community?

Your juicy content ideas will come from the answers to these questions, so it’s important to get authentic, qualitative feedback—ideally from your customers.

How do we learn more about our audience?

• Interview sessions with real customers to ask them questions about their preferences and purchases.
• Social listening and social media research, using tools like Sparktoro to find common themes among a group.

Social Media Targeting Recap

First, identify your most valuable, aspirational, and influencer audience segments. Then ask yourself and key members of your organization:

• What are their relevant goals and challenges when it comes to the problems you solve?
• Which attributes describe and unite them as an audience?
• How else would they describe themselves and the communities they belong to?

3. Establish a Channel Strategy

Selecting the right social media platforms is key to a focused social media program. First, you need to identify:

Primary channels for organic content and paid campaigns.

Where will you focus most of your effort on building a presence? Your primary social media channels are the answer. 

There should be a direct link between investing time and resources on that platform and the priority goals you set. 

If your top tier goal is customer engagement, you better be sure you can reliably reach and track your customers there. Otherwise, it becomes a secondary channel with less investment. 

For most brands, there are 2-3 primary channels to prioritize. Remember that more channels to maintain means more resources to manage. Choose (and cut) wisely.

Examples of primary social media channels may include:

• Twitter (X)

Missing a few? Preferences will vary, but that’s where secondary channels come in.

Secondary channels for future growth and opportunities.

Gone are the days when following best practices meant being “everywhere.” (Remember Clubhouse, you guys?), 

Still, there is tremendous upside in being an early adopter . If your audience is starting to make their way to a new platform, it should be on your radar. B2Bs exploring TikTok , I’m talking about you. 

Think 80/20 with the 20% representing a smaller subset of your bandwidth tied to experimentation and growth.

Examples of secondary social media channels include:

• Facebook/LinkedIn Groups
• Clubhouse (JK)

As an example, a B2B manufacturing firm might find their core business customers use LinkedIn professionally and Facebook personally, while their aspirational audience is their product end user — more of a DIY creator — so increasingly more TikTok and Instagram-heavy. 

Their social media channel strategy might require investing 80% of their time and budget on LinkedIn and Facebook efforts where they’ve proven the value, and up to 20% on creating TikTok videos, Instagram Reels, and/or ads. This channel mix should be evaluated on a quarterly or semi-annual basis.

(Yes, there are B2B manufacturers on TikTok , really.)

Channel-specific features to enhance performance and engagement.

Often, the devil is in the details. With Facebook, for instance, thinking beyond organic Facebook Page posts can unlock tons of opportunities. Products like Messenger, Groups, Shops, Stories, Marketplace, and Events all grew heavily in daily usage, and require a strategy of their own.

Our rule of thumb: If a platform publicizes and promotes a new feature, it’s recommended to use it. For instance, in 2020 IG started incentivizing creators to use Reels. By 2023, Reels were generating more than 200 billion views per day , according to Meta. 

Which social media features are worth testing in 2024?

In previous years, it was easier to organize social media channels into Facebook and “Not Facebook” While that’s changing with the growth of TikTok, LinkedIn, and others, let’s start there.

Facebook in 2024 — A few things to keep on your radar

• Get more out of Facebook with Creator Studio and Meta Business Suite (Yes, we know it’s a hot mess).
• Groups are still active: Use new Facebook Group features such as Reels for Groups, and other admin features to boost engagement.
• You can create Reels directly through the Creator Studio, and also Create Reels from existing videos.
• Advanced: Explore Meta APIs to track and optimize campaigns, share content, and more.

Instagram in 2024 — Explore these opportunities

• Use the native app reel scheduling feature.
• Embrace Reels for real. 
• Embrace the redesigned profiles with more prominent call-to-action buttons.
• Custom stickers to engage your audience like quizzes, donations, and challenges .
• Join and explore relevant conversations in Instagram Threads .  

LinkedIn in 2024 – Better reach for creators, more options to customize your page 

Encourage your team to turn on “creator mode” on their profiles to improve their reach..

• Showcase your products with dedicated Pages that support video, images, and featured customers. 
• Amplify your most cherished voices and drive targeted interactions through Thought leader ads .

Tiktok 2024 – Longer videos, rewards for creators

• 50%+ of the content consumed in TikTok is 1 minute and longer, giving creators more leeway for what they display on video. 
• The new “Creativity Program beta” is offering up to 20x the amount of the Creators Fund, making it an interesting option for those monetizing on TikTok.
• Post professional video directly from apps like Adobe Premiere, and Adobe Express, or stream cuts directly from Twitch. 

Reddit in 2024 – Say goodbye to fake internet points, hello to money

• Join the new Reddit Contributor Program to earn cash for valuable posts and contributions. 

A clear plan to grow your presence and audience on the channel

Organic reach isn’t what it used to be, but if you’re investing time in a channel, you should invest in audience growth. 

From proactive engagement to viral content formats, there are many tactics for growing your audience. The shiny object of the moment will change, but if it’s working for peers, it should be on your radar.

Social media audience growth tactics include:

• Editing short-form videos for the best practices of Reels, YouTube Shorts, and TikTok 
• Inviting your LinkedIn connections to follow your Company Page.
• Proactive commenting on accounts with high relevance and reach.
• Hosting relevant giveaways and contests with follow-to-enter messaging.
• Prioritizing highly shareable content formats that your audience loves, like memes 
• Asking intriguing questions that prompt discussion in the comments.
• Getting shoutouts, tags, shares, and mentions from influential accounts.

Social Media Channel Strategy Recap

To form your channel plan, ask yourself and key members of your organization:

• Are our primary channels vital to hitting our primary goals?
• How will we grow our reach and audience on these channels?
• Which channels should we keep on our radar to grow into next?
• Which features will we employ regularly to maximize our impact?
• How will we measure and ensure we’re reaching the right audience?

4. Design Your Social Media Content Strategy

An effective social media content strategy structures your content plans and outlines what you’ll publish across channels. 

This social media framework could be used as a blueprint for organizing one-off campaigns, or your entire ongoing content strategy.

Here’s how it works.

Social Media Content Blueprint Breakdown

The content blueprint is organized into 3 core components:

• Content goal/funnel stage (ToF, MoF, BoF).
• Content purpose (i.e. “Learn how to use our product”).
• Content pillars (i.e. “X ways to increase your Y”).
• Content opportunities (i.e. Tutorial, selection of case studies).
• Content formats (i.e. blog posts, walkthrough videos, courses). 

Get a free copy of the content strategy table here (not gated!).

Content Purpose Statement  

Your social and/or content marketing may be guided by an overarching idea or purpose. That overarching idea should be associated with the mission of your marketing. 

Ask: “What do we want to help our audience do and accomplish?”

In the example above, the content purpose statement stems from Sculpt’s core values — Hustle & Heart. 

With this in mind, the content we share should be organized around education that helps companies grow faster (find their hustle), and bring a human touch through our people and culture.

Social Media Content Pillars  

Social content often stems from 3-5 high-level topics — your content pillars. Think of these as the building blocks for all of your supporting content ideas.

In the example, these are big ideas like the “Future of B2B social media”, which could break down into posts featuring trend research or expert interviews.

Note: Topics, pillars, themes, and buckets, are often used interchangeably, and preference varies marketer-to-marketer.

Your content pillars can be organized around:

• Your business objectives.
• Your audience’s objectives.
• Your key brand associations. 

Social Media Content Subtopics  

Underneath your pillars, you can get more granular and share more specific content topics and ideas.

In the blueprint example, spotlighting our culture is a pillar topic. Therefore, posts may take audiences behind-the-scenes of on-site photoshoots, or celebrate client wins.

You may also consider developing content series. These are mini-campaigns or episodic programs that take the ladder up to your content pillars. 

Organizing content in a social media framework has two main benefits:

You can plan and produce content in batches. One of the most common pain points cited by social media marketers is the labor required to create interesting content consistently.

By developing a whole series of related posts for a given campaign or month with a similar theme, you can stockpile relevant content and schedule them as needed. Think of the massive time you could save by avoiding the daily grind of answering, “What should we post today?”

You can measure the success of each content theme. What’s resonating with our audience? Which content themes perform better at different stages of the customer journey—cold awareness audiences versus fan and customer audiences?

Organizing content in this framework allows you to analyze your content by reach, engagement, and conversion KPIs more easily.

Some brands separate their ongoing (organic) social media content strategy from their paid social and content marketing strategy. If this is the case for you too, your content blueprint may look a little different.

• Content purpose: How you serve your audience.
• Content goals: What specific objectives does your content address? For instance, the stage of the funnel.
• Content topics: Examples of content types and topics that address those goals.

Examples of Social Media Content Strategy Topics

Now that you have a framework, ask yourself… Does your existing content enable you to post with purpose? To post with purpose, use what makes your audience care, share, be aware, and convert. Let’s break those down:

Content that makes your audience care

What type of content makes audiences care? The general mantra in social media marketing is don’t interrupt what interests people— be what interests people. Research from Paddle Consulting shows that interesting content breaks down into the following categories:

🤣 Funny Content: Help people laugh. Funny content isn’t limited to jokes and memes (though there’s a place for that). Finding your funny can come in the form of your playful brand voice in post and reply copy, or relatable observations and videos that resonate with your audience. 

Who and what makes your audience laugh?

Today more than ever, the comment IS the content. To leverage this trend, pay attention to viral posts on Facebook, Twitter, and LinkedIn (ideally, catch them before they go super viral). Your snarky, relatable memes here have a high likelihood of earning free reach and significant distribution.

B2C brands like Wendy’s know that best, and have amassed millions of engagements and earned impressions as a result.

*Dolphin noises* pic.twitter.com/AWi27iAoSa — Wendy’s (@Wendys) September 27, 2022

👩‍🏫 Useful Content: Help people learn something new. Informative, relevant, and interesting is the key here. What would your target audience value learning more about? Useful content varies across the customer purchase journey , but could include topics like:

• Top of Funnel : Advice from internal (and industry) experts, timely tips, facts and stats, and curated resources. Publish these often.
• Middle of Funnel : Lead magnet resources, case studies, and customer success stories with clear takeaways. Publish these with paid, or moderately organically.
• Bottom of Funnel: Proprietary tools, tripwires, and core offers to solve their problem now. Publish these with paid, or infrequently organically.
• Ascension / Re-engagement: Interesting and creative ways to use your solution, or improve their results. Publish these moderately too often.

Best practice would say to keep useful content—like all social content— ‘snackable.’ As in, bite-sized advice.

While I generally agree, the rule changes with the format and affinity of your audience.

Longer-form, expert-led edutainment that walks through a process step-by-step will get devoured on YouTube.

On the other hand, you might experience better engagement breaking down blogs into 5-6 individual posts on other platforms versus one long text caption in a post.

The more the content delivers the value it promised, the more likely it will be consumed.

😍 Beautiful Content: Help people fall in ‘like’. Stunning visual content has a powerful effect on engagement. Regardless of your line of business, strive to find your brand’s natural beauty.

Tips for Creating Beautiful Visual Content:

• Think “thumb-stopping.”
• Embrace natural light in photography (over filters).
• Keep shots condensed, close up, and interesting.
• Use primary and consistent colors to strike a chord.
• Bring out your people’s personalities.
• Tell a story through a series.
• Incorporate slight movement to bring still photos to life.

Pro tip: Long gone are the days when photographers held all of the keys to great social content. Experiment with mobile editing apps like Canva and CapCut to make beautiful content on the fly.

😮 Inspiring: Help people feel inspired through storytelling. Your customers are aspirational—they’re striving to become a better version of themselves. You can help with stories of people (and customers) overcoming the odds and reaching their potential.

YETI positions its uber-successful, video-based content strategy around a mission to inspire through stories . “We celebrate stories from the wild. If adventure and grit are at the heart of the story, then it’s a story that YETI will tell.”

If video isn’t an option, try a still photo series similar to how Humans of New York tells stories for its passionate community of 18+ million on Facebook: Close-up, natural shots of people exhibiting raw emotion with accompanying quotes.

Content that makes your audience share

What type of content gets shared the most?

Engagement is an emotional connection. Research shows that high-arousal emotions like excitement, humor, and happiness heavily influence online sharing.

By the way, ever wondered why divisive political news ends up in your feeds so frequently? Anger, anxiety, and stress work the same way.

If you’re interested in the psychology behind going viral, I highly recommend reading Contagious : Why Things Catch On, by Jonah Berger, or watching his course on LinkedIn .

Another fascinating philosophy on sharable content comes from the data science team at BuzzFeed (surprise, surprise). According to Publisher Dao Nguyen in her TED Talk , every piece of content has a ‘job’ to do for your audience. To influence sharing, focus on these jobs:

• Content that reinforces our sense of self-identity (“This is so me”).
• Content that helps us connect with someone else, and reinforces a shared experience, sense of community, or relationship (“This is so you” or “This is so us”).
• Content that improves our lives by teaching us something about ourselves, and contains wisdom worthy of passing on (“This explains everything…”).
• Content that makes us feel something and touches on high-arousal emotions. (“This restored my faith in humanity”).

Content that makes your audience aware

What types of content create brand awareness?

According to author Daryl Weber in his book Brand Seduction , a brand is a collection of unconscious associations in your consumer’s mind. Help your audience recognize those associations – all of the things that make you valuable, unique, and relevant in their lives. Brand awareness content may include content that…

• Features your people, place, products, and processes.
• Maintains a consistent visual voice by incorporating your brand identity (colors, assets) and a signature style.
• Highlights and educates customers on the problems you solve.

This example from ICR IOWA ‘s Talent Attraction campaign is a good example of all 3 principles rolled up in one.

And finally…

Content that makes your audience convert

(Sorry to break the rhyme) By following these steps you’ve designed a social media content strategy full of value. Now, it’s time to make your ask. Or as Gary Vee would say, your ‘jab, jab, jab, right hook . ‘

Content designed to convert often comes into play in your paid media strategy , but it should be part of your planning, too.

The types of content that make your audience take action speak to their motivations, anxieties, and impulses . Remember the persona research you did when digging into your most valuable customers? That’s going to come in handy. What issues (related to the problem your business solves) keep them up at night? What stops them from taking action?

Content that speaks to your audience, directly. Remember that your customer is the hero of your brand story. With some exceptions (privacy matters), referencing your target audience in copy the same way they identify themselves will be highly effective in driving action. For instance, “5 Things Digital Marketing Agency Owners Need to Stop Doing to Grow” would get my click.

Content that reduces the friction to taking action. Make it easy to take the first step. For instance, social media contests provide a valuable incentive—the opportunity to get something free or first—in exchange for an action that’s valuable to the brand, like gathering contact info.

For retailers, limited-time, social-media-exclusive discounts can lower the risk of trying a product.

For service providers, demos, tutorials, or webinar videos can demonstrate the value of a solution before hiring them.

Content that incorporates proven formulas. No need to reinvent the wheel. There are dozens of copywriting formulas that have proven to influence conversions. Buffer covers 27 here , and Copyhackers has a few more .

[Bonus]: Smash your social media goals with the 6-step social media strategy prep list

Just in time for your next planning huddle, use our Social Media Marketing Strategy Prep List to make sure you’re aligning your goals, resources, and content to build an audience that cares, shares, and converts in 2023. Included are 25 essential questions to get everyone is on the same page. → Click here to get it now.

5. Amplify Your Content Distribution

How to amplify the distribution of your content? 

Let me say it louder for the folks in the back: It’s time to put an end to the “ just boost it for $5 and see what happens ” strategy. 2024 is the year you take amplification seriously .

There are two main ways to amplify your content:

• Paid social advertising strategies
• Influencer and earned media strategies

Use paid social media to amplify reach to your most relevant audiences.

Paid social is a powerful channel to reach people where they are and with what they want. And to be honest, it’s mandatory in a pay-to-play world. With declining organic reach on Facebook channels and algorithmic feeds all around, navigating the world of paid distribution is key. 

Here’s what you need to identify before paying:

A minimum monthly budget for paid social media. The exact figure will vary based on your total marketing budget and target cost-to-acquire a customer (CAC). It’s common practice to spend at least 5% of your total revenue on marketing—split between brand awareness and sales activation.

It would be wise to separate paid social media into at least two buckets:

• Awareness & Acquisition : The budget to reach your prospects and convert them into customers. Ad examples might include top-of-funnel video ads, retargeting lead generation ads, or abandoned cart ads.
• Retention & Advocacy: Budget to reach your customers and convert them into, well, happier customers. Paid social media ad examples might include product and feature announcements, new blog posts, and exclusive promotions and offers.

Proper conversion and visitor tracking. Install platform tracking pixels to measure conversions and retarget visitors (and offline conversions) with custom audiences. Unfortunately, if you want to use the ad technology native to each platform, you will have to install their tracking separately.

The most common conversion tracking tags include:

• Facebook Pixel for Instagram and Facebook properties.
• LinkedIn Insight Tag .
• Twitter Conversion tag .
• Quora Ad Pixel .
• Reddit Conversion Pixel .
• Pinterest conversion tag .
• Snap Pixel for Snapchat.
• TikTok Pixel .

A tag management solution like Google Tag Manager is vital for keeping track of all of these codes and making sure they fire appropriately. You will thank me later!

The ‘warm’ audiences are relevant to your goals. These retargeting audiences are going to have a straight-line connection to your goals and should receive the majority of the spend. In order of value:

• Known customers and high-value customer lists (CRM).
• Lead and email subscriber lists.
• Website visitors on key pages.
• Website visitors on any page.
• Video Viewers (
• Page Engagers 
• Page connections and Followers.

If you have questions about setting up this targeting, send us a note through chat. 👍

Identify cold (new) audiences relevant to your goals. These audiences are associated with new potential customers. When you’re ready to expand your reach, this is how to target them.

• Lookalike audiences based on customer lists.
• Lookalike audiences based on traffic or engagement.
• Relevant interests, behaviors, or keywords.
• Demographics and geography.

Finally, you’ll want to decide which of the content themes you identified will be amplified with paid spend. 

Not every post or tweet needs to be promoted. It would be reasonable to devote a monthly, fixed budget for boosting organic posts and adjust the distribution of spend towards the top-performing posts.

Build relationships with community and customer influencers to amplify earned media.

The second method of amplification is earned, not paid, media. 

What is earned media? Earned media helps your brand message and content go beyond your community without paying to promote it. Sounds good, huh? Here’s how you leverage it.

Identify categories of influencers within your community for content distribution. These humans can reach your target audience organically to carry your message further. You can break them down into two categories.

Employees, fans, and customers with large (social) networks and great reputations.

→ Ask : Which customers and fans have engaged networks of prospective customers like themselves? Which customers can write and create content?

→ Action : Through direct messages share content directly with them with a call-to-action to share. Or, feature and tag them in content so it shows up in their connections’ news feeds.

Identify blogs, publishers, creators, and authors that you could collaborate with and pitch .

→ Ask: Who does my customer trust?  Where do they get information? Who do they follow to learn new things and be inspired?

→ Action : Co-create content with them and use their networks for reach. This can come in many forms, like a sponsored shoutout on Instagram, a mention in Forbes, a guest appearance in a Twitter chat or podcast, or a long-term co-creation partnership where they contribute user-generated content. The ladder is the most common for micro-influencers.

To organize your outreach, and determine where the biggest bang for your buck lies, make a spreadsheet and begin populating people and opportunities. This guest blogging template on Airtable can help you get started. On an ongoing basis, make a point to check in and follow up with the people you contacted.

Social Media Content Distribution Recap

• The proper tracking is in place to measure the success of paid advertising.
• Data from your website and CRM that you can use to retarget prospects and customers.
• Pages, ad accounts, and a Pixel setup in Facebook Business Manager.
• Relevant blogs, publishers, and influencers were identified for collaboration opportunities and outreach.

6. Plan Your Execution

With a solid foundation in place, it’s time to evaluate your people, process, and publishing plan. 

Your execution planning should answer – are the right people in the right seats? 

Are they focused on the right tasks?

And how will we improve the plan as we go?

Select the people responsible for the five main social media roles

There are five main roles responsible for executing a social media marketing strategy. In most (small) organizations, the social media or marketing manager will wear all of these hats. (Way to go, you!)

The five main social media roles include:

• Strategic Planner.
• Community Manager.
• Content Creator.

Strategic Planner: The planner or planning team is responsible for overseeing this lovely strategy, ensuring that it translates into quality output, and is organized neatly in an overarching editorial calendar.

Community Manager: The social media community manager is in charge of growing and engaging with your audience. Tasks include social listening and monitoring, responding to comments 1-on-1, following and unfollowing accounts, and publishing the scheduled and real-time content you’re producing.

Content Creators: Content is the lifeblood of a great social media program, so the role of the creator is an important one. Of course, many individuals may contribute content, including front-line employees, volunteers, and customers. Your customers are hungry for a range of formats across channels, from story-based videos and still images to articles like this, so the person in this seat should bring a breadth of skills to the table.

Ad Manager & Analyst: Sometimes a split role, the ad manager and analyst an optimizer. They bring a data-driven approach to your social media program by keeping a watchful eye on ROI, reporting results to stakeholders, and managing the spending and pacing of your paid campaigns.

Each role is also responsible for selecting the tools and resources to do their jobs well. For instance, the community manager might evaluate a scheduling tool like, Sprout Social, or. The content creator might request editing tools like Canva for Work , ChatGPT Plus, or Adobe Spark.

Define your social media tasks on a quarter, monthly, weekly, and daily basis

Quarterly social media task examples:

• Evaluate the quarterly goal pacing against annual goals.
• Plan a high-level editorial calendar which may include allocating slots for content themes, key events, and paid campaign windows.
• Produce a pillar piece of content that will feed your campaign (sometimes called cornerstone content).
• Review the list of influencers you’re targeting or the ROI from those relationships.

Monthly social media task examples:

• Fill out the calendar with more detail for daily content, including assets and copy, and slots for real-time stories.
• Measure and report on monthly KPIs.
• Create and schedule a batch of planned content.
• Review and adjust the hashtags and publishing times you’re using based on engagement.

Weekly social media task examples:

• Create and schedule more timely content to fill in gaps.
• Amplify (boost) the top-performing posts.
• Review progress on paid campaigns towards the monthly goal and budget.
• Follow/unfollow accounts and invite-to-like fans to grow the audience.
• Proactively engage and comment on other peoples’ content.

Daily social media task examples:

• Monitor for notifications, reviews, and mentions on your accounts.
• Interact with your audience and reply to comments.
• Share timely, immediate content sourced from employees.
• Engage with and repost user-generated content from customers.
• Interact and monitor in Facebook Groups (or customer communities).
• Update daily stories.

Establish a period and process for evaluating progress with your team

A few tips for continuous improvement and learning.

Ask your customers and colleagues for feedback. Is our voice resonating? Is our content helpful? KPIs are important, but qualitative feedback goes a long way.

Keep a swipe file of content that works, and why. When an ad or content performs well, there’s a good chance it will work again. Create an internal record of ads and content that resonated—both your own and others you find. Task colleagues to do the same to build your collection and strengthen your organization’s competency for recognizing good content. Screenshot and log the copy, creative, and offer. Tip: Start with a Slack channel. (Ours is called #good_social.)

Hold a monthly retrospective. To stay agile, embrace “ Agile .” At least once per quarter, bring the core team responsible for social together to share and learn. Everyone should be briefed to be prepared, honest, and open to improving the quality of their takeaways. In your retro, ask four key questions about the process and performance of your social media program:

• What worked / what should we keep doing?
• What didn’t / what should we stop doing?
• What did we learn / what should we try next?
• What puzzles us?

Hire an experienced social media strategy partner to conduct strategy R&D. It’s  hard to see the forest through the trees when you’re in the thick of it. Having an outside advisor look at your internal data and process can make a big impact in setting the course for the year. 

A social media strategy partner will synthesize your brand’s strategy by analyzing your past performance, distilling your goals into monthly objectives, developing content themes and ideas, and training your team on implementation. (And likely get the job done faster.)

Social Media Strategy Execution Recap

• The people who’ll be responsible for the five main social media roles.
• The tasks you will complete on a daily, weekly, and monthly basis.
• The tools you will use to organize your calendar, community management, and reporting.
• The retrospective questions you will ask, like “What’s working, what isn’t, and what will we try next?”

Are you feeling as pumped as we are? 👊

By following the 6 steps of our social media strategy framework , you can create a working plan that will energize your team, surface the most essential content opportunities, and set you miles apart from your competition. Compile your takeaways into a slide deck, Google Doc, or spreadsheet, and start testing, learning, and growing.

In summary, to prep your 2023 social media strategy for success:

• Set goals that are SMART and tied to business priorities.
• Identify the most important audiences you need to engage to hit your goals.
• Determine which channels you will use to reach those audiences.
• Outline what makes your audience aware, care, share, and convert.
• Research the tactics you will use to amplify your content.
• Plan your execution with the right tracking, people, and processes in place.

Now go, my friend, and start winning! 🚀

p.s. save yourself a lot of copy-pasting. 

Download the 2023 Social Media Marketing Strategy Prep List to get a summary of the takeaways from this post >>

Frequently Asked Questions about social media strategy

What are the best times to post on each social media.

The best time to publish social media content is when your audience is paying attention, or seeking out information. That’s a pretty hard nut to crack. The first step is to review your own data—do you see better engagement when you post in the morning, afternoon, or evening? How does your content perform on weekdays or weekends? Which ones?

For specific industry research, Sprout Social has published research  on the best times for brands in education, healthcare, consumer goods, and tech on Facebook and Instagram.

Some general rules on when to post on social media:

• Survey your customers about their own behaviors.
• Monitor your competitors and their posting frequency.

The truth is ‘time of day’ is less important now than ever before. With algorithmic feeds, your content will be prioritized based on its relevance to the user—meaning a more engaging post can have a lifespan of 2+ days, while others may stop picking up reach after 2 hours.

You can learn a lot from social media experiments. Remember: More important than ‘when you post’ is often ‘what you post.’ Before drilling down time of day, consider the format, quality, and topic of content your audience likes most.

How much should you budget for social media?

The industry standard calculation would be dedicating at least 5% of your expected revenue towards marketing, and 10-25% of that budget towards social media marketing. You can then break down that total budget for social media campaigns, ad spend, tools, and agency services . That budget includes people and time, and the benchmark used by marketing teams varies on your industry, maturity, and desired level of growth. You can dig into all of the budget factors in our article on setting B2B social media budgets .

How many posts should you plan for each social media channel?

The right frequency depends on your ability to create enough valuable, interesting content. To stay engaged with your audience, start with at least one post per week on each social media platform. Most companies post at least 2-3 times per week and up to once-per-day. On the other end of the spectrum, large, digital media publishers like BuzzFeed post several times a day. Outside of outbound content, make sure to allocate time for daily responses to comments and direct messages.

Who are the top B2B brands on social media?

In 2023, you would be hard-pressed to find a B2B brand that isn’t on social media. According to IDC, 75% of B2B buyers use social media to make purchase decisions. Brands like Dropbox, Shopify, Cisco, and UpWork frequently win new customers (and big awards) from their B2B social media campaigns .

The best way to find relevant B2B examples is to search marketing award directories, sort social media benchmarking websites by your vertical, or use the tried and true method of guessing and checking. LinkedIn search, Twitter recommendations, and Facebook Ad Library is your friend.

Here, you can get a swipe file full of 30+ exceptional social media content examples.

🙋🏼Have other questions? Send them along or leave a comment below.

read this next

How to Create a B2B Social Media Strategy: The 2024 Guide

Josh Krakauer

Josh Krakauer is the CEO of Sculpt, that B2B social media agency you just discovered. Josh has launched social media campaigns for best-selling books, publicly-traded corporations, and early-stage startups. Josh works from Washington, DC, but still thinks Iowa City is the best city on earth. Follow Josh:

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• Social Media Presentation 101: How to Properly Pitch Your Strategy to Your Clients

In 2024, social media marketing has become an essential part of modern business. If you’ve ever wondered why that is, take a look at these statistics:

• In 2021, over 4.26 billion people used social media worldwide—a number projected to increase to almost six billion by 2027.
• 78% of consumers say they’re willing to buy from a company after having a positive experience with them on social media.
• 91% of executives plan to increase social media marketing budgets in the next three years.

Free to use image sourced from Unsplash

These are just a few of the reasons why all kinds of businesses, from car dealerships to sellers of online communication technologies, are keen to invest in social media marketing. While the demand for services is growing, however, the industry is also becoming fiercely competitive.

Persuading your prospective client that you know how to build a high-converting social media marketing funnel or organize their social media calendar isn’t enough; if you want to stand out among your competitors, you need to convince them you can help to achieve their specific goals.

A strategic social media presentation is where you can showcase your skills and tell your client what value you can deliver for their business. Are you looking for tips on how to pitch to a prospect? Then read this brief guide to find out what makes the best possible presentation!

In-depth research

Preparation is key to delivering high-quality work. Make sure you base your presentation on thorough research. Learn as much as you can about your client, from their brand to their industry, products, customers, and competitors.

Gathering information about your prospect can also protect you against a potentially bad client , as you may be able to spot certain red flags at this stage.

This could involve:

Getting to know your client

Learning as much as you can about your client will enable you to build a tailor-made strategy for them. You can research their website, social media profiles, product catalogs, and customer reviews. Find out about their brand, industry, and business, as well as their values, objectives, needs, and problems.

It’s helpful to establish who is in charge of marketing in the company, who the members of the marketing team are, and what their budget is. Equipped with this knowledge, you’ll be able to optimize your strategy and the process of implementation. For example, you might suggest your client explores the application of integrations to streamline their approach.

Finding out about their audience

Developing a successful strategy for a business requires knowing its customers and social media audience. At the very least, it’s useful to understand which platforms they’re present on, the groups and demographics they appeal to, and who they wish to attract. It may also be worth your while to test and track ad creative elements they currently have on their social channels to see how these are performing.

Knowing these things will allow you to propose well-informed solutions and strategies. For example, you can help your client find ways to expand their social media reach or attract a specific demographic such as GenZ.

Researching their competitors

A successful social media marketing strategy will make your client stand out. To achieve this, you need to know about their competitors’ social media presences and strategies, as well as the products or services they offer. Only then can you design a campaign that will differentiate your client and emphasize their advantages.

For example, if your client is a new online communications technology provider, check out industry rankings and comparison sites to find out what other competitors to eVoice have to offer, and then design your strategy around the things that make your client special. Perhaps they can offer their customers a useful feature free of charge? If so, this might become the central theme of your campaign.

A personalized approach, trust, and good communication

The information you gather at the research stage will help you develop a strategy based on a personalized approach . Your presentation should reflect this. Use it to persuade your client that you’re there to help them solve their problems and achieve their goals and have the experience and resources to do it.

To do this:

Focus on the client

Image sourced from semrush.com

A 2019 Semrush study showed personalization is the most important factor determining the success of a sales agency pitch and matters more than the pricing strategy, value proposition, or relevant stats and benchmarks. So, it’s definitely a good idea to tailor your presentation to your specific client! Let them know you’re aware of their needs, challenges, and preferences. It’s also useful to specify what you’ll need from them to make your strategy work.

Back your plan up with examples and case studies from your past work that your prospect can relate to. Coming back to our previous example, a new online telecommunications technology provider may be keen to learn what you achieved for a virtual call center solutions business previously, but less interested in your campaigns for a fashion brand.

Establish your credibility

In addition to showcasing your experience and expertise and demonstrating your track record of successful campaigns, you can establish credibility by telling clients more about yourself and how you work. A Stanford study showed people tend to remember stories rather than facts and figures.

Telling a prospective client about your professional journey or how you started your agency can leave a lasting impression on them. Introducing your team and their respective roles or describing the business process (i.e. how you work with your clients) can be helpful too.

Foster good communication

Be open to answering your client’s questions after the presentation and leave your contact details so they can reach you with any queries at a later stage (letting them call you on a virtual number free of charge may encourage them to get in touch).

It’s good practice to send a “thank you” email after the presentation in which you also ask for feedback.

Planning, design, and delivery

There’s little need to emphasize the importance of good planning, attractive design, and professional delivery in business presentations.

You’re probably already familiar with the principles of designing and delivering a strong presentation, and there are plenty of resources available to consult for inspiration and guidance. Nonetheless, below you’ll find a brief recap of the basics to refresh your memory.

Structure your information

A good presentation must be well structured and focused on the main objectives. Include all the relevant information and present it in a logical order, so your audience leaves the room having a clear idea of what you wanted to say. Make the content informative but not overloaded with facts and figures.

There are various approaches to structuring your presentation. One helpful piece of advice is to follow the 10/20/30 presentation rule , which states presentations should have 10 slides, last no more than 20 minutes, and have a font no smaller than 30 points. You may want to modify this model or adopt a different one that suits your purposes better.

Make it visually attractive

American psychologist Jerome Bruner popularized the theory that people only remember 10 percent of what they hear, 30 percent of what they read, and about 80 percent of what they see and do. This means the visual side of your presentation is really important. Visualizing information, such as numerical data and stats, can help your audience understand and remember the content.

Visual elements can also make your presentation more aesthetically pleasing. After all, you are showcasing your social media marketing skills! Looking at your presentation, your client should believe you can turn any content (be it a sample bookkeeping business proposal or a perfume) into something exciting.

Explore online resources

Remember, there are tools and resources available to help you achieve the best results with the presentation design and visual elements. You can reach for  free PowerPoint templates and focus on the content, while having the visuals taken care of by professionals. These can be accessed online from a variety of providers.

If you prefer to develop the presentation yourself but would like some guidance on how to maximize its visual appeal, you can look for advice on industry-related websites. There, you’ll find articles on the latest trends in slide design, valuable PowerPoint add-ins, and a lot more.

Showcase your skills like a pro

As you’re preparing a social media presentation, you will need to give your client a preview of how you can transform their social media profiles . Using screenshots of social media test pages is a solution that many agencies still implement, though it appears less professional and less attractive than some of the innovative options available today.

Instead, you can turn to dedicated tools which will enable you to create, edit, and approve social media content. With it, you can give your prospect the most accurate idea of what you can deliver for them. Moreover, it allows you to modify posts as and when needed. The tool will help you plan and schedule a social media campaign using predefined time slots.

Ensure a smooth delivery

Delivery is both about your presenting skills and the format of your presentation. In addition to employing top-level public speaking to engage your audience, you need to choose the best presentation environment and file type.

A good way to catch the audience’s attention early on is to tell a story or quote astonishing statistics. Then, keeping them engaged depends as much on your speaking skills as on attractive visuals.

Remember that choosing your presentation environment and format is an important decision—will you use PowerPoint, Keynote, or Google Slides? Will you rely on templates or prepare the presentation yourself?

Finally, make sure the format you chose will be compatible with the equipment you’ll be using during the presentation and that everything is working smoothly.

Virtual presentations? You’ve got it covered!

Following the expansion of remote working we saw in recent years, virtual presentations have become ubiquitous. Some organizations have adopted them as the delivery method of choice. So, it’s definitely good to have a good grasp of the art of preparing and delivering presentations remotely.

When there is no direct face-to-face interaction between the presenter and the audience, the task of captivating and sustaining the listeners’ attention falls largely on the material. This makes visual and technical aspects of a virtual presentation even more crucial. While presenting remotely may feel less stressful than doing it in person, it also requires adjusting your technique.

Experts point out that a good virtual presentation responds to the challenges of the virtual environment, such as multiple distractions, the distance between the speaker and the audience, and the risk of technical errors. You can largely mitigate them with the right solutions and approach.

Use dynamic elements

So, attractive, eye-catching visuals become more important than ever. It’s a good idea to include dynamic elements, such as animations and videos, though you need to remember not to overload the audience. When it comes to text, slides should ideally contain one or two points expressed in short and punchy sentences. Using an AI slide maker will automate design elements and suggest visually appealing layouts, ensuring that your slides are concise and visually engaging.

Complex ideas and data can be conveyed in infographics and visualizations, while the presentation itself should be well structured and follow a logical plan. You can experiment with different presentation software, check out alternatives to PowerPoint, and make your tools more powerful by reaching for interesting add-ins.

Free to use image sourced from Pexels

Interact with your audience

The listeners’ attention can also be captivated with creative ideas and interactive elements, such as polls and quizzes. Though you don’t see them face to face, you can still maintain eye contact using a webcam, and emphasize some points with gestures. An interactive presentation as it will be more engaging and be more memorable to your audience in the long-term.

You may not be able to eliminate technical issues on the viewers’ side, however, you should ensure a perfectly smooth delivery on your end. Test your equipment and rehearse the presentation to avoid any unpleasant surprises. Sending a copy of your presentation to your audience after the event will give those who may have experienced technical issues to familiarize themselves with it and create an opportunity for a follow-up interaction.

Time to get started

This brief guide should have given you a general idea of what makes a good social media strategy presentation and how to prepare one. Now, you can look for more material and explore each point in-depth, or you can start working on your presentation straight away and consult additional sources as you go along.

Whichever path you take, remember to do your research, plan your slides well, make them visually pleasing, take care of technicalities and—above all—focus on your client and social media productivity . If you fail to address their needs, you won’t be successful, no matter how visually appealing or technically advanced your presentation may be. Good luck!

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How to create a social media presentation for any business and brand (+ bonus tips for newbies)

What is social media presentation.

In the digital age, where attention spans are shrinking, creating an effective social media presentation is crucial for capturing and retaining any client’s interest. For example, when a business is looking for a social media manager (SMM) to boost their company’s social media presence, they want to know what will be done before it is actually done: what results they’ll get and what methods will be used to achieve them. That’s when a social media presentation comes in handy as the most attractive and informative way to introduce a business PowerPoint presentation .

If you wonder how to present a social media strategy, consider the below tips to help guide your path forward. In today’s article, we’ll walk you through the essential steps to create an impactful social media strategy PPT for any platform that not only conveys your message effectively but also engages your client, so dive right in!

How to create a social media strategy presentation?

Before you design slides, you need to have text, images, or infographics to add. A social media PowerPoint presentation must be related to content such as your social media strategy. Below, we share the steps that will help you craft an impactful social media marketing presentation for client they will never forget!

Disclaimer: You should not limit yourself to just one slide, e.g., to show the target audience, and we’ll now give you an approximate skeleton to follow.

Set goals: Slide 1 ⎼ Social media goals

To present informative social media presentation slides, you should have a solid discussion with the client to discover their business goals and transform them into social media goals. It will impact further brand presentation and research on the target audience, competitors, and promotion methods. In such a presentation, your clients will expect clear and tangible metrics.

For example, a shoe company wants to boost its sales using Instagram. In this case, you have to create goals of getting more conversions in sales, like increased clicks to the company’s website. Your social media analytics presentation should depict how a specific promotion method on a specific platform will give specific numbers.

Pro advice: Use Google Analytics for enhanced tracking and PowerPoint redesign services to create compelling diagrams.

Research your audience: Slide 2 ⎼ Target audience

Most clients know the “persona” they are marketing to, but your task is understanding if desirable business goals match the typical buyer persona. If the client doesn’t know their target audience, you should make recommendations but still try to discover the location, age, occupation, or favorite game of the people they want to reach. The more criteria you know, the more targeted tone and voice you will be able to use to influence people’s choices.

Research competitors: Slide 3 ⎼ Competitors

An effective social media marketing presentation ppt has to analyze direct competitors that definitely exist. And their SMM has already tried promotion strategies for you to learn from or avoid. Researching competitors is about thinking outside the box and analyzing their mistakes or successes. Your client should not be present on every platform, so do research and explore which ones will work best for their business.

When looking at competitors, consider two main things:

• MARKET GAP (e.g., there is no podcast about house plant care).
• LEAD ENGAGEMENT (e.g., they get fantastic traffic from Instagram).

Remember, researching competitors teaches you what to do and what not to do: posting frequency, type of content, followings of their followers, and more.

Do social media audit: Slide 4 ⎼ Social media analysis

Any social media report presentation must summarize what the company is already doing. It may be a new company you have to launch social media channels for, and it may be an experienced business looking for a new strategy.

If you create a social media strategy for an existing company, you have to audit its media to define baseline metrics: the number of followers, demographic data, average engagements, content performance, and other important analytics.

If you create a social media strategy for a startup, you will have what to offer only after researching their personas and suitable social media. For example, the target audience is women aged 40 to 55 living in the suburbs, so you offer to go with Facebook.

Set up the infrastructure: Slide 5 ⎼ Content posting tools

In the case of a new company, setting up the infrastructure means doing manual work or making use of SOPs to automate processes.

Answer the following questions if you’re going to do everything manually:

• Am I going to post things natively?
• How are we going to get the content calendars approved?
• Am I the only one to contact/answer the audience in DM/messaging?

In the case of established companies, they will most probably onboard you on a tool they already use and assign a colleague for you to master it quickly.

Create a content calendar: Slide 6 ⎼ Instagram/Facebook/TikTok content calendar

The last thing is putting together your content calendar and content into motion, which can be the hardest part. The last slides in the social media presentations ppt show an example of a post and calendar in tools like CoSchedule. For instance, you will post stories daily, behind-the-scenes images twice a week, and share product posts thrice weekly.

Regardless of plenty of scheduling tools, we advise building a simple content calendar in Excel Spreadsheets to send directly to a client and get approval/feedback.

6 bonus tips for newbies

Tip #1: develop a compelling storyline.

Every effective presentation tells a story, and social media presentations are no exception. Craft a compelling narrative that takes your client on a journey, keeping them engaged from start to finish. Begin with a strong introduction, followed by a clear progression of ideas, and conclude with a memorable closing. Remember, a well-structured storyline can enhance the overall impact of your social media content strategy presentation.

Tip #2: Design eye-catching visuals

Visual elements play a crucial role in any presentation. Create visually appealing graphics, images, and videos that complement your content and are consistent with the brand’s aesthetics. Then, ensure they are optimized to maintain a professional and cohesive look across different devices.

Pro advice: If design is not your cup of tea, consider hiring a professional PowerPoint redesign company to create beautiful icons, diagrams, and other visuals for you.

Tip #3: Incorporate engaging multimedia

Diversify your content by incorporating various multimedia elements. Leverage the power of videos, GIFs, and interactive elements to captivate your client even more.

Tip #4: Keep your social media presentation ppt concise

In the fast-paced world of social media, conciseness is key, so keep your presentation focused on the essential points. Avoid overwhelming your client with excessive information. Instead, prioritize clarity and simplicity to ensure your message is easily digestible. Consider using bullet points, short sentences, and impactful visuals to convey your ideas efficiently.

Tip #5: Leverage data and statistics

Support your claims and statements with relevant data and statistics. Incorporating credible information not only adds authenticity to your presentation on social media strategy but also helps build trust with your client. However, be sure to attribute your sources to enhance credibility.

Tip #6: Optimize for mobile

With the increasing use of smartphones, optimizing your presentation for mobile devices is crucial. Ensure that your content is responsive and looks appealing on smaller screens. Test your presentation on various devices to identify and address any formatting issues. A mobile-friendly presentation enhances accessibility and caters to the preferences of on-the-go clients.

Creating an effective social media campaign presentation requires a thoughtful combination of understanding the client’s needs and their target audience, compelling storytelling, and visually engaging content. By following the tips outlined above, you’ll be well-equipped to craft presentations your client will most definitely appreciate.

In case you need any help with social media slide design, don’t hesitate to contact us for professional assistance. Our presentation design experts are available to help 24/7/365!

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• Presenting techniques
• 50 tips on how to improve PowerPoint presentations in 2022-2023 [Updated]
• Keynote VS PowerPoint
• Types of presentations
• Present financial information visually in PowerPoint to drive results

• Guide & How to's

Top strategies and tips for creating awesome marketing presentations

How to create a business plan presentation?

How to create weekly status report template

16 Examples of Social Media Strategies That You Can Use for Your Clients

As a social media strategist , you never want to be at a loss to help your clients. Should they want to try something new or expand their reach to new audiences, you need to have new ideas ready to brainstorm. 

And social media marketing is about so much more than just posting interesting content or nice-looking pictures. You need to have solid strategies in place so you can know how to accomplish specific results that your brand or your client is looking for. 

Let’s take a look at 16 tried-and-true examples of social media strategies that can help you drive real results.

Why You Should Never Take a Single Strategy Approach 

It’s nearly impossible at this stage of the social media game to focus on a single strategy and stay successful. Some brands remain entirely focused on growth or engagement to the point that they fail to recognise how these can all be interconnected, never mind that businesses rarely need to achieve just one metric. They want a larger engaged audience that buys more, not just a bigger audience that does nothing or only succeeds in getting their existing audience to comment more. You need all the rungs. 

Here we’ll outline a few different ideas you can keep on hand so that you can create a diverse, expansive, and increasingly effective social media marketing strategy . Note that there will be plenty of overlap between the strategies, so some may serve more than one purpose.

4 Examples of Growth Strategies for Social Media

Growth strategies are a must for any social media campaign, but not in isolation. How can you grow your following and help them along to the next stage of the sales funnel? 

These four examples of social media strategies for growth are a solid start.

1. Social Media Contests 

Social media contests are obviously great for engagement and growth, but they also go a long way towards attracting new followers and motivating them to not just follow but engage.

You have a number of software options for running your contest, like Shortstack , Wishpond , or Vyper . They can help you not only capture user engagement with things like photo submissions, but you can get their email addresses, too. It’s an effective social growth and lead generation strategies.  

You can require people to follow your accounts in order to enter the contest, which can help growth.

You can also encourage users to submit their own photo or caption a picture and share it on their social media, tagging your accounts. This method ensures that even more people see it through their friend’s socials, which can also help your accounts grow further. 

2. Partnering With Other Brands 

Partnerships with beloved brands often make for the most engaging growth strategies because it forces both brands to get creative for an eye catching contest. 

Partnering up with known brands gives you instant credibility with your partner’s audience, builds trust in not just their audience but also your existing one.

Small businesses can take advantage of this strategy, too, even if they aren’t widely known. They likely have local followings, and promoting both products and brands at once (and potentially selling them together, like one brand’s delicious cookies that pair with another’s excellent drinks!) can drive social media follower boosts for both. 

3. Host “Account Takeovers” 

The account takeover is a very popular growth strategy. It involves someone not directly related to the brand (typically an influencer or partner brand) who creates content that you post on their behalf to your account in a “takeover.” 

It should be specified in the agreement that the individual will promote the takeover on their accounts, and they create content to post on your accounts for a set period around a certain theme. 

These are especially great for behind-the-scenes type events or “A Day in the Life of” campaigns. Takeovers are not only a great way to grow your brand, but also breathe new life into a social media feed or fill a lull in your brand’s programming or employee’s vacation time. It doesn’t hurt that your own team gets to take a day off from creating content, too!

4. Being Search- & Discoverability-Friendly 

This might seem obvious, but remaining search-friendly and discoverable can sometimes be an afterthought rather than part of your strategy as a whole. You don’t want this to be the case, because it can prevent you from capturing low-hanging fruit in terms of audience members who are actively searching for you.

Be sure to consider the key phrases people might use to find brands like yours on Facebook and YouTube specifically . People tend to employ slightly different search terms or phrasing depending on the platform, so adjust accordingly. And remember to collect Facebook reviews; it can help with search visibility. 

Content on Instagram, especially Reels, also has amazing discoverability features. If your brand is only posting on its main Feed and not Stories or Reels, there’s a whole world of new audiences you might be missing.

You can also use popular or trending hashtags on Instagram, TikTok, and Twitter; evergreen hashtags for general topics and seasonal, event, or holiday-specific hashtags to catch the moments. A great element of a social media strategy is always to create content that brings users to you through their questions.

Growth Strategies Not to Use 

We’ve all heard some of these ideas, and sometimes a client will throw it out there as something they’ve heard will increase growth quickly and easily. It’s up to us to calmly explain why these strategies are outdated or were never good plans to begin with:

• Follow for follow. This doesn’t actually work in most cases, and if it does you’re only getting followers from people who care about their own follower account and not your content. They won’t engage, and will likely stop following you shortly after you reciprocate. It also signals to other users that your following may be less than legit. 
• Buying followers. It’s fairly easy for a mildly social media-savvy customer to suss out a brand that buys followers. A quick scroll shows few fleshed-out profiles and engagements will always remain low. Whereas in the early days of social media, buying followers might have been part of a strategy, nowadays it’s just a sign that you aren’t as genuine as you might seem.
• Using “follower” software to grow. Most of the time, the followers you might gain from such software will stand out as bought followers for the reasons outlined above. But primarily, you don’t want your brand to engage in such practices because it looks bad if anyone takes a close look, shows a disingenuity with your brand, and the short-term payoff is never as good as the long-term, more organic growth you could focus on instead.

4 Examples of Engagement Strategies for Social Media 

Visibility algorithms depend heavily on engagement, and an engaged follower is more likely to convert to a paid customer and is more likely to see your content moving forward. Keep these ideas handy during your strategy meetings to ensure you include all of the foundations for excellent brand engagement.

1. Create Valuable Resources

It’s tried and true in the social media world: give people the information they need and you’ll get saves; present it in an easy to read infographic, and your audience will reward you with shares. 

Present your brand as the go-to palace for helpful hacks around your product to create content people need, their friends love, and they will engage.

2. Ask for Follower Opinions  

People love to tell you their opinion, and even better if it’s multiple choice. That could be why polls are such a popular social media engagement strategy . Even something as simple as ”what do you think” about x will spark someone’s imagination and encourage them to engage. Polls are available on a number of different platforms, including Twitter and Instagram Stories. 

You can capture user feedback by asking “What do you love, Grey walls or bright walls?” or “what’s your favourite flavour?” Opinions are such an easy way to build engagement fast that you’ll want to integrate it regularly into your strategy.

Make sure that you’re testing how your audience responds to open-ended questions like “What’s your favourite flavour” vs “this or that” questions like “Grey or bright walls” so you can create stronger engagement-focused posts in the future.

3. Engage With Your Audience 

The best way to invite engagement is to engage yourself, even when replying to negative comments ( this is important in its own right ). 

Keep the conversation going. 

And as a bonus, some platforms like Facebook will show when someone’s friend engages on a Page’s feed, which can help with growth and brand awareness. 

4. Go Live 

Facebook has a live video feature that does insanely well; considering that 80% of Facebook users say they prefer a live video to reading a blog post , it should absolutely be part of your engagement and growth strategy. 

You can schedule the live ahead of time, tie it to a Facebook Event, promote and boost it, and get started! People love getting to ask questions in real time, and once it’s over, you can share the video and promote it all over again.

Engagement Strategies Not to Use  

If it makes you cringe when someone does it to you, it’s probably not a great engagement strategy. 

Here are two of our peeves when it comes to Engagement don'ts:

• Tagging people in pictures or posts where it’s not relevant to them. Engagement doesn’t work when it’s not targeted well; we aren’t throwing spaghetti at the wall here. Tagging people unnecessarily is an excellent way to get your brand’s Page muted.
• Asking people to tag their friends in pictures that have nothing to do with them. This just translates to spam nowadays, and even if people take you up on it, there’s no better way to lose any organic influence than by taking part in such antics.

4 Examples of Brand Awareness Strategies for Social Media 

Brand awareness and growth obviously can be connected, but this section will focus on what you can do to specifically introduce and grow familiarity with your brand.  

1. Tell Your Brand’s Story Through Video 

It’s no secret that video can tell a story faster and pack more information into a smaller amount of time than any text or even still image. 

It’s a great way to introduce your audience to aspects of your brand they don’t normally get to witness, as the example above illustrates. Think of fun ways to use video and feature it prominently on your Page (and in ads!) to tell different aspects of your brand’s story 

2. Add Brand Logos or Use Brand Colors In Images 

One visual way to imprint your brand onto everything the customer sees is to lean on brand colours in your posts, and always add a thumbnail of your brand logo to every image, especially when it’s shareable. Make use of the Instagram “themed” colour galleries, so it’s easy to create such templates across the brand. A visually pleasing image is for your cover photos to match the brand colours, especially in YouTube cover art . 

Sharing an image? Add your logo at the bottom. Creating a very shareable infographic? Make sure your logo is part of the graphic so no one can just crop it out; get brand credit for your work while building awareness!

3. Run UGC Campaigns 

UGC (User Generated Content) is often your bread and butter of engagement. Instagram Stories and Facebook Stories are always a great place to share your UCG regularly and as often as you receive it.

If you want influencers and fans to start creating and sharing UGC, send them specific instructions for what you want to see users do; brands can publish this in their bios or create posts that have CTAs explaining what to do.

Examples of UGC you ask for might include unboxing, sharing how they use the final product, and more. When you provide instructions,  people are more likely to follow through by creating content and sharing it with you.

4. Create a Branded Hashtag 

One way to generate threads of UCG you can then share is to create a hashtag specific to your brand and encourage others to use it. This strategy is particularly valuable on Instagram but great for TikTok and Twitter, too. If your hashtag is one that people can also respond to and remix on TikTok, even better.

Branded hashtags like #LoveLoft and #chipotlehacks are the way to go. Use the branded hashtag on your posts and encourage your followers to use it, too, to create threads of UGC and branded content that build brand awareness and recognition 

4 Examples of Selling Strategies for Social Media 

Last but not least, we’ve got social selling. Who doesn’t want to drive more sales thanks to their hard work on social media?

These four examples of strategies for social media selling will get you off to a good start. 

1. Encouraging Wish List Creation 

Tieks ballet flats hold a highly successful annual holiday contest where they encourage users to build a wishlist and send it to friends and family; after sending it, you can win part of your wishlist! It’s a solid selling strategy that creates a high-intent action you also share with your friends, spawning more potential engagement.

Even if you don’t want your wishlist creation to be attached to a contest, it’s a high-intent action that can drive sales. It gets people on your site and thinking about what they’d like to purchase.

You can also offer 10% off with the creation of a wishlist, or just remind users to add items to it. 

2. Offering Exclusive Access to Sales & New Products  

Consumers love a deal, and even better if it's exclusive to a small group. That's why brands might offer their Facebook group members special access to purchase new products first, or special links to share with friends. 

Instagram Stories is the perfect way to share a coupon code that’s only good for 24 hours. The limited offer is sure to generate some serious urgency and excitement that can yield a near-immediate purchase.

There are lots of options here so get creative and try to leverage both scarcity and urgency by offering exclusive discounts to different groups of followers on social media. 

3. Setting Up Shoppable Features On Each Platform 

A thrilling addition to social media platforms is the shoppable features, where customers can make purchases either on-site or as directly as possible.

You’ll want to take a look at the following: 

• Facebook’s shopping features makes it much easier to sell items directly on the platform , even allowing your brand to tag your posts appropriately.  
• Instagram shopping features works much the same way, using Instagram Posts and Stories to reach more of those 130 million users who tap an Instagram Shop post every month . 
• Similarly, Buyable Pins connect products connected to your Pinterest search and links you directly to the checkout page on the product’s e-commerce website .
• YouTube isn’t quite as direct, but you can now add a Donate button, Membership button, and Merchandise hub, but they’re testing a direct link to purchase products mentioned in a YouTube video, to affiliates’ joy. 

4. Use Pinterest 

Pinterest is often deeply neglected, but it can stand alone as a selling strategy, particularly for eCommerce brands.

Whether you target those who make vision boards, collect research, or just like to scroll through Pinterest’s Boards and Collections, it’s the closest experience to window shopping we have on social media. Connect, pin with partners, and allow your customers the easiest way to indulge in your product. 

Final Thoughts 

As you can see, brands are at no loss for interesting methods of aligning growth, engagement, and sales. Choose the methods that work best for you and that you believe will be most effective with your target audience.

All of these strategies can be customised and adapted, scaled up or down. There’s endless flexibility, which is why they’re 16 of the strongest social media strategies you can start with. 

Ana is a strategic content marketer specialising in business, finance, and marketing writing, though she's worked across a range of industries. She works from her home in Orlando with her three dogs.

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Top 10 Social Media Roadmap Templates with Samples and Examples

Hanisha Kapoor

How do I amp up my social media game? How do I engage customers online? Are my posts informative enough for my audience? How often should I post on social media?

These are some questions that have got every business owner worried. Despite spending long hours curating ‘ The Social Media Plan’ , companies fail to increase their followers and sales. This is even as most have great ideas and budget, but are afraid to take the plunge.

What should companies do to hit the right chord with the audience? Should they be straight up about their business, like KFC UK did with their infamous chicken shortage tweet or emphasize some social message just as Dove honored nurses during the pandemic with its tagline, ‘Courage is Beautiful’.

Whichever road you take, one thing that binds these fantastic social media campaigns together is wonderful, on-time implementation.

Grab these predesigned social media strategies PPT Templates to help you save time and increase your revenues.

Execution needs to be planned in detail, so that you don’t gravitate towards the wormhole; success is guaranteed.

Social Media Roadmap for the Perfect Execution of Your Campaigns

No matter how exclusive your social media campaign is, its effectiveness is doomed if there is shoddy execution. Thus, ensure that you map out your ideas, lay out strategies, and curate a roadmap to launch your campaign the right way. The roadmap helps you set dates, pin goals, and deliver as per timelines to ensure that the audience sees and hears you.

Explore our social media report templates to align your business goals with your social media strategy.

SlideTeam brings you pre-designed and customizable roadmaps to boost your social media presence. These roadmaps are easy to use and can be incorporated to help you outline your plan, create campaigns, launch new products, increase followers, etc. These PPT Templates are perfect for helping you create a social media calendar to strengthen your company’s customer engagement.

Are you a social media manager? Highlight your expertise and outshine your competition using our exclusive social media manager resume PPT templates .

Without further ado, let’s walk you through the fantastic collection of social media roadmap PPT Templates.

Let’s begin!

Template 1: Social Media Roadmap PowerPoint Template

This is a content-ready PowerPoint Template for marketing teams to set out their social media strategies, build campaigns, calendars, and share plans across teams. Deploy this ready-to-use PowerPoint Slide to plan the creating, scheduling, and measuring of posts. This predesigned PPT Diagram is perfect to help you design particular launches and other social media activities. Download now!

Download this template

Template 2: Six-Month Social Media Roadmap PowerPoint Slide

Want to create an extensive social media plan for your business? Incorporate this actionable PowerPoint Template and use it to list out your goals and tasks. Use this six-month roadmap PPT Slide to increase your social media presence. You can deploy this PPT Diagram to help your team manage and analyze posts that need to go up online. This PowerPoint layout comprises a table to delineate goals for every month. Download now!

Grab this slide

Template 3: B2B Social Media Roadmap PowerPoint Diagram

Looking for ways to engage your audience online? Get your brand in the spotlight and outline an exciting plan for your user persona with this actionable PowerPoint Template. Filter this PPT slide’s informative content buckets, ideas, and graphics. Chart out a complete and creative social media plan for your audience with the incorporation of this flexible PowerPoint Template. Download now!

Template 4: Social Media Roadmap for six-month PPT Template

Are you scared to delve into social media? Use this ready-made PowerPoint Template to create a feasible social media roadmap for your business. Deploy this professional and appealing PPT Slide to list your goals on the left and outline a course of action to achieve those targets on the right side of the slide. This PowerPoint Graphic will increase your audience reach and sales by drawing a suitable social media roadmap for your business. Download now!

Template 5: Social Media SEO Roadmap PPT Slide

Here is another ready-to-use SEO Roadmap PowerPoint Template to scale up your social media presence. Use this PPT Slide to jot down your plan for positive brand perception and better customer satisfaction. Outline a comprehensive social media roadmap to help your business convert social followers into qualified leads and loyal consumers. Incorporate this PowerPoint Slide to widen your social community size. Download now!

Template 6: Social Media CRM Strategy Roadmap PowerPoint Template

Trying to build your brand on social media? Deploy this content-ready PowerPoint Template to create a robust social media plan for your audience. Help your team maintain consistency with posting and showcasing your presence with this PowerPoint Slide. This PPT Graphic offers tabs where you can outline a plan to engage your customers online. Drive betters results from launches and campaigns using this PowerPoint Diagram. Download now!

Grab this template

Template 7: 6-Month Social Media Roadmap PowerPoint Template

Here is another six-month social media roadmap PowerPoint slide to connect with the audience online. Create unique plans for platforms and increase your reach on each social media handle with this PowerPoint Slide. List your goals and activities on the slide to make it easier to comprehend. This PowerPoint Graphic is perfect for keeping tabs if do have to take to multi-tasking. Deploy this well-crafted PowerPoint Template and build a strong social media presence in six months. Download now!

Template 8: Six-Step Social Media Roadmap PowerPoint Slide

Wish to have a social media roadmap for your business? It’s time you research before you delve deeper into planning and executing your social media plan. Use this content-ready PowerPoint Template to analyze your target audience, competitors, content strategy, and more. Incorporate this PPT Slide to monitor lucrative campaigns and ads on social media platforms. This predesigned PowerPoint Slide will help you define your goal and target for the social media roadmap. Download this slide below to devise a feasible and actionable plan for your business.

Template 9: Social Media Marketing Strategy PowerPoint Template

Lacking the enthusiasm to post online every day? Help your team maintain the discipline and interest to manage all social media platforms with this well-structured PowerPoint Template. This PPT Slide allows you to outline a comprehensive social media plan for your business which you can use for constant posting and scheduling. Decide posts that need to go online beforehand to avoid 11th hour hassles. Use this PowerPoint Template for its perfect post-sharing benefits and good results in engaging the customer. Download now!

Template 10: Six-Month Social Media Management Roadmap PPT Slide

Deploy this content-ready PowerPoint Template to save time and effort in crafting a social media plan for every platform. Incorporate this well-structured PPT slide to sort posts based on dates, days, content, and social media handles. This predesigned PowerPoint Diagram will help you curate an extensive social media roadmap to enhance connect with your customers. Download now!

With daily posts planned, you can focus on what’s working for your brand. You carve your niche and develop a story for social media that engages your target audience. You establish a distinctive look and feel to each of your accounts. All this, however, can be overwhelming and scary. Yet, it should not stop you from creating and maintaining social media presence. Therefore, use SlideTeam’s pre-made and customized social media roadmap PPT Templates to feel motivated and organized. You can download these templates from the above collection or here .

PS:  Explore this exclusive guide replete with social media calendar templates to help you communicate your message in an effective manner and boost your business online.

FAQs on Social Media Roadmap

How to create a social media marketing strategy.

A well-built social media strategy can create a powerful marketing funnel for your business. It helps you beat competition and widen your target audience. Thus, it is imperative to devise a unique social media plan that gets the audience’s attention in minutes. Below are some of the ways to help you draft a social media plan for your brand:

• Identify your goals
• Choose the best platforms for your audience
• Plan a schedule
• Connect with your audience
• Measure the right metrics
• Post with religious regularity
• Adapt new campaigns
• Learn and grow

What is a social media workflow?

Creating, approving, scheduling, posting, and tracking are some of the most challenging tasks in social media. Moreover, last-minute changes can cost you energy, time, and money. Therefore, a social media workflow is an automated system that helps you work smarter and faster. It streamlines the processes, reduces errors, and saves time and money. The 10 stages of a social media workflow to enhance your publishing process are:

• Collecting material
• Copywriting
• Proofreading
• Post promotion
• Monitoring and learning

What is a social media audit?

A social media audit is meant to prevent businesses from taking to social media in a casual or ill-prepared fashion. Conducting an audit helps you analyze whether your social media strategy aligns with your business goals or not. A social media audit reviews your organization’s metrics to assess growth, opportunities, and things that should be done to improve your social presence. Some metrics, such as profile information, engagement metrics, publishing metrics, audience demographics, etc., help you improvise your social media plan to boost your business. The aim is to ensure you are doing it right, in terms of strategy, and also implementing it correctly on the ground.

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How to nail your pitch for a social media marketing campaign

Written by by Lauren Cover

Published on  January 4, 2021

Reading time  7 minutes

Every new year brings opportunities for marketers to try new things, improve upon their old strategies and pitch ideas that have never been brought to the table before. But it’s one thing to come up with a creative idea. It’s another to pitch a social media marketing campaign and secure your boss’ approval to execute it, especially when you consider the impact the events of 2020 have had on marketing as a whole.

A powerful pitch, regardless of the circumstances, needs a strategy with proof of concept and a plan for execution. In this article we’ll walkthrough:

• Content themes that have potential for 2021
• Using social data to prepare your pitch
• Showing how your idea supports business goals
• Packaging and presenting your pitch to get your team on board

What’s the big idea? Inspiration for your social media marketing pitch

In 2021, brands may be a bit more cautious with their content due to the pandemic and growing concerns around appearing out of touch or insensitive to consumers’ needs. At the same time, they’ll need to find ways to stand out from their competition in the saturated digital space. However, that doesn’t necessarily mean you need to completely reinvent your brand and social strategy.

A great marketing pitch idea could be as big as an original campaign or as minor as adjusting your tone of voice on social. Consider what is top of mind for your business and your specific audience and use that to influence what ideas you pitch.

According to the Sprout Social Index™ , the top three reason consumers follow brands on social are to:

• Stay informed about new products or services
• Have access to exclusive deals or promotions
• Be entertained by and enjoy the content

Pandemic or not, those reasons aren’t going anywhere.

If the pandemic is still top of mind for you and making you rethink your 2021 social media calendar, consider pitching content ideas that support and benefit your audience. That might mean building content that highlights the precautions your brand is taking in stores or investing more in your social customer care strategy. According to Hubspot , the “four Cs”—community, cleanliness, contactless and compassion—will be a good point of focus for brands, especially those that rely on in-person interactions.

Burger King, Popeyes, and Tim Hortons will get new modern drive-thrus at 10,000 locations to increase contactless payment and other digital amenities 🍔 pic.twitter.com/oWLIcyvBhB — NowThis (@nowthisnews) October 29, 2020

Coming in fourth on the list of reasons consumers follow brands is to be entertained. Considering that 2020 was a rather tense year, you might also consider pitching content or campaigns that encourage joy scrolling rather than doom scrolling.

https://twitter.com/johnniewalker_/status/1322231675225604096

The aforementioned stats and data should merely be a starting point that you might build upon. Once you do have more solidified, brand-specific ideas, if third-party data inspired them, embed the relevant stats in your pitch. Showing that there is merit and appetite for your ideas among your target audience can assure the people you’re pitching to that you’re onto something.

Do you have social proof that your audience will dig your idea?

Trends can be good for inspiring new ideas, but not every social trend will work for your brand. Social listening can help you hone in on specific trends and content your target audience is most interested in and engaged with, which may spark a social idea worth pursuing.

For example, a restaurant franchise used Sprout’s social listening tool to determine which menu item to feature in a new campaign. After analyzing the themes in conversations around their brand, the franchise found that nachos weren’t discussed as frequently as other food items, but they had the highest percentage of positive mentions compared to other dishes. The franchise used that insight to create new content promoting their nachos knowing their customers would be happy and engaged.

If you already have an idea in mind, social listening can help you validate if it’s something worth pursuing. Set up a listening query using relevant keywords and search terms to find frequently asked questions, demographic data and other qualitative from your audiences and industry to create new, compelling content.

Listening can also ensure that your brand is cognizant of the social and political landscape. Failure to read the room can turn seemingly well-intentioned campaigns or content into a brand crisis.

This Tweet from the Gap wasn't just a spur of the moment post from a social media manager who couldn't read the room. It went through layers of approval & was put on a content calendar for today. They were going to post this regardless of the results. And that makes it even worse pic.twitter.com/BPDxE4qlgz — Jon-Stephen Stansel (@jsstansel) November 4, 2020

What does your data tell you?

If 2020 taught us anything, it’s that nothing is certain and events can change on a dime. However, future marketing success is often dependent on past results. Digging into your social data can help you understand your audience on a deeper level and inspire new creative ideas. Once you’ve collected the necessary data, use it to back up your pitch and show your colleagues or clients why your idea has legs.

Look back at your content performance and embrace your inner data scientist. Using Sprout’s Premium Analytics , you can identify themes among your strongest performing content to inspire the direction of your next social campaign. Hone in on the messaging and tone of those high-performing posts as well.

Take note of any anomalies that occurred. If there was a unique piece of content that wowed your audience in a major way, that might be a good jumping-off point for your next campaign idea. Or if the opposite is true and your content fell flat, that’s equally important to know so you can reevaluate and even discontinue the use of content types, tone of voice or creative assets that don’t serve you or your audience.

Go beyond metrics and take a look at the comments on your popular posts. What was your audience actually saying and telling your brand? Their responses could be feedback that influences the direction of your content and give more context to your raw numbers.

As you build your pitch, package up all the key data points that will help demonstrate social proof and inspire confidence in your idea.

How does this idea support your marketing and business goals?

One of the most important things to keep in mind when you’re pitching a new idea or social media marketing campaign: goals, goals, goals . Goals hold you accountable, guide budgeting and inform more data-driven decisions. Demonstrating how your social plan can support objectives like driving organic traffic or bringing in net new leads goes a long way in securing buy-in from those in leadership.

In case you’re unsure of how to set your goals, get SMART :

• Specific: Goals should be clear, simple and defined.
• Measurable: Select the key performance indicators that support your goals and set up reporting plans.
• Achievable: Is the goal achievable with the resources you have?
• Realistic: With your current resources of time, bandwidth and budget, is your goal realistic?
• Time-sensitive: Every goal needs a time frame. Determine when you hope to achieve it and identify checkpoints to make sure you’re staying on track.

Round out your pitch by demonstrating how your idea will have a broad impact on your greater marketing and business efforts. If you can show that your idea will support product marketing efforts or be fruitful for your sales team, the catchers are more likely to give you the greenlight.

For additional guidance on goal setting and identifying the right metrics to track for each stage of the marketing funnel, download Sprout’s handy social media metrics map .

How will you package and present your pitch?

How you pitch a marketing campaign or idea depends on your business, brand and internal processes.  In some instances, pitching your idea might be as simple as emailing your manager, but an in-person or virtual meeting may pack more punch. This option creates a more personal connection between you, your colleagues, leadership and the idea. People often respond well if they are made to feel that they are participating in an idea’s development. According to advice from the Harvard Business Review , once the people hearing your pitch feel like a creative collaborator, the odds of rejection diminish.

To deliver a pitch that wows, whether it’s for a one-off idea or a campaign, you need to sell why this matters and clearly articulate your ideas–before they go into tactics. Make sure to include the following information in your proposal.

• The big idea: Clearly articulate your idea, the inspiration behind it, what excites you about it and the data that supports it.
• Why this matters: Sell your idea by answering how your audience and your brand will benefit? Make them from the very beginning of your pitch.
• Goals: What is the intended result you expect to see after launching this idea? How will you measure ROI? Think beyond financial return. If for instance, you want to improve an internal process to promote efficiency, the return would be increased bandwidth for your team.
• KPIs: Are there specific metrics you will track?
• Resources: How much time will you need to dedicate to this idea? If your social team is broken up into several different roles, document who is responsible for what and the expectations that come with each position.
• Budget: Will you need additional investments/resources? If you do need an additional budget, be specific about how, when and on what you’ll spend it.

Pitch perfect

Not every idea is a winning one, but with data, audience insights, your natural marketing intuition and a solid plan of attack, you can be confident that you will win over leadership and gain the necessary buy-in to bring your next great idea to life.

Need a bigger budget and additional resources to get it done? Use this guide and template to create a compelling social media business case

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• Now on slide

Build and grow stronger relationships on social

Sprout Social helps you understand and reach your audience, engage your community and measure performance with the only all-in-one social media management platform built for connection.

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Eric Adams, NYPD Brass Flip Out Over a Column Criticizing Them Over Crime

Mayor Eric Adams and top members of the NYPD spent the better part of the past three days lashing out at a columnist who criticized their response to subway crime, the latest instance of the city’s top officials attacking people they disagree with through their official social-media accounts.

In a New York Daily News piece published Saturday, columnist Harry Siegel wrote that despite the presence of more cops in the subway system, police don’t appear to have a workable plan to deal with the high number of mentally ill people there. The column came days after a series of high-profile incidents in the subway, including a shooting on a Brooklyn train and the death of a man who was shoved onto the tracks in an East Harlem station last month.

In one passage, Siegel called out Michael Kemper, the NYPD’s chief of transit:

While declaring that “some of these people should not be in civilized society,” Kemper said “We do our job, we arrest people, we remove them from the system. And then these other stakeholders, it’s their job to determine the consequences, not us.” It’s the real-life version of an old Onion bit:  Somebody Should Do Something About All the Problems .

After the column was published, Kemper attacked it online, claiming it contained “misleading and straight up false information.” He pointed to Siegel’s erroneous assertion that ten people had been killed in the subway system so far this year, rather than four.

The next day, NYPD deputy commissioner of operations Kaz Daughtry went after Siegel in more personal terms, writing on X, “​​We are the police. And you are a gadfly — who should consider revising their definition of madness to: reading a Siegel column expecting a useful takeaway.”

On Sunday, the Daily News issued a correction regarding the number of subway deaths. On X , Kemper seemed satisfied with this, saying that everyone should “put this behind us.” But he still took a parting shot at the column, calling it “flawed.”

This prompted a response from Siegel himself, who suggested that none of the chiefs ever spoke to the substance of his piece. “Incredible cop talk, to say an editor’s note correcting a simple, single error of fact—which is on me—means ‘admitting the article was flawed,’ he wrote . “A chief &2 commissioners tweeting all day about this w/out ever addressing the substance of the column, and now saying ‘time to move on.’”

The criticism continued despite the correction. NYPD chief of patrol John Chell mocked Siegel, suggesting that the article’s timing and Siegel’s work as an editor for nonprofit outlet The City “demonstrates the overall disdain for the NYPD.” The comments extended into Monday with Chell saying in an interview on 1010WINS that Siegel is “anti-cop.”

The posts prompted some backlash. New York contributor Errol Louis called them “unprofessional tantrums.” Former city councilmember Sal Albanese said the attempt to label Siegel as anti-police was a “false narrative.”

In an interview with NY1 on Monday, Kemper defended the messages. “If people are surprised that we have a voice also, well I don’t know what to tell them,” he said. He continued, “My response was correcting a false narrative that was written and, at the end of the day, the Daily News did correct the error.”

During his weekly press briefing on Tuesday, Adams said he wasn’t going to comment on “tweets” and defended the NYPD leaders who went after Siegel. “I don’t think they attacked anyone. They responded,” he said. “The columnist shared his opinion, they shared their opinion.”

The mayor then shared his own opinion, saying it was “distasteful” to publish the piece on the same day as the funeral for Officer Jonathan Diller , who was shot in the line of duty during a traffic stop last week. Adams suggested that the response from the department was rooted in the grief they were feeling from losing a fellow officer. “What you saw from Chell and Daughtry, you saw a human reaction,” he said.

The NYPD has lately ramped up vitriol against their perceived critics both in and outside of the media. The Associated Press reported last month that the department shown more of a willingness to call out pieces of legislation, journalists, and even judges if they feel they’re in the wrong. The strategy has backfired: In February, Chell wrongly identified a judge as having presided over a case where the suspect was released without bail. According to court records, the judge wasn’t involved in the case at all.

Late last month, Adams sat for an interview on the popular radio show The Breakfast Club , where he was questioned by attorney Olayemi Olurin, who accused him of stoking fears about subway crime at a time when transit crime rates have been trending downward. As several clips of Olurin’s tense interview with Adams went viral, the NYPD’s Chell called out Olurin on X, saying that she “epitomizes everything that true NYers are against.” Though others raised Diller’s funeral to criticize Siegel’s column, Chell personally brought it up during his interaction with Olurin, challenging her to face him at the memorial after she blocked him on the platform.

When Councilmember Tiffany Cabán shared a clip from Olurin’s interview, Chell listed several accomplishments of Adams’s administration and seemed to suggest that voters should consider voting Cabán out. “You know, as I travel through the city and spend time doing media just about every day, the community always asks me what can we do to help? I always say to all NYers, ‘If you want change, vote the change you seek,’” he wrote .

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