Social Media Strategy for ABC Company

Purpose of the Strategy


Include one to three sentences that summarize the reason that you intend to use social media in your business. Be as specific as possible with intended outcomes that you can measure whether or not you achieved them.
EXAMPLE: The purpose of this strategy is to outline an effective plan for driving at least 1,000 new leads per month and generating an additional $50,000 in sales per month for Widget Express ABC using social media.
Strategic Objective / Theme

What are your primary and secondary objectives that drive your social media strategy? There are three primary objectives (or themes) that you should consider for your business: awareness, loyalty, and sales.

Target Audience

One of the key questions that you should have answered about your business is, “Who is your target market?” The answer to this question is extremely important—not only for selling products and services that your target market wants, but also for engaging with them in social media. Use this section to document as much as you can about your target market.

General description of your target market
Primary age range
Male / female ratio
Annual household income
What do they read?
What do they like to do for fun?
What social media sites do they use?
Add additional information here


Social Media Platforms / Organization


This section of the strategy template focuses on identifying and documenting the specific social media platforms that you are going to use. Describe whether you intend to use the various types of social media platforms.

Main Social Media Platform

Identify the main social media platform that will act as the central hub of your online activity. If you are already active in social media, you may find it hard to pick just one. However, I strongly recommend that you do so and identify it here.

Social Networking Platforms

Identify any other social networking platforms that you are using (or intend to use soon) as part of your social media organization.

Video Sharing Platforms

Identify any video-sharing platforms that you are using (or intend to use soon) as part of your social media organization.

Microblogging Platforms

Identify any microblogging platforms that you are using (or intend to use soon) as part of your social media organization.

Blog Platforms

Identify any blog platforms that you are using (or intend to use soon) as part of your social media organization.

Social News Platforms

Identify any social news platforms that you are using (or intend to use soon) as part of your social media organization.

Social Bookmarking Platforms

Identify any social bookmarking platforms that you are using (or intend to use soon) as part of your social media organization.

Photo Sharing Platforms

Identify any photo sharing platforms that you are using (or intend to use soon) as part of your social media organization.

Content Curation Platforms

Identify any content curation platforms that you are using (or intend to use soon) as part of your social media organization.

Wiki Platforms

Identify any wiki platforms that you are using (or intend to use soon) as part of your social media organization.


Content Planning, Development, and Distribution


In this section, describe your plan to write, review, and distribute content across your social media organization. Ideally, your plan allows you to leverage content in many ways.
Roles and Responsibilities


In this section, describe your plan to execute your social media strategy. Is it only you doing all of the work? Are you going to assign tasks to team members? Or are you going to hire third-party vendors to handle some of the work?
Software and Automation


Review each of the subcategories below, and fill in as much of the information as you can.

Auto-Posting Tools

Describe the software and tools (if any) that you intend to use to automate the posting of content to social media platforms.

Social Monitoring Tools

Describe the software and tools (if any) that you intend to use to automate the monitoring of and listening to conversations that pertain to you and your business.

Social Measurement Tools

Describe the software and tools (if any) that you intend to use to automate the measurement and reporting of your social media engagement and effectiveness.


Measurement, Testing, and Continuous Improvement


Describe your plan to measure, test, and continuously improve your social media strategy. What are your Key Performance Indicators (KPIs, or key measurables) that you're going to measure and track? Are you going to use any special software or websites to help track and monitor any of the metrics?