Does your organization have an online presence on social networks but you can't get results? Don't know what aspects you should change to improve it? Establishing a powerful brand is a long-term process. And a social media plan is important for your social media marketing efforts and overall growth strategies. Many companies try to market without a recorded strategy. Right now, we are in the middle of 2021. It's time to evaluate your organization's social networks and plan a strong social media plan based on your goals.

 

What is a social media plan? 

A social media plan is a complete document that outlines the basics of a social media strategy. These include what you will achieve and what you want to achieve on social media: 

●      Business goals and objectives

●      Social media content

●      Workflow of approval

●      Performance measurement and analysis

 

Why does your brand need a social media plan? 

A social media plan is essential to ensure the success of your overall social media marketing efforts. 

A social media plan ensures that your brand: 

●      Maintain a regular posting schedule across all social media channels.

●      Before telling a consistent story, create content that avoids breaking up scripts to share relevant content.

●      The only post branded, reviewed, appropriate and inappropriate content 

In short, an effective social media plan helps you manage your brand more efficiently and publish high-quality content at the right time.

 

6 Steps to Creating an Effective Social Media Plan 

Step 1: Analysis of the situation 

Before you strategize about where you are going, take a look at where you are. Pay special attention to the following: 

●      Company Situation: Analyze your brand internally and externally. To do this, gather information about your organization's activities, work processes, and the effectiveness of your authorized organizations. Google, on the other hand, detects external factors involved in online presence on social networks. View user comments on other platforms to find out what your brand places, what outsiders think. One suggestion is to create alerts with Google Alert Tools so that when someone talks about your company, a notification will come. 

●      Environment and Sector: Analyze the sector in which your brand has developed. Examine data, statistics, trends to see what's happening inside and outside the sector. In short, keep up to date with all the news. For this, we are advised to conduct research, review, and review the trends of the sector and the behavior of the users. 

●      Competition and cooperation: Know and analyze what steps your competition takes to determine what activities your brand will take and what you should avoid. The competition serves as an inspiration and warning before taking any action. You may not have heard the word co-option. This refers to the organizations with which you can coordinate. It can be your ally with one. 

●      SWOT (Weaknesses, Threats, Strengths, and Opportunities ): SWOT analysis is very basic to know the weak and strong points of your company. On social networks, identify our weaknesses in managing organizations. Strengths: Good product, creative. Take a general review of our entire company. 

Step 2: Set goals 

Clear and achievable goals are being set at the center of social media planning. These will certainly respond to smart purposes. That is, they must be specific, measurable, achievable, realistic, and timely. 

Qualitative: These objectives refer to the image of the brand, in the medium or long term position. Example: 

●      Attract new clients and followers.

●      Improve location

●      Build customer loyalty within 5 months 

Quantitative: These goals are established to achieve improved economic and growth results. Example: 

●      Increase followers by 20% on Facebook and Instagram in 2 months.

●      Increase visits to our website by 25% in the next quarter.

●      Increase engagement on the Instagram page for the next two months. 

Step 3: Strategy planning 

To establish a social media planning strategy, you first need to determine your organization’s buyer personality and buyer travel. It is a matter of noticing who we are addressing and how we are addressing. 

The buyer persona is a detailed imaginary representation of an ideal customer that helps to classify that person in the most favorable way. The buyer must have a wide range of information, from personal to commercial. It is advisable to consider an average of 3 to 4 customers with different ages and different behaviors for your business based on your personal data, tastes, preferences to motivate them to acquire the products or services offered by your brand. This information can be captured in a file or created in your own Excel. 

Knowing your customer personality, you can already determine which social networks you will have a presence on. Also, what language will you use? Note that other features of each social network include its own language rules, communication tones, and image measurements. For this reason, it is recommended to have a style guide on every social network with all the information needed to create content. 

Known as the buyer's journey or purchase process, it is the process of finding a potential customer to convert our products or services into sales. The process involves the following steps: requirements, discovery, consideration, and purchase decision. 

Step 4: Tactics 

Strategies involve thinking and analyzing what steps need to be taken to meet objectives. We think about the characteristics of the buyer person and the stage on which the funnel is located. Thus, it is important to know the steps of the funnel for the transitions, as the contents vary according to each layer of the funnel. 

Step 5: Delimitation of actions 

The steps must be set in motion and for everything following the strategies described above, the exact time, materials, cost, and how to perform this action must be established. On social networks, various actions can be applied such as a raffle, creative competition, promotion with influencers (select the most suitable influencer). In order to determine the effect of our actions, it is important to measure before, during, and after each activity. Also, there are digital tools for performing these actions like Blender, Easy Promo, Tricocal. It allows you to create competing landing pages within social networks and continue it on that platform. Thus, data of interested users is collected. 

Step 6: Measure 

Measurements are necessary to determine which steps are being implemented. Remember that the same actions do not work well for everyone. And how do I do this measurement? Set your own KPI, set a time parameter to perform the measurement. The recommended time is monthly, but it can also be weekly. This information is contained in the monthly reports of each activity and is regularly monitored. 

Tips for an effective social media plan

 

Boost brand equity

To find out what is valuable to your brand, ask yourself the following question: "What is valuable to our customers and we are portraying it above all our expertise on our social media platform?" Users are subject to hundreds of content every day. So, it is important for your followers to keep any valuable updates about your product or service. Customers follow companies ’social networks to get news about the company’s products. This means updates on viral content, quality and sales, and messages about how valuable your products or services are to your followers. 

Focus on your online presence

97% of customers search local businesses online; This means your primary source for finding a brand that meets your needs. Ratings, reviews, and even companies that interact with your brand build trust with users. Maintain your reputation online. This is the best way to increase customer loyalty. Do not raise doubts and questions among users. If they see unanswered questions or negative comments, your followers may link it to poor customer service. 

Video content

Currently, video content is growing steadily. According to experts, 87% of video marketers report an increase in their website traffic for video content. So, videos on your brand’s social networks should be considered to increase the engagement of your followers. Set aside some time to review your past posts and determine what works and how it will improve, and what content can convert into a video. 

SEO and social media

The use of keywords enables relevant content. Instead of completely changing your social media strategy to create leads of your choice, keep an eye on updates on this platform and focus on what keywords may be included in your own social media strategy. So it’s time for you to get acquainted with SEO and SEO. We hope this information has been very useful for your social media planning plan. 

From marketing strategy to sales, we wish you success.