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Social Media Strategy Template

Prepared for:
Client Name
[Client.Company]
Prepared by:
Sender Name
[Sender.Company]

Planning worksheet

This template is intended as a starting point for developing a social media strategy for a small business. This planning worksheet helps you evaluate goals and virtual business presence starting point, identifies any specific problems that need to be solved, and then helps you map out a social media strategy. This social media strategy planning worksheet is also helpful to have before you hire anyone to assist you on social media matters.

A survey is a nice, stand-out way to interact with your clients or prospective clients. It’s also a nice way to know that they are really reading your social media strategy. (Of course, with PandaDoc, you not only know when they are looking at your plan, but you know how long they are considering each piece.) With PandaDoc, you can drag-and-drop a Checkbox Widget right onto your document, assigning which recipient you want to act on it.

Social media goals

Why do you need a social media strategy?

  • Don’t know – somebody told me I needed one
  • I need to increase public visibility for my business
  • I need to attract more business
  • I want to create a reputation as an expert in my field
  • I want to market a particular product or service
  • Other

Knowing why you want a social media strategy is essential to crafting a plan that will meet your goals; not all social media exposure is helpful to that end.

What is your business?

BUSINESS NAME

TYPE OF BUSINESS

GEOGRAPHICAL AREA

Short list of products or services that you would like to feature via social media (if applicable).

FEATURED 1

FEATURED 2

FEATURED 3

For “Type of Business” and “Geographical Area,” think in terms of what your potential clients might search for if they are online. For example, commercial real estate in San Diego, or italian restaurant in Hoboken, New Jersey.

Think in terms of walk-ins, referrals from other clients, referrals from professional groups, online, newspaper ads. If you don’t know, perhaps you should find out.

What are the primary ways that clients/customers currently find your business now?

METHODS OF FINDING

Current Virtual Presence

Primary website — PRIMARY WEBSITE

Secondary websites — SECONDARY WEBSITES

Other URLs directed to these websites — ADDL URLS

Blog(s) —

BLOG 1

BLOG 2

BLOG 3

Many businesses use multiple URLs that are all directed to the same website, acting as a funnel for multiple searches and common misspellings of the business name.

How many hits/day or hits/week do you get on your websites and blogs?

WEBSITE HITS PER WEEK/per week WEBSITE HITS PER MO/per month

BLOG HITS PER WEEK/per week BLOG HITS PER MO/per month

Are you routinely getting new clients as a direct result of your virtual internet presence? NEW CLIENT CONNECTION

Some businesses have no intention of directly acquiring clients/customers via a website, while others heavily rely on their virtual presence to attract clientele. This is an important distinction in determining how to spend your time and money for social media exposure.

Social media profiles

Google+ Profile name GOOGLE NAME

Number of connections GOOGLE CONNECTIONS

LinkedIn Profile name LINKEDIN NAME

Company profile LINKEDIN CO

Number of connections LINKEDIN CONNECTIONS

Facebook Profile name FB NAME

Company page: FB CO PAGE

Other pages: FB OTHER 1

FB OTHER 2

Friends FB FRIENDS

Likes FB LIKES

Twitter Profile name TWITTER NAME

Followers TWITTER FOLLOWERS

YouTube Profile name YOUTUBE NAME

Followers YOUTUBE FOLLOWERS

Other social media

PLATFORM 1

PLATFORM 1 NAME

PLATFORM 1 CONNECTIONS

PLATFORM 2

PLATFORM 2 NAME

PLATFORM 2 CONNECTIONS

PLATFORM 3

PLATFORM 3 NAME

PLATFORM 3 CONNECTIONS

If you are working with a social media consultant, they will probably look at more detailed information about each social media platform, but identifying where you have a presence and how many people are connected to you there is the first step.

Virtual reputation search

Google search terms —

COMPANY NAME

PRINCIPAL 1 NAME

PRINCIPAL 2 NAME

PRINCIPAL 3 NAME

TYPE OF BUSINESS + GEOGRAPHICAL AREA

It is common practice for potential customers/clients to perform some simple online searches in advance of deciding whether or not to do business with you, including searching the names of primary people in the business. It is helpful to know what such a search would reveal.

Does your primary website show up on the first page for any or all of these searches? Are most of the search results a reference to your own website or other intentionally posted business information? Does any negative information about your business appear in the first 3-5 pages of the search results? If so, what? NEGATIVE INFORMATION

Answers to these questions will help you work with a social media consultant to correct problems.

Interest in social media activities

You could spend your entire day engaging in social media tasks, but most businesses can neither afford the time or money to do that. The following list gives some ideas of social media involvement and helps you sort out priorities. They are in no particular order of importance.

Want to have for my business Want to do myself Want to hire someone to do
Business blog with regular blog articles
Guest blog on other well-read blogs
Comment on other’s blogs
Review books in industry/market
Post regular tweets
Post regular updates on Facebook
Post regular updates on LinkedIn
Post regularly on Google+
Post videos on YouTube
Upgrade profile on existing social media platforms
Add profiles on new social media platforms
Create links to allow posting on one social media platform to automatically post in other places
Add related profiles, such as for business personnel
(other)

Social media use can be overwhelming to many business owners, so don’t take on too much at a time, and if you hire a consultant to assist you, make sure you are both on the same page in terms of desired result from using social media for your business, and then determining how much time and money to invest in accord with that plan. Don’t forget to track your results (increased hits, followers, clients referrals) so you can adapt as you go.

Useful resources

Featured Templates
Sales Proposals
NDA Agreements
Operating Agreements
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Sales Documents
Marketing Proposals
Rental and Lease Agreements
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Business Proposals
Agreement Templates
Purchase Agreements
Contract Templates

FAQ

  • A social media marketing strategy helps to leverage social media platforms in order to promote your product or service and your company to a new audience. It helps a brand to evaluate goals and identify specific problems that need to be tackled by the social media marketing team. It can also help to plan out social media interactions and how to better connect with your audience.

  • 3 effective social media strategies are:

    1. Trends: One of the best social media strategies is capitalising on trending topics and joining the conversation.

    2. Being timely: Right post at the right time can catch a person’s attention better than just a good post.

    3. Review and Redo: Keep re-evaluating your social media plan and constantly keep it up to date with feedback from your audience.

  • A social media strategy template will help you effectively design a good social media strategy. To create a template, you will need to research the services you can offer and compare it with the services the clients need. Use a survey to interact with clients to gather necessary information. Each template should have tasks you can undertake, pricing, deliverables, executive summary, and T&C.

Disclaimer

Materials (e.g. templates, educational articles, blog posts and informational content), made available through PandaDoc, including via any integrations, connectors, extensions, plugins, or third-party AI platforms (e.g. ChatGPT, Claude, or similar tools) are for general information purposes only and are provided "as is." These materials do not constitute legal, regulatory, or compliance advice and should not be construed as such. It is your responsibility to ensure materials meet your specific legal requirements. Consult a qualified attorney licensed in your jurisdiction before relying on these materials. PandaDoc disclaims all warranties, express or implied, including fitness for a particular purpose or non-infringement.

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Adapt this social media strategy template to do just that or as part of a larger marketing plan. Adapt to include any social networks that suit the various B2B or B2C clients.

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