Social Media Strategy Template
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.
Social media goals
Why do you need a social media strategy?
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.
- 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
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?
[TYPE OF BUSINESS]
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.
Short list of products or services that you would like to feature via social media (if applicable).
What are the primary ways that clients/customers currently find your business now?
[METHODS OF FINDING]
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.
Current Virtual Presence
Primary website — [PRIMARY WEBSITE]
Secondary websites — [SECONDARY WEBSITES]
Other URLs directed to these websites — [ADDL URLS]
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 NAME]
[PLATFORM 1 CONNECTIONS]
[PLATFORM 2 NAME]
[PLATFORM 2 CONNECTIONS]
[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
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.
Google search terms —
[PRINCIPAL 1 NAME]
[PRINCIPAL 2 NAME]
[PRINCIPAL 3 NAME]
[TYPE OF BUSINESS] + [GEOGRAPHICAL AREA]
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
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.