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There’s not one business niche that doesn’t need a social media presence. To have a social media presence, a company needs a solid social media plan. Creating a social media plan takes, well, planning. While personal accounts can be more whimsical with posting, business accounts need a cohesive theme and a branded message.


Define Social Media Goals

The first step towards creating a social media plan is defining goals. As with any marketing strategy, businesses need to define their goals, both short and long term. For example, new businesses may want to build brand awareness and engagement online, whereas established brands want to boost their conversion rates.

The key to creating a successful social media plan is understanding it will change over time. As a business reaches its short-term goals, their focus will shift towards long-term goals.


Choose a Platform

Brands both and large and small need to pick the right platform. Not every social media channel will work for every type of business. Business to business brands should focus on channels that build business connections.

On the other hand, companies with direct-to-consumer models need to stay in front of their target audience, and that means being as visual as possible. Instagram is one of the most lucrative marketing channels to boost engagement and tell a story without saying a word. The marketing mix needs to suit the brand’s mission statement, vision, and target audience.


Know How to Measure Success

Regardless of chosen platforms, how a business measures its success also needs to be considered. Keep in mind that every business has its own idea of success, so the analytics measured will reflect as such. It depends on which stage a business is at and what its goals are.

For some businesses, higher engagement levels in the form of likes, shares, and comments will represent success. For others, the number of leads that converted into sales will provide the analytic proof their social media plan is working.


Since social media strategies have many moving parts, take the time to plot out the course of action. Set goals, define the target audience, and be ready to shift gears if the initial plan doesn’t produce the expected results.