Social Media Plan

Sebelum membangun rencana media sosial maka penting bagi perusahaan mengetahui terkait
bagaimana prosesnya sosial media hingga dapat meningkatkan performa organisasi dan
sejauh mana media sosial itu cocok dengan operasional dan aktivitas promosi perusahaan.

Steps to Build a Social Media Plan

Listen to determine Opportunities

Pada tahap pertama ini perusahaan harus mendengarkan dan memahami keinginan dari
pelanggan terkait produk. Setelah informasi terkumpul maka informasi akan dianalisis untuk
mengidentifikasi kelebihan dan kekurangan perusahaan.

Establish Social Media Objective

Setelah memiliki informasi terkait keinginan pelanggan dan kekuatan serta kelemahan
perusahaan, maka dilanjutkan dengan tahapan menentukan Social Media Objective.
Contohnya meningkatkan Brand Awareness, Market share, atau acquiring new Customers.

Segment and Target the Social Customers

Setelah tujuan dibuat maka perusahaan pada tahapan ketiga akan mensegmentasikan pasar
sesuai dengan informasi pada tahap pertama dan berdasarkan Social Media Objective.

Select Social Media Tools

Pemilihan Social Media Tools didasarkan pada Social Media Objective. Pemilihan media ini
diharapkan akan tepat sasaran pada target konsumen / segmen pasar yang ingin diraih.
Contohnya media sosial Instagram saat ini digemari oleh kalangan muda.

Implement and Integrate the Plan

Tahapan selanjutnya adalah mengimplementasikan dan mengintegrasikan rencana yang telah

dibuat.
What is a social media plan?

Nearly every business has a social media presence. But succeeding on social networks takes
more than just posting daily updates. Do you know what your goals are and who you are
trying to reach? Do you understand the type of content that your audience truly cares about
and why they would want to engage with you? Answering those questions and moving
beyond ad hoc social presence requires a strategic plan.

A social media plan outlines what you want to achieve on social media and how it supports
your overall marketing strategy. It helps you determine your target audience, the social
networks to join, and the type of content to develop and share. Once you have a plan outlined,
you can get to work refining your content and cadence, analyzing follower engagement, and
building deeper relationships with your audience.

How do I create a social media plan?

Most marketing teams build and refine social media plans a few times per year. This likely
happens alongside other team-level and company-level planning. You might also build
separate social plans for special launches or campaigns — these would also support the
broader social media strategy. Follow these steps to build a plan that drives real results:

Define social goals and KPIs

The first step to an effective social media plan is reviewing your broader marketing goals and
initiatives. Your social goals should ladder back to top-level marketing goals — these
objectives inform your social strategy.

Social media goals typically fit into the following categories:

 Increase share of voice

 Gain new followers

 Drive traffic to your website

 Generate new leads or trial sign-ups

 Boost community engagement and loyalty

 Triage customer support requests

Depending on the size of your team, you may want to pursue more or fewer goals. For
example, if you do not have a team member from customer support available to monitor
social media, you may not want to provide in-depth customer support on social networks.
Instead, direct support requests to email or a help desk.

Next, you are ready to align social goals with relevant KPIs. If your goal is to drive website
traffic, for instance, meaningful KPIs would include click-through rates on social content and
referral traffic from specific sites. Many teams make the mistake of tracking every metric
available on social networks (e.g., followers, influence scores, post reach, shares, and likes).
Lots of data can be useful but it is often simpler and more effective to trim KPIs to those that
directly correspond with intended objectives.

Know your audience and competitors

Revisit your existing buyer personas to gain a better understanding of who you should be
targeting and what kind of content will boost engagement. This may require a bit of
guesswork, but you can also use social media analysis tools to identify key demographics,
track interests, and gain insights about a competitor's audience.

Then, look at how your competitors use social media — evaluate the networks they use, the
type of content they share, and how often they post. It is up to you to decide if you want to
have a social presence on the same networks as competitors or if you would prefer to target
channels that are more relevant to your goals.

Choose social networks

Each social network fulfills its own niche. You do not need to have a presence on all of them.
Prioritize the networks where your audience spends the most time and where your brand can
be most useful. For example, if you do not develop video content, there is no sense in
creating a YouTube or Vimeo channel. (This might seem obvious, but plenty of marketing
teams feel pressure to be everywhere just because you can.)

Consider smaller platforms that might be uniquely relevant to your audience and market.
Sites such as Houzz, Goodreads, or Behance give you a chance to build relationships with
folks who have specific skills and interests.

Review past performance

Many teams use the start of a new year or quarter to audit marketing programs. If you are
revising an existing social media plan, you need to review what you have tried before. Seek
answers to the following:

 Which networks should we continue to invest in? Which, if any, should we leave?

 What type of content performs best — by reach, clicks, shares, or other KPIs?

 How much time and resources have we been investing in social? Do the returns justify
the investment?

 What should we keep or stop doing?

Create a playbook

A social media playbook is the culmination of your strategic plan as well as smaller details
that guide your daily posts — such as content themes, audience segmentation, and posting
frequency. A playbook typically contains the following components:

Target audience, including any segmented lists (e.g., by age, industry,

location, job role, etc.)

There are different reasons you might segment your audience. For example,
you can create lists to monitor various conversations or for ad targeting
purposes.
Channels Social platforms on which you have a presence, including any channel-
specific goals
Tone and style Your brand's social media voice or personality

Typically, you will define one brand voice for all marketing content with
different tones or styles on social media. For example, some brands are
more playful on Twitter and more professional on LinkedIn.
Core messages Primary messages that will help convey your brand's value

These will likely match or support core messages within your content

marketing plan.
Content themes Main themes and conversations you want to engage in on social channels
Posting mix Types of posts you will create (e.g., text, links, images, videos, and
reshares)
 The posting mix depends on a number of factors — such as audience
interests and internal resources.
Posting frequency How often you plan to post and at what times of day

The optimal frequency and timing depends on how your audience responds
to your posts. Dig into engagement metrics and industry research to
determine the best cadence.
Guidelines Policies and processes to guide social media use — such as how to respond
to a disgruntled customer