The Social Media Plan defines the strategies and actions necessary to achieve the company’s objectives on social networks . In addition, it serves to help the team control the management of social networks taking into account the objectives, budgets, advertising campaigns, comments, among others.
Social networks have transformed the way in which brands communicate with users, breaking the barrier that separated them and putting at their disposal an ideal platform to establish a conversation from you to you. Brands no longer see social networks as just a communication channel, but also as a sales tool.
A social media plan is made up of several parts, all of them are important, since they depend on each other. It is a roadmap that will mark the path where the company will carry out its strategies.
How do you create a social media plan?
Each company must personalize its social media plan according to the objectives it has in mind. These are the steps to create it.
1. Analysis of the situation
The first thing a social media plan should consider is an analysis of the current situation . For this, we will investigate the environment, both internal and external of the company to find out where it is located.
Internally, it is necessary to answer the following questions through the research that is carried out:
- About us? Define what the company is.
- What’s on offer? Products or services offered ..
- How are the resources? We have sufficient or limited resources.
- What is online reputation like? What is said about the company on social networks.
- What has been done so far and where? What campaigns have been carried out and in which online and / or offline channels.
Regarding the external level, it is good to know the following: the situation of the competition (what it is doing, how and where), demographic, economic, technological, political and socio-cultural factors.
With all this information, a SWOT analysis is carried out on the company, which allows to capture, in a very visual way, the internal characteristics of the brand, weaknesses and strengths and the external situation, threats and opportunities.
2. Goal Creation
In 2007, the research and consulting company Forrester created the POST (People, Objective, Strategy & Technology) methodology. It is a very effective method when creating the social media plan strategy.
This method consists of the following:
- People: This element is essential before starting the strategy in social networks. You have to know who a company is targeting and what are the characteristics of these people. The target must be defined correctly.
- Objectives: They must be realistic and measurable objectives . It is recommended to create a single clear objective. Some objectives may be, for example:
- Improve the brand image.
- Strengthen the relationship with customers.
- Get qualified visitors.
- Position ourselves as experts in a specific sector
- Strategy (Strategy): After defining the objectives, the strategy must be designed, that is, the set of actions that aim to develop the objectives set. In this step you have to define in which social networks the company will have a presence, frequency, what language will be used, etc. Once the social networks have been chosen, it is time to create the content. In this step it must be clear that it must be adapted to each format and language.
- Tecnology (Technology): In this case, the appropriate tools are selected that allow managing social networks more effectively.
3. Selection of KPI’s, and measurement of results
To know the scope of the actions on social networks, you have to mark some KPI’s to make the measurements. These have to be established based on the objectives and strategies that have been previously defined in the Social Media Plan.
KPIs can be established based on interactions based on the number of followers, the number of likes or clicks on posts or the number of conversions from social networks, for example.
In the case of not obtaining the expected results, errors can be detected based on the metrics carried out and thus redefine the actions that may be more optimal to achieve the proposed objectives.
4. Crisis Manual
Sometimes things can turn out differently than the company anticipates. There may be a business reputation crisis that will have to be managed. Therefore, it is important to you that the brand contemplates a contingency plan that will be known by the entire team that performs these efforts.