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Tips for developing an optimal Social Media Plan


Social media has become an essential element in any marketing strategy. To have a good digital storefront you need to have a proper strategy, or what is the same a Social Media Plan that allows you to achieve real goals.

Many companies wonder why it is useful to have a Social Media Plan and how it can be developed. In this article we want to share tips so you can prepare your Social Media Plan, step by step, so you can efficiently manage the social networks of your business, have a well-defined strategy and understand if the proposed actions generate enough ROI .

What is a Social Media Plan?

An SMP or Social Media Plan is a digital marketing strategy, applied especially to social media through a document, template or guide that helps us identify and plan the steps to follow towards our goals on Social Media.

In social networks, as well as in any other type of digital marketing strategy, you must follow a series of steps before taking any action, which is why by using a Social Media Plan, you can work in optimal conditions. and focused on your goals, which will surely allow you to be more effective and optimize control.

Before you start networking your business create a Social Media Plan. In order to draw up your Social Media Plan, you must follow a series of previous steps, in which the analysis of your situation, your competence and the objectives you want to achieve will be the basis for being able to do it correctly.
Here is a collection of tips to help you create your Social Media Plan. We have extracted the tips after living many experiences with clients of all kinds.

1- Analyze your brand and your current situation:

Before you start preparing your Social Media Plan, it is important to know the status of your brand, you must identify all those aspects that set you apart from the rest, as well as each of the strengths or weaknesses of your business. (SWOT).
First you can start by looking at the business internally:

• We sell products or services
• We are a B2B or B2C business
• Actions we have taken so far
• Online reputation of your brand or business
• Do I have the means to carry out digital actions?

2- Analyze the competition

Just as it is important to analyze your own brand, it is just as important to identify what your competition is doing and how you are doing it, to observe its positive and negative points.

This information will be very useful for you to be able to carry out your own strategy, but be careful, do not do exactly the same as them, for two reasons, your brand must be unique and keep in mind that what works for the competition does not it will necessarily work in your company.

To perform this analysis you have tools like BuzzSumo orGoogle Trends that will be very useful.

3- Analyze your website

To create a Social Media Plan it is essential to perform an analysis of the usability and accessibility of your website. There are tools like Metricspot or Sistrix that will help you understand if the portal needs to be improved.

Let’s not forget that one of the goals of social media and social media campaigns in general is to increase web traffic. If thanks to our goals on social media we manage to bring potential customers to the web, but when they arrive the page is not optimized, it will not convert and the effort will be useless.

We must take into account aspects such as the usability of the site, that the information is easy to find, that our user quickly identifies the values of the brand and the goal to be met and especially that the site is ready to use -by using a mobile device or voice assistants.

4- Define your target audience

To know who your target audience or ideal customer is, you need to be clear about the following information: Age, gender, location, purchasing power, consumption habits, and needs. Once you've created this profile, define which of your products or services can help solve your problems and / or meet your needs.
Only if you know your ideal customer perfectly will you be able to give them valuable content and create products and services tailored to them. You need to take a "picture" of the ideal customer.

5- Choose the appropriate social networks

In a Social Media Plan, it is basic to define which channels you want to use, as you know, each network works better for some sectors than for others, it is for this reason that you have to make a prior analysis of which networks are most suitable for to your business or brand. Don’t try to cover more than you can, it’s better to be on two social media right than on four and wrong. Control the time you can spend and channel your goals to selected social networks.

6- Define the contents for each social network

Once you have defined your dissemination and communication channels for your brand, you must select which content is most appropriate for each of them.

Each social network has its own tone, avoids automating Instagram posts on Facebook, for example, as it denotes laziness and gives a terrible brand image.

If you want to post the same image on both channels, you can do so by posting at different times and adapting the copy and hashtags for example.

7- Define your goals and select metrics

When preparing a Social Media Plan , you must have very well defined what your goals are, because depending on the current need of your business you can establish your strategy and use the KPIs that allow you to measure the effectiveness of 'this strategy.

KPIs are parameters or indicators that will help you measure the actions you are taking, to see if you are achieving the previously set goals.

If the goal of your business is to reach more people (Visibility), the KPIs you need to consider are:

• Scope and impressions: The reach KPI will tell you the number of people who saw your post, while the impression KPI will be the number of times your posts were viewed.
• Number of followers: the number of followers of the brand on Social Networks will be a clear indicator of the state of visibility you are achieving with your strategy.

Another important goal is engagement, which is fundamental to me, as engagement is a brand’s ability to build relationships with its audience. The more engagement you have, the more engaged the audience is with your brand, and therefore the more likely the user is to end up buying your product or service.

To find out how committed your fans are you need to measure the following KPIs:

• Number of "likes"
• Comments
• Shares or Shares

Another very important goal is to attract leads through social media.

To measure if you are doing it correctly the KPI you have to use is social traffic, the number of visits to the web from Social Networks.
You can analyze the visits you receive to your website from social networks and other sources, with Google Analytics .

8- Crisis plan for social networks

Social media has many advantages for your brand, but you must not forget the possibility of encountering an incident that requires specific and urgent attention, which is why, in the face of criticism, complaint, or claim on social media you should not respond without first having a crisis plan that tells you how to act in these situations.

Plan different scenarios for possible complaints and / or criticism, what to respond to and in what tone you will want to do so. The most important thing in these cases is to act quickly, to prevent the crisis from going viral, but to be able to present a very good argument.

9- The Editorial Calendar is essential

After analyzing your brand and that of your competitors, having chosen which networks will be most effective for your strategy and having your goals well defined, it is time to create your social profiles, if you still you don’t have them, or to prepare and optimize those that are already created.

Now it’s time to run your Social Media Plan and for that you need to create a post calendar. This calendar, along with some tools, is the most effective way to work on your social media, whether you’re a Community Manager or a copywriter or digital strategist.

10 - Against l

You will need to specify which indicators you will consider to ensure that the actions you are taking are optimal. Social Media Plans are usually developed by campaigns or annual planning, it is very important to be able to monitor data that can allow good decision making.

These are the most important steps we follow with our clients when we start planning actions on Social Media. Do not hesitate to contact our team if you have any questions.