Social media
strategy and
planning
Here is where your presentation begins

Table of contents
01 02
04
03
Introduction Social Media Landscape
Goal Setting
Audience Analysis
05
07
Content Strategy
Social Media Analytics
06
08
Paid Social Media
Advertising
Conclusion

INTRODUCTION
O F S O C I A L M E D I A S T R A T E G Y A N D P L A N N I N G
01

— Warren Buffett
"Price is what you pay. Value is what you get."

Introduction
>>> A social media strategy and planning refers to the
process of developing a comprehensive plan that outlines
how an organization will use social media platforms to
achieve its marketing and communication goals. This plan
involves identifying target audiences, selecting appropriate
social media channels, creating engaging content,
monitoring and analyzing performance, and adapting the
strategy accordingly.

Why social media strategy and planning are important?
INTRODUCTION
The purpose of a social media strategy and planning presentation is to educate and
guide individuals or organizations on how to effectively use social media to achieve
their goals.
The presentation may cover topics such as identifying target audiences, choosing
the right platforms, creating engaging content, measuring success, and adapting to
changing trends.
The goal is to help the audience develop a comprehensive social media plan that
aligns with their objectives and brand identity. By following best practices and
implementing an effective social media strategy, the presenter aims to help the
audience build their online presence, connect with their audience, and achieve their
desired outcomes.
Overview of the presentation's purpose and goals

Why social media strategy and planning are important?
INTRODUCTION
Social media strategy and planning are important because they help individuals
and organizations to effectively use social media to achieve their goals.
By creating a plan that aligns with their objectives and target audience, individuals
and organizations can ensure that their social media efforts are focused and
impactful.
Without a strategy and plan, social media can be time-consuming and ineffective,
resulting in missed opportunities to engage with their audience and achieve desired
outcomes.
Additionally, a well-thought-out social media strategy can help individuals and
organizations to measure their success and adapt to changing trends, ensuring
that they stay relevant and competitive in their industry.
Why social media strategy and planning are important?

Why social media strategy and planning are important?
INTRODUCTION
• Social Media Strategy: A plan that outlines an individual or organization's goals,
target audience, content plan, and tactics for using social media to achieve their
desired outcomes.
• Target Audience: The group of people or individuals that an individual or
organization is trying to reach and engage with through their social media efforts.
• Content Plan: A plan that outlines the type of content an individual or
organization will create and share on social media to engage with their audience
and achieve their goals.
• Tactics: The specific actions and techniques that an individual or organization
will use to execute their social media strategy, such as creating engaging posts,
running ads, or collaborating with influencers.
key terms and concepts

SOCIAL MEDIA
LANDSCAPE
O F S O C I A L M E D I A S T R A T E G Y A N D P L A N N I N G
02

SOCIAL MEDIA LANDSCAPE
● Social media has become a ubiquitous part of modern society, with billions of users around the
world.
● For businesses, social media provides a powerful tool for reaching customers and building brand
awareness.
The current state of social media and its impact on businesses
The current state of social media and its impact on businesses
However, social media also presents challenges, including the need to
create compelling content, manage online reputation, and keep up with the
latest trends and algorithms.
Additionally, social media can have a significant impact on a business's
bottom line, with positive or negative reviews and feedback directly
affecting sales.
As social media continues to evolve, businesses must stay vigilant and
adapt their strategies to remain competitive and relevant in the digital age.

SOCIAL MEDIA LANDSCAPE
According to recent statistics, as of 2021, there are approximately 4.9 billion social media users
worldwide.
This represents an increase of over 13% from the previous year.
Facebook remains the most popular social media platform, with over 2.7 billion active users.
However, other platforms such as YouTube, WhatsApp, Instagram, and TikTok have also
experienced significant growth.
Mobile devices continue to be the primary means of accessing social media, with over 98% of
social media users accessing platforms via their smartphones.
In terms of demographics, social media usage is highest among younger generations, with 90% of
users aged 18-29 active on social media.
Share statistics and trends related to social media usage.

SOCIAL MEDIA LANDSCAPE
● The most popular social media platforms include :>
● FACEBOOK: A platform for connecting with friends and family, sharing photos and videos, and
joining groups and communities.
● YOUTUBE: A video-sharing platform that allows users to upload, watch, and interact with
content creators.
● INSTAGRAM: A photo and video-sharing platform that emphasizes visual content, with
features like Stories and Reels for short-form video content.
● TWITTER: A micro-blogging platform where users can share thoughts and opinions in short,
280-character messages.
● TIKTOK: A short-form video platform that allows users to create and share videos with music
and effects.
● LINKEDIN: A professional networking platform for building connections and finding job
opportunities.
Identify the most popular social media platforms and their key features

AUDIENCE
ANALYSIS
O F S O C I A L M E D I A S T R A T E G Y A N D P L A N N I N G
03

• Understanding your target audience is crucial for creating an effective social media strategy and
planning. By knowing who your audience is, you can tailor your content to their interests, needs,
and preferences, increasing the likelihood that they will engage with your brand. Understanding
their demographics, such as age, gender, location, and interests, can also help you choose the
most appropriate social media channels to reach them.
• Moreover, knowing your target audience helps you craft a more personalized and relatable
message that resonates with them, establishing trust and building stronger relationships. This
can lead to increased brand loyalty, higher engagement rates, and ultimately, more conversions
and revenue for your business. Overall, understanding your target audience is crucial for creating
a successful social media strategy that delivers tangible results.
AUDIENCE ANALYSIS
The importance of understanding your target audience

• Next, determine the psychographics, such as interests, values, beliefs, and attitudes.
• Additionally, consider the audience's knowledge level on the topic, their expectations, and their
preferred communication style.
• Gathering feedback through surveys, interviews, or focus groups can also help in understanding
the audience.
• Once you have gathered all the necessary information, tailor your message to meet the
audience's needs and preferences to achieve effective communication.
AUDIENCE ANALYSIS
How to conduct an audience analysis
• Audience analysis is a crucial step in effective communication.
• To conduct an audience analysis, first, identify the
demographics, such as age, gender, education, and
occupation.

• Using audience insights can greatly inform social media strategy.
• For example, if the audience is primarily made up of millennials, it may be effective to use
platforms such as Instagram and TikTok, which are popular among that age group.
• If the audience has a particular interest or passion, posts related to that topic may perform
better.
• If the audience is more visual, using more images or videos in posts can be effective.
• Additionally, understanding the audience's preferred communication style and tone can inform
the language used in social media captions and posts.
• Lastly, using audience feedback can help create content that resonates with them, ultimately
leading to increased engagement and a more successful social media strategy.
AUDIENCE ANALYSIS
Examples of how to use audience insights to inform
social media strategy

GOAL SETTING
O F S O C I A L M E D I A S T R A T E G Y A N D P L A N N I N G
04

Why social media strategy and planning are important?
GOAL SETTING
• Setting SMART goals for social media involves creating objectives that are
specific, measurable, achievable, relevant, and time-bound.
• To do this, start by defining your objective in clear and concise terms. Next,
ensure that it is measurable by selecting relevant metrics that can be tracked
and analyzed. Ensure that your goal is achievable by considering your
resources and capabilities. Ensure that your goal is relevant to your overall
social media strategy and business objectives. Lastly, set a specific
timeframe for achieving your goal to make it time-bound.
Explain how to set SMART goals for social media
• For example, a SMART goal for social media could be to
increase Instagram engagement by 20% within the next quarter
by posting daily, using relevant hashtags, and partnering with
influencers.

Why social media strategy and planning are important?
GOAL SETTING
• Increase brand awareness and reach by growing followers and engagement.
• Drive website traffic by sharing links to blog posts, products, or services.
• Generate leads and sales by promoting products or services and providing calls-
to-action.
• Improve customer service and satisfaction by providing prompt responses and
resolving issues.
• Establish thought leadership by sharing industry news, insights, and original
content.
• Build community by facilitating conversations and user-generated content.
• Monitor brand reputation by tracking mentions and addressing negative feedback.
Examples of common social media goals

CONTENT STRATEGY
O F S O C I A L M E D I A S T R A T E G Y A N D P L A N N I N G
05

CONTENT STRATEGY
• A content strategy is crucial for any business looking to establish an online presence
or increase their digital footprint. It helps ensure that the content produced is aligned
with business objectives, engages the target audience, and ultimately drives
conversions. To develop a content strategy, businesses should define their target
audience, establish content goals, conduct a content audit, identify content gaps, and
develop a content calendar.
• Similarly, a social media strategy and planning are essential for businesses to
effectively utilize social media channels to reach and engage their target audience.
This includes defining social media objectives, selecting the appropriate channels,
developing a content strategy for each channel, establishing a posting schedule, and
analyzing and adjusting the strategy based on performance metrics.
The importance of a content strategy and how to
develop one.

CONTENT STRATEGY
1. Know your audience and create content that resonates with them.
2. Use attention-grabbing headlines and visually appealing graphics or videos.
3. Keep your content concise and easy to understand.
4. Use humor, emotion, or storytelling to connect with your audience.
5. Encourage engagement and conversation by asking questions or using polls.
6. Offer valuable information or insights to your audience.
7. Share user-generated content or testimonials to build trust and authenticity.
8. Post consistently and at the optimal times for your audience.
9. Use hashtags and tag relevant accounts to increase visibility.
10. Monitor and respond to comments and messages promptly to foster community and
engagement.
Share tips for creating engaging and shareable content

CONTENT STRATEGY
1. Wendy's Twitter account: Wendy's fast-food chain has gained popularity on Twitter for
its witty and humorous responses to customers, showcasing their brand personality
and engaging with their audience.
2. GoPro on Instagram: GoPro's Instagram page features stunning user-generated
photos and videos taken with their cameras, showcasing the product's capabilities
and inspiring their audience to share their own content.
3. Nike's "Dream Crazier" video: Nike's social media campaign for their "Dream Crazier"
ad featured powerful storytelling and inspiring messages, resonating with their
audience and driving engagement and shares.
4. Dove's "Real Beauty" campaign: Dove's social media campaign featured body
positivity messages and diverse representation, sparking a conversation and
promoting inclusivity and self-love.
Examples of successful social media content.

Paid Social Media
Advertising
O F S O C I A L M E D I A S T R A T E G Y A N D P L A N N I N G
06

Paid Social Media Advertising
Paid social media advertising offers several benefits, including the ability to target
specific demographics and interests, increase brand awareness and website traffic, and
drive conversions and sales.
Paid ads also provide more control over reach and frequency, allowing for more effective
budget management.
Social media platforms also provide detailed analytics and reporting, allowing
businesses to measure and optimize their campaigns for maximum ROI.
Additionally, paid social media advertising can complement organic social media efforts,
amplifying the overall impact of a brand's social media presence.
The benefits of paid social media advertising

Paid Social Media Advertising
To create effective social media ads, start by identifying your target audience and
crafting a clear and compelling message that speaks to their needs or interests.
Use eye-catching visuals, including high-quality images or videos, to capture attention
and convey your brand's value proposition.
Use concise and actionable language, and incorporate a strong call-to-action to
encourage engagement and conversions.
Test and refine your ads regularly, and track performance metrics to optimize your
campaigns for maximum impact.
Finally, stay up-to-date with the latest trends and best practices in social media
advertising to keep your campaigns fresh and effective.
Share tips for creating effective social media ads

Paid Social Media Advertising
• Nike's "Dream Crazier" campaign featuring inspiring female athletes, which
received widespread praise for its empowering message.
• Coca-Cola's "Share a Coke" campaign, which encouraged customers to buy
personalized bottles of Coke and share them on social media, resulting in a
significant increase in sales and engagement.
• Wendy's "#NuggsForCarter" campaign, which promised a year of free chicken
nuggets to a high school student in exchange for retweets, and ultimately broke
the record for most retweeted tweet.
Examples of successful social media ad campaigns

Social Media
Analytics
O F S O C I A L M E D I A S T R A T E G Y A N D P L A N N I N G
07

Social Media Analytics
The importance of social media analytics
• Nike's "Dream Crazier" campaign featuring inspiring female athletes, which
received widespread praise for its empowering message.
• Coca-Cola's "Share a Coke" campaign, which encouraged customers to buy
personalized bottles of Coke and share them on social media, resulting in a
significant increase in sales and engagement.
• Wendy's "#NuggsForCarter" campaign, which promised a year of free
chicken nuggets to a high school student in exchange for retweets, and
ultimately broke the record for most retweeted tweet.

Social Media Analytics
Provide an overview of the key social media metrics to track
Social media metrics are crucial to track for businesses and individuals looking to understand
and improve their online presence.
Here are some key metrics to consider:
1. Engagement Rate: This measures the level of interaction users have with your content,
including likes, comments, and shares.
2. Reach: The number of unique users who have viewed your content.
3. Impressions: The total number of times your content has been viewed.
4. Click-through rate (CTR): This measures the percentage of users who clicked on a link you
shared.
5. Follower growth rate: The rate at which your followers are increasing or decreasing over
time.
6. Conversion rate: The percentage of users who took a desired action, such as making a
purchase or filling out a form.
7. Sentiment analysis: This tracks the overall tone of comments and mentions about your
brand, whether positive, negative, or neutral.

Social Media Analytics
Share tools for tracking and analyzing social media
performance
Here are a few tools you can use to track and analyze your social media performance:
Sprout Social: This platform provides analytics and reporting tools to help you measure the
performance of your social media campaigns and track the impact of your content.
Buffer: This is another popular social media management platform that offers analytics and
reporting features, as well as tools for scheduling and publishing content across multiple
platforms.
Google Analytics: While not specifically designed for social media, Google Analytics can
help you track the traffic and engagement coming from your social media channels to your
website.

Conclusion
recommendations for next steps in developing a social media strategy
and plan.
1. Define your objectives and target audience: Identify your goals for using social media and
understand who your target audience is.
2. Conduct a social media audit: Assess your current social media presence and evaluate what is
and isn't working.
3. Develop a content strategy: Plan what type of content you will create and share, and how often.
4. Choose the right platforms: Select the social media platforms that are most relevant to your
business and audience.
5. Create a posting schedule: Establish a consistent posting schedule that aligns with your content
strategy.
6. Engage with your audience: Actively engage with your audience through comments, messages,
and shares.
7. Monitor and measure results: Track your social media metrics and adjust your strategy as
needed to improve your results.

Conclusion
Encourage the audience to take action and implement what they have
learned.
1. If you've learned something new and valuable, it's important to take action and implement what
you've learned to see the benefits.
2. It's easy to consume information and feel like you've accomplished something, but true
progress comes from applying that knowledge to your life or business.
3. Don't let your newfound knowledge go to waste.
4. Take action and make the changes you need to see the results you desire.
5. Whether it's implementing a new strategy or shifting your mindset, the first step is always the
hardest, but it's also the most important.
6. So, go ahead and take that step towards growth and success, and see the impact it can make in
your life.

THANK
YOU
"If you don't find a way to make money while you
sleep, you will work until you die."
— Warren Buffett