Social Media Strategy Templates for Small Business (2023)

It may seem like there’s nothing more to a successful social media strategy than simply creating and sharing an abundance of content. However, there’s a lot more to it than it seems. In reality, building a successful social media presence requires a combination of a thoughtful strategy and the best social media management tools.

Elements of a Social Media Strategy for Small Business

Before investing in social media management software, you’ll need to outline a strategy. With that in mind, here are some templates to organize your social media processes, clarify your goals, and choose the ideal social media management tools for each activity.

Audience Targeting and Research

Social Media Strategy Templates for Small Business (1)

It’s important to take the right approach, but before deciding what that is, you must clearly define who you’re trying to reach. Identify your target customer and conduct audience research to learn as much as possible about them. This will inform the rest of your social media strategy.

Best Social Media Management Tools for Targeting and Research

You must know your audience, including their values, habits, demographic information, and where they spend time online. The best tools for this aren’t necessarily tied to any specific social media platform. Instead, you can focus on research and targeting tools such as:

  • Survey Monkey: Audience polls and surveys
  • Your CRM Platform: Pull demographics and other data from your customer info
  • Make My Persona: A proprietary tool for developing an audience persona

With tools like these and some of your own legwork, you can create customer profiles that you can target on social media.

Selecting Social Media Platforms

Social Media Strategy Templates for Small Business (2)

(Video) How to Create a Social Media Strategy in 2022 (Step-by-Step Guide)

Audience research will give you a plethora of information about your target customers’ online behavior. Still, you may want to dial things in a bit more. These social media management tools will give you deeper insights into the platforms you are considering so you can identify the ones that best align with your social media marketing goals.

Free Social Media Management Tools for Competitive Analysis

If your social media marketing goals are competitive, these tools are ideal for performing competitive analysis and determining where you’ll have the biggest impact with your social platform marketing. is a competitive research tool that generates a significant amount of data about your competitors across multiple social media platforms. It includes data from Facebook, Instagram, YouTube, and Twitter. Information can be downloaded in multiple formats or integrated with business analysis tools via APIs.

Brandwatch offers a side-by-side comparison of your brand and its competitors, reporting on reputation and audience sentiment. This information helps narrow down which platforms to choose and what your strategy should focus on.

Social Media Management Software for Keyword Trends Analysis

These tools are great for researching keywords and trends that are relevant to your brand and niche:

Hootsuite is a social media listening tool that you can use to gather insights about your products, industry, and any keywords you choose. It works with Facebook, LinkedIn, TikTok, YouTube, Twitter, Instagram, and Pinterest, so you should be able to use this platform to quickly identify the high-performing channels in your industry.

Keyhole tracks keywords and hashtags across a wide variety of niches. You can also use the tools to keep tabs on industry influencers you might want to partner with.

(Video) How to Develop a Social Media Strategy Step by Step

Align Goals and Channels

Once it’s time to further focus your campaigns, these tools will help you track the specific goals you’ve set for each platform:

Social Media Management Software for Goals and KPIs

Facebook Pixel is most commonly known as a tool for tracking Facebook ad campaigns. However, you can also use it for tracking audience data even if you aren’t currently running paid ads. All you have to do is create Pixel code for your website and landing pages to track responses to your organic Facebook campaigns.

Sendible is a social media monitoring tool that gives insights into several metrics across every major social platform. It’s particularly useful in tracking engagement and audience metrics. It’s not an option if your budget is limited to free social media management tools only, but there is a limited free trial available.

Content Planning and Strategy

Social Media Strategy Templates for Small Business (3)

When consistent content creation is the backbone of a successful social media presence, you’ll need collaborative planning tools to ensure business continuity. These content planning and strategy tools will help you with the logistical side of social media content:

Best Social Media Management Tools for Content isn’t specifically for social media content planning, but many social media managers rely on it nonetheless. You can use it to assign tasks to content team members, schedule social media postings, and outline plans for future content.

Concured is an AI tool that analyzes your content and suggests topics that allow you to improve on what you are offering your audience. It also compares your content to your competitors and provides insights into how you can rank higher.

(Video) How to Develop a Social Media Strategy: Step-by-Step Tutorial

Content Creation and Collaboration

Ultimately, every social media campaign includes creating the right content to share with your target audience. These tools make it easier for your teams to create engaging content to achieve your social media marketing goals:

Social Media Management Software and Creation Tools

Google Docs is a great platform for creating content, editing, and sharing with others. Multiple team members can contribute to and provide feedback on a single piece of content.

Canva is a content creation tool that makes the creative process more accessible to people who aren’t artists or designers. It has a selection of templates, layouts, and design elements that significantly expedite the creative process.

Adobe Express is a subscription-based tool for creating and editing videos for social media campaigns. A free plan is available, or users can opt for the paid plan, which gives access to advanced features and makes it easier to incorporate brand elements.

Audience Management and Engagement

If people aren’t engaging with your content, chances are they aren’t following your pages, going to your website, or purchasing your projects. With that being said, it isn’t enough to simply earn attention on social media. You have to stay on top of that engagement using powerful tools. If you’re on a budget, plenty of free social media management tools are available for you to use.

The following tools allow you to track engagement and create a better user experience on your social media channels:

Best Social Media Management Tools for Audience Management

Juicer is a social media moderation and aggregation tool that allows you to moderate the comments on your social media pages. You can also tell it to automate the process and handle a lot of the moderation itself. It also curates posts and comments from your various social media accounts to a single social media feed on your website.

(Video) How to Create an EFFECTIVE Social Media Strategy

ICUC is a social media moderation tool that works on several platforms, including Instagram, Facebook, and Twitter. Brands use this tool to manage and moderate text comments, images, and videos. In addition to protecting your brand from potentially harmful content, ICUC is also a scalable solution for community building.

Social Media Analytics

There are helpful analytics tools for every social media platform. Many of these are free social media management tools that are native to each platform, but there are also several third-party tools that are worth considering.

Free Social Media Management Tools for Analytics

Google Analytics is often used to track SEO and content marketing performance. However, the tool also provides insights into which social media platforms your website traffic comes from.

Sprout Social is a comprehensive social media management and analytics tool that displays analytics from various sources in one dashboard. This makes it especially useful for campaigns that involve multiple platforms.

Facebook and Instagram Insights are tools provided by Meta that allow business users to track audience engagement, reach, demographics, and other data.

Combining the Best Social Media Management Tools with Expertise

The social media marketing experts at Galactic Fed combine proven processes with a custom-curated approach for every client. Learn more about what we’ve done to help our clients achieve their goals, or check out our free marketing plan.


How do you write a social media strategy brief? ›

As a general guide, such a brief could contain the following:
  1. Background of the Organisation. ...
  2. Current Status of Online/Social Media Efforts. ...
  3. Target Audiences. ...
  4. Objectives/Targets of Social Media Engagement. ...
  5. Job Specifications. ...
  6. Profile/Curriculum Vitae of Agency/Consultant. ...
  7. Technical Specifications.
Jul 31, 2014

What are the 5 C's of social media? ›

The 5 Cs of Social Media -- Coordinates, Channels, Content, Connections, and Corrections -- are interconnected elements used to craft an effective strategy.

What are the 7 C's of social media? ›

These facets form the base for the world of social media and can be referred to as the 7 Cs of social media. These seven Cs are - content, community, conversation, capital (social), culture, collaboration, and conversion respectively.

What are the 5 steps to creating a social media strategy? ›

The 5-Step Social Media Marketing Plan
  1. Step 1: Audit your previous social media performance. ...
  2. Step 2: Define your social media marketing goals for 2021. ...
  3. Step 3: Create audience personas. ...
  4. Step 4: Identify distribution channels and key times to post. ...
  5. Step 5: Check out your competitors.
Mar 9, 2022

What is a 30 60 90 day social media plan? ›

The 30-60-90 day plan is a structured way of laying out goals and expectations. It's commonly used by businesses to help guide new employees and ensure a smooth transition. The reasoning behind why this method applies to social media management agencies is two-fold: Orientation.

What are the 5 elements of media strategy? ›

The 5 Elements of an Effective Social Media Strategy
  • Audience Awareness. ...
  • Ideal Platform Selection. ...
  • Data-Driven Risk-Taking. ...
  • Constant Learning and Adaptation. ...
  • Integrate within Digital Strategy. ...
  • Conclusion.
Mar 18, 2019

What are the 9 steps to create a social media strategy? ›

How To Create A Social Media Strategy
  1. Identify Your Audience. ...
  2. Set Specific, Measurable Goals. ...
  3. Check Out The Competition. ...
  4. Decide Which Platforms You'll Use. ...
  5. Optimize Your Profile. ...
  6. Plan Your Content. ...
  7. Create A Social Media Content Calendar. ...
  8. Track Your Performance.
Jan 4, 2023

What are the 3 C's for businesses using social media? ›

In order to make the most of your social media marketing activities, it is crucial to make note of the three C's of social media: content, community, and commerce.

What are the 10 steps to a successful social media strategy? ›

A 10-Step Checklist for Social Media Strategy Success
  1. Define Clear Goals. This is the foundation of your social media management or campaign strategy. ...
  2. Get To Know Your Audience. ...
  3. Choose the Right Platforms. ...
  4. Create a Content Bank. ...
  5. Identify Keywords and Hashtags. ...
  6. Create a Content Schedule. ...
  7. Set Up Social Tools. ...
  8. Set Your Analytics.
Feb 15, 2018

What are the 3 E's of social media? ›

The Three E's of Social Media: Educate, Entertain, and Engage.

What are the 4 E's of social media? ›

As mentioned, a 4E framework of social media marketing includes: educate, empower, entertain and engage.

What are the 4 KPIs for social media? ›

That being said, there are four main areas your social media KPIs should be focusing on: engagement, reach, leads, and customers.

What are the 4 types of marketing strategies? ›

What are the 4Ps of marketing? (Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives.

What are the 6 type of social media? ›

What Are the 6 Types of Social Media? The six types of social media, though this can be broken down in many ways, include social networking, bookmarking, social news, media sharing, microblogging, and online forum sites.

What are the 7 Ds of digital marketing? ›

The 7Ds of digital marketing that your digital strategy should consider
  • Digital goals. Reviewing what the business or brand is aiming to achieve through using digital marketing and how well it is contributing. ...
  • Digital audiences. ...
  • Digital devices. ...
  • Digital platforms. ...
  • Digital media. ...
  • Digital data. ...
  • Digital technology.
Aug 23, 2022

How do you create a social media strategy 2022? ›

Social media marketing — build a strategy for 2022 and beyond
  1. Set strategic goals and establish metrics.
  2. Identify and research your target audience.
  3. Choose the right social media channels.
  4. Create content that is targeted, compelling, and engaging.
  5. Set up a social media calendar.
  6. Don't forget to check on your competitors.
Aug 5, 2022

What are examples of social media strategies? ›

10 Social-Media Marketing Strategies for Companies
  • Start Using Chatbots.
  • Create a Personalized Experience for Your Customers.
  • Create a Community for Your Audience.
  • Use Brand Advocates.
  • Create Profiles on the Relevant Channels.
  • Establish a Social Media Budget.
  • Run Cross-Channel Campaigns.
  • Tell a Story by Going Live.
May 1, 2017

What is a good social media strategy? ›

A good social media strategy will always include time for interacting, asking questions and connecting with the people we're trying to reach. Also, algorithms take into account your level of interaction when showing your posts to your audience.

What is the 411 rule for social media? ›

This rule says that for every six posts you create on your social media channels, four posts should entertain or educate, one post should be a “soft sell” and one post should be a “hard sell.” Let's take a closer look at how you might use the 4-1-1 rule.

What is the 80/20 Rule of posting on social media? ›

What is the 80/20 rule? The 80/20 rule indicates that 80% of social media posts should be useful to your audience — meaning, it educates, entertains, or offers a solution to their problems — and only 20% should explicitly promote your business.

What is the 10 4 1 rule of posting content on social media? ›

The 10:4:1 rule is a simple way of setting a format for the style and types of content you will release. The basics behind the 10:4:1 rule is that for every fifteen posts on social media, ten will be of other industry expert's content, four will be your own content, and one will be a call to action.

What are the 3 C's of media? ›

It brings together the “three C's”—computing, communication, and content—and is a direct consequence of the digitization of media content and the popularization of the Internet.

What are the 4 C's media? ›

The Four Cs of Social Media Marketing: Content, Connection, Communications, and Community.

What are the four pillars of social media marketing? ›

In order to build a brand, you should prioritize building your social media presence based on these four pillars: uniqueness, influence, trust and relevance. Social media is an opportunity to build your brand and increase its reach and audience by focusing on these pillars.

How do you create a perfect content strategy? ›

Content Creation Tactics for the Best Strategy
  1. Set Up Your Blog. If you haven't set up your blog yet, it's high time you get started. ...
  2. Publish Keyword-Rich Content. ...
  3. Optimize Your Content Structure. ...
  4. Write Compelling Headlines. ...
  5. Use New Content Formats. ...
  6. Use Awesome Images. ...
  7. Include a CTA. ...
  8. Publish Case Studies and Checklists.

What is included in a social media content strategy? ›

A social media content strategy narrates what you post on different social channels while determining how to engage with your audience. All this not only saves you time but also supports your overall social media management efforts.

What are the 5 P's of Social Marketing? ›

The 5 P's of marketing – Product, Price, Promotion, Place, and People – are a framework that helps guide marketing strategies and keep marketers focused on the right things.

What are the 7 functional building blocks of social media? ›

The seven functional blocks of social media. Kietzmann, Hermkens, McCarthy, and Silvestre (2011) developed a honeycomb framework that identifies seven functional building blocks of SM: identity, conversations, sharing, presence, relationships, reputation and groups.

What are the three core elements of a social media strategy? ›

There are three main components to any successful social media content strategy: type of content, time of posting and frequency of posting. The type of content you should post on each social network relies on form and context. Form is how you present that information—text only, images, links, video, etc.

What are the 4 steps to developing a social media plan and business strategy? ›

Follow the four steps below to create a social media marketing plan, using research, evaluation, and benchmarking.
  1. Step 1: Perform a social media audit. ...
  2. Step 2: Evaluate what your competitors are doing. ...
  3. Step 3: Identify your target audience. ...
  4. Step 4: Set goals and create a plan.
May 18, 2022

How often should small businesses post on social media? ›

Having the “most posts” doesn't always win. In fact, posting frequency can mean the difference between inspiring and annoying your audience. According to the Sprout Social Index™, 74% of consumers think just 1-2 posts a day is ideal for brands.

What are 3 benefits a social media strategy can bring to a company? ›

Social media can help your business to: attract customers, get customer feedback and build customer loyalty. increase your market reach, including international markets. do market research and reduce marketing costs.

What are the 3 hacks for being successful on social media? ›

Using these social media hacks, you can raise brand awareness, reach your audience, grow your followers, and much more.
Basic Hacks: Setting Up Your Social Media Accounts
  1. Focus on The Networks That Matter. ...
  2. Optimize Your Social Media Profiles. ...
  3. Use The Same Profile Image on All Networks.
Apr 12, 2022

What are the 7 elements of strategy? ›

How to Strategic Plan in 7 Steps
  • Step 1: Environmental Scan. ...
  • Step 2: Internal Analysis. ...
  • Step 3: Strategic Direction. ...
  • Step 4: Develop Goals and Objectives. ...
  • Step 5: Define Metrics, Set Timelines, and Track Progress. ...
  • Step 6: Write and Publish a Strategic Plan. ...
  • Step 7: Plan for Implementation and the Future.
Apr 26, 2022

What are examples of media strategies? ›

10 examples of media strategies
  • Paid ad placements. Paid ad placements are a type of media strategy that directly advertises a product to consumers. ...
  • Social media contests. ...
  • Influencer collaborations. ...
  • Blog posts. ...
  • Brand partnerships. ...
  • Accessible website. ...
  • Video content. ...
  • Brand logo and colours.
Nov 7, 2022

What are the 8 types of social media? ›

What Are The Types of Social Media?
  • Social Networking Sites. These are sites mainly used for connecting with friends and family. ...
  • Image-based sites. Image-based types of content have gained more prominence in recent times. ...
  • Video sharing/streaming platforms. ...
  • Discussion forums. ...
  • Blogs and community platforms. ...
  • Key Takeaways.
Apr 19, 2022

What are the five drivers of social media engagement? ›

This article has focused on five drivers of social media engagement: connected effect, network effect, information effect, dynamic effect, and timeliness effect.

What are the top 5 metrics for social media ROI? ›

Metrics you can track to prove ROI include:
  • Reach.
  • Audience engagement.
  • Site traffic.
  • Leads generated.
  • Sign-ups and conversions.
  • Revenue generated.

What are the 2 most important social media metrics a business should monitor regularly? ›

The most common and often important metrics to pay attention to are engagement, impressions and reach, share of voice, referrals and conversions and response rate and time.

What are the 7 key performance indicators? ›

We've defined seven key critical performance indicators to help you go about measuring performance in your team.
  • Engagement. How happy and engaged is the employee? ...
  • Energy. ...
  • Influence. ...
  • Quality. ...
  • People skills. ...
  • Technical ability. ...
  • Results.
Jan 30, 2014

What are the 4 C's of social media marketing? ›

The 4Cs to replace the 4Ps of the marketing mix: Consumer wants and needs; Cost to satisfy; Convenience to buy and Communication (Lauterborn, 1990). The 4Cs for marketing communications: Clarity; Credibility; Consistency and Competitiveness (Jobber and Fahy, 2009).

What does a social media strategy plan look like? ›

A social media strategy is an outline of the content that your business will post, the responsibilities of your social media team, and the social media channels you will use to promote your business. A social media strategy includes social media goals that complement your business' overall digital marketing strategy.

How do you create a social media strategy in 9 easy steps? ›

9 steps to creating an effective social media strategy
  1. Nail down your objectives. ...
  2. Audit where you are currently. ...
  3. Create customer personas. ...
  4. Identify the right KPIs and metrics. ...
  5. Define your channel purpose and key messaging. ...
  6. Identify your platforms. ...
  7. Planning and content creation. ...
  8. Go live.
Jul 14, 2021

What is the 4 1 rule in marketing? ›

This rule says that for every six posts you create on your social media channels, four posts should entertain or educate, one post should be a “soft sell” and one post should be a “hard sell.” Let's take a closer look at how you might use the 4-1-1 rule.


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