Social Media For Small Business

CHAPTER 8YOUR SOCIAL MEDIA PLAN

In this chapter I'll walk you through how to put together your social media plan. You can then build on it as we go through the social media channels in part III of the book.

Make sure to download your social media planning template from the website.

Objectives

Always start with the end in mind. What are your overarching goals for social media? What does success look like? Do you want to drive more traffic to your website, build and grow an engaged community, be seen as a thought leader in your industry, increase your sales? Or all of the above?

As we go through each channel, you will set your objectives for each of them.

Audiences

Remember to always create content with your audiences in mind. Go back to your customer matrix and write down all the different audiences you want to attract. Make sure you define subgroups instead of targeting ‘everybody’. This will come in very handy when you run paid advertising campaigns as the targeting of these platforms is incredibly advanced.

For example, one of our Clever Bunch members—a wellness clinic—has chosen two key audiences: athletes and health‐conscious women aged between 30 and 50 who want to look and feel their best.

Another example is a restaurateur who wants to appeal to residents of their neighbourhood and overseas visitors coming to town. With those audiences in mind they can share content that is relevant to both.

Social media channels

Next let's pick the right channels for your business. ...