Social Media
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A social media plan is a short document that sets out what you want social media to achieve, who you’re talking to, which platforms you’ll use, what you’ll post and how often, and how you’ll measure it. It turns posting into a routine with a purpose. Most small businesses can write a useful one in an afternoon and keep it to two pages.
If you’re working out how to create a social media strategy, the plan is where it becomes practical. Here’s how to build one.
How do you create a social media plan for your business? 7 steps
- Set one or two goals. For example, more enquiries, more bookings, or more people at an event. Make them measurable: “10 enquiries a month from Facebook” beats “more engagement”.
- Describe your audience. Who are your best customers, where do they live, and what do they care about?
- Choose your platforms. Go where your customers already are. Most local businesses do better on one or two platforms done well than five done badly.
- Check where you stand. Look at what has worked on your accounts so far, and what competitors post. Our social media audit does this in depth.
- Pick content themes. Three to five themes you can return to, such as tips, behind the scenes, customer stories, offers and community news.
- Set a posting schedule you can keep up, then build a content calendar (see below).
- Decide how you’ll measure it. Pick a few numbers that link to your goal and review them monthly.
A social media marketing plan doesn’t need to be long. It needs to be specific enough that anyone on your team could pick it up and know what to post this week.
How do you make a social media content plan?
A social media content plan turns your themes into actual posts. To create a content plan for social media:
- List 5 to 10 post ideas under each theme.
- Mix formats: photos, short videos, carousels, stories and the occasional longer post.
- Balance helpful and promotional posts. A good rule of thumb is that most posts should help, inform or entertain, and only some should sell.
- Note what you need for each post (photos, a quote from a customer, a product shot) so it’s ready on the day.
How do you plan a social media calendar?
A content calendar is a simple table or spreadsheet with the date, platform, theme, post idea, caption, image and status for each post. Plan a month ahead, leave gaps for news and things that come up, and add key dates for your business and region: school holidays, local events, the busy season and quiet season. Scheduling tools such as Meta Business Suite let you load posts in advance. For timing, see our guide to the best time to post on Instagram and Facebook.
How do you plan a social media campaign?
A social media campaign plan covers a short burst of activity around one goal, such as a launch, an event or a seasonal offer. It sets out:
- The goal and the offer or message
- The dates the campaign runs
- The posts, stories and any ads, in order
- The budget for paid promotion, if any
- How you’ll measure success
Campaigns sit on top of your regular plan, not instead of it.
Sample social media plan for a local business
Here is a sample social media plan for a café that wants more weekday customers. It’s an example only, to show the format:
| Part of the plan | Example |
|---|---|
| Goal | More weekday lunch customers |
| Audience | Local workers and parents within 10 minutes’ drive |
| Platforms | Instagram and Facebook |
| Themes | Daily specials, behind the counter, local suppliers, customer favourites |
| Schedule | 3 posts a week plus daily stories |
| Measure | Weekday sales, offer redemptions, messages and calls |
Why do most social media plans fail?
Most social media plans fail for simple reasons: the goal is vague, the schedule is too ambitious, or nobody owns it. Good social media planning keeps it realistic. Start with a pace you can manage for three months, assign one person to keep it moving, and review it every month. Many social media marketing plans work better once they’re cut back to the few things that actually bring customers in.
Frequently asked questions
How do you develop a social media plan if you’ve never had one?
Start small. Pick one goal, one or two platforms and a posting pace you can keep, such as two posts a week. Write down three content themes and plan the next four weeks of posts. After a month, look at what got the best response and adjust. A simple plan you follow beats a detailed one you don’t.
How long should a social media plan be?
One to two pages is enough for most small businesses, plus a separate content calendar. The plan should cover goals, audience, platforms, themes, schedule and measures. Longer documents tend to sit unread.
How often should you review your social media plan?
Check results monthly and review the plan properly every three months. Platforms and customer habits change, so keep what works, drop what doesn’t and try one new idea each quarter.
Can someone create and run the plan for us?
Yes. Our social media management packages include a briefing session, content planning, scheduling with your approval and a monthly results meeting, from $1,500 + GST a month. See what’s included in our guide to social media management costs.
The short version
A social media plan sets your goals, audience, platforms, content themes, schedule and measures. Keep it short, realistic and owned by someone, and review it monthly. If you’d like help writing it, our social media team can build it with you.
