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05/20/2018

Visually | Premium Content Creation for Better Marketing

Social Media Marketing Plan

Starting at the ground floor and building up, here is our overview of how to create a social media marketing plan from scratch.

I like to think of this plan like a road trip. Start out by pointing yourself in the right direction, then choose the way you’re going to get there, check in regularly to make sure you’re on track, and have some fun along the way.

Step 1: Choose your social networks
Step 2: Fill out your profiles completely
Step 3: Find your voice and tone
Step 4: Pick your posting strategy
Step 5: Analyze and test
Step 6: Automate and engage

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Step 1: Which social media sites you should use
Step 1: Choose your social networks
Social media is as homogenous from network to network as soda pop is from brand to brand. Sure, it’s all social media, but Google+ and Twitter might as well be Mountain Dew and Pepsi. Each network is unique, with its own best practices, own style, and own audience.

You should choose the social networks that best fit your strategy and the goals you want to achieve on social media.

You don’t have to be on them all—just the ones that matter to you and your audience.

Some things to consider that can help you choose not only which social networks to try but also how many to try.

Audience – Where do your potential customers hang out? Which social network has the right demographics?

Time – How much time can you devote to a social network? Plan on at least an hour per day per social network, at least at the start. (Once you get going, tools like Buffer can help you save a bit of time.)

Resources – What personnel and skills do you have to work with? Social networks like Facebook emphasize quality content. Visual social networks like Pinterest and Instagram require images and videos. Do you have the resources to create what’s needed?

For the first part of this decision, you can reference the audience research and demographics from surveys like those conducted by Pew Research. For instance, Pew has complete data, collected last year, of the demographics for Facebook, Instagram, Pinterest, LinkedIn, and Pinterest. Here is a side-by-side comparison of the major social media platforms’ user demographics.

Social media platform demographics
For Snapchat’s user demographics, you can check out this “Who’s on Snapchat, anyway?” blog post by Snapchat.

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Step 2: Fill out your profiles completely
Step 2: Fill out profiles completely
One of our monthly checks here at Buffer is to visit each of our social media profiles and make sure that our profile photos, cover photos, bio, and profile info are up-to-date and complete. It’s a key part to our social media audit. A completed profile shows professionalism, cohesive branding, and a signal to visitors that you’re serious about engaging.
Profiles will require two parts: visuals and text.
For visuals, we aim for consistency and familiarity with the visuals we use on social media. Our profile photo on Instagram matches our profile photo on Facebook. Our cover photo on Twitter is similar to our cover on LinkedIn.
To create these images, you can consult a social media image size chart that will show you the exact breakdown of dimensions for each photo on each network. For an even easier time of it, you can use a tool like Crello or Canva, which comes with prebuilt templates that set the proper sizes for you.
Crello cover photo options
For text, your main area to customize is the bio/info section. Creating a professional social media bio can be broken down into six simple rules.
Show, don’t tell: “What have I done” often works better than “Who I am”Tailor your keywords to your audienceKeep language fresh; avoid buzzwordsAnswer the question of your potential followers: “What’s in it for me?”Be personal and personableRevisit often
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Step 3: Find your marketing voice and tone
Step 3: Find your voice and tone
The temptation at this point might be to jump right in and start sharing. Just one more step before you do. Your foray into social media will be more focused and more on point if you come up with a voice and tone for your content right off the bat.
To do so, you could spend time coming up with marketing personas and debating the finer points of your mission statement and customer base. These are all well and good. But for a social media marketing plan just getting off the ground, you can make this process a bit easier.
Start with questions like these:
If your brand was a person, what kind of personality would it have?If your brand was a person, what’s their relationship to the consumer? (a coach, friend, teacher, dad, etc)Describe in adjectives what your company’s personality is not.Are there any companies that have a similar personality to yours? Why are they similar?How do you want your customers to think about your company?
At the end of this exercise, you should end up with a handful of adjectives that describe the voice and tone of your marketing. Consider this to keep you on track:
Voice is the mission statement; tone is the implementation of that mission.
MailChimp has created a standalone website simply for its voice and tone. Here’s an example of how they implement these qualities into their communication:
MailChimp voice and tone
Cultivate a voice that delights your customers, then your customers will be thrilled to spread the love about you.
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Step 4: Pick your posting strategy
Step 4: Pick your posting strategy
What’s the ideal amount to post per day? How often should you post? When should you post? What should you post? The solid gold, ironclad answer for questions like these is:
It depends.
So much of the social media experience is about your individual audience and niche. What works for you might not work for me, and you never know until you try (we’ll get to trying in step five).
That being said, there is some pretty good data and insight about where to start. Here’s what we’ve found to be good jumping off points.
What should you be posting?
Videos are ideal for engagement.
The push toward video content has plenty of anecdotal evidence—as you browse your Facebook News Feed and Twitter timeline, you’re likely to see videos all over. There’s data to back up this trend: Videos posts get more views, shares, and Likes than any other type of post. And it’s not even close.
On Facebook, video posts get higher average engagement than link posts or image posts, according to BuzzSumo who analyzed 68 million Facebook posts.
What should you be posting?
On Twitter, videos are six times more likely to be retweeted than photos and three times more likely to be retweeted than GIFs, according to Twitter.
If you want to get started on creating social videos, here’s our video marketing guide on creating epic content on Facebook, Twitter, and more.
The 4:1 Strategy
Now that you know what works, you can place these different types of updates into a consistent strategy. One of my favorite systems is the one used by Buffer’s co-founder Joel Gascoigne. It works like this:
Start with the basic six types of updates we all post: Links, videos, images, quotes, reshares, plain-text updatesChoose a “staple” update, a single type that will make up the majority of your sharesCreate a 4:1 ratio of sharing: for every four “staple” updates, publish one different type for variety
This way your followers know what to expect from you, and you can hone your sharing to a specific type, making it easier to perfect and to experiment.
(Note: You might not want to post the exact same updates across each of your social networks. Consider composing your updates in a unique way to complement each network’s own best practices, culture, and language.)
How often should you be posting?
There’s been a lot of interesting data out there about how often to post to social media. Some of the factors that might impact your specific sharing frequency may include your industry, your reach, your resources, and the quality of your updates. The social network you’re using will have its own best practices, too.
If people love your updates, you can typically always get away with posting more.
For a specific number, here’re some guidelines we’ve put together based on some really helpful research into how often to post to social media.
Facebook – Once or twice per dayInstagram – Once or twice per dayInstagram Stories – Eight to 16 Stories, twice per weekTwitter – Three to ten times per dayLinkedIn – Once or twice per dayPinterest – Five to ten times per daySnapchat – Five to 20 times per week
How often should you be posting?
When should you be posting?
There are many neat tools to show you the best time of day to post to Facebook, Twitter, and more. These tools look at your followers and your history of posts to see when your audience is online and when historically have been your best times to share.
So what’s someone to do who’s just starting out on these social networks, with no audience and no history?
Again, this is where best practices come in. Perhaps the most helpful (and adorable) infographic I’ve seen about timing comes from SumAll, which compiled timing research from sites like Visual.ly, Search Engine Watch, and Social Media Today to create its awesome visual. Here’s an overview of what they found in terms of timing (all times are Eastern Time).
Twitter – 1-3pm weekdaysFacebook – 1-4pm weekdaysLinkedIn – 7-8:30am and 5-6pm Tuesday, Wednesday, and ThursdayTumblr – 7-10pm weekdays and 4pm on FridaysInstagram – 5-6pm weekdays and 8pm on Mondays with a sweet spot at 6pmPinterest – 2-4pm and 8-11pm weekdays with weekends being the bestGoogle+ – 9-11am weekdays
Social media posting times
I would recommend experimenting with these times (in your local time) and a few randomly-picked times as you’re starting out.
Once you have been posting a while, you can use your own data and tools like Facebook Insights, Instagram Insights, and Followerwonk to find your brand’s best time to post and refine your posting strategy.
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Step 5: Analyze, test, and iterate
Step 5: Analyze and test
Remember how we talked about social media sharing being a very individual, specific endeavor? Your stats will likely start to bear this out.
The more you post, the more you’ll discover which content, timing, and frequency is right for you.
How will you know? It’s best to get a social media analytics tool. Most major social networks will have basic analytics built into the site; it’s just a little easier to seek and find this information from an all-encompassing dashboard.
These tools (I’ll use Buffer’s analytics as an example) can show you a breakdown of how each post performed in the important areas of views, clicks, shares, Likes, and comments.
Top post in Buffer
Which social media stats are best? We’ve gained some insight from looking at each of these main statistics and the composite engagement statistic on a per-post basis. The resulting stat gives us a great look, over time, of how our social media content tends to perform, and we can then test and iterate from there.
Here’s one way to analyze your performance.
Set a benchmark. After two weeks or a month of sharing, you can go back through your stats and find the average number of clicks, shares, likes, and comments per post. This’ll be your benchmark going forward. You can come back and update this number at any time as your following and influence grow.
Test something new. We’re open to testing just about anything at Buffer. We’re in the midst of some tests right now on our Facebook account. Do Facebook Live videos get more views than non-live videos? Does the video length matter? We’ll often hear about someone’s new strategy or get a new idea and then test right away.
Did it work? Check the stats from your test versus the stats of your benchmark. If your test performed well, then you can implement the changes into your regular strategy. And once your test is over, test something new!
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Step 6: Automate, engage, and listen
The final piece of a social media marketing plan involves having a system you can follow to help you stay on top of updates and engage with your community.
To start with, automate posting of your social media content.
Tools like Buffer allow you to create all the content that you want to, all at once, and then place everything into a queue to be sent out according to whatever schedule you choose. Automation is the secret weapon for consistently excellent sharing, day after day.
Your plan doesn’t end with automation, though. Social media requires engagement, too.
When people talk to you, talk back. Set aside time during your day to follow up with conversations that are happening on social media. These are conversations with potential customers, references, friends, and colleagues. They’re too important to ignore.
One way to stay up on all the conversations that are happening around you and your company is to create a system for listening and engaging. Tools like Buffer Reply and Mention will collect all social media mentions and comments on your posts in a single place, where you can quickly reply your followers.
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What would you share with someone new to social media?
Coming up with a social media marketing plan is a great step toward diving in to social. If social media looks thrilling and overwhelming all at once, start with a plan. Once you see the blueprint in front of you, it’s a little easier to see what lies ahead.
Pick your networksFill out your infoFind your voiceChoose your strategyAnalyze and testAutomate and engage
Bingo!
How did you develop your social media strategy? I’d love to keep the conversation going in the comments. If you know someone who could use this, feel free to pass this along. If you can use it yourself, let me know how it goes!
Want more social media tips? Take our free email course!
I’ve put together a list of 25 practical social media strategies that work for us here at Buffer—and I’d love to share them with you via email.
Join here
—
This post originally published on July 16, 2014. We’ve updated it with new research, statistics, and a cool new infographic on September 2017. 🙂
Image sources: Will Scullin, MailChimp, Crello, SumAll, and Pew Research
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Written by Kevan Lee

Director of marketing at Buffer, the social media publishing tool for brands, agencies, and marketers. We’ve got a new podcast! ?

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01/24/2018

Learn about Young Living Essential Oils and how you can start your own business with these amazing products.

Young Living Essential Oiler ♥️✌️💋


Enroll with the ultimate Young Living product and business experience! An extraordinary value that offers a comprehensive introduction to the power of essential oils, the Premium Starter Kit is the perfect option for those who are serious about transforming their lives.

Your Premium Starter Kit Includes:

Dewdrop™ Diffuser
Premium Essential Oils Collection;
Lavender 5-ml
Peppermint Vitality™ 5-ml
Lemon Vitality™ 5-ml
Copaiba Vitality™ 5-ml
Frankincense 5-ml
Thieves® Vitality™ 5-ml
Purification® 5-ml
R.C.™ 5-ml
DiGize™ Vitality™ 5-ml
PanAway® 5-ml
Stress Away™ 5-ml
AromaGlide™ Roller Fitment
10 Sample Packets
10 Love It? Share It! Sample Business Cards
10 Love It? Share It! Sample Oil Bottles
2 NingXia Red® 2-oz. samples
Product Guide and Product Price List
Essential Oil Magazine
Essential Edge
Member Resources

One or more of the following essential oils may be substituted in the event of sourcing constraints or supply considerations: AromaEase™, Citrus Fresh™ Vitality™, Lemongrass Vitality™, Orange Vitality™ and Tea Tree.

TO PURCHASE THIS STARTER KIT, BECOME A YOUNG LIVING MEMBER BY CLICKING HERE.

https://www.youngliving.com/vo/ #/signup/new-start?sponsorid=13256703&enrollerid=13256703&isocountrycode=US&culture=en-US&type=member

✌️😎💋 text me if you need me, I’m here to help you Hipsters !

11/09/2017

Is your Social Media taking off? Is your Brand flying high, or have you fallen on your face? I can put your Social Media on cruise control. Give me a call today!

11/08/2017

Are you working your Brand today?

10/06/2017

The Latest Social Media Marketing Best Practices

Every day, around the world, the typical digital consumer is on social networks and messaging services for nearly two hours. It’s up to you to reach them.

The first step in building this relationship is to get to know them. Listen, talk to influencers, and pay attention to keywords. Then use your analytics to get to know your audience better.

Your data quality is of utmost importance, as it can give you detailed information on your audience and how your marketing and content is performing. Once you have this foundation, encourage employee advocacy and promote a culture that makes employees want to engage on social media on your company’s behalf.

Align this participation with your publishing strategy and advertise wisely. Pay attention to your metrics, and measure your efforts against your goals. Using these steps will help your social media marketing flourish.

10/02/2017

In light of the events that took place in Las Vegas, there are no words to convey the sorrow to the families for the lost lives of their loved ones.

Part of my business name idea came from my wanting to bring people together to learn and grow from one another. When something so heartbreaking and senseless as this happens in our society it makes me wonder, will this bring people together and teach us to be kinder and love and respect one another now? If this won't there is something terribly wrong here and if we don't work to address it nothing good will come but rather just another tragedy to this already increasingly cold society.

Let's pray for these people and for eachother. When you are in rush hour traffic tonight maybe let the person beside you go instead of try to scream at them you are first! Maybe wave and thank the stranger for letting you go. Last but not least, when you get home safe and sound kiss you loved ones. We really don't know if it's the last time we will see them.

May God comfort us all in this time and may we all pray for a better tomorrow.

08/19/2017

5 Simple Tips for a More Impressive Twitter Profile

Some good suggestions on building your twitter presence.

Looking to boost your Twitter presence? Here are five simple tips.

08/15/2017

Remember the bigger picture.

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08/02/2017

E-Mail Is Important To Business Success W/Social Media......

How to Write Killer Emails That Actually Drive Results.

Regardless of industry, size, or even the person’s position within the company, everyone uses email. Despite the rise of social media, forums, and mobile chat apps, email remains one of the most popular forms of communication in the world. We’re sending and receiving 269 billion emails every day. It seems impossible to stick out in this crowd. Yet email remains one of the most effective channels of marketing, with a median ROI that’s nearly 5x that of other channels like social media, direct mail, and paid search.

Call me today to discuss how my e-mail campaigns drive more business to your bottom line.

Eileen Daniel
MarketingSocial Media Manager
401-230-6991

08/01/2017

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Be positive and have a happy day!

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There is nobody else like you.