Social Media Strategies and Content Plans

Do you need a social media strategy?

If you already invest a significant amount of time or resource in social media – or you are planning to do so, it is worth investing in a strategy before you start. A strategy ensures that your efforts and resources are directed where they will be of most business benefit.

Having a social media strategy is particularly helpful if you are part of a more complex organisation, a business where several people will be involved in social media management, or where there are multiple stakeholders.

What is involved in a social media strategy?

Likes and follows alone may not add a great deal to your business or organisation.

A social media strategy summarises the important thinking behind what you do on social media and helps to ensure you gain a strong return on your investment. It should include what you are aiming to achieve and how you will measure your success, particularly in terms of tangible business outcomes.

Who are you targeting and what are their key issues? What are the right platforms? What will you achieve with your social media presence, how and by when? What, if any, actions do you want your followers to take? How will your social media work align with your other marketing efforts? What style of posts and images will work well with your business objectives?

What is involved in a content plan?

A content plan or social media calendar is often the end result of a social media strategy.

The calendar provides structure and a prompt to keep your activity focused on your goals and your content relevant to your target market.   It is usually planned by month, and includes a theme or nominated topic for each month.

What are the keys to successfully implementing a social media strategy or social media calendar?

Involve key stakeholders in the development of the strategy, particularly if yours is a more complex organisation. Some businesses hold a stakeholder workshop to garner input and buy-in upfront.

Consider how much time will realistically be needed to achieve your aims, and what skills or experience page administrators should have.

Social media is an important tool to build your organisation’s reputation but use caution with inexperienced staff members, who may be very comfortable on Facebook or Twitter, but may not have a deeper understanding of how to competently portray your organisation and capabilities. Choosing which social media channels your organisation is on is another important decision that will differ depending on your product offering and target audience.

Be prepared to try different things and to constantly adapt to the changes that are part of social media. Some things won’t work and others may be surprisingly successful.

Plan how you will track and measure your performance, so you can build on what works, and recognise quickly if something isn’t working for you.

Finally, it is prudent to set up page rules, policies and guidelines at the outset, so that you know in advance how to respond to any unexpected comments or requests.

If you’re keen to see an example the benefit of using a social media strategy and content calendar, have a look at the Linkedin or Facebook pages for our client, Moir Group.


For help with your organisation’s social media, contact us via our website or call us on 02 9555 6115.

Contact us for a quote or to discuss your next project.