How To Create A Social Media Strategy (plus a free workbook!)

How To Create A Social Media Strategy | Your all-inclusive guide on how to create a social media strategy for your small business. Click through to download the free workbook!

Everybody talks about how you need to “create a social media strategy” for your business, but what does that actually mean?

Simply put, a social media strategy is defining the “why” behind your social networks. Why are you using Twitter? How does pinning to Pinterest build your business goals? You get the idea.

Creating a social media strategy doesn’t have to be difficult or take months and months to figure out. Today, I share how exactly to create a social media strategy that will work for any type of small business.


How To Create A Social Media Strategy

Define your why

Your why is the most important aspect of your social media strategy. If you take anything away from this blog post, please let it be to not just be on social media because somebody told you to.

That is not a good reason to be on social media and you will most likely end up failing.

Questions you need to answer to define your why:

  1. What are my goals for each platform (increase sales? engage with customers? reach people outside of your target audience?)
  2. Why these goals?
  3. How are these goals tied to my overall business goals?

Decide who you want to be

After deciding on your why, you’ll need to then think about how you want your business represented. This is an important step because it helps you define your brand for your customer. Customers like reliable products and businesses, they like to know what to expect whenever they come to your store or come to your website. Deciding how you will handle unhappy customers, what type of personality your business has, and the values your brand stands for helps customers know upfront if they want to interact with your business.

Questions to answer to decide who you want to be:

  1. What voice do I want my business to have (playful, serious, fun, sarcastic, etc)?
  2. What kind of personality does your business have?
  3. What do you want your audience to think about your business?
  4. What makes your business memorable? What makes you stand out from the competition?
  5. What are you not about?
Learn how to create a social media strategy from @brittneyllynn! Free workbook included >> Click To Tweet


Do Your Research

Okay so you know your why, and you know how you what your business represented, next up is doing your research. This task might take a little longer than the other two, depending on how big or little your niche is.

Questions to answer regarding research:

  1. Who is your audience demographic (age, gender, occupation, location, adjectives to describe them)
  2. Research where your audience spends time online (social networks, websites, forums)
  3. What is popular in your industry?
  4. What associations/trade shows/events are in your industry?

Decide on social platforms

Now is when we can finally decide on which social platforms make sense for our business.

Review the answers to the questions above to determine which platforms you should be on.

If most of your competitors are on them, that’s a sign you should probably be on them too. But make sure the platforms you choose line up with your business goals.

What’s most important to factor  is where your audience spends time. Logically, you want to be on the platforms where your audience spends time the most. For some businesses, that may be Instagram, for others it might be Twitter. Doing the research should give you a clear picture of where you should spend your time promoting your business on social media.

Questions to answer to decide your social platforms:

  1. Which social platforms does your audience primarily spend time?
  2. Where are your competitors?
  3. How much time do they spend on this platform?


Whew, we are moving right along aren’t we?! Once you’ve decided on the social platforms you will be using for your business, you’ll need to decide what type of content you will share. This will make it easier for you in the future when you are thinking about what to post on your accounts.

Questions to answer regarding content:

  1. How many times a day/week do you plan to post?
  2. What type of content do you already have you can share? (company blog, photos, videos, testimonials, etc)
  3. What type of content outside of your company information do you plan on sharing? (industry leaders, niche magazines/websites, other blogs, etc)

Automation & scheduling

Once you’ve got a grip on the type of content you’ll share, you can then make a social media editorial calendar and automate your posts.

Automation programs I recommend are Buffer, Hootsuite, Edgar, BoardBooster (affiliate link).

Questions to answer regarding automation and scheduling:

  1. Do you want to use a free or paid tool? How much are you willing to spend?
  2. Do you want an all-in-one tool or are you willing to use several tools?
  3. How often will you schedule out content?
  4. How often will you research and find other content to share?


You gotta make sure everything you’re doing on social media is worth the time, right? You should be continuously evaluating your social media strategy, testing what resonates with your audience and what doesn’t. Social media is always changing so it’s important to assess what you’re doing because you want to make the most out of the time you’re spending.

Questions to answer regarding social media measurement:

  1. What is the most important goal you want to accomplish through social media?
  2. How are you going to measure that goal?
  3. What are the parameters for measuring that goal?

Phew, we covered A LOT in this post. This may seem like a lot of work you don’t necessarily have time to complete. Let me help by setting up a consultation call with me so we can discuss your business goals and get your business recognized on social media!


Question: What do you struggle with the most when creating a social media strategy?

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  1. Alexa B.

    February 4th, 2016 at 3:59 pm

    Very helpful! My social media strategy is something I’ve been working on and this helped me focus! Thanks for sharing!

  2. Brittney Lynn

    February 4th, 2016 at 7:55 pm

    Glad you enjoyed the post, Alexa! I’ve been loving reading your blog. Yay for being self-employed!

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