Description

A template for working out your social media strategy. Covers which platforms are worth your time, what you are trying to achieve on each, how you will measure it, and who is responsible for what. Includes sections on audience, tone of voice, content themes, posting frequency, and evaluation. Updated to reflect the current state of the platforms. Comes as an editable Word document and a PDF.

How to use this

Work through this alongside your broader communications strategy, not in isolation. Social media objectives that are not connected to wider goals tend to drift towards metrics that look fine but do not mean much.

The platform selection section is the one most teams find useful to revisit every year. Platforms shift, audiences move, and the honest answer to “should we still be on this?” changes more often than most organisations admit.

The measurement section is deliberately separate from the posting schedule. Deciding what you will measure before you start is worth doing. It is much harder to agree on meaningful metrics after six months of posting.

What’s included

• Editable Word document (.docx)
• PDF reference version

Who it’s for

Communications and marketing teams who manage social media and want a strategy that connects to wider goals, not just a list of things to post.

Before you download

• This template works best alongside a broader communications strategy. Social media objectives in isolation tend to drift towards vanity metrics.
• After downloading, you will find both files in your account.
• You are getting a licence to use this and adapt it for your own work. You cannot sell, redistribute, or share it with others.