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Social Media Marketing Strategy

Overview

Social media platforms are digital water coolers where billions of people gather each day. Most companies know they need one—but few know how to devise an effective social media strategy.

With the social media landscape ever-changing and new TikToks and Telegrams popping up each week, it can be difficult to know where to start.

That’s why we created this template, which can help marketing and social media teams, agencies, and small businesses set goals for campaigns, stay organized, and go after target audiences.

You can use the Airtable social media template to:

  • Set goals. The first step should be to establish output goals, like “tweet from our company account once a week.” Then, set more ambitious objectives like “increase brand awareness by 10%.” The template’s built-in fields show each goal’s status, along with its executive stakeholder and completion percentage.
  • Get organized. Social media campaigns are—well, social—and they can feel like sprawling conversations. This template keeps all the moving parts of those conversations in one place, from notes in different formats to screenshots and project documents. Because Airtable is a connected apps platform, it’s easy to create an interface to pull in and view social media data from the platforms themselves, including Facebook, TikTok, Instagram, and LinkedIn.
  • Track progress. Different audiences are active on different platforms, so you’ll need to tailor your social media content strategy accordingly. With this template, you can identify pain points and which audience or demographic you’d like to target. Then track goals like engagement rate, awareness, return on investment, or other measures in a calendar, Gantt chart, or timeline view.

Why our social media strategy template?

Sure, you could rely on the basic metrics dashboards built into social media platforms and social media management tools. But an Airtable template lets you go beyond the dashboard, identifying and measuring a wide range of goals that are important to you. While Google Sheets and Excel spreadsheets are better than nothing, a more scalable social media strategy tracker lets you sync records, build automations, record content ideas, see real-time data, and take collaboration to the next level.

How to use our social media marketing strategy template?

An effective social media strategy is key for any company trying to thrive in an increasingly connected digital world. To start creating your own, here are a few quick tips.

  • Import work you’ve already started. If you’ve already begun tracking your social media progress, there’s no need to start over again from scratch. Handy buttons in the upper-right corner of your Airtable base let you pull in data from Google Sheets, Excel, or a CSV file.
  • Gather information from stakeholders. If the goal-setting part of your social media strategizing feels ambiguous, you may need more information. Ask others at your company for intel about how they devised their monthly and quarterly goals. Or scan your competitors’ social profiles for tips. If you want to share your base with anyone inside or outside your company, just adjust permissions for collaborators as needed.
  • Customize tables and fields. We’ve populated each field with examples of tasks from a theoretical marketing group. When you begin your own competitive analysis and strategizing, start by reordering, deleting, and reorganizing the template to fit your company objectives.

Explore more resources: how to create a social media plan,

how to write a social media proposal, how to create a social media marketing campaign, how to create a marketing plan in 7 steps, how to create a marketing calendar, what is marketing campaign management.

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