The difference between a Social Media Strategy and a Social Media Plan
When it comes to social media content, it’s really common for small businesses to think that if you’ve got a well populated content calendar and posting really regularly - that you’ve got a content ‘strategy’ done and dusted! Well, consistency is awesome (it really is!) but a strategy that helps you deliver measurable results long term that are aligned with your overall business goals, consists of much more than regularly posting on your favourite platform.
Keep reading below to find an overview of the differences between a Social Media Strategy and a Social Media Plan and why it’s important to have both for your business.
What is a SOCIAL MEDIA STRATEGY?
A Social Media Strategy provides your overall direction, informs your effort and is based on specific business objectives.
To create a Social Media Strategy you need to:
Know EXACTLY who you target audience is, where they are hanging out, what they need from you and understand how to reach (and convert) them best so they listen (again and again!)
Understand how each social media platform works and evolves over time so your content works hard and is seen by the people who you want to actually see it
You need to give your strategy between 2-3 months out in the wild, then examine your analytics before changing it up and doing something new
What is a SOCIAL MEDIA PLAN?
A Social Media Plan is the mix of content that helps you achieve those objectives utilising different social media platforms, content pillars, captions, imagery and video.
To create a Social Media Plan you need to:
Know your 4-6 content pillars, because all the content you create sits within these
Determine the message you want to communicate and what type of content and platform will do that message justice. For example, the message you promote on TikTok is likely to be different to how and what you post on Facebook or LinkedIn
A social media plan looks different daily, weekly and monthly (but is still part of the same STRATEGY)
So when it comes to content creation, your first step must be to create a STRATEGY first then follow that up with creating a PLAN. That way, you’ll ensure that the content you create and implement is done in the most efficient and effective way possible ensuring you can deliver on your customers needs and satisfy your business goals.
Having a clear direction allows for more confident and intentional decision making and ensures you can maintain the momentum needed to keep going long term. Enjoy the process!