How to Plan & Execute a Social Media Strategy for Your Business

Picture this: you’re a small business owner, and you’ve just opened a bakery. On the counter, you’ve got a tray of the most scrumptious, mouth-watering, perfectly-glazed donuts. You want to share this marvelous creation with the masses, but how?

Enter social media, the digital megaphone that can turn your delectable donut into the talk of the town. But your social media efforts might fall flat without a well-crafted plan. 

A social media strategy will help you connect with your audience, amplify your brand, and ultimately, boost your bottom line. The question is, how do you create a social media strategy that will help your business stand out from the competition?

In this post, we’ll walk you through everything you need to know to build a social media plan that will have your brand soaring to new heights.

What is a social media strategy?

A social media strategy is a comprehensive plan for how your business will leverage social media channels to achieve its objectives. Think of it as the master recipe for your digital “donut shop.” It outlines the ingredients (audience, platforms, content, etc.), the cooking method (execution), and the desired outcome (results).

What are the benefits of creating a social media strategy?

Creating a social media strategy offers a number of benefits for businesses, including:

  1. Streamlined efforts. A well-crafted strategy will ensure that your social media efforts are targeted, organized, and efficient, saving you time and resources. 
  2. Improved consistency. A strategy helps you maintain a consistent brand presence across all platforms, increasing brand recognition and trust. 
  3. Clearer goals. Having specific objectives for your social media efforts ensures that your actions are aligned with your overall business goals, allowing you to better measure success and make data-driven decisions.
  4. Increased engagement. By understanding your target audience and creating content that resonates with them, a social media strategy will help you build stronger relationships with your customers, turning them into loyal fans and advocates.
  5. Better ROI. A well-executed social media strategy will ultimately improve your return on investment (ROI), making your marketing efforts more profitable.

How to create a social media strategy and put it into motion

Creating, planning, and executing a social media strategy for your business is like embarking on a voyage through the vast digital ocean. You need a sturdy ship, a skilled crew, and a charted course to reach your destination. Let’s dive into the key components of a successful social media strategy.

1. Define your social media objectives

First, it’s essential to know what you’re aiming for. Here are some areas you may choose to focus on:

  • Brand awareness. If your goal is to make your brand famous, you’ll want to focus on creating content that showcases your unique brand identity and reaches a wider audience.
  • Leads or sales. Do you want to increase leads or sales? In that case, your social media strategy should focus on enticing content that drives followers to take action.
  • Customer engagement. Engaging with your customers requires regular, meaningful interactions that build long-lasting relationships. If your goal is to increase customer engagement, create content that encourages interaction, such as polls, quizzes, or open-ended questions.
  • Customer support. Social media is not only about promotion; it’s also a powerful customer support tool. If your goal is to provide top-notch customer support, consider creating a dedicated social media channel for support and sharing helpful tips, tricks, and tutorials.
illustrations of buyer personas

2. Identify your target audience

To create a successful social media strategy, you need to know who you’re talking to. Identifying your target audience involves understanding:

  • Demographics. Dive deep into the age, gender, location, and income level of your ideal customers. This will help you craft content that resonates with them and ultimately increases engagement.
  • Psychographics. Understanding your audience’s interests, values, and lifestyle is crucial. The more you know about what makes them tick, the more effective your social media strategy will be.
  • Buyer personas. Create buyer personas — fictional characters that represent your ideal customers. This exercise helps you get inside their heads, understand their needs, and tailor your content accordingly.

3. Select the right social media platforms

It’s not about being everywhere; it’s about being where your audience is. To find success, be sure to: 

  • Align platforms with audience preferences. Research which platforms your target audience uses most and focus your efforts there. For instance, if you’re targeting a younger audience, you might prioritize Instagram and TikTok over Facebook and LinkedIn.
  • Assess platform-specific functionality. Different platforms offer unique features and functionalities. Evaluate which ones align with your objectives and can help you reach your goals more effectively.

Learn more: how to select the right social media platforms for your business

4. Establish a social media branding strategy

Align brand positioning and audience preferences

Your brand needs to align with your target audience’s preferences. Research your audience’s demographics, interests, and needs to ensure your brand’s positioning speaks to them. This means tailoring your messaging, visuals, and overall style to create a bond that will have them coming back for more.

Establish a clearly identifiable brand voice and tone

Define your brand’s personality — whether it’s witty, professional, or inspiring — and let that voice permeate all your social media content. This consistent tone will make your brand instantly recognizable.

Be consistent with your messaging and content themes

Consistency, though predictable, actually helps make your brand memorable. Stick to your core messaging and content themes to build a strong brand identity. Remember, social media is like a giant jigsaw puzzle, and each piece of content should fit together seamlessly to create a coherent and captivating picture.

5. Build a social media content strategy

Define your core messaging and content themes

You wouldn’t bake a cake without a recipe, so why create content without a clear plan? Define your core messaging and content themes to ensure that every piece of content serves a purpose, whether it’s educating, entertaining, or inspiring your followers. This way, you’ll create content that resonates with your audience and helps build lasting connections.

Conduct a competitor analysis to see what’s working for them

Keeping tabs on the competition is essential for building a successful social media strategy. Analyze your competitors’ content to uncover what’s working, what’s not, and where you can fill in the gaps. 

looking at a calendar on a tablet

6. Develop a social media content calendar

A content calendar brings structure and consistency to your social media efforts. 

Define content types

Like a master baker, you’ll want a variety of flavors in your content mix. Here are some of the types of content you should consider utilizing:

  • Blog posts. Share your expertise and tell stories that resonate with your audience. If your site’s built on WordPress, you’re already set up for publishing great blog content.
  • Images. Captivate followers with eye-catching visuals, whether it’s product shots or behind-the-scenes looks.
  • Videos. Engage viewers with entertaining or educational content.
  • Polls and surveys. Involve your audience and gather valuable insights.
  • User-generated content (UGC). Feature content created by your customers or fans.
  • Testimonials and reviews. Showcase social proof to build trust and credibility.

Frequency and scheduling

Consistency is key when it comes to social media. But it’s not about churning out content — it’s about finding the sweet spot between quality and quantity. Consider the following factors when determining your posting schedule:

  • Platform. Each platform has its own optimal posting frequency. Research and follow best practices for each.
  • Audience. Cater to your target audience’s preferences, adjusting your schedule to align with their online habits.
  • Resources. Be realistic about your capacity to produce high-quality content on a consistent basis.

Seasonal and event-based planning

Stay ahead of the game by planning content around holidays, seasons, and special events. It’s like baking seasonal treats: everyone loves pumpkin spice in the fall, but they’ll probably pass on it in the summer.

Repurpose content across platforms

Don’t let your content go stale. Give it a new lease on life by repurposing it for different platforms. Turn a blog post into an infographic, or a video into bite-sized clips. 

Learn more: How to create a social media content calendar.

7. Leverage automation to scale your social media strategy

Automation is the secret sauce that helps you scale your social media efforts without losing your sanity. By leveraging automation, you can save time and improve efficiency. This is where a WordPress social media automation tool like Jetpack Social can really help.

Jetpack Social homepage

Auto-share and schedule your posts with Jetpack Social.

Jetpack Social is the Alfred to your Batman, the R2-D2 to your Luke Skywalker. It’s an all-in-one social media sharing plugin for WordPress sites that helps you automate your social media tasks. With Jetpack Social, you can:

  • Automatically share new blog posts on multiple platforms.
  • Schedule social media posts in advance.
  • Customize your post previews.
  • Recycle content to get more fruit from your labor.

8. Build collaborations and partnerships

Influencer marketing

By partnering with influencers in your niche, you can reach new audiences, boost your credibility, and increase your brand visibility.

To find the right influencers:

  • Research your target audience and identify relevant influencers
  • Analyze their engagement rate, audience demographics, and content quality
  • Reach out with a personalized collaboration proposal

Brand partnerships

When done right, brand partnerships are a harmonious, mutually beneficial relationship. Partner with brands that share your values and target audience, and together, you can create co-branded content, run giveaways, or host events.


With cross-promotions, both of you get to enjoy something new, but it doesn’t cost a dime. Reach out to businesses in your niche or complementary industries and propose a cross-promotion where you share each other’s content, offer discounts, or exchange shout outs.

Learn more about influencer marketing.

Facebook post from WooCommerce
Caption: WooCommerce shares recent blog posts on their Facebook account, a perfect example of using social media in combination with website content

9. Integrate social media with other marketing channels

Your social media strategy shouldn’t be created in isolation. Integrating it with your other marketing channels creates powerful marketing synergy to cover more ground and reach more potential customers. Consider tools like:

  • Email marketing. Include social media icons in your email newsletters and promote your social accounts in your email signature. Encourage subscribers to share your content on social media, and use social media to build your email list by promoting lead magnets, exclusive offers, and other newsletter signup calls to action.
  • Content marketing. Use social media to amplify your content’s reach and visibility. Share your blog posts, infographics, videos, and other content assets across your social channels. Don’t forget to repurpose and reshare evergreen content to keep it top-of-mind.
  • Search engine optimization (SEO). By optimizing your social media profiles and content for search engines, you’ll increase your visibility and attract more organic traffic. Incorporate relevant keywords in your social media bios, post captions, and hashtags to boost your search engine rankings.

10. Leverage paid social media advertising

Social media platforms offer a variety of advertising options that can help you reach a wider audience, target specific demographics, and boost your brand’s visibility. 

Understand advertising options and bidding strategies

Each platform has its unique set of rules, and understanding these rules is key to your success. Facebook, Instagram, LinkedIn, and Pinterest all offer various ad formats and bidding strategies designed to meet your business objectives.

advertising options on Facebook

From carousel ads to sponsored posts and video ads, choose the format that best showcases your products or services. When it comes to bidding, you can opt for cost-per-click (CPC), cost-per-impression (CPM), or cost-per-action (CPA), depending on your goals. 

Establish a clear budget and target ROAS

Establish a clear budget for your social media advertising campaigns. Determine your monthly or quarterly budget, and allocate it across your chosen platforms based on your goals and target audience.

When setting your budget, consider your ideal return on ad spend (ROAS). This metric helps you evaluate the effectiveness of your advertising campaigns and ensures you’re getting the most bang for your buck. Remember, it’s not just about spending money, it’s about investing in your business’s growth.

Design creatives and constantly A/B test

The world of social media is a visual smorgasbord, and standing out from the crowd requires an eye-catching creative that causes your audience to pause their scroll. Collaborate with your design team or freelance designers to create visually compelling ads that showcase your brand’s personality and value proposition.

To ensure your ads hit the mark, embrace the power of A/B testing. Experiment with different headlines, images, ad copy, and calls to action (CTAs) to determine which combinations drive the best results. 

11. Measure, analyze, and refine your strategy

The world of social media can be unpredictable. But by taking the following steps, you can stay on the right path and take advantage of valuable opportunities.

Clearly identify platform-specific key performance indicators (KPIs)

Just as the captain must know the characteristics of each ship in their fleet, you must understand the intricacies of each social media platform. Each one has its own unique features, and identifying platform-specific KPIs will help you chart your course effectively.

For example, Facebook might focus on reach, while LinkedIn might prioritize comments and engagement. Learn the strengths and weaknesses of each platform and make decisions accordingly.

Align these KPIs with your business objectives

It’s essential to align your KPIs with your broader business objectives. After all, what’s the point of sailing if you’re not heading in the right direction?

Whether you’re seeking to increase brand awareness, drive website traffic, or generate leads, your social media KPIs should support your overarching goals. By aligning your KPIs with your objectives, you’ll have a clearer understanding of your journey’s progress and can adjust your course if needed.

reviewing analytics and data on a laptop

Automate reporting and dashboards

Captains rely on their navigational tools to stay on course. Today, you can harness the power of automation to create custom reporting and dashboards that monitor your social media strategy’s performance. With this digital compass in hand, you can ensure you’re sailing towards your goals with confidence.

Automated reporting saves you time, reduces human error, and provides you with real-time data, empowering you to make informed decisions and quickly respond to changes in the digital seascape.

Leverage data-driven decision-making to optimize your strategy

A skilled captain uses their knowledge and experience to adapt to ever-changing ocean conditions. Similarly, using data-driven decision-making allows you to optimize your social media strategy based on the insights gleaned from your analytics.

Whether it’s adjusting the type of content you share, the time of day you post, or even the platforms you focus on, data-driven decision-making can help you refine your strategy and find success.

Frequently asked questions about planning a social media strategy

Why is it important to create a social media strategy?

Imagine you’re driving on a road trip without a map or GPS. You know your final destination, but you have no idea how to get there. Your journey would be long, winding, and probably filled with dead ends. That’s what marketing on social media without a well-defined strategy is like.

A social media strategy is crucial for businesses of all sizes because it provides a roadmap to success. It outlines the goals you want to achieve, identifies the platforms and tactics that will help you reach those goals, and provides a plan to measure your success along the way.

Without a strategy, your social media efforts can be scattered, inconsistent, and ultimately ineffective. But with a solid strategy in place, you can make informed decisions, allocate resources efficiently, and maximize your return on investment.

What is a social media content strategy?

A social media content strategy is a carefully-crafted plan that outlines the types of content you’ll create and share on social media, as well as when and how you’ll share it.

Your content strategy should be informed by your overall social media strategy, which in turn should be driven by your broader marketing strategy and business goals. For example, if your primary goal is to increase brand awareness, your content strategy might focus on creating and sharing visually engaging and memorable content that reflects your brand’s personality and values.

A well-thought-out content strategy should also take into consideration your target audience, your brand’s unique selling points, and the platforms you’ll be using. It’s important to strike a balance between promoting your products and services, providing value to your audience, and fostering a sense of community and connection.

What is a social media branding strategy?

A social media branding strategy is the way your brand presents itself and communicates with your audience — it should be consistent across all platforms.

Your branding strategy encompasses everything from the tone of voice you use in your posts to the visual elements like colors, fonts, and graphics. It’s what sets you apart from the competition and helps you create a recognizable and memorable presence online.

Instagram feed from
Caption: All the images in’s Instagram feed have the same cohesive feel and feature their logo 

A strong social media branding strategy starts with a clear understanding of your brand’s values, personality, and target audience. It’s about finding the right balance between showcasing your products or services and engaging with your audience in a way that feels authentic and genuine.

Remember, people don’t connect with companies — they connect with other people. So, your branding strategy should be designed to humanize your brand and make it relatable, approachable, and memorable.

What is a social media engagement strategy?

A social media engagement strategy is like a well-crafted dish at your favorite restaurant. It’s a delightful concoction of ingredients, prepared with skill and care, that aims to delight your customers and keep them coming back for more. In the world of social media, it’s the plan you put in place to interact with your audience, grow your reach, and ultimately boost your business’s bottom line.

To whip up a successful social media engagement strategy, you’ll need to carefully blend a few key ingredients like:

  1. Clear objectives. Like a chef, you need to know what you’re cooking before you start. Do you want to increase brand awareness? Drive website traffic? Engage with existing customers? Identify your goals to give your strategy a clear direction.
  2. Target audience. It’s important to know who you’re cooking for. Define your target audience by considering demographics, interests, and behaviors.
  3. Content mix. Now that you know your goals and audience, it’s time to craft a menu that tantalizes their taste buds. Determine the types of content you’ll share (e.g., blog posts, videos, images), and ensure they align with your audience’s interests.
  4. Channels. Choose the right platforms to serve your delectable creations. Consider where your target audience spends their time and focus your efforts there.
  5. Metrics. Measure the success of your social media engagement strategy like a master sommelier evaluating a fine wine. Track your progress by analyzing key performance indicators (KPIs) such as likes, shares, comments, and click-through rates.

Jetpack Social: turbocharge your social media strategy and efficiency

By now, you’ve learned the ins and outs of creating, planning, and executing a social media strategy for your business. But now you need to pull it all together to find success.

And to do that, you’ll need the right tools. And the best place to start is with Jetpack Social. It’s the special ingredient that helps you get more done in less time and so you can leave everyone wondering how you possibly do it all. 

settings for Jetpack Social

So, what can Jetpack Social do for you?

  1. Automate social media sharing. With Jetpack Social, your content is automatically shared across all your connected social media platforms the moment you hit “Publish.” No more copy/pasting, no more manual posting — just pure efficiency.
  2. Centralize social media management. With Jetpack Social’s user-friendly dashboard, you can manage all your social media accounts in one place, making it easier than ever to keep your strategy on course.
  3. Schedule social media posts. Timing is everything, and Jetpack Social knows it. That’s why it offers a scheduling feature that allows you to plan and schedule your social media posts in advance, ensuring your content reaches your audience at the right time (even if you’re asleep). 

Jetpack Social takes the hard work out of sharing your content across multiple platforms, allowing you to focus on what really matters — creating and nurturing relationships with your audience.

Learn more about Jetpack Social or download Jetpack Social for free, right now, to start your journey to success.

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Rob Pugh profile
Rob Pugh

Rob is the Marketing Lead for Jetpack. He has worked in marketing and product development for more than 15 years, primarily at Automattic, Mailchimp, and UPS. Since studying marketing at Penn State and Johns Hopkins University, he’s focused on delivering products that delight people and solve real problems.

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