What is a Social Media Kit? Definition and How to Build Yours

On the internet, it’s increasingly difficult to make a lasting impression. But for business owners, it’s absolutely critical to turn passersby into regular followers and, eventually, loyal customers.

You can’t just create a bunch of stale social media profiles and expect success. You have to cook up an entire experience to be remembered. One of the key elements to create this experience is a social media kit. 

So let’s roll up our sleeves and delve into the world of social media kits together.

Crowd of people using mobile devices.

What is a social media kit?

A social media kit is your brand’s superhero costume. It’s what makes you recognizable in the sea of digital noise. More specifically, it’s a collection of brand assets, guidelines, and tools that define how your brand should appear and communicate on social media.

It’s the blueprint for your online identity. It contributes to consistency, clarity, and cohesion across all social media platforms — and in the digital world — that’s no small feat. 

What does a social media kit include?

Think of your social media kit as a well-stocked toolbox. It holds everything necessary to build and maintain your online brand image. It includes items like your brand story, visual identity (logos, colors, fonts), social media bio templates, content guidelines, and so much more.

But it’s not just a static collection of brand elements. It also includes guidelines for engagement, content planning tools, and key performance indicators. It’s a dynamic system that evolves with your brand and keeps your online presence sharp and engaging.

Google Drive is a great solution for compiling assets and sharing them with the right people. You can determine permissions ideal for your organization — such as granting “read only” access to contractors, but allowing edit permissions for your main team.

A social media kit can include, but isn’t limited to: 

  • Stats about your company, stakeholders, and leadership team
  • Quotes from leadership or endorsements 
  • Approved logo and graphic files in every possible format
  • Approved photos and videos (raw and edited) that can be shared at will by the social team
  • Pre-made graphic templates for each social platform 
  • Instructions for engagement with comments 
  • Brand voice and editorial guidelines  
  • Examples of successful posts and ideal language
  • Your social media and marketing editorial calendar
  • KPIs (key performance indicators) by which success can be measured

What are the benefits of having a social media kit?

1. Brand uniformity and consistency

Your social media kit is the thread that ties your online presence together. With it, your brand can project a united front, a consistent image across various platforms. 

Imagine your brand as a choir. Without direction, each singer might still sound good, but they’re all singing different tunes. With your social media kit as the conductor, each platform is singing in harmony, creating a melodious brand symphony.

2. Efficiency in content creation

With a social media kit on hand, your content creation process becomes streamlined and efficient. You’re no longer starting from scratch each time, but building upon a well-structured foundation. This also saves you valuable time when training or working with new team members.

Spontaneous photograph of food for Social Media.

3. An enhanced business image

A well-crafted social media kit helps you build a strong, professional business image. It shows that your brand is organized, forward-thinking, and attentive to detail. It sends the signal that you’re serious about your digital presence, and that you value the experience of your online community.

4. Clear communication of brand values

Your social media kit helps articulate your brand values, mission, and unique selling proposition. It tells your audience not just who you are, but also why you exist and why they should care. It gives your brand a voice and an identity that goes beyond logos and color schemes.

5. Improved crisis management

No brand is immune from a social media crisis. But with a social media kit, you’re better prepared to handle it. You have guidelines on how to respond, how to communicate with your audience, and how to maintain your brand integrity, even in the face of controversy.

6. Enhanced content strategy

Your social media kit is the compass that guides your content strategy. It helps you plan and develop content that aligns with your brand identity and resonates with your audience. It’s the roadmap that directs you towards content that not only drives engagement but also builds brand trust and loyalty.

Your social media efforts should aid the ROI of your content marketing program by promoting new posts and reviving old, still-relevant content. The social media team should also be in tune with the broader marketing and editorial schedule so that posts can go out in a way that supports and adds value to the overall marketing team.

7. Better team collaboration

A social media kit isn’t just for your audience; it’s also a guide for your team. It ensures everyone is on the same page, working towards the same goals. It fosters effective communication and collaboration within your team, leading to a stronger, more unified brand presence.

8. Effective measurement of success

Your social media kit also helps you define key performance indicators (KPIs), setting benchmarks for success. Understanding this information helps you make strategy decisions moving forward, and ultimately helps you find more success.

How to create a powerful social media kit in 15 steps

1. Define your target audience

Creating a social media kit starts with understanding your audience. Who are they? What are their interests, needs, and challenges? Where do they spend time online?

Once you find your target audience, you can direct all of your social media content to meet their specific needs. You can use language and imagery that appeals to them. And you can focus your efforts on the platforms they actively use.

Here’s a guide on how to find your audience

2. Create memorable personas of your ideal customers

Beyond demographics, it’s important to delve into the psychographics of your target audience. Create customer personas, detailed profiles of your ideal customers that help you visualize and empathize with them.

This also helps keep your entire team informed about who they’re communicating with and directing their posts to. And use images in your personas, even if they’re just stock images — faces go a long way!

3. List your company’s values, mission, and USP

Your social media kit needs to reflect who you are as a brand. Your values, mission, and unique selling proposition (USP) should be clearly articulated. It’s the heart and soul of your brand, the core of your brand narrative. And, ultimately, it should be considered with each social media post.

Spontaneous photograph of city mural.

4. Ensure your brand positioning and audience are in sync

The magic happens when your brand positioning aligns with your audience’s needs and wants. Your social media kit should reflect this alignment, creating a bridge between your brand and your audience.

5. Build a captivating brand narrative for your bios

Your bio is more than just a few lines about your brand. It’s a micro brand story that should captivate and connect with readers. It should be consistent across platforms, yet tailored to each one’s character limits and tone.

6. Develop a recognizable visual identity

Visual identity goes beyond logos. It involves colors, typography, graphic styles, profile pictures, cover images, post templates, and more. Visuals are a language that speaks volumes about your brand, even before a single word is read.

In your social media kit, define these elements. Include specific HEX codes for your brand colors. Add examples of stock images and graphics that fit with your story. If you have existing social media posts, you can even include some of them as a guide for team members to go by.

7. Establish a unique brand tone and voice

Your brand tone and voice set the mood for your social media presence. They should reflect your brand personality, resonating with your audience and differentiating you from competitors.

Include examples of phrases and words you do and do not use, to avoid any confusion.

8. Build your social media copy templates

Having ready-made copy templates saves you time and ensures consistency. They’re like the quick-start guides for your social media posts, giving you a base to build upon.

For example, if you run an ecommerce store, you might have a template for new product announcements, one for customer testimonials, and one for flatlays of existing items. When you’re ready to post something from one of these categories, you can just pull the template, switch out the text and imagery, and you’re good to go! 

9. Decide on social media management tools

Navigating the social media landscape without the right tools can be daunting. Social media management tools help you schedule posts, engage with your audience, track analytics, and more.

Jetpack Social provides you with a suite of tools that help you manage your social media presence.

This is where Jetpack Social comes into play. Designed specifically for WordPress, Jetpack Social provides you with a suite of tools that help you manage your social media presence efficiently and effectively.

Automatically share new content, send posts to multiple platforms at the same time, schedule posts in advance and more. 

10. Assemble a list of relevant and important hashtags

Hashtags are signposts that guide people to your content. A list of relevant hashtags is a must-have in your social media kit, helping you maximize your content’s reach. 

However, you won’t use every hashtag every single time because each one’s relevancy will vary by post. Likely, though, there will be at least a few that work for almost every post. 

You can research the best hashtags in a number of ways. Look at what competitors are using. Which hashtags are trending? What do your ideal influencer partners use? 

You can start typing hashtags into platforms like Instagram and get some instant data on the number of times it’s been used. You want a variety of highly-used and moderately-used hashtags. The popularity is an indication of how often people use that term to find posts. 

You want enough popularity that it stands the possibility of driving traffic, but not so much that your post is just a tiny blip on your audience’s radar. 

11. Establish guidelines for user-generated content

User-generated content (UGC) is a powerful tool for brand engagement and trust-building. Your social media kit should include guidelines on how to encourage, manage, and use UGC effectively.

This might include photos of people using your products, testimonials from clients, or links to followers’ blog posts that were inspired by you.

12. Decide on key performance indicators (KPIs)

To know if your social media efforts are paying off, you need a yardstick. That’s where KPIs come in. They could range from engagement metrics — including likes and comments — to more complex ones, like conversion rates and customer lifetime value. Decide on the KPIs that matter to your brand and include them in your kit.

13. Create a social media policy

This is a blueprint for your team, partners, and contractors. It’s a clear policy on what to post, how to engage, and how to handle sensitive situations. This isn’t just a guideline; it’s your brand’s rule book for social media conduct.

14. Explain how to handle negative comments and reviews

Not every interaction on social media will be roses and rainbows. You need a plan on how to handle negative comments and reviews. How do you respond? When do you intervene? When do you step back? This is crisis management in action, and it needs a dedicated section in your social media kit.

15. Append your content calendar to your media kit

A content calendar is your social media strategy at a glance. It shows what, when, and where you’ll post, helping you maintain a consistent presence. Your content calendar should be a living document, continually evolving with your brand.

Make your mark

A social media kit isn’t just a document. It’s a statement that says you’re here to make a mark, to engage, to resonate, and to build a brand that’s loved and remembered. It’s a toolkit for training, consistency, and success. 

So, get out there and start crafting your social media kit. And remember, Jetpack Social is here to make your journey smoother, easier, and more successful.

Social Media image gallery on a mobile device.

Frequently asked questions about social media kits

1. Why is a social media kit important for my business?

To win customers online, you must first gain attention. A social media kit helps you stand out. It ensures consistency, boosts efficiency, enhances your brand image, and allows for effective crisis management, to name a few benefits. 

2. How often should I update my social media kit?

Your social media kit isn’t a set-and-forget it tool. As your brand evolves, so should your social media kit. As a rule of thumb, revisit your kit every six months, or whenever there’s a significant change in your brand or market. 

3. What is a social media content calendar, and how do I create one?

A content calendar is your posting plan. It shows what content you’ll share, when, and on what platform. Creating one involves understanding your audience’s content preferences and behavior, defining content categories, choosing a posting frequency, and scheduling posts ahead of time. For a more in-depth understanding, see our detailed guide on how to create a winning social media content calendar.

Create a social media content calendar.

4. What types of content should I post on my social media accounts?

Regardless of the type of social media content you create, the golden rule of content creation is this: offer value. 

This could be in the form of information, entertainment, inspiration, or a combination of these. Your content should align with your brand identity, resonate with your audience, and spur engagement. If you’re looking for inspiration, here’s a collection of social media post ideas every business can use as a baseline.

5. Can I use tools to streamline content scheduling and posting?

Absolutely! Social media management tools like Jetpack Social can do the heavy lifting for you. They allow you to schedule posts, engage with your audience, and more. It’s your faithful companion in the bustling social media landscape.

6. What is Jetpack Social, and how can it help my business?

Jetpack Social is a WordPress plugin that offers a suite of social media management tools. It’s designed to streamline your social media efforts, saving you time and boosting your efficiency. Jetpack Social is your one-stop solution for effective social media management.

Jetpack Social: Elevate your brand with automated social media posting

Jetpack Social takes the guesswork out of social media management. With its scheduling feature, you can plan your posts ahead of time and publish them when your audience is most active. You can share your content across multiple platforms, broadening your reach without additional effort.

More importantly, Jetpack Social integrates seamlessly with WordPress, making it an excellent choice for businesses running their websites on this platform. With Jetpack Social, you don’t need to jump between your website and multiple social media platforms; you can manage everything right from your WordPress dashboard.

Jetpack Social integrates seamlessly with WordPress.

Imagine you’ve just published a blog post. You’re thrilled about it and can’t wait to share it with your audience. Without a tool like Jetpack Social, you’d have to manually log in to each of your social media platforms, create a post, and hit publish — and do it all over again for every new piece of content.

But with Jetpack Social, you can automate this process. It lets you share your new posts to your social media accounts simultaneously, right from your WordPress site. This means less time spent on repetitive tasks and more time creating amazing content and engaging with your audience.

And that’s not all. Jetpack Social also comes with an auto-post feature that lets you automatically share your posts on social media whenever you publish new content. There’s no need to set reminders or worry about missing out on peak engagement times. Jetpack Social handles it all for you.

In a nutshell, Jetpack Social is an all-in-one solution for your social media needs, designed to make your life easier and your social media efforts more effective. Learn more about Jetpack Social here: https://jetpack.com/social/

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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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