Collect information from other steps into one cohesive social- media- marketing strategy.

Compile the sections together into a single report that tells the overall social media story from objectives to sample content.

Start with a big picture of the current situation, objectives, and background leading up to the brilliant- solution big idea and executions in the selected ideal social media channels. For measurement, link SMART objectives with metrics for content in each social channel to determine plan key performance indicators (KPIs).

Follow this example social media plan format:

1. Provide an overview of brand, product or service, and current marketing activities.

2. Identify target audience and describe their social media use.

3. Identify overall business objectives and social media campaign objectives.

4. Include the social media audit results and describe insights gained.

5. Present the overall social media strategy and big idea.

6. Provide the social media channels and rationale behind their selection.

7. Write/design example content for each social channel to bring the big idea to life.

8. Identify metrics by channel and objective to show how success will be measured.

9. Don’t forget an overall introduction and conclusion or executive summary.

Once the formal written report is complete, create a presentation to sell the plan through in person to organization management and decision- makers.

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Table B.2. Sample Social Media Marketing Campaign Metrics Facebook Instagram Increase Awareness Increase Engagement Improve Customer Service YouTube Linked In