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5 reasons why you should put your social media strategy on paper

August 29, 2018

As social media experts, we often encounter business owners and marketing managers who, unbeknownst to the rest of their company, actually have a social media strategy - but not on paper.

Discover the 5 advantages of a written social media strategy


1. Easier to achieve your company objectives

When you get social media right, it helps your company to achieve its larger goals. But to get it right, you need a strategy. The objectives, and how they will be converted into relevant KPIs, need to be put on paper.

Your strategy should describe how you will tackle social media KPIs. Without that in writing, you run the risk of losing sight of your objectives and wasting a lot of time and money.


2. Understand the role of social media within your company’s digital landscape

Social media isn’t a stand-alone factor. It’s part of a larger digital plan for your organization. Describe what the role of social media is within that digital landscape and how it will help to achieve the objectives set out in the digital plan.

When roles & responsibilities are put down on paper, everybody knows what to do and that can only help in delivering the results you want from your social media efforts.


3. Know your target audience

Naturally, it’s essential to understand your target audience. Describe your audience in detail in your strategy. When you are developing your buyer personas, consider questions such as: What is their online presence? On what media? What are their interests? What daily challenges do they face? Etc.

It’s easier to create targeted content when you have the necessary insights.


4. Optimise your Return on Investment

Knowing your objectives allows you to optimize your investments.
Unless you put your strategy in writing, your objectives remain hazy. And that means you cannot optimise your return on investment.


5. Teamwork

It’s extremely helpful to have one document describing your social media strategy. This document can be shared with (new) team members and used as a checklist during content creation, result analysis, and so on. With your strategy on paper, everybody in the team is on the same page - and that means less room for debate.

Lien Brouillard Lien Brouillard
Co-founder | digital & social strategist

Social media