Social media presence plan: which channels to be in, who to speak to and why
Without a plan, social media turns into publishing "something" whenever someone has a moment. A presence plan answers three questions: where the brand should be, who it speaks to and why. That way every post has a purpose, and the company knows what to expect from each channel.
What is a social media presence plan?
A presence plan is a decision about where the brand will not be. Only then can you run well the places where it is.
B2B companies often set up profiles everywhere because "you have to be there", and then have no time for any of them. A presence plan starts with the question of where your customers are and where they make decisions, and ends with a clear division: this channel builds credibility, that one serves recruitment, and this one we do not run. A good plan contains:
- a choice of channels with reasons for what each should give the company,
- audience groups and what each of them is looking for in a given channel,
- types of content and their proportions: expertise, case studies, people, offer,
- the publishing rhythm and the division of responsibilities,
- metrics by which we will know whether it works.
How do we prepare a presence plan?
- We check where your customers are. We look at which channels competitors and the industry use, and where your customers actually look for information and make decisions.
- We set goals for each channel. Together with you we decide what each profile is for, and drop those without a clear purpose.
- We design the types of content. We choose formats and proportions so that the profiles build credibility rather than only announcing the offer.
- We write down the plan and the rhythm. You get a document with channels, audiences, content, rhythm and metrics, ready for implementation by us or your team.
What do you get?
- a social media presence plan for the coming months,
- a reasoned choice of channels and what we consciously leave out,
- a description of audience groups and types of content for each channel,
- a publishing rhythm and a set of metrics for the monthly report.
When is it worth preparing a presence plan?
- when the company has several profiles and none is run regularly,
- when posts appear in bursts and nobody knows why,
- when the board asks what social media delivers and nobody can answer,
- before entering a new market where new channels are needed.
Frequently asked questions
Does a B2B company need social media at all?
In most industries yes, but usually in one or two channels, not all of them. B2B customers check a company before a conversation, and its profile is one of the first places they land.
What if we already have profiles, but they are dead?
The plan starts with a decision about which ones to revive and which to close or leave as a business card. A dead profile does less harm than one that posts without purpose, but both are worth tidying up.
Does the plan cover paid campaigns?
The plan indicates where and when paid campaigns make sense. The campaigns themselves are planned separately, with their own budget and goal.