When I went rock climbing for the first time, I had no idea what I was doing. My friends and I were complete newbies about ropes and rappelling and every other bit of jargon and technique that goes with climbing. We saw others doing it spectacularly well. We were thrilled at the thought of reaching the top of the climbing wall; we had no idea how to get there.

I’d imagine that a social media marketing strategy could feel the same way.

If you’re starting from square one, it might feel equal parts thrilling and overwhelming. You know what you want to do and why. You can see that others have climbed the social media mountain; you’ve got few ideas how to get there yourself.

It’d help to have a plan.

We’ve shared before about different parts of a social media strategy—the data and research and personal experience behind what works on social media.

Now we’re pleased to put it all into a cohesive, step-by-step blueprint that you can use to get started. If you need a social media marketing plan, start here.

Social media marketing plan infographic

Social Media Marketing Plan

Starting at the ground floor and building up, here is our overview of how to create a social media marketing plan from scratch.

I like to think of this plan like a road trip. Start out by pointing yourself in the right direction, then choose the way you’re going to get there, check in regularly to make sure you’re on track, and have some fun along the way.

Step 1: Choose your social networks

Step 2: Fill out your profiles completely

Step 3: Find your voice and tone

Step 4: Pick your posting strategy

Step 5: Analyze and test

Step 6: Automate and engage

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Step 1: Which social media sites you should use

Step 1: Choose your social networks

Social media is as homogenous from network to network as soda pop is from brand to brand. Sure, it’s all social media, but Google+ and Twitter might as well be Mountain Dew and Pepsi. Each network is unique, with its own best practices, own style, and own audience.

You should choose the social networks that best fit your strategy and the goals you want to achieve on social media.

You don’t have to be on them all—just the ones that matter to you and your audience.

Some things to consider that can help you choose not only which social networks to try but also how many to try.

Audience – Where do your potential customers hang out? Which social network has the right demographics?

Time – How much time can you devote to a social network? Plan on at least an hour per day per social network, at least at the start. (Once you get going, tools like Buffer can help you save a bit of time.)

Resources – What personnel and skills do you have to work with? Social networks like Facebook emphasize quality content. Visual social networks like Pinterest and Instagram require images and videos. Do you have the resources to create what’s needed?

For the first part of this decision, you can reference the audience research and demographics from surveys like those conducted by Pew Research. For instance, Pew has complete data, collected last year, of the demographics for Facebook, Instagram, Pinterest, LinkedIn, and Pinterest. Here is a side-by-side comparison of the major social media platforms’ user demographics.

Social media platform demographics

For Snapchat’s user demographics, you can check out this “Who’s on Snapchat, anyway?” blog post by Snapchat.

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Step 2: Fill out your profiles completely

Step 2: Fill out profiles completely

One of our monthly checks here at Buffer is to visit each of our social media profiles and make sure that our profile photos, cover photos, bio, and profile info are up-to-date and complete. It’s a key part to our social media audit. A completed profile shows professionalism, cohesive branding, and a signal to visitors that you’re serious about engaging.

Profiles will require two parts: visuals and text.

For visuals, we aim for consistency and familiarity with the visuals we use on social media. Our profile photo on Instagram matches our profile photo on Facebook. Our cover photo on Twitter is similar to our cover on LinkedIn.

To create these images, you can consult a social media image size chart that will show you the exact breakdown of dimensions for each photo on each network. For an even easier time of it, you can use a tool like Crello or Canva, which comes with prebuilt templates that set the proper sizes for you.

Crello cover photo options

For text, your main area to customize is the bio/info section. Creating a professional social media bio can be broken down into six simple rules.

  1. Show, don’t tell: “What have I done” often works better than “Who I am”
  2. Tailor your keywords to your audience
  3. Keep language fresh; avoid buzzwords
  4. Answer the question of your potential followers: “What’s in it for me?”
  5. Be personal and personable
  6. Revisit often

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Step 3: Find your marketing voice and tone

Step 3: Find your voice and tone

The temptation at this point might be to jump right in and start sharing. Just one more step before you do. Your foray into social media will be more focused and more on point if you come up with a voice and tone for your content right off the bat.

To do so, you could spend time coming up with marketing personas and debating the finer points of your mission statement and customer base. These are all well and good. But for a social media marketing plan just getting off the ground, you can make this process a bit easier.

Start with questions like these:

  • If your brand was a person, what kind of personality would it have?
  • If your brand was a person, what’s their relationship to the consumer? (a coach, friend, teacher, dad, etc)
  • Describe in adjectives what your company’s personality is not.
  • Are there any companies that have a similar personality to yours? Why are they similar?
  • How do you want your customers to think about your company?

At the end of this exercise, you should end up with a handful of adjectives that describe the voice and tone of your marketing. Consider this to keep you on track:

Voice is the mission statement; tone is the implementation of that mission.

MailChimp has created a standalone website simply for its voice and tone. Here’s an example of how they implement these qualities into their communication:

MailChimp voice and tone

Cultivate a voice that delights your customers, then your customers will be thrilled to spread the love about you.

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Step 4: Pick your posting strategy

Step 4: Pick your posting strategy

What’s the ideal amount to post per day? How often should you post? When should you post? What should you post? The solid gold, ironclad answer for questions like these is:

It depends.

So much of the social media experience is about your individual audience and niche. What works for you might not work for me, and you never know until you try (we’ll get to trying in step five).

That being said, there is some pretty good data and insight about where to start. Here’s what we’ve found to be good jumping off points.

What should you be posting?

Videos are ideal for engagement.

The push toward video content has plenty of anecdotal evidence—as you browse your Facebook News Feed and Twitter timeline, you’re likely to see videos all over. There’s data to back up this trend: Videos posts get more views, shares, and Likes than any other type of post. And it’s not even close.

On Facebook, video posts get higher average engagement than link posts or image posts, according to BuzzSumo who analyzed 68 million Facebook posts.

What should you be posting?

On Twitter, videos are six times more likely to be retweeted than photos and three times more likely to be retweeted than GIFs, according to Twitter.

If you want to get started on creating social videos, here’s our video marketing guide on creating epic content on Facebook, Twitter, and more.

The 4:1 Strategy

Now that you know what works, you can place these different types of updates into a consistent strategy. One of my favorite systems is the one used by Buffer’s co-founder Joel Gascoigne. It works like this:

  1. Start with the basic six types of updates we all post: Links, videos, images, quotes, reshares, plain-text updates
  2. Choose a “staple” update, a single type that will make up the majority of your shares
  3. Create a 4:1 ratio of sharing: for every four “staple” updates, publish one different type for variety

This way your followers know what to expect from you, and you can hone your sharing to a specific type, making it easier to perfect and to experiment.

(Note: You might not want to post the exact same updates across each of your social networks. Consider composing your updates in a unique way to complement each network’s own best practices, culture, and language.)

How often should you be posting?

There’s been a lot of interesting data out there about how often to post to social media. Some of the factors that might impact your specific sharing frequency may include your industry, your reach, your resources, and the quality of your updates. The social network you’re using will have its own best practices, too.

If people love your updates, you can typically always get away with posting more.

For a specific number, here’re some guidelines we’ve put together based on some really helpful research into how often to post to social media.

  • Facebook – Once or twice per day
  • Instagram – Once or twice per day
  • Instagram Stories – Eight to 16 Stories, twice per week
  • Twitter – Three to ten times per day
  • LinkedIn – Once or twice per day
  • Pinterest – Five to ten times per day
  • Snapchat – Five to 20 times per week

How often should you be posting?

When should you be posting?

There are many neat tools to show you the best time of day to post to Facebook, Twitter, and more. These tools look at your followers and your history of posts to see when your audience is online and when historically have been your best times to share.

So what’s someone to do who’s just starting out on these social networks, with no audience and no history?

Again, this is where best practices come in. Perhaps the most helpful (and adorable) infographic I’ve seen about timing comes from SumAll, which compiled timing research from sites like Visual.ly, Search Engine Watch, and Social Media Today to create its awesome visual. Here’s an overview of what they found in terms of timing (all times are Eastern Time).

  • Twitter – 1-3pm weekdays
  • Facebook – 1-4pm weekdays
  • LinkedIn – 7-8:30am and 5-6pm Tuesday, Wednesday, and Thursday
  • Tumblr – 7-10pm weekdays and 4pm on Fridays
  • Instagram – 5-6pm weekdays and 8pm on Mondays with a sweet spot at 6pm
  • Pinterest – 2-4pm and 8-11pm weekdays with weekends being the best
  • Google+ – 9-11am weekdays

Social media posting times

I would recommend experimenting with these times (in your local time) and a few randomly-picked times as you’re starting out.

Once you have been posting a while, you can use your own data and tools like Facebook Insights, Instagram Insights, and Followerwonk to find your brand’s best time to post and refine your posting strategy.

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Step 5: Analyze, test, and iterate

Step 5: Analyze and test

Remember how we talked about social media sharing being a very individual, specific endeavor? Your stats will likely start to bear this out.

The more you post, the more you’ll discover which content, timing, and frequency is right for you.

How will you know? It’s best to get a social media analytics tool. Most major social networks will have basic analytics built into the site; it’s just a little easier to seek and find this information from an all-encompassing dashboard.

These tools (I’ll use Buffer’s analytics as an example) can show you a breakdown of how each post performed in the important areas of views, clicks, shares, Likes, and comments.

Top post in Buffer

Which social media stats are best? We’ve gained some insight from looking at each of these main statistics and the composite engagement statistic on a per-post basis. The resulting stat gives us a great look, over time, of how our social media content tends to perform, and we can then test and iterate from there.

Here’s one way to analyze your performance.

Set a benchmark. After two weeks or a month of sharing, you can go back through your stats and find the average number of clicks, shares, likes, and comments per post. This’ll be your benchmark going forward. You can come back and update this number at any time as your following and influence grow.

Test something new. We’re open to testing just about anything at Buffer. We’re in the midst of some tests right now on our Facebook account. Do Facebook Live videos get more views than non-live videos? Does the video length matter? We’ll often hear about someone’s new strategy or get a new idea and then test right away.

Did it work? Check the stats from your test versus the stats of your benchmark. If your test performed well, then you can implement the changes into your regular strategy. And once your test is over, test something new!

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Step 6: Automate, engage, and listen

The final piece of a social media marketing plan involves having a system you can follow to help you stay on top of updates and engage with your community.

To start with, automate posting of your social media content.

Tools like Buffer allow you to create all the content that you want to, all at once, and then place everything into a queue to be sent out according to whatever schedule you choose. Automation is the secret weapon for consistently excellent sharing, day after day.

Your plan doesn’t end with automation, though. Social media requires engagement, too.

When people talk to you, talk back. Set aside time during your day to follow up with conversations that are happening on social media. These are conversations with potential customers, references, friends, and colleagues. They’re too important to ignore.

One way to stay up on all the conversations that are happening around you and your company is to create a system for listening and engaging. Tools like Buffer Reply and Mention will collect all social media mentions and comments on your posts in a single place, where you can quickly reply your followers.

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What would you share with someone new to social media?

Coming up with a social media marketing plan is a great step toward diving in to social. If social media looks thrilling and overwhelming all at once, start with a plan. Once you see the blueprint in front of you, it’s a little easier to see what lies ahead.

  1. Pick your networks
  2. Fill out your info
  3. Find your voice
  4. Choose your strategy
  5. Analyze and test
  6. Automate and engage


How did you develop your social media strategy? I’d love to keep the conversation going in the comments. If you know someone who could use this, feel free to pass this along. If you can use it yourself, let me know how it goes!

Want more social media tips? Take our free email course!

I’ve put together a list of 25 practical social media strategies that work for us here at Buffer—and I’d love to share them with you via email.

Join here

This post originally published on July 16, 2014. We’ve updated it with new research, statistics, and a cool new infographic on September 2017. 🙂

Image sources: Will Scullin, MailChimpCrelloSumAll, and Pew Research

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Written by Kevan Lee

Director of marketing at Buffer, the social media publishing tool for brands, agencies, and marketers. We’ve got a new podcast! ?

  • Ann Mullen

    Great job with this, Kevan. I have a question for you. From research to publish, how long did you spend on it? While I don’t write copy more than 1500 words max and yours is almost 2500 words, I am sure that you have spent more time on this; but I am trying to see if I am too slow or my boss is expecting miracles.

    • Hi, Ann! Thanks for the comment! It’s great to hear from you. 🙂 This post came together for me in maybe 4 or 5 hours? I’m probably cheating a bit, though. So much of the content and research on this one was pulled from other posts that we’d already written. I spent 8 hours on a post shorter than this one the other day. Funny how much it varies from post to post!

      How much time do you spend with posts? I’m always curious to learn how others do it. 🙂

      • Ann Mullen

        Kevan, some of my articles take 4-6 hours from beginning research to post perfect (or something approximating perfect). I get all the research I can stand (sometimes 50-75 pages) and begin whittling it down, several times. Somewhere in all that I might find the hook.

        Often I don’t see the hook until I have it published for a few days. That’s why I like your idea of letting an article percolate, but I am definitely out of time before that. Sometimes finding the pictures that say what I want is a long time search.

        These are not fluff articles, although I am getting to the point where I am going back to the time when I knew next to nothing and educating myself. Yours are not fluff articles either.

        In fact that might be what my readers need even if that’s not what my inbound marketing savvy boss wants.

        • Thanks for sharing, Ann! Really interesting to see inside your process. I think that the research-heavy, non-fluff articles are quite valuable as they stand out from a lot of the other content that’s out there to consume. Just my 2 cents. Would love to know what you think!

          • Ann Mullen

            Kevan, can we continue this using email?

    • Marek Gručák
  • Thanks for all the amazing posts!

  • Have taken o board your “show don’t tell” concept for descriptions – very powerful and is an actual demonstration instead of unproven self promotion – way better!

    • Thanks! Hopefully the visuals will grab folks who are skimming for the highlights. 🙂

  • Jing Jing

    Great tips Kevan. Thanks!

  • Jo Harrison

    Great article Kevan, I so needed this a few years ago when I first started out! 🙂

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    • Hi, Jo! Thanks for the comment! Haha, I probably could have used this, too, when I started!

  • Great information!

    • charlesjdion

      Jacqueline implied I’m taken by surprise that a mom can earn $8130 in 1 month
      on the computer . see post C­a­s­h­f­i­g­.­C­O­M­

  • Thanks for the info, super helpful!

  • Hey Lee ! Awesome walk-through about social media marketing & its plan. Thanks man to share here !

  • Really great infomation, Thanks!

  • Awesome article! Thanks!

  • Great article! Lots of good information. I will definitely share your article with my clients, they’ll love it too! http://www.xmediads.com

  • achutank

    Kevan you are a real dost man 🙂 thank you for sharing this learning

    • robertlfrisch

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  • What time zone mentioned in the Time is Everything Photo?

    • Hi Muhammad! The time zone in that graphic is Eastern Time.

      Hope that’s what you’re looking for!

  • Excellent plan, you make it look so easy.. just follow the bouncing ball..

  • Jeff Doubek

    Thank you Kevan, those graphics alone are worth their weight in gold. Nice work!

    • Hi Jeff! Thanks! Hope the graphics made things a little easier to scan/read. 🙂

  • leehill

    Great information, i think it may be helpful to include some information on how/what each social network should be used for.

    Twitter is whats happening now and is less personal, with Facebook you are inviting people into your personal circle of friends, I also think syndicating the same message to all your accounts is not the best approach. I know lots of my clients struggle to grasp what content they should post where.

    Is this not available as a downloadable PDF? Would be helpfull.

    • Hi there! Yes, great addition! Each social network definitely has its own use/style. Thanks so much for bringing this aspect to light. 🙂

      It’d be really awesome to turn this into a pdf. Thanks for the validation on that. I’ll see what we can get around to!

  • this is a gold mine! thanks for the powerful insights. Sure to implement at out startup. Will post our results here 🙂

    • Awesome to hear! I’d love to know what your results are. 🙂

  • Thanks for sharing these awesome tips Kevin. I do agree with you about the timing. I used to post without caring about the timing – and for me since I live in India, I usually have to post at off times for my target audience 🙂

    I then started using the scheduling features via third party platforms – I surely did see an improvement in clickthroughs and engagement.

    • Hi Jane! Really glad to hear you found a system that works! Yes, timing can be crucial! 🙂

  • Jamie Teasdale

    This is quite the article. You chalked in full of value, Kevan. Nice job! @PlanPromotePros finds that the research and development of a content marketing plan is time intensive, especially for someone who isn’t a marketing wiz. Planning each year is one of the best ways to take bite-sized chunks into marketing strategies, but rarely will small businesses take the time or know the steps. This post should be used as a rule of thumb each year at the planning retreat. Well done!

    • Hi, Jamie! Thanks for the awesome comment! Yes, we’re big fans of planning, too – just got to find/make the time to do it!

  • Vicki Cato

    Thank you for the valuable information.

  • Jason Vitug

    Another great post indeed. So many ways to improve.

  • David Weightman

    Awesome marketing plan. Thanks for the share. I’ve been learning this stuff for years but reading articles like this is still important and necessary. @David

  • When you say, you don’t have to be on them all, I hear with great attention. Here is an advice that’s really helpful for me. Thanks Kevan.

  • Valuable Information A complete guide to Social Media Sharing.

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    my best friend’s half-sister makes $64 every hour on the internet . She has been without a job for 7 months but last month her pay check was $19649 just working on the internet for a few hours. hop over to here.for a work detail go tech tab.

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  • Interesting but I’ve found that I get the most likes and comments on Facebook when I share between 9pm – midnight.

  • Muhammad Jamil

    Nice share 🙂 And goog job for Kevan Lee http://www.opsional.com

  • Leah Koch

    This is great info, thanks Kevan

  • This is so well written Kevan! i love how you guys integrate your own graphics, which could act as stand alone content pieces for social postings to this post! I definitely agree that voice and tone and considering the “mindset divide” for various channels is so important!

  • TonyaD

    Another great post! Thanks 🙂

  • Samantha VanSchoick

    loooovvveee the cat/timing illustration.

  • Sally Green

    Brilliant – thank you, there is nothing like a plain an simple plan, off I go to engage a literary festival!

  • Well I think you are missing a few pieces such as PURPOSE< AIMS and OBJECTIVES which need to be defined and well documented before tackling your list.

    Do not get me wrong here and throw the baby out instead of the bath water, your list is great, but there are other things that need to be cleared up first, like why do you want a social media presence, and what will a social media presence do for your business.

    A plan needs to have goals, aims and objectives which are all derived from inspecting the purpose of the issue at stake. So first define the purpose of having a social media presence then get on with your plan and implement a social media presence that will fulfill your purpose.

    • Hi Frank! Great point. There are absolutely several other considerations you could make to form a plan. I love your ideas! Thanks for adding to the discussion here. 🙂

  • preciousbwallace

    Start working at home with Google! It’s by-far the best job I’ve had. Last Wednesday I got a brand new BMW since getting a check for $6474 this – 4 weeks past. I began this 8-months ago and immediately was bringing home at least $77 per hour. I work through this link, go to tech tab for work detail

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  • Megan Medaris

    Awesome article! I would add that step 1 ought to be buyer persona development. It’s impossible to make useful decisions about what, when and where to post without a thorough understanding of your customers. Thanks for all the great content Kevan! Your posts are always a pleasure to read.

    • Hi Megan! Great point about buyer persona development. Definitely a good one to consider for those who have the time/resources to do it well!

  • Brilliant post Kevan,

    I couldn’t help but mention how awesome the cat wearing watches visual was.

    This is an excellent tools for anyone beginning to use social media, and even seasoned vets have a lot to gain by reading this. I don’t think enough people test to see which methods within their strategy are working best and that they can really maximize their impact on social media by doing so.

    • Thanks! All credit to SumAll for the awesome cat visual. Really glad you liked our post here! 🙂

  • Amazing tips, really helpful….Thanks for sharing your ideas

  • cheryl moody

    Kevin, these posts are so informative! Are you following your own advice and repurposing this content into ebooks, slideshare, or at least a downloadable PDF? Great stuff – keep it coming!

    • Hi Cheryl! Thanks for the comment. We’ve definitely got some ebooks/pdfs/slideshares in the works. Feel free to keep an eye on our SlideShare page, if you’d like! http://www.slideshare.net/bufferapp

  • Traci Davis

    Very well rounded article! I am often concerned with all the time I spend doing my projects…am I going to slow? This reaffirms that social media simply takes time to do it right!

    • Hi there, Traci! Yes, you’re spot on! These things do take time. Best wishes to you!

  • findingenvirons

    A social media strategy for me meant narrowing the social networks to Facebook and Twitter (owing to time). Once I got going, I started seeing more and more observations and contributions where your kind of marketing plan is detailed. Your post here has a lot of enlightening detail for someone getting started. Thanks!

    • Great one! Yes, being choosy about your social networks is fantastic advice. I know I’ve tried to bite off too much, too fast, and the results are never great. Thanks for bringing this perspective to the table!

  • Gin Dorsey

    I’ve left this sitting in my email box, until having time to read it. Shame on me for losing three extra weeks! Most helpful information on the web, for this self taught (and still teaching) social media maven. 🙂 Thank you!

    • dash

      word! i’ve let this sit for quite some time as well. I’m Amp’d to get started to Really putting in the Right type of marketing so I can see what works for my site!!! Overwhelmed but Truly Excited at the same time: BitterSweet Feeling.

  • dash

    wow, I’m so amazed at how simple you guys make it look.. i’ve been a fan of many outlets for marketing but this top almost all of them. I’m still nervous as I am starting out my new website 2ubevision.com and kind of feel overwhelmed since I’ve been layed off for almost a month now. I got totally drawn in though by when the best times to post are on each platform and for you to say stick to the ones that will define who your real audience are is awesome.

    For that I think i’m going to create a instagram and tumblr and pinterest page.

  • Duchon Filipo

    A great step-by-step process! Definitely will be using this during my internship. Thank you for this!

    • Awesome! Thanks, Duchon! 🙂

  • Great post! Full of awesome information. I’m going to try the posting times suggested.

    • Sounds great, Kimber!

  • Taylor Yates

    This is so helpful! As a blogger, social media is key, but lately I’ve just felt like I don’t know where to start. Thank you for the tips!


    • Really glad to help, Taylor! Let us know if you have any questions!

  • Stephanie Mickle

    Dear Kevan, thank you, thank you, thank you for speaking plainly.

    • Thanks, Stephanie! It’s great to hear this one could be helpful for you. Do let us know if we can help out further!

  • Angel

    Interesting Topic. Thanks.
    This gonna help me for my thesis.
    I wonder if you can help in other questions on the same topic?

  • Devashree

    This is an excellent write-up. Could you also share tips on how to increase followers on Social Media?

  • Really informative. I appreciate it very much. I will definitely share this article with my connection.

  • I just wanted to say this post has helped me tremendously and thanks so much for sharing such wonderful tips! Now I have a marketing plan and can only hope in time it pays off.

  • findingenvirons

    We designed our site and use Facebook. Your suggestions are helpful, thanks!

  • Annette H Gilbert

    Kevin, just wanted to thank you for posting such a thorough and detailed how-to article. I’m a writer with a startup client who asked me to develop a social media plan and, quite frankly, I had no idea where to start. After reading this, I’ve got tons of ideas. Most of the articles I’ve read offer very generalized advice without any breakdown of the different social networks. Thanks again!

    • Thanks, Annette! Really glad this one was useful for you! 🙂

  • Such an awesome post! It’s nearly impossible to make meaningful decisions about what, when and where to post. Thank you for sharing this great post here.

  • mymagedo
  • Karan

    Thank you so much Kevan, this is really helpful.

  • Brock Goldie

    wow this blog is very informative about social media marketing & thank you sir for your sharing your deeper knowledge. i have been reading simple marketing plan. you can know about it in bigpunch at http://www.bigpunch.co.nz/

  • Michelle

    Great article, thank you for the smart info.

  • John Allred

    you have covered all the things with detailed information about social
    media effect i really enjoyed your blog thanks for sharing

  • I’m just starting out and really didn’t know what a social media plan was. You’re right, I use social media everyday and interact just fine, but for some reason when you’re building a company it’s a lot harder because that personal connection isn’t there. This had some great points, thankyou

    • So great to hear this! Thanks, Chanele! 🙂

  • knowsnothing

    Really great tips. I’m trying to think about how to apply this for a radio program’s social media. Any tips?

    • Hi there! Thanks so much for the comment! I’m hopeful that these tips should be pretty relevant for your radio program. A good first step might be trying to find where your audience resides – are they into Facebook, Twitter, Google+, Instagram, etc.? One way that I’ve heard works well is to place some of these social network icons on your website and see how the networks grow – if that might work for you at all!

    • Marketing Student from Norway

      Maybe an on-air competition for your listeners that require them to like/subscribe to your social media channels? Just my two cents.

    • Good article about store manager magento system. Thank you for your post.

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  • Satella Deveaux

    Hi Kevan, this was awesome! and great!, in step one I think it would be helpful if you pick the audience you want to serve first and build your social media campaign around that audience. This will facilitate how you mange your timing as you said you don’t need to be everywhere, just where you target audience is, thanks this was insightful.


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  • Minz Singh

    Excellent article! There’s so much out there on this topic but this article just makes plain sense.

  • Adam Lee

    Thanks for the post, Kevan! 2015 is both the Year of the Sheep (Chinese calendar) and for me to become more serious about my social media presence (currently a very sad existence). You hit it on the head with “thrilling and overwhelming”. But your post has helped add to the thrilling by subtracting some of the overwhelming.

    Question for you, your followers, and commenters: Assuming you’re posting as often as one of the above infographics suggests, what percentage of your content is original? Or is most shares, retweets, quotes, etc.?

    Speaking of infographics, I share and retweet those more than anything, helping the “images are ideal” point you shared. Is there an application or program you recommend?

    Thanks again for your insight and for having the heart of a teacher!

    • Hi there Adam! Thank you so much for the comment! So glad I’ve helped out a bit here with the “overwhelming” part. Enjoy the thrills!

  • Wayne Marshall

    Great article with so many resources. Thanks :D. So useful to someone starting out

    • Awesome to hear, Wayne! Best of luck!

  • Tarun Kaushik

    Really nice post.
    I was seeking this kind of information, thank you Kevan.
    This will help me, i am working on my website and this information will help me a lot. These strategies can boost the sale of my website.

  • Wordpressolutions.eu

    Great article Kevan. Really interesting article for my project .
    Social Media Optimization and Marketing

  • mohammad umair

    This is superb stuff Kevan. To be honest, I never did social media marketing and unsurprisingly, had altogether a different understanding of it.

    What I didn’t realize was that I was already doing first four steps for my client. I was thinking that this can’t be social media marketing. I was wrong.

    Now I know where I stand with my understanding of social media marketing. Thanks

  • omar mayed

    hello ( MR Kevan Lee ) I have and idea of Doing , soical net working example like instagram and tweeter and etc but i have my own idea and my own name but the problem i donot know about programing i dont no how to do it i need a programmer to do it for me so my soical net work get famous around the word i wish you can help me with it , because i waited and i tryed to making search for this think and i didnot even found one …. i am just waiting for your replay thanks you …

  • David Galloway

    Kevan, I’m super-impressed by the way you’ve put so much awesome content into a relatively-short post. I can’t wait to find other posts here at Buffer with equally excellent content.

  • Rahul gill

    I’m so glad I found my solution online.

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  • Sure Profits

    Well, I have found this post most enlightening. I have learnt a lot from just browsing the various topics. I will set a time and go back and really consider many of those suggestions that resonate with what I am trying to achieve from social media. It is very detailed and valuable. Thank you very much.

  • Jess

    This is an awesome resource. I just wrote on my blog a few reasons to have a social media strategy, but do not have anything this extensive. I would love to put a link to your blog if that is ok.

  • Laura Galligan

    Thank you so much for this step-by-step engaging article. What a fabulous resource. I gained some solid knowledge that will become the basis of my initial strategy.

  • Gaurav

    This is extremely Insightful. and the buffer and the mention app well was worth mentioning. I would love more insight in creating content that stimulates and engages your readers. The reason i ask is because you are a content crafter. What should i do(because im just starting out) with regard to understanding and creating to allow engagement with customers.
    Thanks Kevan Lee.

  • Great article full of useful information. Thanks for sharing Kevan.

  • swathi bhatiya

    Thanks for posting this article.It seems to be very useful one.As article has included all updated things in social media marketing company(http://cedarsolutions.in/ ) for promotions of products.

  • Thank you for this article, I finally found what i was looking for. This is truly helpful.

  • Hi Kevan Lee,
    I am first time coming on your site and feel so glad to read this amazing post.
    What an informative tips and great strategies of social media marketing plan to come online our business with more users.
    Thanks for sharing….Please keep continuing…
    social media
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  • Social media is not only a social media. Its now a largest advertisement platform.

  • Heba AL-Ja’areem

    You Saved my Life with this
    really thank you !!

  • Sam Lee

    Really enjoyed this article Kevan! thank you

    • Great to hear, Sam! Thanks!

  • vidyasagar sn

    These steps are the efficient way to create social media marketing. Thanks for sharing such a wonderful ideas. I really like the way you have elaborate the social media marketing plans.

  • Osama Mutawe

    Thank you for the great post. it takes planning and real work in order to reach our goals through social media. Thanks again for the guide.

    More tips also on how to plan your social media campaign can be read here:


  • Osama Mutawe

    Thank you for the great post. I believe a lot of small to medium businesses get into social media just because they think they must go for it however they don’t know it takes planning and real work in order to reach their goals through social media.

    More tips also on how to plan your social media campaign can be read here


  • Jeff

    I Agree well written and dripping with value – thanks Kevan

  • Hi steve

    well explained with great content for social media marketing tips, especially posting timings because that increased my post reach on facebook and twitter.

  • Ria

    Hi, thank you for great post:) Just started my blog and this information really helps to understand some matters:)

  • Gavin

    This is a fantastic post, Kevan. Lots of fantastic snippets of knowledge. This is gonna help a lot of people starting out 🙂

  • Rahul Sen

    Thank You for sharing such detailed information with your readers. The strategies are really useful and if followed religiously I am sure it would lead to fruitful results.The part where you mentioned different time frames of posting at different social media sites is great. I never knew this can actually work in one’s favor. Thanks once again.

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  • jerome

    Pretty awesome. Thanks for sharing.

  • Perfect timing. This exact question/topic has been top of my mind today 🙂 Some really useful insights and suggestions. Thanks Kevan,

  • Thanks for the great insights!! Time to post more effectively.

  • cieplik

    Great article! I just can’t believe that postingg up to 5 posts per Day on google+ is an optimal strategy..!

  • Joseph Ubiagba

    Its quite beneficial.

  • Megan Kellar

    Great revamp on this post! Super useful for beginners, do you plan to create a more intermediate to advanced version going into further details?

  • esthermcampbell

    Fast day…. gooogle online


  • Jonathan Henley

    For heaven’s’ sake Kevan – you write such good stuff you really ought consider doing it for a living 🙂


  • Aaron Schine

    This is awesome. Thoughtful, extremely useful, and thorough. Here’s my question: How do you know when to embrace or abandon a social media channel? What are the indications or warning signs for you? Thanks!

  • Jess

    These guys are awesome at it, check them out.

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  • The most important and actually one of the easiest steps businesses can take through the social media. Nice blog! Thanks for sharing.


  • Very informative infographics. Thank you Kevan.

  • Hey Kevan,
    Thanks for posting such a comprehensive article. Not everything here is new to me, but this post has helped me to come to a conclusion about some confusions I had.

  • Dharani Kumar reddy

    Dear sir I am new to field here but I have a clear cut idea on creating best website than Facebook.where it will be useful for every human being on this earth. But I don’t know to whom I have to share how to reach goal in creating this plan.

  • Waseem

    Thank you Kevan for this awesome post.
    Simple and neat! And the info graphics as well, is wonderful!

  • Narendra Wetkoli

    This is awesome blog a very informative blog for all social media agencies and freelancers.

  • Very well written I appreciate & must say good job…. please continue your blog

  • Kevan Lee, A Great social marketing plan has been explained by you. I
    really follow your every blog post and try to execute them to really
    great extent.

  • This is AWESOME! Thank you for all of the extremely powerful insights, cannot wait to put them all to great use at our start up! And with such great information I had to share 🙂 I shared and tipped your article over at http://www.tiphive.com, where I’m sure it will be as useful to someone else as it was to me. Keep making great content!

  • I’d love to join your free course, but keep getting a error message, saying something is broken your end?

  • Alice

    Dear Kevan, unfortuneately I can not suscribe for your mail course. Could you pls help me with that?
    Many thx! =)

  • Doctor John

    Hi. I tried to sign up for the free social media course, but it doesn’t seem to be working and tells me to leave a message, so here it is.

  • Martha

    Is the email course no longer offered? It won’t allow me to enter my email.

  • Furqan Khan

    Hi Kevan. Wonderful article and I am amazed to see how you made everything sound so simple and to the point. Great article! But when I am trying to join the email course, it says that “something is broken at our end”. Can you help in this matter. I have just joined Buffer last night and stumbled upon this article while googling. Thanks

    • I’ve had the same issue! No reply yet to my comment posted here last week, so I’m going to try tweeting, I’m guessing the guys are busy, which I understand 🙂

  • A. Gibbons

    I am having some troubles signing up for the free social media strategy course. I am getting the message “I’m so sorry! Something’s broken on our end. You’re welcome to leave me a comment and I’ll get on this!”

  • Courtney Strauss

    I would love to join the email course but the form went wront. My email is: [email protected]
    Thank you!

  • Natasha Wright

    I tried to sign up for your email course but I got an error message that something is broken.

  • Sherin

    Hey Kevan — would love to sign up for your email course. Looks like something is broken. Any updates on this fix?

  • Tuan Quyet

    This is great info, thanks Kevan

  • jamiecaroccio

    Hey Kevan! Great article and would love to sign up for the free course but it doesn’t seem to be working. Any suggestions? Thanks!

  • Mikaela Guevarra

    Hi! I want to sign-up for the free course but I can’t get it.

  • Hi there! I tried to sign up for the email course but it gave me the following error message:

    “I’m so sorry! Something’s broken on our end. You’re welcome to leave me a comment and I’ll get on this!”

  • Liam McArthur

    I’ve just tried signing up to the email course but I receive “I’m so sorry! Something’s broken on our end. You’re welcome to leave me a comment and I’ll get on this!”.

  • Konrad Allitt

    I’m trying to sign up but I get “I’m so sorry! Something’s broken on our end. You’re welcome to leave me a comment and I’ll get on this!”

  • Eljin Ramirez

    kevan try to sign up and I get an error, it seems very interesting all the issues are being addressed, I thank you and I include the list for the free course. My mail [email protected]

  • Denise DuBois Pass

    Thank you for providing this resource. I attempted to sign up for the free course and received this message, below. Please advise how I can sign up Thank you! I’m so sorry! Something’s broken on our end. You’re welcome to leave me a comment and I’ll get on this!

  • Stephani Rosenstein

    Kevan, is the course still available? I’ve tried entering my email and I get a message that says “I’m so sorry! Something’s broken on our end. You’re welcome to leave me a comment and I’ll get on this!” Thanks

  • Sherisse’ Danielle Woodley

    Wasn’t able to get free course. media[at]deliberatemagazine[dot]com

  • Joel Zougira

    I love your article and the way your write it. I have a question since i am new in social media, how about the targeting and the positioning step ? since it is a next step after you develop segmentation for your audience…

    Sorry for bad english

  • Samuel Thomas Elliott

    Tried signing up for the email course before reading the article. I sign up for about everything that involved social media marketing tips. The page said something went wrong on your end and to leave a comment. This is my comment. Please get me on the list. Looking forward to reading this article.

  • Lubna El-Masri

    I can’t join the free course there is an error!

  • Ahmed Milhem

    Really i liked it Mr.Keven …. and this is great article but i think for beginning on Social media … ^_*

  • Nicole Shapiro

    It seems that Kevan is no longer following his own advice! I see dozens of people reaching out, asking for help signing up for the free course, and not one reply! That’s too bad.

  • Your work is very good and I appreciate you and hopping for some more informative posts 😀 Thanks 😀

  • Muhammad Irfan Habibi

    I love this articel, thanks Mr. Keven Lee. I hope you visited in my blog in IDmathcirebon …

  • Black-hearted babe.

    This is the best article I’ve read about social media strategies. Thanks so much!

  • Mark Henry

    Hey Kevan! Simply super effort! Content strategy and relevant targeting is the best part. These social media marketing strategies are surely going to make a lasting impression and read rich dividends for long term.

  • Sanaya Trivedi

    Social media marketing have become very popular these days because of increased competition among different business firms. It is very important that we prepare a marketing strategy taking help from http://acoseo.com/ which will improve our business strategy. Your blog will be a great help in improving marketing strategy. thank you

  • Steaven Clark

    Nice blog. This is a very good blog on business consultant. I would like to thank you for all the information you give. Its really important to choose the best business consulting startegy to make a good business. So thenks for the information you give.

  • Chandini

    Hi this post is so informative ! I just read your post on Social Media marketing and it reminded me of a post I wrote on the same subject at Social media measurement on marketing strategy. My company, Spinta Digital focuses on just that subject, and I thought your readers might be interested in a review if you had a chance. Here’s a link to our media page if you’re interested: http://goo.gl/4ZocLh. Let me know if I can give you any more information or help out in any way.

  • orrawan

    Thank you so much Kevan, this is really helpful.

  • It really helps me alot when it comes with my new clients to create Strategy plan from scratch. Detailed and Clearto understand and to apply. Thank you Kevan.

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  • orrawan

    Great article, thank you for the smart info.

  • You guys are tremendous… Way you planned to do it is really great efforts… you guys taught me a lot infact…. I would be daily visitor to your blog from right now and plan that I gonna try as you mention will definitely works.

  • dude

    Very nice, Kevan! Thank you for sharing your knowledge with world. My plan is to use Capzool as it provides me with actual content that I can post. It’s really handy and worth checking out. Use my referral code too: Cap20948

  • dude

    Good post, Kevan. You should really check out Capzool. It’s a pretty helpful tool that provides you with ready-to-use posts.

  • Great Article Lee, in answer to your question I would change my social media strategy based on the changes in the current market. An example of this would be Facebook now punishing brands who “click bait” and the launch of their “Save Feature” means businesses should now be looking at utilizing links and visual content to gain the maximum exposure. Great suggestions about mobile this is one area which is only going to continue to rise moving forward.
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  • well written article for social media strategy…

  • Appreciate the post. The 6 steps are very useful! I really like the social media rules of thirds.

  • indrajit

    Very well written Kevan !

  • indrajit

    Its a great marketing plan

  • i m trying to learn some steps on how to become a social media specialist and with this guide you made my day .

  • Very interesting article…! Thanks for sharing your knowledge.

  • Hey Kevan! Simply super effort! Content strategy and relevant targeting is the best part. These social media marketing strategies are surely going to make a lasting impression and read rich dividends for long term.

  • Well written article for social media strategy. Keep it up

  • Roshan Singh
  • Gravity Team

    Really Informative Content, Thanks for sharing this Kevan

  • AXS2 Marketing

    Hi Kevan, Great article on Social media marketing plan. Thanks for sharing this.

  • Great info keep sharing with your plan thanks for such a great website.

  • JosephGallivan

    Where’s Snapchat?

  • My top 3 favorite tools are Calendly, Trello & Slack. BTW great article Alfred!