I have a blog post to write. This blog post, to be exact.

And in the course of researching, outlining, writing, editing, and writing some more, I also have other hats to wear. Email marketing. Social media strategy. Blog promotion, blog design, and anything else that should happen across my plate.

I’m sure you wear a lot of hats, too.

How do you find time to put them all on?

One of my tasks that I’m currently optimizing is implementing a social media strategy at Buffer. In the midst of writing posts like these, I’m also curious to see how much time it takes to put a social media strategy in place.

Does juggling social media management along with an armful of other task sound familiar to you? If so, I thought it might be helpful to detail what I’ve found so far and to show what all’s involved in the way that we go about managing our social media strategy at Buffer.

A top-notch social media strategy starts with an awesome, anytime schedule! Take Buffer’s dashboard for a spin. Fill your queue—for free—in minutes!

The wheel of social media strategy

It’s interesting to note that a social media strategy and a social media plan have a lot of crossover.

You can think of it this way: A strategy is where you’re headed. A plan is how you’ll get there.

When I think about the time involved in implementing a social media strategy, I can’t help but include the essential parts of our plan, too. In fact, I think that strategy can be boiled down to a simple three-part idea:

Once you come up with the strategy, you’ll need to implement it, to measure it, and to think on it again.

Here’s how this process might look.

The Wheel of Social Media Strategy

I’ve run across ideas like this before. For instance, Amy Porterfield’s social media strategy suggestion is to assess, implement, and monitor. Others call it organize, act, and regroup.

Put another way:

  1. This is what we want to do
  2. This is how we’re going to do it
  3. This is how we did

Then, repeat.

That’s how I choose to view our social media strategy at Buffer. And now for the all-important follow-up question: How long does this process take?

The time it takes for a good social media strategy

I took my time-tracking seriously this week—so serious, in fact, that I used Harvest‘s time-tracking software to see exactly how long these things take. I wanted to see exactly how much time it takes to put a solid social media strategy in place.

Here’s what I found:

Social Media Strategy Timesheet (1)

Essentially, the time breaks down like this:

Every Monday, revisit your strategy to make sure you’re on the right track and focusing on the right areas

Time: 1 hour

Monday through Friday, implement the strategy. Schedule, create, and post updates. Engage with the community.

Time: 2 hours

Every Friday, check your metrics. See how you’re doing on your goals, and identify areas for growth.

Time: 1 hour

Total time: 12 hours per week

Depending on the scope of your business, your time could be greater or smaller than this. You may have an team of dedicated social media staff who can give 40 hours per week or more. Or you may have a small footprint in social and not need as many hours. The above times are simply my experience; feel free to use them as a guide and benchmark for your own social strategy.

As far as what my time looks like specifically, here’s a taste of what’s involved at each step of the process: planning, implementing, and measuring.

1. How to create a social media strategy

A good social media strategy begins with a good think.

What do you want to use social for:

  • Sales?
  • Loyalty?
  • Awareness?

These are the three main areas that Jay Baer identifies as potential focus points of a social media strategy. As Baer puts it: What’s the point of your social media marketing? Pick one of the above, and focus your efforts on that single objective.

The best social media strategies are those that focus (at least initially) on a more narrow rationale for social.

In thinking about this question of “What’s the point?” we’ve found that the answer may sometimes change as your marketing goals ebb and flow. I’d encourage you to revisit this question often. Don’t be afraid to shift gears and aim for a new objective.

For instance, you may find that it’s best early on to focus on awareness, especially if your business is fresh out of the box. Once you’ve built sufficient awareness, it might make sense to transition your focus to loyalty or sales. Your strategies can grow up as your business grows up.

Once you’ve defined your core focus for social, you can then have a clear picture of which success metrics to track. Amy Porterfield has a great way of breaking this down, according to the three main social media strategies:.

If you choose sales, you’ll want to track click rates, social e-commerce sales, and conversion rates.

If you choose loyalty, you’ll track engagement, sentiment, and influence.

If you choose awareness, you’ll track growth, engagement, shareability, likes, and subscribes.

One final piece to the puzzle (many social media strategists would even advise to begin with this step) is to listen to your audience. Listening will reveal a number of key factors like which social networks you should be on, how your audience uses social media, and what are their pain points.

These basic factors will be hugely helpful to discover as they’ll help set your focus moving forward. For instance, I’m often guilty of assuming that all social networks are generally the same when in fact they are entirely unique and individual and deserving of their own specific messages and plans. This image by Social Rank is a fun reminder that each social media site comes at content from a different perspective.

social media donut

How can you go about listening to your audience? 

You can begin by asking. Surveys are great tools for gathering insight into your customers and fans. If you’ve yet to implement your social strategy, you can send out a survey to your email list. If you’re already on social, you can ask questions of fans or link to surveys from your updates.

Beyond surveys, you can listen to your audience by tracking mentions of your brand, discovering the communities and groups based on your niche, and in watching your key social metrics to see how they grow (for instance, if you find yourself banging your head against a wall to get new followers, it could be that your target demographic simply doesn’t hang out on that network.)

Once you’ve listened to your audience, chosen a focused goal, and identified your success metrics, it’s time to move on to the next step: Implementation.

2. How to implement a social media strategy

I like to think of the implementation of a social media strategy as having two prongs:  Creation and Community.

When you think about it, what kind of input will you be having on social media each day? You’ll be publishing new updates, and you’ll be responding to others. (And sometimes the two might even overlap.) Both prongs should fit with the strategy you’ve chosen.

Two-pronged Social Media Strategy

Perhaps the best way to talk about implementing a social media strategy is to show you a bit about how we do it here at Buffer. Here is our system for sharing on Twitter and Facebook (we have strategies for LinkedIn and Google+, too; feel free to ask about them in the comments if you’re interested.)

A social media strategy for Twitter

Our goal with social media is loyalty—with a twist. We’re interested in driving engagement and positive sentiment, two of the hallmarks of a loyalty strategy. We’ve also added a dash of sales to our mix. It’s not sales in the traditional sense; rather, we’re aiming to sell the value of the blog posts that we share. In this way, we’re also interested in boosting clicks back to the blog.

Our posting strategy

  • We schedule 14 posts per weekday and 10 posts per Saturday/Sunday
  • Our posting schedule is spread out throughout the day in order to connect with our global audience
  • Our bread-and-butter post type: Visuals
  • The majority of updates we share come from content in our blog archives
  • We share one post each day from Buffer’s content suggestions
  • We retweet a Buffer team member or Buffer community member once-a-day
  • All new posts are shared multiple times that day and scheduled for further shares over the next two months
  • All updates are in keeping with Buffer’s values of positivity and helpfulness

Practically speaking, I’ve come up with a few fun ways to make this posting strategy as smooth as possible. Let’s start with how we share our new posts.

Whenever a new post goes live, I will use Buffer’s custom schedule to create 13 posts spread out across the following timeline (inspiration from the timeline came from this awesome post by Garrett Moon on KISSmetrics).

Social Media Schedule

Each update is unique, with either a new headline, snippet, or image. For the first two updates, we perform a bit of an A/B test on the headline to see which one gets a greater click response. We continue to monitor headline performance on later tweets, too, in case one performs better than our original. We’ll change the headline on the post according to the data.

After posting updates according to the schedule, I like to borrow a tip from our repurposing efforts and come up with as many tweetable parts of the post that I can. These posts are added to a dummy Buffer account that I’ve set up as kind of a storage unit or backlog of useful tweets. When I’m in a pinch to fill our main queue, I can quickly and easily pull from this backlog and drag-and-drop into the Buffer Twitter profile.

As for sharing from our archives, we’ve found a couple helpful ways to do this.

  1. The first is a method created by our cofounder Leo. He’ll go to a random page on our blog (i.e., blog.bufferapp.com/page/4) and share from each of the evergreen articles on that page.
  2. The other method I use relies on Buffer’s analytics. I’ll take any previous updates that earned a “Top Tweet” badge and drag them into my backlog, dummy account to easily share again later. (We’re big fans of reposting content here at Buffer.)

Our engagement strategy

  • Reply to every mention of Buffer
  • Engage the community with weekly chats

Replying to every mention is a very noble goal that I’ve personally tried to maintain on my own Twitter. It’s hard. Fortunately, we’ve got an army of Happiness Heroes and a Community Champion who invest time in responding to each and every Buffer mention that’s out there.

We use a service called Sparkcentral as kind of a command center for our Twitter outreach. It lets us collect and organize every Buffer mention, whether via direct reply, hashtag, or search.

The second part of engagement is a weekly #bufferchat, organized by our Community Champion Nicole and featuring a new guest host each week. These have been great opportunities to interact directly with our Twitter audience and to create valuable resources that we can share and refer to later.

A social media strategy for Facebook

Our posting strategy

  • We schedule 2 posts per day
  • Our posting schedule varies by day, according to the times when our fans are online
  • Our bread-and-butter post type: Visuals/Text
  • The majority of our updates come from content in our archives
  • All new posts are scheduled for the day of publish and again one week later

Our Facebook posting strategy will continue to evolve as we learn new things and try new things. For now, we’ve found a bit of success mixing visual posts and text-only posts. The text-only posts started as an accident, and the reach numbers have encouraged us to keep at them. Here’s an example.

Facebook text post

Much like Twitter, new Buffer blog posts get scheduled according to the guide referenced above. We’ll post new articles to Facebook on the day of publish and again one week later.

The rest of the Facebook queue is an ongoing list of posts from our archives, mostly pulled via the Leo method of visiting a random blog page and Buffering what looks interesting.

Our engagement strategy

  • Respond daily to comments
  • Ask fun, open-ended questions of our fans

Our method of responding to Facebook comments used to include a pair of daily drive-bys from the Content Crafters team. Our Community Champion Nicole now takes on the role of responding (and is able to drive by a bit more readily).

To help engage with fans on Facebook, we started asking a fun question each day, sometimes social-media-related and sometimes just whimsical. We’ve found it to have a great effect on making our Facebook page feel more welcoming, and we’ve even noticed the unintended effect of increased reach on the posts that go live after we’ve asked a question.

Facebook questions

3. How to measure a social media strategy

Find your key metrics. Set some goals. Revisit often.

To recap from above, depending on what focus you’ve taken with your social media strategy, you’ll likely have a few success metrics in mind that you’d like to track. Here’s the breakdown once more.

If you choose sales, you’ll want to track click rates, social e-commerce sales, and conversion rates.

If you choose loyalty, you’ll track engagement, sentiment, and influence.

If you choose awareness, you’ll track growth, engagement, shareability, likes, and subscribes.

At Buffer, we’ve taken to tracking our social metrics according to a neat method first proposed by Avinash Kaushik back in 2011. This theory of engagement breaks the metric into four parts that can track across all social networks:

  • Conversation
  • Amplification
  • Applause
  • Economic Value

Our friends at Moz introduced us to this tracking method, and they’ve shared the way they go about measuring these metrics and setting goals for growing engagement and traffic back to their site. Here’s a peek at what their weekly reports look like.

Moz social media tracking

Another way to look for key metrics with your social media strategy is to approach it from a growth perspective. We’ve used the following grid to help guide our product growth here at Buffer, and in some cases, you can apply the same ideas to the metrics you pay attention to on social.

In the grid below, the key points to focus on are “low conversion, high traffic” and “high conversion, low traffic.” For instance, tweets with high numbers of impressions and low numbers of clicks might be ripe for growth.

decision matrix for growth

Over to you: How much time do you spend on social media each week?

The three parts to a social media strategy—planning, implementing, and measuring—take time.

Fortunately, it can be a manageable amount of time if you have a plan in place and the right resources at your disposal. I’ve found that a weekly schedule that involves each strategic step helps to keep things on track and in place as we strive to meet our goals.

What’s been your experience with a social media strategy? How much time do you spend each week?

It’d be awesome to hear from you from you in the comments.

Image sources: Mukumbura, SocialRank, Moz

Social media, streamlined

Schedule posts across the top social networks, collaborate with your team, and measure the performance of your content — all in one place.

Try Buffer and see the difference!
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! ?

  • I just started working on the social media aspect of my company. We are basically starting from the ground up and it is proving very challenging, but I love it. Thank you so much for this post! It is so helpful and exactly what I need!

    • Hi Laura! Really great to hear! Best of luck with your new social strategy!

  • djforge

    thanks for this! It’s sometimes to hard to convey this to people so I’ll be referencing this post in the future

  • Rob Newman

    I haven’t tracked my time, but I estimate about 7 hours a week doing social media. I switched to doing this in the morning and have seen my engagement grow. I was hoping that this post would discuss amount of time it takes a strategy to show results. According to your post above, that might take 3 different posts. ha! Depending on if your goal is sales, awareness, or loyalty. 🙂

    • Hi Rob! Sounds like you’ve got a great system in place. Glad to hear you’ve seen movement with your engagement numbers!

      I’d love to explore the length of time it takes on social before you start seeing results. I imagine that one might help out a lot of people! Thanks for the awesome suggestion. 🙂

      • Richard

        Suppose I compose 5 tweets per day, over a year that’s 1800 tweets, all of which have images. It’s very likely that I will want to reuse some of these tweets, but when they are gone they are gone, unless I have some clever method of storing searching and retrieval. Any ideas, is there a simple solution that I am missing?

        • Courtney Seiter

          Hey Richard! I don’t mean to “sell” you on our own blog, but Buffer could give you a hand with this! Using Buffer’s analytics is the way we store, review and reuse some of our top tweets. 🙂

        • Steven Arthur

          In addition to using Buffer for previously posted tweets, I look in my own list of tweets sent on my Twitter home page. They’re all lined up in chronological order ready to Buffer up for another day.

  • Lindsay Pietroluongo

    Kevan, I can’t even express how much of a help this article is. I’ve been a Writer / Content Marketer / Social Media Person for a while now – heavier on the writing, not-so-thrilled with the marketing. It’s very obvious that I need to do both in order to have a successful freelance career, but I’ve always struggled with the social media scheduling aspect of it. How do I focus on the content? How do I not drive myself crazy with Facebook & Twitter? This article’s like a roadmap, and at a perfect time, too – I’m designing/revising 5 client strategies for August. Thanks so, so much.

    • Hi Lindsay! Yay! I’m so glad this one hit home for you. Best of luck with the client strategies!

  • Steve Johnson

    You know what would be great? A BufferPro feature that implements the 13-posts per post explained above. Sure, we can do it manually but why not offer it as an option? That alone would make me stay a Pro user.

    • Hi Steve! Awesome idea to place this schedule into the product. It’s really helpful to know what would be helpful to you! I’ll pass word along to the product team. 🙂

    • Brooks Powell

      Or at least some type of preset ratio of twitter to fb to linkedin, etc

    • That is an excellent idea – I second this. I’d love loads more options within scheduling to do this kind of thing. It’d also be great to have a staging area where you can keep a pool of content that you want to share on slow days (stock questions, evergreen blog pieces etc.) organised by how often they’ve already been posted and when etc.

      • Kevan, enjoyed reading your take on Social Media Management. Thanks!
        Fraser, you can do all that and more (content curation as well as aggregation) with BundlePost and it does integrate with Buffer for maximizing your time and efficiency. Two great tools that work well together. Tell Robert or Julia I sent you. I’ve been a customer for over a year, since I started my Agency.

        • Great tip on BundlePost, Lynn! Thanks! 🙂

    • Athif

      Brilliant idea Steve. I second that (million times) 🙂

      That would be an awesome feature. Wondering if this is on your product roadmap?

  • Olivia Clatto

    Kevin! Love this article. I am the Community Manager for Veterans United Google+ page and am really interested in your strategy. G+ is a relatively subjective, infantile platform and love learning how others go about taming the beast. Best!

  • Great information! Thank you.

  • This is brilliant! Anyone looking to come up with a social strategy should read this and treat is as gospel. I’ve been doing this type of work for a long time and I agree with every point you make Kevan. Great work man!

    • Hi Mike! What a thoughtful comment! Thanks so much for saying so. Really glad this piece resonated with you.

      Excited to give your link a read, too. Let me know if you revisit the topic!

  • Sorry Kevan, me again, I wanted to share this post I wrote in 2010 about social media process, I’d love to revisit this soon! Here it is http://www.thesocialpenguinblog.com/2010/05/28/the-social-media-process-diagram/

  • Amber

    Hi! I would like to know how you set up a dummy account to hold posts to reuse later. Can ypu give me some more details?

    Thanks for all the great advice!

    • Hi Amber! Here’s my trick: Sign up for Twitter with a different email address. In my case, I append a funny string onto my everyday email, e.g. [email protected]. (The “+…” gets ignored by Gmail but shows as a new address everywhere else.)

      Then once the new account is created, I wire it up via Buffer!

  • Richard Gray

    This is a great article Kevan. We’re in the midst of expanding our social strategy for our startup business and this is a great guide to kick things off. You mentioned in the post about strategies for LinkedIn & G+ – would be great to get your insight on this as well!

    • Hi Richard! Happy to share LinkedIn and G+ strategies with you. 🙂

      On LinkedIn we post once per day, every day. We generally try to pick out stories that will resonate with our audience – our social media posts and select ones from the Open blog that deal with productivity, work, and transparent Buffer culture.

      On Google+, we post three times per day, alternating between short posts of 80-100 characters and long posts of four and five paragraphs. We’re interested to see how these longer posts do – we’ve heard great things from others and have yet to really see the resulting data ourselves.

      Anything I can expand on here?

  • Victoria Eaves

    Honestly I feel like I’m waisting to much time on the social networks because the turn around just doesn’t seem worth it. Definitely taking your post to heart to be a little more organized in my social networking

  • Thank you! Thank you! Thank you! When this post came though into my inbox this morning I discovered that it was just what I need to help me pull together my thoughts, notes and ideas in order to produce a meaningful social media strategy/plan for our SME. I’d love to hear what you do at Buffer for Google+ and LinkedIn too if poss! 🙂

  • As an entrepreneur with no employees, I wear ALL the hats in my business. So time-management and strategy are big issues for me in using social media. I really appreciate the tips in this article.

  • Absolutely loved this post. Great information especially in the number of times to resend content and the tips on A/B testing the headlines. Very well thought out article!

    • Thanks, Mike! Really kind of you to say! Glad you enjoyed the post. 🙂

  • Christine Murphy

    Seriously, you guys always come through when I need you the most. I have to write a social media strategy for my organization in 9 days. I’m really great at creating and posting good content, but I’m not good at making a plan. I don’t even know where to begin? I’ve been sending out SOS’s, please help me’s, mass Google searches for months now and I can’t find a sample plan or a template any where. I work for the Goodwill in WA state. I started our social media 4 1/2 years ago as something small and now it’s grown into 8 different entities having their own pages on multiple platforms. Well, now the org wants a plan. I have to write a plan that incorporates our retail and mission entities, online sales and programs: Veteran program, barista training program, catering/culinary program and our fundraising department. Those entities also need to be cross promoted. I just feel utterly lost and don’t know where to turn? I am in dire need of assistance. My job is riding on this and I don’t know what to do? I’ve started by gathering all the data, like all the posts and putting them into excel so that I see what content has done the best, but there’s no way that I will have all that data pulled from the last year in time for this plan to be written. I’ve also been creating calendars for each entity with content ideas too. Thanks for taking the time to write this great article Kevan, but I still feel lost.

    • Hi Christine! Sounds like a huge undertaking! How has it gone for you these past few days?

      (Thought I might pass along this post, too, so you know you’re not alone! http://blog.bufferapp.com/i-dont-know-authority-in-your-industry)

    • The thing is if you have gotten yourself this far in 4 1/2 years then believe it or not — you already know what you are doing. The hard part will be pulling it all together and putting it down on paper!

      8 entities with multiple platforms makes me think that you have evolved into a social media director or manager position. Are you currently having at least a virtual meeting (via Skype, etc.) with the others on your social media team? Also, with that number of people involved it is probably time for a formal social media policy if you don’t have one in place already. It would help ensure posting consistency across all of the profiles.

      A general social media posting plan (like mentioned above in this post) would be a good basis for a large, overall social media plan for you. It could be customized to fit the general best practices of each social media outlet. If there are others on your social media team, they may even breathe a sigh of relief to know that everyone is now officially on the same page strategy wise.

  • This is such a great layout to consider following for a social media strategy. Thank you for sharing your insight 🙂

  • Evonne Lopes

    Great blog I need to implement as a Social Media Manager. I think I spend too much time this breaks it down nicely. Thanks

  • Hey Kevan,
    Awesome post. Just looking at your time sheet – do you mean to say that you implement a new social media strategy each week? Or you refer to one master document, and then spend an hour each week planning how your will implement?

    • Hi Camilla! Great question! So yeah, I wouldn’t say that I come up with a new strategy each week, per se. What I typically do is reevaluate the strategy based on the data. Most weeks, this means that the strategy continues as-is, and every so often there’ll be a week where the data points us in another direction. Does this explanation help clear things up a bit?

  • vilaku

    Great post. You have an assembly line approach to social media. I agree if you don’t measure, social media can be a big time suck.

  • Rob Montgomery

    Most entrepreneurs tend to spend too much time in enhancing and carrying out their social media strategy. What we do not notice is the fact that most of the time we spend in it is useless and we could have used it on other useful projects too. Thanks for these time management tips. Every online marketer should know about this!

  • Michelle

    Awesome article! Would love to see more detail about your Google+ strategy, as you have laid out for Twitter and Facebook above. I’m just now diving into it, and getting a handle on how best to interact with followers there…some insight would definitely help!

    • Hi Michelle! Thanks so much for the comment! I shared a bit more about G+/LinkedIn here in this comment, if that’d be useful. http://blog.bufferapp.com/social-media-strategy#comment-1528619070

      Anything I can expand on for you? 🙂

      • Michelle

        Hi Kevan, Thanks for the quick response! That did help. Are you doing any other interaction – shares, etc.?

        • Hi Michelle! We keep pretty close to the vest with sharing a majority of Buffer content. Our Community Champion Nicole is great to jump into the comments and engage with people who write in. 🙂

  • Thanks for bringing up the schedule idea again – it’s one thing to know what I should be doing and then to have the discipline as well as the creativity to actually go out and write up something interesting and engage with your readers!

    And it’s nice to have it in writing. Thanks for reminding me to have a close look at the stats as well; that’s one thing I haven’t paid enough attention to!

    • Hi Marcel! Thanks so much for the comment! Really glad to be of help with this one. 🙂

  • I love the Social Rank quick look at different social media – how would you describe blogging’s perspective on the donut?

    • Great one, April! Maybe: “Essential Tips on Eating a Donut”

      • Love it! – and this whole post is so helpful, thanks!

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  • Raelisah

    This post has made the social media marketing pretty easy. I do plan for the content a week ahead and check the analysis of them further but I didn’t plan content in prospective to gain sales or loyalty or awareness. I should start working on this, these are really useful for my career.

  • Trevor Vusi

    Thanks Kevan, interesting read and I’ll certainly use some tips for my social media project. Very informative and clear cut!

  • Jack Smith

    personally i like your post and apply this on my social media activities thanks for sharing this nice post here are my site Click Here visit when you free

  • A great tool for improving your enterprises and attracting potential clients is Yelp. You will be able to nip it in the bud quickly, and see anything negative being said about your business, when you monitor your social presence. Every business often tries to find ways to stand out to consumers in all the right ways, hoping to become the loyal choice of their client. Every business has its stock of disgruntled customers and internet is the easiest platform for your dissatisfied customers to complain about you. No matter how great a business is at client service, for every 100 satisfied customers, 1 will needs be offended.

  • I’m a big fan of Buffer and the blog. This is my first comment although I’ve been a reader for years. I was trying to figure out how much time it takes me to make a strategy for a client so googled it. Glad I did. This is a gem.