# Social Media Strategy

**Card ID**: `SOC-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | In Review | Approved | Active
**Last Updated**: {DATE}
**Owner**: {OWNER_NAME}

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## Executive Summary

{2-3 sentence overview of social media strategy objectives and approach}

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## Platform Selection

### Primary Platforms

| Platform | Priority | Audience Fit | Content Focus |
|----------|----------|--------------|---------------|
| {Platform} | High/Medium/Low | {Why this audience} | {Content types} |

### Platform-Specific Goals

**LinkedIn**:
- Objective: {Professional goal}
- KPIs: {Engagement rate, followers, leads}
- Content mix: {Article %, video %, image %}

**Twitter/X**:
- Objective: {Real-time engagement goal}
- KPIs: {Impressions, retweets, mentions}
- Content mix: {Thread %, quick takes %, visuals %}

**Instagram**:
- Objective: {Visual brand goal}
- KPIs: {Reach, saves, story views}
- Content mix: {Feed %, Stories %, Reels %}

**TikTok**:
- Objective: {Video engagement goal}
- KPIs: {Views, shares, follower growth}
- Content mix: {Educational %, entertainment %, trend %}

**Facebook**:
- Objective: {Community goal}
- KPIs: {Group engagement, shares, comments}
- Content mix: {Video %, link %, group posts %}

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## Audience Personas

### Persona 1: {Name}

| Attribute | Detail |
|-----------|--------|
| Demographics | {Age, location, profession} |
| Platforms | {Preferred platforms} |
| Content preferences | {What they engage with} |
| Peak times | {When they're active} |
| Pain points | {Problems we solve} |

### Persona 2: {Name}

{Repeat structure}

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## Content Pillars

### Pillar 1: {Name}

- **Purpose**: {Why this pillar exists}
- **Topics**: {Specific subjects covered}
- **Formats**: {Content types used}
- **Frequency**: {Posts per week}
- **Voice**: {Tone for this pillar}

### Pillar 2: {Name}

{Repeat structure}

### Pillar 3: {Name}

{Repeat structure}

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## Posting Cadence

| Platform | Frequency | Best Times | Content Types |
|----------|-----------|------------|---------------|
| LinkedIn | {X/week} | {Times} | {Types} |
| Twitter | {X/day} | {Times} | {Types} |
| Instagram | {X/week} | {Times} | {Types} |
| TikTok | {X/week} | {Times} | {Types} |

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## Engagement Strategy

### Response Guidelines

| Type | Response Time | Tone | Escalation |
|------|---------------|------|------------|
| Questions | {Hours} | {Helpful} | {When to escalate} |
| Complaints | {Hours} | {Empathetic} | {Process} |
| Praise | {Hours} | {Grateful} | {Share internally} |
| Mentions | {Hours} | {Conversational} | {When to engage} |

### Community Building

- [ ] Monitor brand mentions daily
- [ ] Engage with industry conversations
- [ ] Respond to all DMs within {hours}
- [ ] Share user-generated content {frequency}
- [ ] Host regular Q&A sessions

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## Hashtag Strategy

### Branded Hashtags

| Hashtag | Purpose | Usage |
|---------|---------|-------|
| #{Brand} | Brand awareness | Every post |
| #{Campaign} | Campaign tracking | Campaign posts |
| #{Community} | Community building | UGC reposts |

### Industry Hashtags

| Hashtag | Reach | Relevance | Usage Frequency |
|---------|-------|-----------|-----------------|
| #{Tag1} | {Volume} | High | {X/week} |
| #{Tag2} | {Volume} | Medium | {X/week} |

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## Paid Social Strategy

### Budget Allocation

| Platform | Monthly Budget | Objective | Audience |
|----------|----------------|-----------|----------|
| {Platform} | ${Amount} | {Goal} | {Targeting} |

### Ad Formats

| Format | Platform | Use Case | CTA |
|--------|----------|----------|-----|
| {Format} | {Platform} | {When to use} | {Action} |

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## Influencer Strategy

### Partnership Tiers

| Tier | Follower Range | Engagement | Compensation |
|------|----------------|------------|--------------|
| Nano | 1K-10K | 8%+ | Product/small fee |
| Micro | 10K-100K | 4-8% | Fee + product |
| Macro | 100K-1M | 2-4% | Fee |
| Mega | 1M+ | 1-2% | Contract |

### Activation Types

- Product seeding
- Sponsored posts
- Brand ambassadorships
- Event attendance
- Content collaboration

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## Crisis Protocol

### Severity Levels

| Level | Definition | Response |
|-------|------------|----------|
| Low | Isolated complaint | Community manager handles |
| Medium | Viral negative | Marketing team escalation |
| High | Brand threat | Executive involvement |
| Critical | Legal/safety | Crisis team activation |

### Response Framework

1. **Pause**: Stop scheduled posts
2. **Assess**: Evaluate situation scope
3. **Escalate**: Notify appropriate stakeholders
4. **Respond**: Craft approved response
5. **Monitor**: Track sentiment changes
6. **Report**: Document lessons learned

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## Measurement & Reporting

### Weekly Metrics

- Impressions/reach by platform
- Engagement rate
- Follower growth
- Top performing posts
- Response time average

### Monthly Metrics

- Audience growth trends
- Content pillar performance
- Paid vs organic split
- Conversion tracking
- Competitive benchmarking

### Reporting Cadence

| Report | Frequency | Audience | Delivery |
|--------|-----------|----------|----------|
| Flash metrics | Weekly | Team | Slack/email |
| Performance report | Monthly | Leadership | Presentation |
| Quarterly review | Quarterly | Executive | Board deck |

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## Tools & Technology

| Category | Tool | Purpose |
|----------|------|---------|
| Scheduling | {Tool} | Content scheduling |
| Monitoring | {Tool} | Brand mentions |
| Analytics | {Tool} | Performance tracking |
| Creative | {Tool} | Visual creation |
| Listening | {Tool} | Sentiment analysis |

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## Approvals

| Role | Name | Signature | Date |
|------|------|-----------|------|
| Strategy Author | | | |
| Social Manager | | | |
| Marketing Director | | | |
| Legal (if needed) | | | |

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## Revision History

| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0 | {DATE} | {Name} | Initial strategy |

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*Template version: 1.0 | MMK Framework*