Goal: To set the basis for a solid social media strategy and implement a plan and tools for a business that has a weak social presence. 

Prerequisites or requirements: This recipe does not cover creating accounts with the different social media platforms. It assumes you already have some kind of social profiles created (Facebook, Twitter, Youtube, etc).

Why this is important: No matter your niche, chances are your customers are present in at least one social platform, it’s important to make sure they are being heard, replied to, and that they interact with the content and messages that you put out. 

When this is done: Most of your gains will be felt the first time you run this recipe, but your strategy might (and probably should) change as you analyze your results, so it’s important to go back to this recipe every few months to review your strategy. 

Who does this: The person responsible for social media.  

• Step 1 - Audit your and your competitor’s profiles

Perform a social media audit. Analyze your and your competitors’ social media profiles, strategies, and performance and gain a better understanding of what’s working and what’s not on your social media profiles. 

Outcome: You have filled out the Social Media Audit Worksheet with data about the site you want to audit and its competitors. 

• Step 2 - Create a social media calendar 

Start a social media calendar. Create a social media calendar to help you plan and track your business’ social media activity. 

Outcome: You have filled-out the Social Media Calendar Template and you now have a plan of what content you will be publishing in which networks and when. 

• Step 3 - Set up a social listening campaign

Set up a social listening campaign. Set up a social listening campaign that will identify, categorize, and operationalize the way your company deals with social mentions in the most effective way.