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Social media strategy template
Decide what social media is for, where you will post and what you will say, before you plan a single post. Each section comes with a worked example to follow.
This template is for small businesses and in-house marketers who already post on social media but want a clearer purpose and a rhythm they can keep up. It works for one platform or several, and for teams of any size.
Every box is pre-filled with an example for a fictional bouldering centre. Replace each example with your own answers, then download, copy or print your strategy. Fill in goals and audience first, because they decide which platforms and content make sense.
Goals
Say what social media should do for the business and how you will know it is working. Link each goal to a number you can track.
Audience
Describe who you want to reach on social media and what they want from you. They may not be exactly the same people as your regulars.
Platforms and roles
Choose your platforms and give each one a clear job. Not every platform needs the same content.
Content pillars
Choose three to five themes you will post about again and again. Pillars keep your content varied and stop you running out of ideas.
Formats and posting rhythm
Decide which formats you will use and how often you will post on each platform. Pick a rhythm you can keep up for months, not just a few weeks.
Community and replies
Set out how you will handle comments, messages and reviews, and who does it. A quick, friendly reply is part of your content.
Creators and UGC
Plan how you will work with creators and reuse content from customers. Always ask permission and give credit.
Paid support
Decide whether and how you will put money behind social content. Boosting posts that already work is usually safer than making ads from scratch.
Measurement
Choose a handful of numbers that link back to your goals and review them on a set schedule. Ignore numbers that look good but do not lead anywhere.
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Tips.
What makes the difference when you put it to work.
- Do one or two platforms well before adding more. A steady presence on one platform beats abandoned accounts on four.
- Batch your content. Filming and writing a week of posts in one session is far easier than starting from scratch every day.
- Design for the right size: 1080 × 1350 (4:5) for Instagram feed posts and 1080 × 1920 (9:16) for Reels, TikTok and Stories.
- Reply to comments and messages quickly and in a human voice. Conversations build trust and show new visitors there are real people behind the account.
- If you would rather hand it over, Infinity offers social media management for small businesses.
Questions, answered.
What should a social media strategy include?
It should cover your goals, your audience, the platforms you will use and why, your content pillars, your posting rhythm, how you handle comments and messages, and how you will measure results. Many businesses also plan how they will work with creators, reuse customer content and use paid support.
How often should a business post on social media?
There is no perfect number, and it varies by platform. Consistency matters more than volume, so choose a rhythm you can keep up for months. If quality starts to slip, post less often rather than filling gaps with weak content.
Which social media platforms are best for a small business?
The best platforms are the ones your customers already use. Visual and local businesses often do well on Instagram, TikTok and Facebook, while business-to-business firms often focus on LinkedIn. Start with one or two and do them well.
What are content pillars?
Content pillars are three to five recurring themes that your posts are built around, such as tips, behind the scenes, customer stories and offers. They keep your feed varied and on-brand, and make planning posts much easier.
How do you measure social media success?
Measure the numbers that link to your business goals, such as link clicks, enquiries, bookings or sales, alongside engagement like saves, shares and comments. Use UTM tags and Google Analytics 4 to see what social visitors do on your website. Follower count on its own says little about results.
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