Social media marketing plan template: choose jobs before channels

The expensive social plan is the one that begins with a list of platforms. Start with the behaviour to change, then give each retained channel one job.

A channel earns its place

Audience presence alone is not enough. A channel needs a job the team can execute: create discovery among a defined group, demonstrate expertise during consideration, answer product objections or retain existing customers. If two channels reach the same people with the same format and action, the smaller team should usually choose one and learn faster.

Capacity is a planning input, not a footnote. Count the people who can research, create, approve, publish and respond. A calendar that assumes five daily formats while one person has four hours a week is not ambitious; it is false. The prompt uses capacity to choose a repeatable cadence and should leave lower-priority channels out visibly.

Measure the channel’s assigned job

Discovery work may use qualified reach and profile visits as leading evidence. Consideration work may use saves, substantive replies and assisted visits. Conversion work must connect to a traceable next action. None of these automatically proves business value, so pair the leading measure with the commercial outcome it is expected to assist. At each 30-day review, keep, change or stop the experiment and record why.

Create a 90-day social media marketing plan. For each available channel,
state: audience behaviour there, job in the customer journey, evidence we
can publish, two repeatable formats, weekly cadence, owner, leading measure,
business measure and STOP IF condition. Recommend leaving out a channel when
it has no distinct audience or job. Then give a 12-week experiment table.
Do not invent follower targets, conversion benchmarks or production capacity.

Goal and audience: [GOAL_AND_AUDIENCE]
Channels and weekly capacity: [CHANNELS_AND_CAPACITY]