23 Questions to Ask When Creating a Social Media Strategy

Social media has the potential to increase the visibility of your company, give brand advocates a forum to promote your brand and possibly increase sales, if you do it right. To achieve results with social media, you need to determine your goals and how they will be measured, identify available tools and assign people and financial resources to your initiatives.

Setting Goals:

  1. Why do your customers choose you over your competition?
  2. What do you do to you set your company apart from the competition? What is your differentiator?
  3. What will you use social media for (e.g. brand awareness, education, recruiting, sales, fundraising, etc.)? How will you add value for your audience?
  4. What are your goals for social media? What would social media success look like for your company?
  5. Do your social media goals align with your overall company vision, mission and marketing strategy?
  6. Are your goals S.M.A.R.T: specific, measurable, attainable, relevant, and time-bound?

Know Your Audience:

  1. Who is your target audience? Who benefits most from your product or service?
  2. Which social media channels do they use?
  3. What content will inform, entertain, educate and inspire them?
  4. What problems can you solve?

Define Your Brand:

  1. What is your brand voice?
  2. What are your brand guidelines for visuals?

Content Creation:

  1. What is your competition doing right and wrong on social media?
  2. What type of content will you share on each social media channel?
  3. How will you produce and share useful content?


  1. What will you listen for? (e.g. your company name, names of executives, keywords related to your business)
  2. What tools will you use to listen? (e.g. Google Alerts, Social Mention, Hoot Suite, Sprout Social, hashtag searches on Twitter and Instagram)


  1. Who will be on your social media team?
  2. How often will you post new content?
  3. What is your social media budget?
  4. What is your plan for a social media crisis, negative comments and poor reviews?


  1. How will you measure social media success and what tools will you need? (e.g. Facebook Insights, Twitter Analytics, Iconosquare, LinkedIn Analytics, Pinterest Analytics, Google Analytics, Sprout Social)
  2. How often will you analyze results?


Your social media strategy should be in writing, but it is a guideline that will change. As you monitor and measure your results, you will find there are some tactics that don’t work for you and you will discover new ones that you want to try! Give yourself the flexibility to change and adapt quickly without losing focus on your overall goals.