step by step to generate results – WAU

Planning for social networks is essential to take advantage of the full potential that digital media offers. Understand how to create a strategy, produce content and analyze results.

Social networks often have their potential overlooked in many marketing strategies.

The unstructured use of these channels gives the false feeling that they do not bring returns, while companies that know how to use the networks are ahead!

We created this content for you who want to get ahead with an efficient social media plan !.

Follow the step by step of this content, which will teach you how to plan for social networks from the beginning, going through all the important points and leaving your strategy prepared to generate results!

Why carry out a planning

In addition to the factor mentioned to explore the full potential of social networks, creating a plan can also help you in your routine as a marketer. With an elaborate plan it is much simpler to execute it, optimizing your time.

In addition, with a defined frequency of posts, you allow greater loyalty of your audience and the prior scheduling of posts.

One of the key factors when looking for planning is predictability, both in the execution of the plan (the time to put things into practice is simpler and requires less constant creative effort) and results, since it is possible to start making projections results.

Starting from these factors that will facilitate your routine and increase your results, we have separated three topics that cover the necessary steps for the preparation of an efficient plan.

Creating a strategy

At this first moment, before you start creating content or measuring results, it is essential that you build the foundation for your strategy.

Keep in mind that your plan is going to be shaped by your goals that you set at this first moment.

how to create a social media strategy

Establishing a path

Every strategy needs a direction, a path to follow. And social networks would be no different.

One of the big mistakes that companies make when using these channels in their content strategy, is not focusing directly on an objective for the channels.

Thus, there is a constant impression that nothing gives results and, often, an oscillating vision that changes the goals of social networks frequently.

In order to stabilize this search for satisfactory numbers, it is necessary to start with the first step of planning, which is to define what will be the focus of your social networks.

This is a crucial part of the process that will guide your reading of metrics, which are frequently asked questions when it comes to social networks. We will talk about this in the third part of this process.

Can’t you say exactly which focus you would like to adopt for your strategy? Smoothly! Let’s list some examples of possible approaches so that you can draw some insights.

Some possible goals:

  • brand perception;
  • contact base for sale;
  • user support;
  • direct sales;
  • traffic from your blog.

These are topics that can help you think about your brand’s reality and outline your main focus. These objectives vary widely according to the industry and do not need to be static.

After a period of using your strategy, it may no longer make sense for your brand moment. So it is interesting to return to this first part of the strategy to rethink changes in your mindset.

how to create a social media strategy

Netflix, for example, uses networks to, in addition to other factors, increase brand awareness. Therefore, it is not so frequent to see the company selling its service directly on these channels.

Netflix on Instagram

Brands that sell products, like Amaro, use their channels to showcase their products and generate sales!

Amaro on Instagram

Knowing the needs of your business facilitates the process of establishing which direction your social networks should go.

Defined focus, what’s the next step?

Defining KPIs

In this step it is time to put your goals in a more practical way. The question you should ask yourself is: how measure if I am reaching my goal?

It is important to look at numbers that are directly related to the answer to the question related to your focus.

As an example you might think that if the goal is to increase brand awareness, KPIs (Key Performance Indicators) as the number of mentions to your company on social networks, your audience’s engagement with the page and the reach of your publications can be numbers that will guide you.

In the case of generating sales, it is possible to look at the number of leads generated by these channels. And, depending on your industry, direct sales via social media.

Continuously tracking these numbers will be what dictates whether your strategy is successful or not, and it will make all the difference to transform your profiles into results generators.

Optimizing your profile

One step that can be missed in your marketing routine is the optimization of your channels to provide the best possible experience for your customers.

Are your social networks all within the company’s visual identity?

Are your description, bio, and about profiles updated, with correct links and the best way to generate the results you are looking for with networks (traffic on the blog, sale of services, etc.)?

Ensuring a good impression and consistency in their profiles it is the first step for your followers to see your business the way you want it.

After all, the profiles in these channels are practically the new showcases of brands, in which your company combines what it wants to show in the most attractive way possible.

After deciding on this primary part, it is time to move on to the second stage of this strategic construction process, which is already directly related to the content.

Producing content

Now that you’ve laid the foundation for your strategy, you can start looking at the content that will be shared on each network.

In addition, the frequency and format of posting on each network should also be addressed at this stage of the process.

Often, companies do not have a team designed to take care of the social media strategy, but even so, it is interesting that some adaptations are made when sharing their content through different channels.

how to create a social media strategy

Frequency in each network

Below you can see a list prepared by Sprout Social that shows the average posts for profiles on each of the social networks

  • Facebook: 3 to 10 times a week;
  • Twitter: at least 5 times a day;
  • LinkedIn: 2 to 5 times a week;
  • Pinterest: 5 to 10 times a day.

It is important to note that this table serves as a guide, but it need not be a rule. If you produce content that fits perfectly into the LinkedIn format, be sure to share it!

And if your company doesn’t have time to make your posts fully adapted, try doing little changes in language when switching between different channels. Adjusting your text can already make a big difference!

Reusing content you already produce

Before moving on to new content ideas, you need to keep in mind that, even if your social networks are not guided by a consistent strategy today, there are certainly posts that have already performed well.

Thinking about it, make a survey in your profiles of what content had a above-average performance. Try to understand what catches your audience’s attention.

These posts can be repeated when creating your content calendar.

You can also take inspiration from them to create new things, whether talking about the same subject, or using similar images and repeated call to actions.

Thinking of new possibilities

Your main objective has been identified, now you need to produce new content to achieve it, right? A great way to do this is by performing brainstorms with a team that can help build a range of new content.

Expose the problem, take references and let your colleagues help you solve them!

Another factor that can contribute to this creative oxygenation is whether inspire other companies, whether in your industry or in other areas, that you think has an inspiring communication on social networks.

Obviously, using references does not mean copying or plagiarizing, but understanding how things can be done differently.

You can accentuate things that have been done on your networks before and create weekly content. Some examples of topics you can explore:

  • daily life of the company;
  • commemorative dates;
  • stimulating interaction (polls, quizzes and questions);
  • informative content and curiosities;
  • posts produced by users;
  • news and updates from your industry;

Editorial calendar

With these ideas in hand, along with the content that you evaluated as promising to share again, you can now start composing your editorial calendar.

This calendar is nothing more than a schedule for a social network with the days of the week and the time the post goes on the air. It is not at all complex or bureaucratic and can be built according to the month.

You don’t have to fill in all the month’s content right away. However, it is interesting that you can plan, especially for content that requires more preparation time, such as videos or images produced by designers.

Here at WAU, for example, our blog content does not require as much preparation and advance on the calendar, as opposed to commemorative images and videos, for example.

Other ways to maximize your reach

Looking for other ways to interact on social networks can be beneficial for your brand and for the dissemination of your content.

Interacting with other companies in your niche on social networks can be a good way to establish contact and get partnerships to spread your content.

Encouraging your followers to produce content with your products is an interesting way to increase your influence, bring your audience closer and increase.

Influencers are one of the big trends of the moment. Working with these professionals can be a catalyst for their popularity. But remember to take some precautions before combining your brand with a person’s image.

Be sure to look for a professional who shares your company’s values ​​and thoroughly search the posts of that creator to make sure that there is no type of content that could be controversial or harmful to your company in any way.

Don’t forget to monitor campaign results if you use an influencer. This type of partnership can be expensive depending on the chosen professional, so make sure your investment is paying off.

Analyzing results

The third stage of developing your strategy covers the analytical moment of the process, to help you understand what has been successful and what can be adjusted in relation to planning.

how to create a social media strategy

Revisiting your numbers

Searching for KPIs and monitoring what you drew in the first stage of this planning is one of the most important parts of this process. It is this analytical look that will help you determine the success of your actions.

You must perform (and register) this data check at least once every month, but we advise you to follow these numbers during the month.

After all, you can intervene and think of ways to get around under-expected results as soon as they arise.


When you have your results in hand, it becomes easier to have a clarity of where your planning has not reached the expected.

In these cases, you can go back and understand where the weakness is located in the strategy: was it in the planning part? Are your KPIs making sense?

Revisit topic 1 and understand how you can correct this situation. Now, if the problem is directly linked to the content, you can brainstorm to understand how your content on social networks can meet what your audience expects.

Don’t worry if your planning is not 100% efficient at first!

It is normal that you take the time to get to know your numbers better and make projections according to the size of your profiles.

And does the media pay?

You may have been wondering where sponsored social media content comes in throughout this planning scheme.

Well, it depends a little on each strategy, but we decided to position it on the last topic of this content on purpose, to indicate a more certain investment possibility.

Observing your numbers, at the end of a given period, will indicate what performed well in your strategy and can indicate where the investment can be more accurate in this cut.

This assumes that content that has had a positive result in organic can probably perform well in ads.

Another way to invest in this modality concerns the search for a percentage within your strategy. For example, if one of your KPIs is to generate leads, you can separate 20% of the goal, every month, to come from paid media.

This way, you can understand if both paid and organic media are behaving in an expected way to compose your final numbers.

Social network timeline

After presenting all the stages of strategic planning for social networks, we also created a graph of how these actions can be carried out over a given period.

In it, we include some of these main initiatives and indicate an average time that could be used for each of them, in addition to indicating which are punctual and which need greater constancy.

The strategy is not static

Now that we’ve gone through the main topics of building a complete Social Media Plan, don’t forget to use it frequently.

That is, keep in mind that your strategy must always be an organic thing. The ideal is that it is constantly consulted and adapted, as necessary.

Planning, execution and data analysis are three key steps for solid and effective construction that will help you make decisions that are less based on guesswork and more accurate to deliver real results!

We hope this content was useful for your strategy! Don’t forget to follow our blog to become an expert in social networks and marketing!