Key Components to a Social Media Guide

A Social Media Guide is mutually beneficial for both the agency and the client since it lays the foundation for a successful social media marketing strategy. Specifically, the guide demonstrates that the agency fully understands the brand and what marketing objectives are trying to be reached. In this post, I’ll break down the key components of a social media guide and why they are important.

  • Company Background – It’s important to capture the history of the organization so that employees can read this document and understand the type of content that will be posted on social networks. This section can be brief, as long as long as it gives enough information to fully understand the brand.


  • Target Audience – This section will demonstrate the understanding of who we are trying to reach with our messaging. This can include personality, behaviors, likes/dislikes, and demographics (age, geo-location, income, etc.).


  • Objectives – An overview of what goals will be reached with the use of a social media marketing plan will be listed. Examples of common goals are to increase brand awareness, create engagement and grow sales for a product.


  • Tone and Voice – It is crucial to translate the correct tone and voice that reflects the brand. These can be adjectives that describe a way of communicating. For example: professional and serious or lighthearted and edgy.


  • Platforms – List the platforms that will be used and important information that will need to be considered before posting. Here’s an example that you could work for Facebook:
    • Facebook
      • Objectives – What do you want Facebook to do for your organization?
      • Content – How are you going to accomplish your objectives? What content will you post?
      • Engagement Strategies – How will you create a two-way conversation with your Facebook community?
      • Frequency – How often will you post

  • Monitoring and Engagement Guidelines – When and how often will the networks get checked for notifications, posting updates and respond to feedback and messages?
    • Response Protocols – Establish how long it will take to respond to the average post.
      • Timeline – Frequency of how often the networks will be checked and when responses will be posted.
      • Deleting/Banning – Under what circumstances will a comment or post be deleted or hidden? If a user is consistently posting negative comments, at what point will they be banned from the page?
      • Non-responses – There will be situations in which a comment or a post does not call for a response. This part of the guide is used to explain that so questions don’t arise later about response guidelines.
      • Voice – How will the brand respond to comments and posts? In this section, explain the manner in which the brand will respond and with what tone to reassure that the content will remain on brand.

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