(updated October 2017)
It can be easy to get sucked into a social media time sink when you’re getting started building out your personal branding social media strategy. That’s why it’s important to identify your top objectives for your social media usage, then draft a social media plan to define the activities you’ll do on a regular basis.
For instance, as a solopreneur or small business owner, your objectives might look like this:
- Expand word-of-mouth about my services
- Connect with 12 new industry influencers
- Identify and become active in 2-3 online groups/communities related to my services
- Drive 20% of all new business inquiries from social media channels by the end of the year
So how do you translate your positioning and focus areas into your social media plan?
First, set aside a couple of hours to draft your social media plan.
You’ll want to start by taking a close look at your bios on each of your active social networks. Does your bio consistently reflect your messaging?
Before you dive into tactics, you want to ensure you are presenting yourself with the same photo and/or graphics across your channels, and using the same language to reflect your value proposition, regardless of channel.
Moving into the planning process, you’ll need to identify:
- Your primary keywords. Pick at least 3 and no more than 5 to focus on. Examples: digital marketing, financial services marketing, financial planning, social media.
- Key thought leaders and content sources for your keywords, starting with what you’ve already been reading/sharing via social. Aim for 10-20 total.
- Your weekly goal for posting content. Content can be something new that you share and microblog about (i.e. add your own perspective to a link), or can be something you RT from the folks you follow.
- Your weekly goal for 1:1 interactions. This can include replying to an update someone posts, responding to a question with info or a resource, or just sharing something interesting 1:1 with a key person.
Now that you’ve defined your activities, and aligned your profile content to your objectives and value proposition, go ahead and block off 15 or 20 minutes per day, every day, on your calendar to focus on your social media activities. This time should be spent on your 1:1 interactions with influencers and followers, and tee’ing up content in Hootsuite or another scheduling tool, to be shared with your audience over the course of the upcoming week.
Documenting Your Social Media Plan
Given a 15 minutes per day budget, you can aim for 1 Twitter post and 1 Facebook post per day, and a couple of LinkedIn posts of interest to your network per week. This time budget should also allow for 2-3 Twitter interactions and 2 Facebook interactions with influencers each week, and commenting on a couple of LinkedIn status updates or community posts per week.
To make sure you use your time wisely each day, add the related To Do’s to your daily calendar reminder. This should include both interactions and content sharing activities.
By setting your goals and having them part of your daily To Do list, you’re on your way to improving your brand through regular use of social media.
3 Replies to “Creating a Weekly Social Media Plan in Support of Your Personal Brand”
Thanks Erika! Really enjoyed this post. I like the idea of a bite-sized tactical plan, it makes the social media overwhelm much more manageable for those of us who have not mastered it yet!
Thanks for stopping by the blog, Loni! I know many folks who have been overwhelmed by the idea of using social to market their business/themselves, fearing it would take up too much time. I’ve definitely seen that the 15-minutes-a-day approach has been key for helping people commit to keeping a regular cadence going in social.
A great read and I much like your other post on identifying core competencies. Using a ground up approach to understand ones starting point, I wondered if you had an approach on combining core competencies and personal branding with the focus of identifying your market, perhaps like the Japanese Ikigai? For programmers or designers this may be more obvious but for business managers that is a grey area. Often skills do not define a niche or core industry. Whether it be procurement, presenting, consulting – it’s difficult to identify a target audience from a pool of ‘everything’.