Who can make use of this template
This template can be used to design an overarching social media strategy. Small companies may use the template only once a year, but companies with a larger portfolio of products and services can reuse the template for each of their product lines. Marketing agencies can also employ the template for each of their customers.
Each social network has its own audience; and the game is very different. It’s hardly the same creating good content for TikTok rather than Instagram, LinkedIn or reddit.
One of the key decisions in your go-to market strategy is selecting the right platform; the one where your target audience is already spending time, but also where your investment in time and effort will pay off in the long term.
Very often you will need to experiment until you find the best fit. But understanding your options upfront is important.
Here is a template that you can use to prioritize which social platforms to invest in. Kudos and well-deserved recognition to the folks at Smart Insights for generating the research on which the template is based!
Prioritization Template for Social Media manager
🎯 Solution Marketing
⚖️ Number of metrics 7
⏱ Occurrence 1-3 times a year
Priority factors
The Social Platform Prioritization Template includes the following factors:
- (D)emographics. Is the demographic makeup of platform users a good fit for your product?
- (R)each. How large is the platform’s potential audience reach? Is it niche or mainstream? Does it work organically?
- (T)argeting. How good are the options to select a target audience for your content?
- (P)aid Cost. Are there options to include paid ads? How cost-effective are ads in this platform?
- (Tr)affic. The potential for driving traffic to your website, landing pages, or e-commerce.
- (L)ead Gen. Potential for lead generation and relation to search intent.
- (A)lgorithm Does the platform have a sophisticated social algorithm? Is it frequently updated? Do the updates generally have a positive impact on growth?
The priority score formula
To come up with the prioritization score, we multiply the priority factors by a number from 1 to 7 (represented by the letters a to g), then sum the resulting scores:
Priority score = (D*a)+(R*b)+(T*c)+(P*d)+(Tr*e)+(L*f)+(A*g)
The formula is very simple, but it needs to be adapted to your context to make it work properly. The list we have offered here already has a preliminary ranking that won’t work for every company.
Depending on your strategy, simply rank the priority factors from less important to more important and assign a number to them, with 1 being the least important and 7 being the most important. This should only be done once to obtain comparable results.
The final formula will look similar to this:
Priority score = Demographics*3 + Reach*4 + Targeting*1 + Paid Cost*1 + Traffic*2 + Lead Gen*5 + Algorithm*1
How to prioritize Social Media channels in Foxly
Foxly is a prioritization app for Jira Cloud that helps you prioritize your backlog directly in Jira and where you can set up custom prioritization templates like the one above.
To use the Social Media channels prioritization method in Foxly, you need to first create a new template in Foxly with the following metrics 👇
And setup the prioritization formula including all metrics. Don't forget to multiply each metric by a number from 1 to 7 to give it its weight. The more important the metric is for you, the higher the number should be.
Then you can start using the template to prioritize your social channels content on the priority table. Here you can select metrics for each of your tasks and priority score is automatically calculated.
Once you're done, order your table by Priority score from highest to lowest to see the most impactful tasks at the top.
✍🏼 Who wrote this blueprint?
This blueprint was written by Jaime Capitel from Resolution. If you're interested in writing your own, message us at marketing@jexo.io!
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