Social media strategy worksheet


Building a strategic plan for your social media presence


Social media is a strategic tool for communications when aligned with your overall communications strategy. To help streamline new accounts, a Social Media Strategy Worksheet must be completed before requesting a new account.

Already have a social media presence? Use the social strategy worksheet to help provide your social media team with clear goals and benchmarks, and to assess account growth and opportunities for improvement in the future.

Worksheet glossary

  • KPI — key performance indicator. A set of quantifiable measurements used to gauge the university’s overall long-term performance.
  • Objective — tangible actions or implementation steps needed to achieve the goal.
  • Tactic — action steps required to complete the objective.

Tips for completing the social media strategy worksheet

  • The first page looks at your goals and objectives as a whole on social media. The second, third, and fourth pages are designed to help you determine how your strategy will flex and differ on each platform. Identify specific goals, tactics, and objectives for each platform.
  • There are two types of goals in the social strategy worksheet: overall goals and SMART goals.
    • Overall goals should be created based on the goals of your department, unit, or college. These goals should be individualized based on what your area is hoping to accomplish on social media.
    • SMART goals (Specific, Measurable, Achievable, Relevant and Time-bound) are the goals directly correlated to your work on a specific platform. These should always include a numerical component tied into the analytics.
  • Include KPIs in your SMART goal, so you can better quantify if the work you are doing is leading to the intended outcome. For example, if the goal is to increase applications, we would want to increase the number of link clicks sending people to the website and utilize UTMs to determine the number of applications attributed to our posts. 
  • Use KPIs that indicate action and engagement such as engaged users, engagement rate, and link clicks. These will help you better assess performance versus high-level vanity metrics that indicate general brand health and growth.