# B2B Social Media Strategy Template *Work through the sections in order. The Northwind Analytics rows are a made-up example (a 40-person company that sells reporting software to logistics operations teams). Overwrite them with your own details. One person owns this document, and the team reviews it every month.* - **Company:** - **Document owner:** - **Strategy period:** - **Last reviewed:** ## 1. Goals and business outcome *Start from what the business wants, not from what the platform reports. Write one business outcome, then up to three goals that move it. Give each goal one metric, a baseline and a 90-day target.* **Business outcome (one sentence):** More demo requests from operations leaders at mid-sized logistics companies. | Goal | Metric | Baseline | 90-day target | Owner | |---|---|---|---|---| | Start more conversations with buyers at target accounts | Inbound conversations per month (DMs and comment threads with people at target accounts) | 6 | 15 | Lena | | | | | | | | | | | | | ## 2. Audience: buyers, their questions and objections *Name two or three buyer roles. For each one, write the questions they ask before they buy and the objection that stalls the deal. These become your post topics.* | Buyer role | Questions they ask before buying | Objection that stalls the deal | Proof that answers it | |---|---|---|---| | Head of Operations at a logistics company with 200 to 800 employees | Why do our weekly numbers never match finance? How long until a new tool pays off? | "Spreadsheets already work and nobody has time to migrate." | Customer story about a two-week rollout | | | | | | | | | | | ## 3. Profiles in scope *List every profile that will post: founder and executive profiles, sales and customer-facing people, the company page and, for agencies, each client's profiles. Every profile needs one owner. A profile without an owner stays out of the plan.* | Profile | Client or team | Type | Owner | Role in the strategy | Voice notes | |---|---|---|---|---|---| | Priya Raman | Northwind (internal) | Personal profile (founder) | Priya Raman | Point of view on reporting and on running the company | First person, direct, short sentences | | | | | | | | | | | | | | | ## 4. Content pillars *Choose 3 to 5 pillars. A pillar is a topic a profile wants to be known for. Every post belongs to exactly one pillar, and the shares add up to 100% per profile. Add rows if you need up to five. No pillars yet? The free content pillar generator at postiv.ai/free-tools/content-pillar-generator gives you a first set from your website or LinkedIn URL.* | Pillar | What it covers | Why we can own it | Share of posts | Sample angles | |---|---|---|---|---| | Reporting that finance trusts | How operations and finance agree on one set of numbers | We see the same reconciliation problems across many customers | 35% | "Three weekly numbers ops and finance should never argue about"; teardown of a weekly report | | | | | | | | | | | | | ## 5. Formats and mix *Pick three or four formats the team can produce every week. Say which pillars each one serves and who makes it. Shares add up to 100%.* | Format | Best for | Share of posts | Pillars it serves | Who produces it | |---|---|---|---|---| | Text post (one idea, short) | Opinions, short lessons, questions | 50% | All pillars | Post owner, edited by Lena | | | | | | | | | | | | | ## 6. Cadence per profile *Set posts per week for each profile at a number you can keep for 12 weeks. Map pillars to days so the week is never a blank page. For dated posts, use the LinkedIn content calendar template at postiv.ai/blog/linkedin-content-calendar-template.* | Profile | Posts per week | Days | Pillar rotation | Publishing time | |---|---|---|---|---| | Priya Raman | 3 | Mon, Wed, Fri | Mon: Reporting that finance trusts. Wed: Logistics ops in the field. Fri: alternate Building Northwind and Customer results | 08:30 local time | | | | | | | | | | | | | ## 7. Workflow and approvals *Name one person for each step on every profile and set the turnaround in hours. Decide the rules for silence and for disagreement before they happen.* | Profile | Drafts | Reviews | Approves | Publishes | Turnaround | |---|---|---|---|---|---| | Priya Raman | Lena (from Priya's notes) | Marcus (facts and customer names) | Priya | Lena | Review within 24 hours, approval within 24 hours | | | | | | | | | | | | | | | **Decision rules** - Approval: every approver must approve before a post goes out. One "no" stops it and sends it back with feedback. - Silence: if an approver has not answered after [number] hours, [what happens]. - Customer names, numbers and screenshots: [who checks them before approval]. ## 8. Engagement plan *Posting is half the work. Use one row for each kind of activity: replies on your own posts, comments on other people's posts, and team engagement on company page posts.* | Activity | Who | When | Target per week | Notes | |---|---|---|---|---| | Comment on posts from target accounts | Priya and Marcus | Daily, about 10 minutes | 25 | Add a fact or a question. No "great post" | | | | | | | | | | | | | ## 9. Measurement *Tie every post metric to a business result. Read the numbers for the last 30 days, per profile and per pillar, once a month.* **9a. Outcome chain.** *Fill in one row for each level: post metrics, profile visits, inbound conversations, and signups, demos or pipeline. Write the formula so anyone can reproduce the number.* | Level | Metric | Formula or definition | Where to read it | 90-day target | |---|---|---|---|---| | Post metrics | Engagement rate | Reactions, comments and shares divided by impressions | Profile analytics | Above the profile's own average | | | | | | | | | | | | | **9b. Per-pillar 30-day review.** *Compare each pillar with the profile's own average. Decide keep, change or stop. The numbers below are invented for the example.* | Pillar | Posts | Avg impressions | Engagement rate | Profile visits | Inbound conversations | Signups, demos or pipeline | Decision | |---|---|---|---|---|---|---|---| | Reporting that finance trusts | 5 | 2,400 | 3.1% | 310 | 4 | 1 demo request | Keep. Test a carousel next month | | | | | | | | | | | | | | | | | | | ## 10. Monthly review checklist *Block 60 minutes on the first working day of each month. Tick every box, then write down the one change you will make next month.* - [ ] Pull the last 30 days for every profile (impressions, engagement rate, profile visits) - [ ] Fill in the per-pillar table in section 9b - [ ] Count inbound conversations and trace each one to a post or pillar - [ ] Compare posts planned per week with posts actually published - [ ] Check approval turnaround against the hours in section 7 - [ ] Check that comments were answered within the agreed time - [ ] Decide keep, change or stop for every pillar - [ ] Update the shares in section 4 if a pillar earned or lost its place - [ ] Share a five-line summary with the team - [ ] Write the one change for next month: --- Template by Postiv (postiv.ai). Free to copy and adapt.