SOP: Social Media Channel Strategy & Setup

Purpose

To establish a standardized process for selecting, setting up, and optimizing social media channels based on ICP, Personas, and brand positioning.

This ensures that the client’s social presence is strategic, consistent, and growth-focused, not random or vanity-driven.

Scope

• Applies to all clients (B2B, B2C, product, or service).
• Executed by the Marketing Strategist, Social Media Manager, and Content Lead.
• Covers: channel selection, profile setup, branding, governance, and measurement.

Objectives

• Identify which channels matter for ICP & Personas (avoid spreading thin).
• Optimize each selected channel for visibility, trust, and lead generation.
• Standardize governance for profile ownership, posting access, and compliance.

Step-by-Step Process

Step 1 – Channel Selection

1. Review ICP & Persona Framework (EPIC 1 – Doc 2):
   • B2B SaaS ICP → LinkedIn, Twitter/X, YouTube, Medium.
   • B2C Services ICP → Instagram, Facebook, WhatsApp, YouTube Shorts.
2. Choose 2–3 primary channels and 1–2 secondary channels.
3. Validate selection against:
   • Person’s consumption habits.
   • Content type fit (visual, professional, short-form).
   • Resource availability (design, video, copy bandwidth).

Step 2 – Profile Setup & Optimization

Step 3 – Content Alignment Setup

• Define Content Buckets (Doc 2 – Framework): Educational, Trust, Engagement, Promotional.
• Map initial content ratio (70% value, 20% trust, 10% promotional).
• Prepare 5–10 launch posts (mix of buckets) before go-live.

Step 4 – Access & Governance

1. Create role-based access (Admin, Editor, Analyst).
2. Use business suite tools (Meta Business Suite, LinkedIn Business Manager).
3. Maintain credentials tracker (owner, backup owner, recovery emails).
4. Activate 2FA on all accounts.

Step 5 – Measurement Setup

• Define baseline metrics: followers, reach, engagement rate, referral traffic.
• Connect channels to analytics dashboards (GA4, LinkedIn Insights, Meta Analytics).
• Set reporting frequency: Monthly → Visibility Tracker (Doc 9).

Roles & Responsibilities

Governance

• Channel Strategy Review: Every 6 months or when ICP shifts.
• Access Audit: Quarterly check of admins and permissions.
• Content Compliance: All posts must follow messaging pillars + approval process.
• Crisis Protocol: In case of account breach or negative PR → escalate to Marketing Manager immediately.

Outcome

• All chosen social channels are live, fully optimized, and consistent with ICP & persona positioning.
• Profiles look professional, have unified branding, and direct traffic toward funnels.
• Access is secured with documented owners and 2FA enabled.
• Initial launch content (5–10 posts across buckets) is published to avoid “empty profile” perception.
• Analytics integrations are working and first baseline metrics are captured.

Continuous Improvement

Ongoing: Adopt new features (Reels, LinkedIn newsletters, YouTube Shorts) when relevant.

Monthly: Review analytics reports, compare against baseline, adjust content ratio.

Quarterly: Run A/B tests on creatives, CTAs, and posting times.

Half-Yearly: Revalidate channel mix against ICP and Personas.