As a channel to create a brand, improve the online reputation of your company, generate sales… Social networks are necessary in any business that wants to survive today. Because it is not enough to have a good product or service and at a competent price: your potential customers should know that you exist, and the internet and social networks with passwords. Now companies can monitor their brand, check what the competition does, create interactions with their audience, get feedback from them about services or products to improve, etc. But publishing is not worth publishing; If you really want to make a profit, start by defining your own marketing plan in social networks. These are currently more influential than other traditional media such as television when making purchasing decisions by users. So much so that networks like Facebook and LinkedIn have improved their pages of companies, and Instagram increases its possibilities in terms of advertising and new tools to promote and even sell directly. 


Definition of objectives 

What do we look for with our presence in social networks? Depending on the type of business and the time when our company is located, we will have different objectives to achieve with our marketing plan in social networks: increase customers, increase sales, improve our digital reputation, etc. For each of these objectives we must perform different actions:  

  • If we seek to increase the number of clients: carry out actions that increase the number of followers or fans of the community, share quality content and interest for our public, create payment campaigns through Facebook Ads, etc., that make us visible to a greater number of Internet users, etc.  
  • If we need to improve our online reputation: we must take care of what we publish in each social network, how we do it and what is the response from users. In this case, social networks act as a customer service platform, maintaining a direct communication with them that helps us to offer the image we want to project.  
  • If we want to increase sales: now social networks facilitate in a much more obvious way the option of direct purchase from their own platforms. The ‘Buy’ buttons are a reality that businesses must exploit, as well as publish content that encourages the user to buy, make them see the ‘need’ to use our products or services, etc. 


 The different options of online advertising in each social network and in Google are a way to achieve these objectives that we should not leave out in our digital communication strategy. 


  1. The buyer person is the prototype of the ideal customer within a population segment. Those people we want to reach with our marketing plan. To define them we need to carry out a thorough study and an analysis of the data of our potential and real consumers such as: 
  • Marital status, sex, whether or not they have children and their age, if they live alone or as a couple. 
  • Profession. 
  • Level of studies. 
  • Where and how you look for information on what you like. 
  • Other aspects that may interest us according to our business.  

We can have different Buyer Person, profiles of potential clients to whom we will put name and photo so that it is more visual to us. The most advisable thing is not to have more than 3 in order to focus the efforts of our marketing plan on social networks in them.  

Once our buyer is defined, we can create contents that directly target their needs and, therefore, are more effective. If in our blog we write articles that are interesting for our potential audience, we are offering them content of more susceptible value to be shared in their social networks, thus viralizing our content and attracting more traffic to our site.  

  1. Determine in which social networks we are going to have a presence

It is not necessary to be present in all social networks. According to the type of business and according to the social networks in which our buyer is located, we must plan a content strategy in those that can report an ROI.  

In each platform, the content strategy to follow must be different: 

 FACEBOOK: is the most social, its users connect at any time of day from any device, its periodicity must be daily and requires content, interaction and generate community.  

TWITTER: the most ‘ephemeral’ because everything happens very fast (according to Moz, statistics say that a tweet has about 18 minutes of life, is used mostly from the mobile, its periodicity is daily and the goal is to generate content and interaction with community.  

INSTAGRAM: very visual content, easy to consume. The image is the main content although, more and more, the small videos in the form of stories take center stage.  

YOUTUBE: multimedia content focused on building loyalty and creating community. 



Content / number of publications 



  • 3 updates per week 
  • 40% own content: blog post, photos, events, web links, … 
  • Social ads 
  • Formal communication 
  • reference studies, figures, whenever possible 
  • participate in conversations of interest 


  • 3 updates per day 
  • 40% own content: blog post, photos, events, web links, … 
  • 60% third-party content: news, topics of the day, etc. 
  • maximum 110 characters + link always accompanied by image 
  • expressive and attractive language 
  • respond mainly to the “what”, howwhy 
  • be direct, clear and original 
  • always use # (hashtag) and @ (mention) 
  • social care 


4 week calendar 

– 2 blog posts per month 

– issues related to our buyer person 


  • article with 800 words 
  • links to other pages 
  • Direct and clear language 
  • Types os varied articles 


  1. Create our own editorial calendar

Planning is an essential task in any content marketing strategy. An editorial calendar will guide us in the organization and publication of the content we generate. 

 Some of the advantages of having an editorial calendar are:  

  • Offer your target audience (buyer person) what you are looking for or need. 
  • Offer varied content both in format and subject, without resorting to repetition for not having a prior organization. 
  • Define a content strategy with which to direct readers / users to your page. 
  • Reuse and re-disseminate the contents already published that do not expire and are of interest without falling into repetition. 
  • Publish the right content at the optimal time. 


In the same document, and with just a glance, we must see all those that we are interested in when publishing our contents: day of publication, theme, objective that we pursue, social network in which we publish, text, type of content, etc.