Social Media Strategy & Kits: What’s Included in a Package?
Written by Valeria Esqueda
We've partnered with busy solo operators and teams who hit a social media tipping point. They brought us in for social media management, tired of passing off the social media role to one other. Sound familiar? Navigating social media's massive landscape, with its highs, lows, and inevitable overwhelm, is a common challenge. That's why we're here to support the digital ecosystems of radical visionaries, cultivators, and changemakers.
We've compiled this practical guide to help you reconnect with your mission and optimize your social media strategy. Let’s explore these practical tips!
What’s Included in a Social
Media Marketing Kit?
To really understand the power of a social media kit, let's break down what it typically includes.
The kits we build at Woven Studios go beyond just a collection of assets; they encompass a comprehensive social media style guide, a strategically planned content calendar, and custom templates crafted by our design team. It makes streamlining your workflow effortless.
Style Guide:
Defines the visual identity, including color palettes, typography, and logo usage.
Ensures consistent brand representation across all platforms.
Content Calendar:
Provides a 6 or 12-month plan for content posting across multiple platforms
Streamlines content creation and minimizes your time spent on communications planning
Tone & Messaging:
Outlines the brand's voice, language, and key messages.
Ensures consistent communication and resonates with the target audience.
With a solid social media kit in place, you’ll have laid a great foundation!
Check out a social media campaign for an annual fundraiser in action!
But what kind of content should you be creating? That's where understanding your audience and leveraging data comes in.
When I came to The Nest, my brand and marketing materials didn’t reflect the momentum of our project. And we came to Woven Studios hoping not only to get a fresh look and talented eyes on our project, but aslo to be inspired, to be supported in the process of making marketing and branding fun, and social medial exciting!”
- Jessica Habie, Here She Comes Client
Find the Right Content Mix
Whether you're changing strategies or starting fresh, content creation is a creative experiment. Getting the best content mix is possible. Understand what resonates with your audience by analyzing the performance of each post using the free analytics tools provided by most social media platforms. For example, are you familiar with Instagram Insights? Have you explored Meta Business Suite for Facebook and Instagram?
Generally, Instagram's algorithm favors short-form Reels and photo carousels. Your social media kit's content calendar guides you in posting your audience’s preferred formats.
Don't let your best-performing content stay in the past! Analyze what drove their success by viewing key performance indicators – reach, engagement, duration, etc. – and identifying common threads. Analyze what drove their success – reach, engagement, Reel duration, etc. – and identify common threads. Recycle the best elements and use these insights to refine your storytelling and content mix.
Frameworks are helpful tools for balancing social media burnout and growth. reduce decision fatigue. Here are three popular methods:
The 5-5-5 Rule: This helps with engagement. 5 likes, 5 comments, and 5 minutes of interaction per day to keep your account "alive" without spending hours scrolling.
The 5-3-2 Rule: This creates a balanced feed. For every 10 posts: 5 are curated content (sharing others' wisdom), 3 are created by you (your expertise), and 2 are personal (humanizing your brand).
The 30-30-30 Rule:A mix of content types: 30% brand promotion, 30% educational/informative, and 30% entertainment or fun. (And the last 10%? Pure experimentation!)
Choose the Best Keywords
and Hashtags
Keywords aren't just for search engines! They have a role in your hashtag strategy too. Improve your visibility by incorporating them in your profile, captions, and alt text.
Each platform has its own ‘sweet spot’ for hashtag usage. While the exact number varies, a golden rule is to ensure at least three of your chosen hashtags directly address:
Who You Serve: (e.g., #SmallBusinessOwners, #UrbanFarmers, #VeganFoodies)
What You Offer: (e.g., #OnlineCourses, #ConflictResolution, #OrganicVegetables)
Why: (e.g., #Empowerment, #MentalHealth, #LandBack)
Where: (e.g. #Los Angeles, #Austin, #BayArea)
Looking to explore further? We got you covered!
Partner Highlights - The Kits
We Build:
Here is how we’ve tailored these packages recently:
For a Photographer: We focused heavily on grid layout templates to showcase their visual portfolio without cropping essential details.
For an Arts Production Company: We built a "Show Run" calendar to manage the high-volume posting schedule needed during performance weeks.
For a Nonprofit Annual Fundraiser: We created a "Campaign Toolkit" with pre-written donor captions and countdown graphics to drive urgency.
For an Artist Showcase: We prioritized "Collaborator Templates" so the artists involved could easily reshare the assets to their own audiences.
For a Book Release in LA: We designed a "Launch Timeline" that synced social posts with in-person book signing events.
To Sum it up…
These three best practices are tangible ways to transform your social media approach. Remember, you're not navigating this alone.
Set yourself up with a social media kit:
This is your brand's blueprint, ensuring consistency and saving you precious time. It's the first step towards a consistent and cohesive online presence.
Learn your data for consistent results:
Analytics aren't just numbers; they're your guide to understanding your audience. Use them to refine your content strategy.
Optimize your message with keywords and hashtags:
Make your content discoverable. Strategic keywords and hashtags are your bridge to reaching the right people.
By implementing these strategies, you'll not only build a strong strategy but also feel more confident and supported in your journey. You've got this!
