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Strategie-Werkzeug

SOSTAC® Social Media Plan

In sechs Phasen von der Situationsanalyse zur messbaren Social-Media-Strategie — strukturiert, praxiserprobt und direkt im Browser ausfüllbar.

So nutzen Sie dieses Tool Arbeiten Sie die Phasen der Reihe nach durch und füllen Sie die Felder so spezifisch und datenbasiert wie möglich aus.
SOSTAC® = Situation · Objectives · Strategy · Tactics · Action · Control

Hinweis: Das Speichern als Datei ist deaktiviert — das Framework kann nicht heruntergeladen werden. Nutzen Sie am Ende der letzten Phase „Drucken / PDF“, um Ihren ausgefüllten Plan zu sichern.

Unternehmen & Kampagne

Start
Situation
Objectives
Strategy
Tactics
Action
Control
Architektur
S
Phase 1 von 6

Situation Analysis

Where are we now?

1.1 Campaign Background

Describe the campaign background, the company behind it, and the marketing context.

Campaign focus / product / service
Organization / initiative
Why is this campaign needed?
Campaign budget (€)
Campaign duration (start – end)

1.2 Target Audience Analysis

Define the people you want to reach with this campaign.

Primary target group (demographics)
Age range
Main interests / values
Online behavior & platforms preferred
Motivation to engage / buy (key drivers)
Barriers to conversion (concerns, objections)
Secondary target group (if applicable)

1.3 Competitor & Benchmark Analysis

Research 2–3 similar marketing campaigns on social media. What can you learn from them?

Campaign / OrganizationPlatform(s)Key Tactics UsedResults / Takeaways

1.4 SWOT Analysis

Analyze your internal strengths & weaknesses, and external opportunities & threats for the campaign.

Strengths · intern, positiv
Weaknesses · intern, negativ
Opportunities · extern, positiv
Threats · extern, negativ
O
Phase 2 von 6

Objectives

Where do we want to be?

2.1 Campaign Goal

Set your overall goal for this campaign.

Revenue / conversion target (€)
Campaign start date
Campaign end date
Campaign landing page / link
Average order / conversion value (€)
Number of conversions needed

2.2 SMART Social Media Objectives

Define 3–5 SMART objectives (Specific, Measurable, Achievable, Relevant, Time-bound). Examples: Total reach, Engagement rate, Clicks to landing page, Conversion rate, Revenue generated, New followers, Story/Reel views, Leads generated.

#Objective (What will you achieve?)KPI / MetricTarget ValueDeadline
1
2
3
4
5
S
Phase 3 von 6

Strategy

How do we get there?

3.1 Target Audience Personas

Create a detailed persona for your primary (and optionally secondary) target group.

Primary Persona · Haupt-Zielgruppe
Persona name (fictional)
Age / Gender
Occupation / Background
Main social media platforms
Time spent online per day
Key interests / values
Relationship to brand / product
Motivation to engage / buy
Preferred content format
Secondary Persona · optional
Persona name (fictional)
Age / Gender
Occupation / Background
Main social media platforms
Time spent online per day
Key interests / values
Relationship to brand / product
Motivation to engage / buy
Preferred content format

3.2 Platform Strategy

Select the platforms you will use and define the role of each in your campaign.

PlatformTarget AudienceContent FocusPosting FrequencyRole
Instagram
TikTok
Facebook
LinkedIn
YouTube
X (Twitter)

3.3 Campaign Theme & Messaging

Define the creative concept that will run through all your content. Consistency is key.

Campaign name
Primary campaign hashtag
Secondary hashtags
Core message (max. 2 sentences)
Emotional hook / storytelling angle
Tone of voice
Do's – Language & style to use
Don'ts – Language & style to avoid
Visual identity (colors, fonts, style)
Key visual formats

3.4 Campaign Phases & Objectives per Phase

Break your campaign into phases. Define the social media focus and goal of each phase.

PhaseDurationSocial Media GoalKey Messages / Activities
1 – AWARENESS (Build-up)
Raise awareness, grow reach
2 – ENGAGEMENT (Main phase)
Drive interaction & shares
3 – CONVERSION (Purchase / Lead push)
Convert followers into customers / leads
4 – RETENTION (Follow-up)
Retain customers, report results, build loyalty
T
Phase 4 von 6

Tactics

How exactly do we get there?

4.1 Content Formats & Mix

Which content formats will you use? Examples: Static Image Post, Carousel Post, Reel / Short Video, Story (24h), Live Video / Q&A, Behind-the-Scenes, Testimonial / Customer Story, Infographic / Data Viz, UGC

Content FormatPlatform(s)Campaign PurposeFrequencyExample Content Idea

4.2 Platform-Specific Tactics

For each platform you will use, describe your specific tactical approach.

Instagram
Use this platform?
Profile optimization needed?
Primary content types
Posting frequency per week
Best posting times
Hashtag strategy (5–10 hashtags)
Call-to-Action (CTA) per post
Story / Short-video strategy
Community engagement approach
TikTok
Use this platform?
Primary content types
Posting frequency per week
Best posting times
Hashtag strategy
CTA per post
Community engagement approach
LinkedIn
Use this platform?
Primary content types
Posting frequency per week
Hashtag strategy
CTA per post
Community engagement approach
Facebook
Use this platform?
Primary content types
Posting frequency per week
CTA per post
Community engagement approach
Weitere Plattform
Platform name
Use this platform?
Primary content types
Posting frequency / approach
CTA per post

4.3 Influencer & Ambassador Strategy

Will you partner with influencers, student ambassadors, or community figures to amplify your campaign?

Use influencers / ambassadors?
Why / Why not?

Name / ProfilePlatformFollower CountRelevance to Brand / CampaignAgreed Deliverables
A
Phase 5 von 6

Action

What is our plan of action?

5.1 Editorial Calendar Overview

Plan your first two weeks of content here. Add rows as needed.

DatePhasePlatformFormatCaption / Key MessageCTAResponsible

5.2 Roles & Responsibilities

Clearly assign tasks within your team to ensure accountability.

Task / ResponsibilityResponsible PersonDeadlineNotes
Content creation (graphics & videos)
Copywriting (captions & hashtags)
Scheduling & posting
Community management (comments / DMs)
Analytics tracking & reporting
Influencer / partner coordination
Overall campaign coordination

5.3 Tools & Resources

List the tools your team will use for each area of the campaign.

Content creation (design / video)
Caption writing / AI tools
Scheduling & publishing
Analytics & insights
Team communication / project mgmt
Campaign website / landing page
Link-in-bio tool
Hashtag research tool
C
Phase 6 von 6

Control

How do we monitor & measure success?

6.1 KPI Tracking Dashboard

Track each KPI weekly throughout the campaign. Compare against your target (from section 2.2).

KPITargetWeek 1Week 2Week 3Week 4Final Result

6.2 Monitoring & Reporting

Define your monitoring routine and reporting structure.

Who is responsible for analytics tracking?
Reporting frequency
Analytics tools used
Where are reports stored / shared?
Reporting format
SMA
Zusammenfassung

Social Media Architektur

Summarise & operationalise your strategy

Summarise and operationalise your strategy in a Social Media Architecture. This overview helps you hold on to your strategy across all target groups, channels and levels.

OBJECTIVES / VISION
Level 1 – Target Groups
TARGET GROUP 1
TARGET GROUP 2
TARGET GROUP 3
Level 2 – Selection of Channels
CHANNELS for TG1
CHANNELS for TG2
CHANNELS for TG3
Level 3 – Operationalisation per Channel
DETAILS TG1
DETAILS TG2
DETAILS TG3
Ihre SOSTAC® Strategie ist vollständig!

Sie haben alle sechs Phasen des SOSTAC® Frameworks durchgearbeitet. Prüfen Sie alle Abschnitte auf Vollständigkeit und sichern Sie Ihren Plan über „Drucken / PDF-Export“ — dabei werden alle Phasen in einem Dokument ausgegeben.