A social plan fails when it is a pile of ideas with no rhythm and no numbers. This ten-slide deck gives a consumer brand a clear order: goals first, then the look of the grid, stories, short video, a weekly posting routine and the measures that decide whether it worked.

The sample plan is for a fictional homeware brand, Rookwood Studio, growing from 38,200 to 52,000 followers with four posts a week, daily stories and a $4,500 monthly budget. Replace the goals, look, rhythm, team and measures with your own, and drop any format you cannot sustain.