B2B social media often runs on habit: a company page nobody updates, an executive who posts twice a year, and no way to tell whether any of it helps sales. This plan decides the goals, the company page, executive posting, employee advocacy, the content calendar and the measures in one document, with a named owner for each.

The sample is a plan for Saltmarsh Media, a marketing firm, and shows three goals for the quarter, two executive voices, a small advocacy team and a measures page tied to pipeline. Every name, figure and date is fictional. Replace the goals, roles and platforms with your own, and keep only the channels your buyers actually use.