What’s up everyone,

I’m still new to this whole newsletter thing but trying to figure it out as I go.

This will eventually be a paid newsletter (similar to Lenny’s Product Newsletter) or maybe I’ll try to land sponsorships to make it sustainable (it would be awesome to bring in some design & research support down the line).

I’ll continue to share most (if not all) of my content on social for free, but will consolidate everything into newsletter editions so that they are easy to consume for people who want to go deeper.

Hope you enjoy this first edition.

If you did, let me know on socials @ishverduzco.

If you didn’t then whoops, maybe this newsletter is not for you (and that’s ok too. No hard feelings).

What you’re about to read is literally the outline that I use whenever I take over a fresh social account. It works best for Twitter/X and LinkedIn but can be modified for Instagram or any other social platform.

Also worth noting that this is not perfect, but it should help you design an overarching strategy doc that can be passed around within your organization.

Your final product should be a 2-3 page doc that someone else can pick up, read in 10 minutes, and manage the social account(s) if the social lead is out sick for a few days. It should be thorough, self explanatory, and provide tons of direct examples.

If you’re a Social Lead, then you probably already have something similar to this — hope it sheds light on my process and helps you out a bit.

If you’re a Head of Marketing or Founder, then your team should have something like this in place — forward this to them.

And if you’re just building a brand for yourself online but want to know how it’s done for at an established company, then I hope you enjoy this and take what you need.

Ok, enough chatting.

Let’s dive in. ↓

𝕏 & LinkedIn Strategy Template

Note: This doc was created for anyone managing or creating content for XYZ Twitter/𝕏 account

Goals - At least one of these should be tied to the business.

• Increase our following by X amount by X date

• Drive 20% of app downloads from social by X date

• Increase our brand awareness through our daily content (as tracked and measured by impressions & mentions)

Voice/Tone - If your brand was a person, how would they speak? Examples below.

• Helpful - Always looking to provide value to our audience

• Playful - We don’t take ourselves too seriously

• Knowledgeable - We are subject matter experts in our domain

• Succinct - We don’t ramble or repeat ourselves. We get to the point.

Audience(s) - Who are you speaking to?