It is exactly the same for the internet and social media. Both are tools by which the visitors can search for your business.
You need to decide what categories and keywords their clients are most likely to be searching for. So a vegetarian restaurant serving Greek food in Chattanooga Tennessee would not use Restaurant, Greek Restaurant or even just Chattanooga as it s key word. It would instead go Tennessee- gt; Chattanooga – gt;Restaurant- gt;Greek Food – gt; Athens Restaurant and have as another option as Tennessee- gt; Chattanooga – gt;Restaurant- gt;Vegetarian Food – gt; Athens Restaurant. From these you would build your keyword strings – except they will be in reverse order. Such as: Vegetarian Restaurant Serving Greek Food in Chattanooga Tennessee. And this is why you should use long string keywords. Not so the search engines find you but so that the exact person looking for your business can drill down to you. In traditional marketing you will run this ad as often as you can. In social media and on the internet you will repeat the phrases on as many sites and pages as possible and do so frequently. In Long Beach CA there is a restaurant area called Belmont Shore. Many people start the evening saying they want to eat in that area. So if the Athens Restaurant were in Long Beach CA the string might instead go Long Beach CA – gt;Belmont Shore- gt;Restaurant – gt;Greek Food – gt; Athens Restaurant. You need to build a list of all the ways a potential client could search for you and build your key word strings accordingly. It is as simple as that. No magic involved. Now you know a little bit about how to do a social media marketing plan.