Stay relevant, know your target audience. Understanding your target audience is the most important part of any successful public relations strategy. Think about what you hope to achieve with your brand and when. The right template can help you create a marketing plan that identifies your budget for the year, the initiatives that your marketing organization should address, and the marketing channels you'll use to implement those initiatives.
Stories are especially valuable for taking your followers behind the scenes and making your social feed more personal. For example, think about how you can use stories to cover an event or take your followers on a trip without them having to leave the comfort of home.