The document outlines a process for developing a social media strategy including auditing current efforts, strategizing content, channels and metrics, creating and sharing content, measuring results, and repeating the cycle. The strategy recommends selecting target audiences, content types, channels and conversation structures and establishing metrics and an editorial calendar to guide social media efforts.

1. Darcy Villere Social Media Specialistwww.DarcyVillere.com415-722-2049

2. Why Social Media? Social media allows large companies to recreate the feeling of a small business where the customers know the owners.

3. Process

4. Audit Current media efforts Content Channels Current/Future Involvement of staff Single person Multi Person effort Communication Structure Currently used analytics/KPI Competitive Research

5. Strategize Select Target Audience Create Content Select Channels Conversation Structure Metrics Editorial Calendar

7. Strategize Conversation Structure Basic Participant: Initial point of contact in company Content Video, Audio, Photo, Written, Interaction Channel Blogs, Video/Audio Networks, Interest Networks, Social Networks, Website Target Audience Consumer/Business that participant will be having conversation with

8. Strategize Conversation Structure Expanded

9. Strategize Metrics

11. Strategize Metrics (how): Employee Search Platform Individual Experience Online Chat Survey of Employees

12. Create/Share

13. Measure

14. Audit Change Content? Add/subtract Change channel? Current/Future Involvement of staff Eliminate/Add staff? Change Communication Structure? Adjust Analytics?

15. The Cycle Continues

16. Darcy Villere Social Media Specialistwww.DarcyVillere.com415-722-2049

17. Appendix(available upon interview) Social Media Overview