For 21st-century marketers, having a strong social media strategy is crucial. This presentation will provide all the tips and tools you need to ensure you're getting the most out of your social media efforts.

1. 6 STEPS
FOR A
STRONG
SOCIAL
MEDIA
STRATEGY

2. A dedicated social media strategy may seem nonessential
to many marketers. But brands like Wendy’s, Denny’s, and
VISIT PHILADELPHIA have demonstrated success by using
social media to listen, share, and engage with their audiences.
If you’re looking to build an effective social media strategy,
the following steps can help your brand find success.

3. STEP 1
REVIEW YOUR STRATEGIC
MARKETING OBJECTIVES.

4. Look to your overarching marketing strategy to answer these key questions:
• What products or initiatives will your social media plan support?
• What core values or strategic objectives should influence the content
you share on social media?
• What core competencies can you exploit or showcase through social media?
If you find your marketing needs some fine-tuning, you can accomplish that task with
help from the Marketing Strategy Playbook.
4© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

5. STEP 2
ESTABLISH GOVERNANCE.

6. It’s important to include input from your team and obtain feedback before a corporate-wide
launch. Social media governance will empower your team to use these emerging platforms
responsibly. Refer to the Social Media Policy and Guidelines to create reasonable parameters
for online behavior by anyone who uses social media on behalf of your company.
6© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

7. STEP 3
ANALYZE THE COMPETITION.

8. Keeping tabs on what your competitors are doing from a social media perspective can
bring valuable insights into trends and best practices for your industry. It can also help
you identify your point of differentiation. Use this Social Media Competitor Tracking
Template to monitor and compare key metrics of your competitors’ social media efforts.
8© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

9. STEP 4
DETERMINE WHICH CHANNELS
MAKE SENSE FOR YOUR BRAND.

10. To find relevancy with your audience, it’s important to be active on the channels they’re
already using. Determine the best channels and the right technology for your business
by evaluating them based on their strategic fit, impact, and feasibility. This Social Media
Channel Selection Tool allows you to rank each channel based on these criteria.
10© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

11. STEP 5
DOCUMENT YOUR SOCIAL MEDIA
MARKETING WORKFLOW.

12. Document how social interactions will be handled so all stakeholders can understand
their level of involvement. A few common models are:
• Centralized. A single workspace is owned and operated by a single business unit
or department.
• Distributed. Multiple workspaces are deployed to several groups in the organization.
• Agency. A contracted third-party provides social media management and analytics.
This Social Media Governance Document outlines key roles and responsibilities.
12© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

13. STEP 6
MONITOR AND MEASURE
YOUR PROGRAM.

14. Define, track, and report on your key social media metrics and KPIs. A few possible
KPIs include:
• Alignment with company goals
• Market positioning
• Industry
• Expected reach
• Cost/benefit
• Customer
• Technical risk
• Resources
The Social Media Metrics Dashboard can be easily customized to suit your organization’s
needs. Access the complete Social Media Marketing Playbook to develop a social media
strategy plan that supports your company’s goals and objectives.
14© Copyright 2018 by the Association of National Advertisers, Inc. All rights reserved.

15. No matter where you need assistance with your marketing efforts,
our Marketing Knowledge Center’s series of playbooks can help.
You can find them all on our website.