11. SOCIAL MEDIA
STRATEGY: PART I
A reference, so that
your social media
efforts line up with
the goals of your
organization."
12. SOCIAL MEDIA
STRATEGY: PART I
What is in social media strategy?"
• Part 1: An overview of your organization:"
• The objectives of your business/organization"
• The audience(s) that you are targeting"
•
Includes geographic, demographic, and other information"
• Communication objectives"
• Social media objectives"
• Social media mission statement"
13. SOCIAL MEDIA
STRATEGY: PART I
What is in social media strategy?"
• Part 2: Details about implementing social media"
• Primary platforms"
• Tactics"
•
What are you going to do with your primary platforms?"
• Content"
•
What do you have available/can you generate to fuel your
social media efforts?"
• Integrations"
•
How can social media work with your!already existing
communication efforts?"
• Metrics (per platform)"
•
How will you measure your success?"
14. SOCIAL MEDIA
STRATEGY: PART I
What is in social media strategy?"
• Part 3: Campaign details"
•
•
•
•
•
•
Objectives of your social media campaign"
Concepts"
Primary platforms"
Tactics"
Integrations"
Metrics"
17. SOCIAL MEDIA
STRATEGY: PART I
Business/Organization Objectives"
"
Why does the business/organization exist? How does it continue
to exist, and get even better?"
"
1)"
2)"
"
3)"
18. SOCIAL MEDIA
STRATEGY: PART I
Audiences"
"
Who are your customers? Who are you targeting? Be specific."
(Write one per page/half-page.)"
"
1)"
2)"
"
3)"
19. SOCIAL MEDIA
STRATEGY: PART I
Communications Objectives:"
"
How can public relations & marketing support the organization’s
business objectives?"
"
1)"
2)"
"
3)"
20. SOCIAL MEDIA
STRATEGY: PART I
Social Media Objectives: "
"
How can social media support the organization’s objectives?"
"
1)"
2)"
"
3)"
25. MARKETING WITH
FACEBOOK: FACEBOOK PROFILES
• Facebook profiles must be for a person."
• You cannot make a profile for a business or
organization."
• You can only have one Facebook profile per
person."
27. MARKETING WITH
FACEBOOK: FACEBOOK GROUPS
• Discussion groups"
• Allow you to:"
•
•
•
•
Share files"
Poll members"
Collaborate on documents"
Chat with the entire group"
28. MARKETING WITH
FACEBOOK: FACEBOOK GROUPS
• Examples:"
• A class of incoming students for a university"
• An English class"
• A fitness group"
• A group for planning and discussing an event"
• Typically not very efficient for direct marketing but can be
very useful."
94. SOCIAL MEDIA
STRATEGY: PART II
Primary Platforms"
"
These might not be your only platforms, but they are the ones
that present the most opportunity for the organization at the
present time."
"
1)"
2)"
"
3)"
95. SOCIAL MEDIA
STRATEGY: PART II
Tactics"
"
What are you going to do with your primary platforms?"
"
1)"
2)"
"
3)"
96. SOCIAL MEDIA
STRATEGY: PART II
Content"
"
What content do you have available/can you generate to fuel your
social media efforts?"
"
1)"
2)"
"
3)"
97. SOCIAL MEDIA
STRATEGY: PART II
Integrations"
"
What other methods of communication does the organization
leverage, and how can your primary social media platforms &
tactics integrate with them?"
"
1)"
2)"
"
3)"
98. SOCIAL MEDIA
STRATEGY: PART II
Influencers"
"
Chances are that you’d like your brand and content to go far.
Who are the key influencers of your target audiences? Be
specific."
"
1)"
2)"
"
3)"
99. SOCIAL MEDIA
STRATEGY: PART II
Metrics (per platform)"
"
Outline how you will measure success on each platform, and for
each audience."
"
1)"
2)"
"
3)"
