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Social Media Strategy
Workbook
contentS
overview of Social Media . . . . . . . . . . . . . . . . . . . .
resourcing & Managment of Social Media. . . . . . .
audiences. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Social Media channels and tactics . . . . . . . . . . . . .
Social Media channels . . . . . . . . . . . . . . . . . . . . . . .
tactics: content and engagment . . . . . . . . . . . . . . .
Social Media Management, resources & risk . . . .
Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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10 - 13
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16 - 17
18 - 19
20 - 27
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28 - 31
32 - 34
80 / 20 rule for Social Media Posts . . . . . . . . . •
Social Media engagement . . . . . . . . . . . . . . . . .•
Social Media content Planning . . . . . . . . . . . . .•
SuMMary
the following guide will help you to understand how you can use
social media successfully as part of your communications and
marketing. it has been produced for marketing, Pr and commu-
nications managers in public sector and government organisa-
tions, charities and businesses.
the guide contains practical advice, examples and exercises to
help you:
understand what social media is and how your organisation •
can use it
gain management buy-in and resources for social media •
Produce effective content that will interest your audiences•
How to manage social media risk•
good luck preparing your social media strategy and feel free to
get in touch if have any additional questions on social media.
Paul Mcgarritydirector, octave digital
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1.
WHat iS Social Media?Social Media is the term for online sites that let people communi-
cate with a community of peers in real-time.
Social media sites such as Facebook, twitter and linkedin are
used by hundreds of millions of people across the globe to keep
incontactwithfriendsandfamily,find,shareandpromotecon-
tent.
WHo iS uSing it?Social media use has increased massively in recent years. in uk
andIrelandover52%ofthepopulationhasaFacebookprofile
and sites such as Facebook and twitter now play a very impor-
tant part of their day-to-day communication with peers, friends
and family.
Social media is not a fad.
in fact real-time social media networking has become so impor-
tant, that it has become the primary way for people to connect
with others. this trend will only grow with the rise of smartphones
which make it easier to access social media sites in different loca-
tions.
HoW do PeoPle uSe Social Media?People use social media for a variety of purposes including:
communicating with their network of friends •
Finding out about news and views online •
networking for business •
but perhaps the most important way people use social media is to
post comments and content. People use sites such as Facebook
and twitter to tell their friends and peers about what’s happening
in their lives. their ‘status updates’ can range from the funny, the
life changing to the ridiculous. Sites such as Facebook and twit-
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ter are social sites – so people frequently respond to other status
updates - by commenting, retweeting or liking the post.
Posts, depending on their popularity, can reach a wider audience
if they are liked, commented on or retweeted, sometimes giving
them a viral effect.
HoW can organiStionS uSe Social Media?It’snotdifficulttounderstandwhymajorbrands,small business-
es, charities and public organisations are using social media.
the power of traditional media has decreased in the past dec-
ade. While some forms of traditional media such as tv and radio
have remained relatively roboust, other media such as newspa-
pers and magazines have witnessed massive declines in read-
ership figures. People are using new forms ofmedia including
search engines, email and social media to communicate, shop
and socialise. because social media is so important in many peo-
ple’s lives, it makes sense that you will want to use social media
as part of your marketing.
Social Media Marketing beneFitS :
connect with modern consumer – who uses variety of media •
and devices, but is increasingly moving away from print me-
dia
boost online Pr and exposure for your brand to carefully se-•
lected niche groups
improve key business areas from customer service to market-•
ing and Hr
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y WHy uSe Social Media?
not enough organisations ask the questions ‘why do we want to
use social media?’, and ‘what do we hope to get out of it?’
Soyourfirststep inasocialmediastrategy is tobeveryclear
about what you want to use social media for. this part of the
strategyiswhereyoumapoutyourobjectives.BelowIhavelist-
edawiderangeofgoalandobjectives
research and learning
Market research
Promote an event
reach a niche / target audience online
Promote interesting content
identify new leads
recruit staff
Raisingprofileofkeystaff/CEO
improving Pr coverage
Promoting content
improve reputation
note: it’s common for businesses to try to use social
media to achieve unrealistic objectives.While social
media can be great for marketing / Pr, recruitment, events
and customer relations – it’s not a sales channel and it’s only
effective when it’s used properly.
you need to consider the wider digital marketing and sales
environment and select the right tactics and channels for
yourbusinessobjective.So,forinstance,ifyouwantto‘in-
creasetrafficandleadstoyourwebsite’,thenyouwillwant
to place a greater emphasis on using search marketing and
email marketing.
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e WHy uSe Social Media?Considerthebusinessandmarketingobjectivesabove.
Map out yourmainobjectivesforusingsocialmedia.Arethey
SMART(specific,measurable,achievable,realisticandtimely?
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y organiSational uSe oF Social
Media in my experience many organisations are not aware of how they
can potentially utilise social media across the whole organisa-
tion. as part of the strategy, you will need to consider how social
media can operate across the organisation from Hr to customer
service and Pr.
toptip: if you work for a large organisation - make
sure you educate decision makers on how social media
affects the whole organisation from customer service to the
ceo and sales. one idea is to hold a session with staff to dis-
cuss how technology, digital and social media can be utilised
to improve customer service, networking etc.
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review the chart below and identify the areas where you could
improve your business functions?
business improvement
examples Primary channels
could we use?
How could we use?
Marketing
(b2c)
Promoting the brand online
Reachingdefineddemographics (using Facebook to adver-tise to young people)
building brand loyalty (encourage brand fans to follow you on social media and engage via content)
Marketing
(b2b)
gaining leads online (an accountant could use social media to identify leads and connect, engage with them)
Pr improving media relations (identify mainjournalistsandconnect with them online)
ProfilingSeniorStaffonline / improve ceo reputation
improving promo-tion of event and live engagement.
identifying and en-gaging with stake-holders
integrate into crisis communications plans and activity
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commu-
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engage with staff / improve internal comms. replace staff intranet
customer
Service
responding to cus-tomer enquiries and complaints
broadcasting announcements
Finance reduction of spend on ineffective forms of communication and customer service (eg. reduce reliance on telephone for customer service; re-duce spend on print adverts)
Hr advertise recruitment drive (e.g graduate placements )
improve recruitment for niche positions (e.g use linkedin to identify and contact)
MeaSuring goalSHavingdefinedwhatyouwanttoachievewithsocialmedia,you
now need to complete a short benchmark for measuring success.
this is not a case of measuring the number of followers you have
on social media channels. instead you will want to measure the
impact you are having online. the social media measurements i
findmostusefulare:
engagement with customers
How quickly and effectively you responded to
customer queries online
Identifyinginfluencersandleads
Engagingwithinfluencersandleads
How people engaged with your content (likes, positive com-
ments, retweets, shares etc)
networking at events
online media coverage
Websitetraffic
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note:
Hootsuite (enterprise version): Social media scheduling and meas-•
urement tool
Facebook insights: analytics tool that can be accessed in the admin •
section on a Facebook Page
google analytics: tracks information on visitors to your website and •
the activity.
•
these tools will give you data on social media engagement and how
socialmediaactivityisdrivingtraffictothewebsite.Howeveryouwill
also have to interpret the data and report on how social media goals are
being achieved, so it typical to produce a regular report on the extent of
engagement on social media, how people responded to your posts etc.
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e MaP out your Social Media goalS For each of your goals, map out the following:
What is the goal?•
Whatisthebenefittoyourbusiness/marketingactivity?•
How will this activity be measured •
What is the goal?
How will you achieve?
What is the benefit?
How will it be measured
example: increase online engagement between us and our target audi-ences
Start social media channels, social media advertising, online Prcreate great, inter-esting content!encourage feed-back!
Promote brand awareness get audience to promote our con-tentgain feedback from customers
number of fol-lowers; customer engagements with posts retweets, likes and shares of our content comments, how well you replied
reSourcing effective social media requires a commitment to do it well and
to resource it effectively. in order to manage social media effec-
tively, you will need to do the following:
Plan the types of content you are going to use •
Produce content (posts, photos etc) on a very regular basis•
grow your social media community on different channels •
engage with your social media community in real time•
Monitor your social media channels regularly •
looking at the list above you may feel you don’t quite have the
resources to do social media effectively. So the next step in your
social media strategy will be to:
assess your organisation’s main resource gaps•
try to secure additional resources•
identify the following gaps in your resourcing and management
in the exercise below:
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resource gap? relevance to your organisation next Steps
no budget approach management and make a strong case for social media invest-ment and training
key staff do not know how to use social media
in-house Social Media training
Staff do not have time to use social media
additional social media resource. reduction in other marketing activity in favour of social media
Social media has been left to one person / over-stretched
training other members of staff in how to use social media additional resources
Securing reSourceSSecuring the right resources for your social media activity may
well be the most important factor in your social media success.
the secret to securing the valuable resources – usually people,
training and budget – is to make a persuasive case for using so-
cial media. the case should focus on:
Thevalueandbenefitsofusingsocialmediatotheorganisa-•
tion
Howtheorganisationcanbenefitby improvingkeyareasof•
the business by using technology such as social media
Finally, it’s very helpful to have a senior manager or board level
champion who supports the use of social media. they will be a
key ally in securing resources.
StaFFing you will also have to decide which staff within your organisation
will be operating the social media channels on a regular basis.
unfortunately, many organisations fall into the trap of automati-
cally thinking that a recent graduate or intern will be best placed
to manage social media. However this is rarely the case. Sound-
ing authoritative and interesting on social media often requires an
in-depthlevelofknowledgeoftheorganisationandjuniormem-
bers of staff often don’t have this. in practice it’s much better to
use experienced staff who can then be trained up in managing
social media well.
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trainingSocial Media training is used to ensure that relevant staff have
the knowledge, understanding and skills to use social media ef-
fectively. typically, in-house training, delivered by a social media
trainer, is delivered in the following areas:
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training type audience Benefit
Social Media oppor-
tunities
Senior Staff /
Managers
educate senior staff on the ben-
efitsofsocialmedia
gain buy-in from senior staff
How to use Social Media channels - Practical
Staff who will
be using social
media on a day
to day basis
a – Z practical training on how
to use Facebook, twitter, linke-
din
ensures staff can use each
channel well
Social Media Market-ing and Management
Staff who will
be using social
media on a day
to day basis /
Managers
Staff learn about:
the types of content to use •
on social media
How to respond to com-•
ments
How to grow following •
Social Media risk all Staff risks of using social media •
How to mitigate risks •
Preparing a social media •
policy
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e queStionHow would you assess your available resources for using social
media effectively?
queStionWho will manage your social media on a regular basis? if social
media is being used across a variety of units (e.g customer serv-
ice, marketing) then who will be responsible for managing social
media and how will they work together?
queStionidentify your staff training needs.
Who will need trained in social media?•
Have you secured a budget for staff training?•
audienceSthe next stage in your social media plan is to map out the target
audiences you want to reach. However before you do this, you
need to consider some important points about reaching and in-
fluencingpeopleinthedigitalage.
People use social media channels such as Facebook and twitter
to socialise, learn new things, to relieve boredom, research and
be entertained. is it any wonder they ignore corporate Pr stories
online. With Social media you have to attract people to you brand
online and then be a combination of useful, funny, caring etc
enough for people to engage with what you are saying.
So you have to ask – why would sometime with limited time and
lots of distractions want to follow you on twitter or friend you on
Facebook? Why would they want to interact with your content?
if your organisation has a Pr / communications plan it will be
useful to review it tofindout ifhavea listof targetaudiences
alreadydefined.
types of audiences you may want to reach include:
current clients or customers•
Potential clients and customers •
Journalists •
bloggers•
thought leaders •
Stakeholders •
enewsletter readers •
staff •
local businesses •
networking contacts•
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queStion Who are your target audience on social media, who do you need
to reach?
queStionWhat kinds of content will resonate with them?
queStionHow are you going to engage with them?
queStionWhat do you want to motivate your audience to do?
Social Media cHannelS and your audienceSthe social media landscape is made up of hundreds of different
social media sites – however there are a handful of very domi-
nant sites:
Facebook – the world’s most popular social media site •
twitter – second most dominant social media site, based •
around short tweets
linkedin – World’s largest business networking sites•
in addition to the social media ‘heavyweights’, there are a variety
of popular social media sites including:
you tube•
google+•
Pinterest •
WHicH Social Media cHannel(S) are relevant For you?Thevastmajorityoforganisationswillwanttoconcentratetheir
social activity on the dominant social media sites. you also have
to consider where your audiences are online. if you a public body
or brand then Facebook and twitter are two of the obvious chan-
nelstouse.HoweverifyouareaB2Bfirm,thenyoumaywantto
concentrate on linkedin.
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your opportunities
brand Promotion
✔ ✔ ✔ ✔ ✔ ✔ ✔
customer Service
✔ ✔✔
advertising ✔ ✔ ✔ ✔ ✔
event networking
✔ ✔ ✔ ✔ ✔ ✔
b2b ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
image promotion
✔ ✔ ✔ ✔ ✔
HoW to build an audience on Social Media in short the best way to grow an audience on any social media
channel is to post great content and engage with people.
Butyouwillalsowantbeproactiveinfindingtherelevantaudi-
ences and current contacts on social media. this stage in your
strategy is about building your social media audience.
Social Media cHannelS
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FacebookFacebook is the world’s largest social media platform. if you are a
small business, brand, charity or government organisation – you
will want to include Facebook as your main social media plat-
form.
Points to consider in your Facebook Marketing:
Facebook is used by people to socialise online with families •
and friends – so you need to develop really interesting or use-
ful content that resonates with your audience.
Facebook effectively punishes Pages that post poor content – •
by showing your posts less.
businesses that are good at Facebook use a combination of •
stories, humour and are topical
effective Facebook marketing is increasingly driven by good •
quality images
the main marketing opportunities with Facebook are:
creating interesting stories about your brand •
using Facebook ads and Promoted Posts to reach a wider au-•
dience
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tWittertwitter is a real-time social networking platform which is witness-
ingmajor growth. In fact, theUKhasaround15millionactive
users.
keeping up to date with their interests / news •
contacting businesses (customer service)•
live chatting with friends / business contacts at events •
Find out about breaking news •
businesses can use twitter effectively by:
Promoting interesting news and information •
networking at events and with stakeholders •
Help with customer service issues in real time•
use cultural and news trends to raise your visibility online.•
linked inlinkedin is a networking tool for professionals. used by millions
of business people across the globe, the platform allows you to:
research potential leads, contacts or potential employees •
build a powerful community of connections •
raise your visibility and that of your company •
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tacticSyour tactics are the most important factor in making social me-
dia work for your business. in this section you will review the two
broad types of tactics that will be used to fuel growth and interac-
tion on social media:
content:• the types of posts and visual content that you de-
velop and publish on a regular basis
engagement: • How you interact with people on social media
WHy iS content So iMPortant to Social Media SucceSS?two of the biggest reasons some businesses perform poorly on
social media are:
boring, irrelevant content •
lack of engagement and interaction with people on social •
media channels
in order to be successful in social media marketing, you need to
interest your fans and followers in the news feeds section. this is
thesectionthatpeoplechecktofindoutnewsandupdatesfrom
friends, family and brands.
the newsfeed is a competitive space! So you need to develop
and promote content that interests people in what is essentially
their personal media space.
the key to marketing successfully in social media is through con-
tent that people will like, share or post positive comments on. So
how can you do this successfully?
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apply the 80 / 20 rule to social media posts. For every promo-
tional post you make (new product in stock, launch of your new
online video etc) you need to create about 4 posts around content
designed to interest your customers.
brand content – 20%
brand – related information and
content that benefits your audi-
ence. think of discounts, special
offers or important news that is
relevant to your audience. but re-
member to keep it topical….!
example:
audience FocuSed content – 80%
content that really chimes with your audience. this type of con-
tent does not have to be directly related to your brand – rather it’s
content designed to entertain and appeal to your audience. For
example a supermarket retail brand might post content about
great british bakeoff or a ask a question about christmas or
tHe 80:20 rule
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PoP culture / Product ProMotion >
Valentinesday,ortheymightjust
retweet a funny comment from
a celebrity. With these types of
posts they aren’t mentioning their
own brand – they’re being social
online by talking about cultural
events. this type of social media
activity can be very successful.
example:
Product ProMotion<
tHougHt leader PoSt (b2b) <
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e tHink about
(a) some of the events, news, new products etc that you
would like to promote in the next few months.
(b) severalmajorculturalevents,TVshows,upcomingholi
days and relevant celebrity news happing today.
Write doWn your ideaS For:1 brand focussed post on Facebook
4 audience focussed content posts for Facebook
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Social Media engageMent one of the areas that organisations really fall down on when us-
ing social media is failing to engage with people. to use a net-
working example – they’re a bit like:
(a) Thereallyshypersonattheirfirstnetworkingeventwho
doesn’t say anything
(b) Someone at a business lunch who only talks about them
selves and ignores what other people are saying?
not very social is it?
to be successful at using social media you’ll need to engage in
the following ways:
Monitor your news feeds to check out what your community •
is saying
identify what people are saying about your brand online•
answer questions quickly and be helpful •
ask questions and get feedback from people•
operate a customer service function via Facebook & twitter •
like and comment on other people posts •
it’s similar to being a good friend on social media in your person-
al lives. When i’m using Facebook, for instance, i’ll review what
my Facebook friends post. i might like a photo they have posted,
comment on something they have said or i could help them with
a question they’ve asked.
brands who don’t engage end up looking self-interested and not
really interested in their customers!
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example: asking a question
example: asking a question
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in order to develop your social media content, you need to think
about and answer the following questions:
What social media channels will you use?•
Howwillusingthemhelpyourbusinessandmarketingobjec-•
tives?
Facebook contentq. What types of issues, events, news etc might form the basis for
your social media stories on Facebook?
think about the types of seasonal and cultural events that might
be happening in the next few months and might be relevant to
your organisation. use them to generate a list of 5 social media
posts on Facebook.
tWitter contentWhat types of tweets might you develop to:
Promote news and events in your industry •
be visible and interact with people at an event •
Promote a product•
engage with a customer •
linked in contentSimilar to Facebook and twitter, you can raise your visibility in
linkedin via the status updates section. Some of the areas you
might like to include in your linkedin content are:
commenting on a new development, news, controversy in your •
industry
Promote an event•
comment on a post from an industry peer•
Promote content you have developed (blog post, online guide •
etc)
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e engageMent exerciSe you are organising an event on behalf of your organisation - what
types of content can you develop to:
Promote the event •
create engagement during the event •
Follow up after the event / call to action •
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k the sections below will help you answer the key resourcing and
management questions and develop a plan for adequately man-
aging social media within your organisation.
Social Media ManageMent and reSourcing Social media savvy organisations share a critical factor:
Their senior management have bought into the fact that modern organisations and businesses need to use social media well. Hav-ing bought into the need to do social media, they will commit to resourcing it and having their staff trained in how to use it well.
Sothefirststepyoutakeifyouwanttomanagesocialmediawell
istopersuademanagementofitsvalueandthebenefitsofusing
it properly.
Thenextstepshouldbetosecurethefinancial,staffandtraining
resources to do it properly. organisations who market and com-
municate well via social media usually have:
an in-house social media champion – someone who is a strong •
user of social media and who knows your brand well
a digital marketing and social media agency •
in your social media strategy, you will need to address the follow-
ing questions:
q. Have we the time to do social media properly? can you de
vote at least 2 hours to each social media channel each week?
q. Who will manage our social media channels and content?
q. What training do we need to invest in in order to do it
effectively?
q. do you need outside help from a social media expert?
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k Social Media riSk However social media with its emphasis on open, two-way con-
versations presents challenges and risks for organisations.
Social media can act as a beacon for negative comments from a
small minority of people. even though a small percentage of all
comments on your Facebook Page may be negative or unaccept-
able, organisations need a clear policy and guidance on how to
react to these comments.
as your own employees will be posting comments on social media
channels on a very regular basis, you need to set out guidance on
what types of content to post, how to deal with any unacceptable
posts or even block certain users from your social media chan-
nels. Some businesses have encountered reputational damage
due to a lack of proper procedure when using social media.
the main social media risks can be summarised as:
Failure to monitor you social media accounts and spot damag-•
ing content online
Staff member posting something inappropriate on your organ-•
isation’ssocialmediaprofile
Staff using their own social media channels to bring your or-•
ganisation into disrepute
not securing your social media accounts – former staff mem-•
ber seizing control of your social media accounts
negative reviews from customers on your Facebook Page•
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k While some organisations do encounter negative incidents on so-
cial media in many cases they have not taken basic steps to man-
age risks effectively. Many of the social media risks can be easily
managed by:
Proper social media training for staff •
regular monitoring of social media channels •
Securing your social media accounts •
in order to mitigate some of these risks and ensure good govern-
ance, it is important for larger organisations to develop an overall
social media policy and guidelines. the following guide will help
you to consider the main elements of a social media policy and
also help you prepare one for your organisation.
www.octavedigital.co.uk/digital-learning/online-guides
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think about the main risks that could affect your organisation?
outline what they may be.
How you will you try to mitigate these risks
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MetricSFinally, your social media strategy should set out the main metrics that will help measure whether your ac-tivity is successful:
GenerateTraffic: UseGoogleAnalyticstomeasuretheleveloftrafficfrom social media and which social media channels arereferringtraffic.
grow Followers: Followers of your social media channels
generate engagement: quality and type of engagement with people / cus-tomers via social media
33
Me
tr
icS
issues Why they happen What to do about them
‘We have social
media channels but
can’t grow them’
Started a social media
profile–andjustleftit
there
Social media platforms
treated as direct com-
munications sites
Poor content
Paid ads and promoted
poststoreachadefined
audience
orgs: Manually search
and add friends / follow
pages
talk to people in real
time / good content
develop and posts good
quality content
“a lack of resources / capability”
Social media hasn’t
been positioned prop-
erly with senior staff.
need to secure re-
sources and budget for
it
not viewed as suf-
ficientlyimportantto
allocate a budget too
no training
no time
ceo senior staff don’t
want to do it / poor un-
derstanding of tech
a – Z practical training
on how to use Facebook,
twitter, linkedin
ensures staff can use
each channel well
Social MediatroubleSHoot guide
34
Me
tr
icS
“We are concerned about the reputation-al risks”
“We are concerned
about the reputational
risks”
create a Social Media
Policy for your organisa-
tion
Free resource:
http://www.octavedigital.
co.uk/digital-learning/
online-guides/
“our content doesn’t really connect with our audience”
treating the same as
corp comms
‘all bout Me!’ approach
culturally, you need to
be comfortable with hav-
ing a less corporate ap-
proach to social media
posts
Follow the 80 / 20 rule
outlined in the Social
Media content section
let staff have responsi-
bility and leeway to post
“How often do we need to post con-tent?”
irregular posting of
content
create a content calen-
dar – similar to Pr cal-
endar. by mapping out
the main events, promo-
tions etc occurring each
month – it will make it
easier to create social
media posts.
aim to post content on
Facebook every day and
a few times per day on
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WHo are We?
octave digital is a digital internet marketing agency founded in 2009 to help business-es and organisations market effectively online. the consultancy specialises in online marketing strategy and campaign management and helps clients to understand, adopt and utilise new technology and media.
our services include digital Strategy and Planning, digital Marketing training, Search engine optimisation, Pay Per click advertising management, Social Media Marketing, Website design and email Marketing.
Paul McgarrityManaging director
our services include digital Strategy and Planning, digital Marketing training, Search engine optimisation, Pay Per click advertising management, Social Media Marketing, Website design and email Marketing.
contact Paul Mcgarrity now on 028 9059 5907 to see how we can help your organisation market effectively online
45 belvedere Park Stranmillis, belfast bt9 5gS t 028 9059 5907 e [email protected] octavedigital.co.uk
