Social Media Marketing Plans

Elements of the Social Media Marketing Plan Executive Summary

& Overview Social Media

Presence Competitive Analysis Goals

Strategies Target Market Tools &

Implementation Monitoring & Tuning Budget & ROI

Executive Summary & Overview High level overview Provides a key summary of your plan and

highlights Imagine a “busy executive” only has a few

seconds to “get” your pitch – what would you say? Sets context for your plan

WHY should they adopt your plan? Keep it short and simple

Social Media Presence What are the key evaluation metrics that you

will use to determine success in social media? Sentiment Analysis Reach Company Posts Feedback Average Response Time

Social Media Presence Things to consider – The Four “V’s”:

Volume Velocity Visibility Volatility

Competitive Analysis SWOT Analysis

Strengths Weaknesses Opportunities Threats

What next? S-O Strategy

Use if the business to amplify your existing strengths Go full force!

W-T Strategy Use to minimize social media vulnerabilities Protect and prevent!

Competitive Analysis Gather data on competitors

SEO rank? Compete.com or Quantcast traffic report?

Goals What will you aim to achieve? Is your goal measurable?

It should be.

Determining Strategies How will you achieve your goal(s)?

Target Market Who is your audience?

User Personas

Tools & Implementation WHICH social media outlets should you use?

Content Strategy Is your content:

Findable Readable Understandable Actionable Shareable

Checklist (Source: Content Marketing Institute)

Monitoring & Tuning How will you track, measure and evaluate

your social media presence? What are the Key Performance Indicators (KPIs)?

How will you react to the data to fine tune and improve?

Budgeting & ROI How much will it cost?

Social media is not always free

What is the ROI (Return on Investment)?

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