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How To Write A Social Media Strategy
Don’t Just Do Social. Be Social.
“Social networking implies interaction. No engagement? It’s a one-‐way conversation. You must create content that ignites a response.”
@tweetsbyJSB
The next 60 minutes
• Social Media Audit • Se.ng SMART Objec6ves • Choosing the right channels • Content planning • Adver6sing • Social media tools • Measuring results
What’s your business/brand/organization?
Social Media Audit
JSB Tip: Before you do anything else conduct a social media audit of your own profiles. It will give you clarity and benchmark where you are now compared to your competitors. It will give you motivation and help you set your S.M.A.R.T objectives and it will also define why and how you are going to use each social network.
The Social Media Audit Spreadsheet Your Channels: Include social network, URL & ownership. Imposter Channels: Include social network, URL, ownership, can you shut them down? Competitor Channels: Include social network, fan base compared to yours, type of content shared, frequency of content, variety of content e.g. video, text, photos, graphics, links. Mission Statement: Document why and how you will use each social network. Branding: Review design of profile photos, header/cover photos, dimensions, mobile-‐responsiveness, customized URL, copy, opening hours, contact details and staff photos/names to make sure you are on brand. Is key information out of date or missing? Ownership: Update login details, give CEO/owner-‐manager access to all, remove staff / volunteers no longer with company and only share passwords with managers where necessary. Social Media Policy: Who approves, moderates, makes admin, has passwords? What’s your policy on staff/out-‐sourced managers using channels, setting up new channels, handling negative feedback, type of content shared, curated etc.?
Establish SMART objectives • S: Specific i.e. 2,000 new TwiCer followers in 6 month by using relevant hashtags; genera6ng
100 new email subscribers monthly by inves6ng $20 in Facebook Adver6sing; daily Snpchat story giving 6ps.
• M: Measureable i.e. Tracking metrics i.e. source of referral traffic to website, increase in
numbers of fans/followers, increase in engagement using insights e.g. reach/impressions/engagement, subscribers to list on Mailchimp.
• A: Achievable i.e. don’t set goals that you cannot meet e.g. you aren’t consistently engaging
in social networking, you don’t have resources to dedicate to it or you don’t have the skills. So to make it achievable e.g. I will appoint a community manager/ I will dedicate 1.5 hours per day on social media in two 30-‐minute bursts and two 15-‐minute bursts.
• R: Relevant i.e. content related directly to your industry brand, channels where your
demographic are social networking, goals directly related to your brand/company. • T: Time-‐bound i.e. strategy kicks off in September and it will be reviewed in December;
monthly targets.
Who’s your target audience?
What channels are they
using?
Source: US.Accion.org
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