INTRODUCTIONS

1. Name, title, organization

2. How your organization currently uses social media

3. What you’d like to learn in the next 90 minutes

WHAT WE’LL COVER

Creating a social media plan

• Objectives

• Audience

• Channels

• Tactics

• Content

• Analysis

• Group activity!

CREATING A SOCIAL MEDIA PLAN

Objectives Audience Channels Tactics

Content Analysis

OBJECTIVES

Toplines

• A thoughtful social media plan fits into an

organization’s overall communications plan to reach

organizational goals.

• What does your organization want to accomplish?

Your plan should address how you will accomplish

those goals through the use of social media.

CREATING A SOCIAL MEDIA PLAN

Objectives Audience Channels Tactics

Content Analysis

AUDIENCE

Toplines

• Who are your target audiences that will help fulfill your

objectives?

• Different social platforms attract different

demographics because information isn’t received the

same way on all social sites.

• Once you decide who your audience is, you can figure

out where to reach them online.

AUDIENCE

• In general, social media users are adults 18-29,

mostly women

• Women spend more time on social than men

• Urban dwellers spend most time on social; 70% use

social

AUDIENCE

Twitter

AUDIENCE

Twitter

• Spanish is fastest growing language

• 25% African American

• 40% of online African Americans use Twitter

AUDIENCE

Pinterest

AUDIENCE

Pinterest

• Mostly rural dwellers

• Over 80% women

AUDIENCE

Instagram

AUDIENCE

Instagram

• Mostly urban dwellers

• Fastest growing social platform

AUDIENCE

Facebook

AUDIENCE

Facebook

• 45-54 year olds fastest growing demographic

• 18-29 year olds largest age group

• Women over 55 growing

AUDIENCE

YouTube

• Reaches more 18-34 year olds than any cable

network

AUDIENCE

Mobile

• Because mobile use is higher among African

Americans, they are also more likely to use social than

websites

• 25% of smartphone owners 18-44 can’t remember

the last time they didn’t have their phone on them

CREATING A SOCIAL MEDIA PLAN

Objectives Audience Channels Tactics

Content Analysis

CHANNELS

Toplines

• Each social platform not only attracts different demographics, but presents information and encourages engagement differently.

• When choosing your channels, consider who your target audience is, what social platforms they’re active on, and what types of content those platforms favor (i.e. educational videos, breaking news, emotion-driven images).

CHANNELS

CHANNELS

CREATING A SOCIAL MEDIA PLAN

Objectives Audience Channels Tactics

Content Analysis

TACTICS

Toplines

• Once you decide objectives, you develop a plan or

strategy for reaching those objectives. Tactics fall

inside that strategy. Never start a plan with tactics.

• Consider legalities, messaging, budget, timeline.

TACTICS

Examples of tactics include…

• Partnerships

• Videos

• Images

• Website/landing page

• Hashtags

• Online action team

• Paid promotion with demographic targeting

• Messaging

• Mobile

CREATING A SOCIAL MEDIA PLAN

Objectives Audience Channels Tactics

Content Analysis

CONTENT

Toplines

• Know your channel(s) and your audience(s). Post

content relevant to your audience and to the social

platform you’re using.

• What’s your sharing vehicle? Content should spark

interest and move people to action.

CONTENT

80/20 rule

20% about your organization

80% about other relevant content

Relevant content could be…

• Humor, history, news, studies, articles, recipes, reviews, videos

• About community, events, volunteers, services, resources, education

CONTENT

Social media content should be…

• Error-free

• Non-controversial

• Within character limits: Facebook 5 lines; Twitter 120 characters

• Creative, interactive, visual

• Emotional, personable

• Brand-representative

• Timely and relevant

• Written specifically for social (consider platform and audience)

CREATING A SOCIAL MEDIA PLAN

Objectives Audience Channels Tactics

Content Analysis

ANALYSIS

• Test

• Track

• Change

• Repeat

RECAP

A social media plan should include…

RECAP

A social media plan should include…

Objectives

Audience

Channels

Tactics

Content

Analysis

TAKEAWAYS

• Objectives: A thoughtful social media plan fits into an organization’s overall

communications plan to reach organizational goals.

• Audience: Different social platforms attract different demographics because

information isn’t received the same way on all social sites.

• Channels: Each social platform not only attracts different demographics, but

presents information and encourages engagement differently.

• Tactics: Once you decide objectives, you develop a plan or strategy for reaching

those objectives. Tactics fall inside that strategy. Never start a plan with tactics.

• Content: Know your channel(s) and your audience(s). Post content relevant to your

audience and to the social platform you’re using. What’s your sharing vehicle?

• Analysis: Test, track, change, repeat.

QUESTIONS?

ACTIVITY

Discuss these questions about the following digital

health campaigns:

1. Why is this campaign successful?

2. What could it do better/differently?

3. Did it consider social media objectives, audience,

channels, tactics, content, and analysis?

4. How can your organization learn from it?

NO ONE DESERVES TO DIE

MOVEMBER

BEDSIDER

GYT: GET YOURSELF TESTED

OTHER THINGS TO CHECK OUT

• Fake Tinder nurse promotes health care to young men

• Milwaukee Public Health Dept. uses Facebook to track syphilis outbreaks

• The use of Twitter to track HIV outbreaks

• This is Personal

• Planned Parenthood Saves Lives

• Slideshare: Learn what others have to say about promoting health care on social media including the Healthcare Social Media Tool Kit

CONTACT ME

Laura Kendellen

Digital Communications Organizer

Planned Parenthood of Wisconsin

laura.kendellen@ppwi.org

414-289-3027