short paper 750 words 12 font double spaced 2 scholarly sources
Social Media Marketing
Tracy L. Tuten & Michael R. Solomon
Tactical Planning and Execution
Chapter 5
Learning objectives
What is a social media marketing tactical plan and how does it support the execution of a social media marketing strategy?
What is a channel plan and how is it used?
How does a content plan relate to experience strategies? What are the elements included in the content plan?
What is an editorial calendar and what should be considered in developing the calendar?
How do social media teams manage the roles, tasks, and schedules related to executing social media tactics?
3
Questions answered with tactical planning
Why
Who
Where
What
How
Why? Table 5.1 Mapping objectives
Who? Figure 5.1 The persona template
Where? Figure 5.2 Channel characteristics
Where? Figure 5.2 Channel characteristics
Where? Figure 5.3 The channel plan
Where? Figure 5.4 Channel usage
What? Elements of social media experience
Type of tactic
Content type
Content strategy
What? Table 5.2 Characteristics of effective tactics
What? Figure 5.6 Content marketing matrix
What? Quiz for content strategy development
What can you offer that matters to target audience?
What can you create that is truly different from that offered by your competition?
What can be created that is synergistic with brand position and overall marketing strategy?
What do we need to say?
What content types will be desirable for the target audience?
Which channels are used by the target audience?
What resources/brand assets do we already have?
What? Figure 5.10 A sample content strategy framework
Brita’s filtered life series # filter your feed
Campaign ties value of filtering to the social media experience
Content includes microsite, branded video content, and interactive app
How?
Producing the content
Scheduling the content calendar
Atomization repurposes content
Main piece
Blog post
Infographic
Slideshare
Video
eBook
Photo series
What is a social media workflow?
A social media workflow is a sequence of connected steps that enables the organization to act efficiently with minimal overlapping tasks and resources in order to implement the social media marketing plan effectively.
Understand vision
Complete projects requiring different skills
Prioritize resources
Assign responsibilities
The social media team: Roles and workflow
Figure 5.13 A day in the life of a social media manager
For reflection
86% of adults experience social media stress!
Stress is highest among “constant checkers.”
For social media marketers, the always on nature of social media equates to big stress at work.
Figure 5.13 A day in the life of a social media manager
Mini-case study: Instagram trounces Snapchat
Recap and questions
What is a social media marketing tactical plan and how does it support the execution of a social media marketing strategy?
What is a channel plan and how is it used?
How does a content plan relate to experience strategies? What are the elements included in the content plan?
What is an editorial calendar and what should be considered in developing the calendar?
How do social media teams manage the roles, tasks, and schedules related to executing social media tactics?