social media strategic plan and presentation assignment
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SMSsocialmediastrategicplanoutline.docxRunning Head: SOCIAL MEDIA STRATEGIES 1
SOCIAL MEDIA STRSTEGIES 11
Social Media Strategies
Social Media Strategic Plan Outline
***
Feb. 4, 2018
Social Media Strategic Plan
This plan includes the tactical objectives to be used to accomplish the primary social media goals identified by Connect Media on behalf of your company. The target market will consist of both males and females between the ages of 25-35. It will focus primarily on those living in suburban and city localities in the eastern portion of the United States. The target market also appeals to all career and education levels.
Social Media Goals
1. Increase member base, recruit new members, draw physical traffic to facility
· Purpose: to make money/to stay in business
2. Brand the company name, cause, and facility as a place of quality care, establish company as experts
· Purpose: to manage the company reputation
3. Keep the local community updated on happenings, discounts, events, etc.
· Purpose: to increase number of new “members”
4. Understand how “members” use social media and monitor what “members” are saying about company
· Purpose: to stay connected with “members”
5. Contact local community businesses to inform them that company provides [specific service]
· Purpose: word of mouth; to spread the word about company
Summary of Existing Online Presence
1. Facebook
· Page established
· Lack of consistent activity, maintenance, management
2. Twitter - No presence
3. Blog - No presence
4. YouTube - No channel
5. LinkedIn – No presence
Content Types
1. Photographs
2. Expert Articles
3. Video Testimonials
4. Member Reminders
5. Mailers
Tracking Tools
1. Facebook Insights
2. Hootsuite Ow.ly Summaries
3. YouTube Insights Focus Channels
4. Google Analytics
5. LinkedIn Analytics
Focus Channels
1. Facebook
Purpose: Increase recognition, increase social engagement, establish online social network, searchability
Metrics for Success: “Like” s, referrals from social networks
2. Twitter
Purpose: Increase recognition, increase engagement, establish network, establish brand, searchability
Metrics for Success: Followers, 2nd-order followers (follower’s follower count), social capital (influence of twitter followers), Klout score, referrals
3. LinkedIn
Purpose: Increase recognition, increase engagement, establish network, establish brand, searchability, find leads
Metrics for Success: Connections, discussion participation, Klout score, referrals
4. Blog
Purpose: Increase recognition, increase engagement, searchability
Metrics for Success: Number of posts, audience growth (unique and returns), comments/likes, subscribers, inbound links, directory listings, SEO improvements, referrals from social networks
5. YouTube
Purpose: Increase recognition, increase engagement, establish brand
Metrics for Success: Video views, video reviews, stars
Action Plan
|
Action Type |
Priority Level |
Action Details |
Frequency |
Metric/Tracking |
Time/Wk. |
Means |
|
Audit Existing Page |
1 |
Add company details, ensure consistency across platforms |
Ongoing |
% page completion |
1 hr. |
Facebook platform |
|
Increase “Like” Count |
1 |
Produce and post interactive content, use ads and sponsored stories |
Ongoing |
% impressions % feedback CTR |
20min |
Facebook platform Hootsuite |
|
Post Content |
2 |
Utilize existing resources to create engaging content: Articles, blog posts, reminders, discounts, etc. |
2-3 posts/wk. |
# Likes |
30min |
WordPress blog Facebook platform Hootsuite |
|
“Like” Fan Pages |
3 |
Search for relevant pages to receive updates |
Ongoing |
# Welcome Tab views # Likes |
45min |
Facebook Search Internet Search |
|
Welcome Tab for Page |
2 |
Create tab, align company description |
Ongoing |
|
20min |
Hy.ly Facebook |
|
Community Engagement |
Like and comment on relevant posts Post questions to community, respond |
|
|
|
|
|
YouTube
|
Action Type |
Priority Level |
Action Details |
Frequency |
Metric/Tracking |
Time/Wk. |
Means |
|
Create Channel |
2 |
Add company details, ensure consistency across platforms |
Ongoing |
% channel completion |
1 hr. |
YouTube |
|
Add videos |
2 |
Add video testimonials to channel, get code for posting videos on social sites |
1 video/mo |
# video views |
1 hr. |
YouTube |
|
Action Type |
Priority Level |
Action Details |
Frequency |
Metric/Tracking |
Time/Wk |
Means |
|
Create Account |
1 |
Add company details, ensure consistency across platforms |
Ongoing |
% profile completion |
|
Twitter platform |
|
Increase Follower Count |
1 |
Utilize 3rd party Twitter applications to increase # of relevant followers |
Ongoing |
# Followers # Relevant Followers % Increase |
|
Twitter platform Twiends platform TweetAdder 3.0 |
|
Follow Users Follow Backs |
1 |
Search for and follow relevant users according to profile |
Ongoing |
# Following Follower: Following Ratio |
|
Twitter platform TweetAdder 3.0 |
|
Tweet |
1 |
Tweet content types |
1 tweet/day |
# Clicks # Retweets & Replies |
|
Twitter platform Hootsuite |
|
Community Engagement & Management |
2 |
Retweet other Twitter user’s content Reply to users who engage with Comment on tweets related to key words, phrases, industries |
Ongoing |
% feedback |
|
Search.twitter.com Hootsuite Twitter stream |
|
Action Type |
Priority Level |
Action Details |
Frequency |
Metric/Tracking |
Time/Wk. |
Means |
|
Create Business Page |
3 |
Add company details, ensure consistency across platforms |
Ongoing |
% profile completion |
1hr |
LinkedIn platform |
|
Increase Company Follower Count |
3 |
Engage LinkedIn users to follow for updates |
Ongoing |
# Followers # Relevant Followers % Increase |
30min |
LinkedIn platform |
|
Post Content |
3 |
Posts direct viewers to Blog and/or FB |
1 update/wk |
# Clicks |
10min |
LinkedIn platform Hootsuite WordPress blog |
|
Community Engagement & Reputation Management |
3 |
Engage in group discussions Reply to users who engage with Comment on updates related to key words, phrases, industries |
Ongoing |
% feedback |
30min |
LinkedIn groups LinkedIn stream |
Blog
|
Action Type |
Priority Level |
Action Details |
Frequency |
Metric/Tracking |
Time/Wk. |
Means |
|
|
Create Blog |
1 |
Add company details, ensure consistency across platforms |
Ongoing |
% blog completion |
3 hr |
WordPress |
|
|
Blog Posts |
1 |
Post content on blog with SEO optimized photo |
1-2 posts/wk. |
# post views # social shares % feedback |
45 mins |
WordPress |
|
|
Reputation Management |
2 |
Reply to comments on blog posts Search for mentions |
Ongoing |
% impressions % feedback CTR |
20 mins |
WordPress blog Hootsuite |
|
|
Blogger Outreach |
3 |
Like and comment on relevant blog posts related to key words phrases, industries |
Ongoing |
# comments # replies |
30 mins |
WordPress blog WordPress Tag Surfer |
|
|
SEO |
2 |
Align company description, optimize |
Ongoing |
Google PageRank # blog views |
20 mins |
WordPress |
|
Reference
Hinchcliffe & Kim (2012). Social business by design: Transformative social media strategies for the connected company. San Francisco: Jossey-Bass.
In Goel & In Singhal, P. (2016). innovation through knowledge management and social media strategies.
