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How to Write a Social Media Strategy

The document provides a comprehensive guide for creating an effective social media strategy, emphasizing the importance of engagement and interaction. Key components include conducting a social media audit, setting S.M.A.R.T. objectives, choosing appropriate channels, and measuring results. It also outlines the significance of content creation tailored to the audience and offers tips on branding and maintaining a social media policy.

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Social Media Strategy•
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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  Is  key  information  out  of  date  or  missing?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  
Social Content
  JSB  TOP  TIP     Write  for  your  customer  80%  of  the  time   Write  for  your  business  20%  of  the  time  
Problem-­‐Solve   How  to  increase  followers  on  Twitter   Curated   Social  Media  Examiner,  Social  Media  Today,  Joel  Comm     Business   How  to  explain  SEO  to  a  client,  listen  to  JSB  Talks  Digital   Real-­‐time  marketing   Facebook  to  introduce  two-­‐person  broadcasting  on   Facebook  Live   News-­‐jacking   Snapchat  V  Instachat:  What  you  need  to  know  
Live Broadcasting
Scheduling   Measuring   Content  Creation   Monitoring  Sharing   Research  
How to measure results
Tracking  Results  in  Google  Analytics  
Tracking  Hashtag  Reach  with  Tweetreach  
Are  you  a  social   media   marketing   superstar?  
How to Write a Social Media Strategy