Tie your plan to a goalExamples: • Sell products and/or services • Increase website traffic • E-mail sign-ups • Webinar sign-ups • Increase brand/company awareness (this includes SEO!) • Engage with your current and potential clients and partners Your goal is not to increase fan or follower count!
Formulate objectives • Sell products and/or services • By what percentage point? • Benchmarks per quarter? • Different goals per product or service? • Increase brand/company awareness (this includes SEO!) • Choose your keywords • “Editorial” calendar • Engage with your current and potential clients and partners • If they’re on social, make sure you know what they’re saying! • Who are you going after & how will you find them?
Based on objectives, select your engagement platform(s)
Plan your communication tactics within each platform • Who will engage? • How often will that person engage? (Be realistic!) • What platforms is your industry using? • What platforms will your industry be using? • Plan out your process and routine • Should you outsource?
DO… • Have conversations and engage in others • Create engaging content • Share relevant content • Integrate channels • Cross-promote when appropriate • Take some risks and have some funhttp://www.youtube.com/watch?v=qY1Cz7iGuFI&feature=related Remember, social is about being social!
DON’T… • Over-promote • Broadcast • Sign up for a service and not use it • Be too conservative • Speak in a “corporate” voice – we’re all human, remember? • Expect overnight success
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