Local Social Media Planning: A 5-step Checklist


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When developing social media strategies, brand marketers often struggle to execute. We have made the Social Media Planning Tool available to brands wishing to incorporate a local strategy that complements the national strategy.

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Local Social Media Planning: A 5-step Checklist

  1. 1. Step 1: Listen & Learn – Monitor conversations, track brand mentions & identify influencers • Find out what’s being said online about your brand and your competitors, who is saying it, and where the discussion happens (Facebook, Twitter, blogs, etc.).“Listening tools”that can help you with this include: Google Alerts, Google Blog Search, SocialMention and Twitter Search. • Find out if any of your brand affiliates are already engaging in social media. Who is doing it well? What is and isn’t working? Step 2: Create a Plan – Define objectives, goals, strategies & tactics. Map them to target audience(s). Be sure your social media objectives support your corporate objectives. Objectives often fall into 3 categories • Brand Awareness/Thought Leadership – e.g. Increase or improve brand awareness/product reputation; increase website traffic; increase search engine rankings • Sales/Lead Generation – e.g. increase leads; increase sales revenue; reduce customer acquisition costs • Customer Support/Advocacy – e.g. Improve quality and timeliness of customer support; reduce support costs; build customer loyalty Decide which strategies and tactics will help you achieve your objectives. Determine which social media networks will work best. For example, to increase sales you might use Facebook and Twitter for promotions and coupon offerings. Step 3: Decide on Content Mix – National Brand vs. Local Responsibilities Social media programs will be much more successful for national brands when local affiliates are actively involved. In order to scale to the local level, brands must decide on the right mix of content and who will be responsible for it. • Content controlled by the brand might include new product launches, national contests/sweepstakes, and sponsorships. • Content controlled by affiliates could include local promotions, commentary on local events, staff info, and customer testimonials. • Brands can create a library of social media content to which local affiliates can subscribe to keep pages fresh. Step 4: Create a Social Media Policy,Guidelines & Training Program It’s important to create a social media policy and guidelines that affiliates and brand employees can refer to for direction. With the proper infrastructure and training, brands can more comfortably relinquish local marketing and advocacy activities to affiliates. Step 5: Measure Determine which metrics will allow you to gauge the performance of your social media programs against your business objectives. For Twitter it might be the number of followers, downstream followers or tweets. For Facebook, you might measure number of fans, profile information (demographics) on community members or referrals. SOCIAL MEDIA PLANNING TOOL 866-446-9914 balihoo.com @balihoo