Social Media to Support Your Organization Strategy Worksheet
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Social Media to Support Your Organization Strategy Worksheet

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UNT Professional Development Fridays

UNT Professional Development Fridays
Southlake Chamber of Commerce
May 16, 2014

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Social Media to Support Your Organization Strategy Worksheet Social Media to Support Your Organization Strategy Worksheet Document Transcript

  • Worksheet adopted from Social Media at CSU http://socialmedia.colostate.edu/ 1 Building a Social Media Strategy for Your Organization Identifying your organization’s MISSION Your mission is the primary purpose of your organization’s existence. In less formal terms, what is your organizations purpose? Why does it exist? ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ Identifying your GOALS From your mission, you can develop a few goals for all your communications, including social media. Remember that goals should be SMART (Specific, Measurable, Attainable, Realistic, and Timely) List three possible goals for your organization’s social media communications. Be sure to connect these goals to your organizational mission or purpose. 1. _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ 2. _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ 3. _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ Identifying your AUDIENCE List your audience(s) based on your goals. If you have more than one target audience, make a note about your organization’s primary and secondary audiences. 1. ____________________________________ 2. ____________________________________ 3. ____________________________________ 4. ____________________________________ What do you think the best platforms to reach each audience? _________________________________________________________________________ Will effective communications require multiple social media accounts and/or platforms? _________________________________________________________________________
  • Worksheet adopted from Social Media at CSU http://socialmedia.colostate.edu/ 2 Identifying CONTENT to Share Now you can consider sample content. When creating content don’t forget all of the previous information you have about your missions, goals, audience, and platform, in addition to social media best practices. How would you describe your organization’s voice/personality on social media? If you don’t currently have a “voice” what WOULD the tone/personality be for your organization? Describe. ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ What topic area “buckets” can you develop content from and share with your audience(s)? 1. ____________________________________ 2. ____________________________________ 3. ____________________________________ 4. ____________________________________ 5. ____________________________________ 6. ____________________________________ Identifying your RESOURCES List the resources available to meet your social media communications goals: Staffing__________________________________________ Online resources: __________________________________ Hours per day/week________________________________ (estimated) Budget for paid promotions or contests_________________ Organizations will dedicate time and resources to social media in different ways. Consider how you will approach your communication plan goals, by considering the following questions:  How do your resources change how you approach your goals?  Will you prioritize some and leave others for later? ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________
  • Worksheet adopted from Social Media at CSU http://socialmedia.colostate.edu/ 3 Measuring Your Organization’s Social Media Progress Remember your goals and measure accordingly Goal 1: ____________________________________________________________________________ Goal 2: ____________________________________________________________________________ Goal 3: ____________________________________________________________________________ Strategy – what shapes it? ANALYTICS! Metrics: Where do I find this data? 1. Facebook Insights in the admin panel 2. Twitter – www.ads.twitter.com - Analytics menu 3. Other options: a. https://hootsuite.com/ b. http://www.socialbro.com/ c. https://bufferapp.com/app/ d. http://sproutsocial.com/ Collecting the data Methods of Collection 1. CSV files – excel spreadsheets give you data set for every category that is covered 2. Manual entry – a method that takes time, but allows for data you want to know
  • Worksheet adopted from Social Media at CSU http://socialmedia.colostate.edu/ 4 ANALYZING the data List your audiences. You will have multiple audiences that are going to be whom and what you want to tailor your posts to. List a few things to think about when deciding about your target audience, e.g. age, location, gender, etc. 1. ____________________________________ 2. ____________________________________ 3. ____________________________________ 4. ____________________________________ 5. ____________________________________ 6. ____________________________________ Interactions include activity, engagement, likes, reach, and subscribers, which are all things you should be tracking. Here are some definitions of those terms so you can decide what is important to you.  Subscribers – the people that want to hear your voice, realize these people want to hear what you have to say  Activity – the content you’re posting for fans  Engagement – the activity garnered on your posts and page including comments, likes, retweets, follows, replies, and shares.  Reach – the number of people who see your post whether it’s through organic sharing or paid advertising  Visits – how people are seeing your page, is it via mobile, desktop, or their own timeline Some things to think about when looking at your accounts analytics  What are your social media goals? o Position your metrics to support them.  How do you or your organization define success for your social media channels? o Number of subscribers? Activity? Interactions?  How will you plan to assess the overall “health” of your social media channels? o Are they active and thriving? Is participation growing, declining, or stalling)? TIMING Timing has become vitally important for all social media platforms all across the board, especially Facebook. Knowing the times and days your followers and “likers” are on is vital to the success of your post. What day of the week is your busiest? _____________________________________
  • Worksheet adopted from Social Media at CSU http://socialmedia.colostate.edu/ 5 What times do you see peaks of activity in your organization on each day of the week? [This could be via phone calls, emails, local traffic, or current social media channels.] 1. Sunday _________________ 2. Monday __________________ 3. Tuesday __________________ 4. Wednesday ___________________ 5. Thursday __________________ 6. Friday __________________ 7. Saturday __________________ Measuring your PROGRESS How will you measure your progress? ____________________________________________________________________________ ____________________________________________________________________________ What are the best platforms to reach each audience? ____________________________________________________________________________ ____________________________________________________________________________ Will effective communications require multiple accounts? ____________________________________________________________________________ ____________________________________________________________________________ Thanks for attending the UNT Professional Development Friday! Resources for this Social Media Workshop: http://bit.ly/SocialSouthlake Laura A. Pasquini ~ Laura.Pasquini@unt.edu Department of Learning Technologies, College of Information