The document discusses strategy and tactics for social media engagement. Strategy involves identifying target audiences and goals, and developing clear messages. Tactics involve understanding how audiences learn and where they are online, and identifying optimal times for engagement. Both strategy and tactics should be reality-checked for accuracy and achievability. The best practices recommend developing strategy before choosing tools, integrating across platforms, and creating a documented strategy with goals and timelines.

1. Strategy and Tactics Overview

2. Definitions
Strategy:
Reaching out to who and why
Tactics:
When and how to connect
TO CHOOSE
TOOLS:

3. Strategy
Strategy development involves:
 Identifying audience(s)
 Who do reach now?
 Who do you want to reach?
 Clarifying goal(s)
 What do you want to your audience(s)
to know/learn/do?
 Developing message(s)
 What do you want to convey?

4. Strategy Reality Check
Audience(s)
 Identified accurately and precisely?
 Accounted for differences within groups?
Goal(s)
 Where do we want to be? By when?
 Achievable? What/who is in the way?
 Success defined in a way that can be
measured?
Message(s):
 Clear and jargon-free?
 Actionable?

5. Tactics
Crafting tactics involves:
 Knowing how your audience learns
 Discovering where your audience is online
 Identifying optimal times to connect
Track Maven, Best Times to Post:
http://slidesha.re/1o9buki
PewResearch Internet Project, User Demographics:
http://pewrsr.ch/1o9bPDz

6. Tactics Reality Check
Learning Style
 Visual/Auditory/Kinesthetic?
 Special Needs
Online Location
 Desktop/Laptop/Tablet/Smartphone
Timing
 Life/work schedule
 Calendar considerations/Seasons

7. Best Practices
Develop a strategy and craft tactics
before choosing social media tools.
Start with this:
To avoid this:

8. Best Practices
Integrate social media across all platforms –
website, e-newsletters, email blasts,
print, direct mail, etc.
 Style and tone consistent across platforms
 Each platform invites engagement with
every other platform

9. Best Practices
Create a strategy document that includes
goals and timelines.
 Must be aligned with organization’s
general strategy while accounting for
digital particulars

10. Questions?