2. Social Strategy
The objectives of a social strategy for SME’s is to increase
footfall to their ‘store’ by raising brand awareness
SME Objectives
Raise brand awareness
via Social Media
Increase customer
footfall to ‘store’
Consultant Metrics
# Fans growth to meet
an agreed target size
# Posts created per
Week/Month
Beware of falling into the Vanity Metrics trap as a
method of measuring your social strategy success
3. Social Life-Cycle
Understanding the 6 key elements of the social life-cycle
will provide the knowledge you need for success
Fan Size
Fan Growth
Posts
Impressions
Likes/Comments Clicks
4. Growth & Size
Scores are gained for %Growth current month v previous
month, plus the %Size relative to typical best practice.
Fan Size
Growth & Size
Fan Growth
Posts
Impressions
Likes/Comments Clicks
Key to Success:
1. Running promotions to attract local Facebook users.
2. Maintain relevant quality content in posts to retain Fans.
5. Fan Activity
Fan Activity scores you on #Impressions you are getting
per month plus the %Impressions the are local to you.
Fan Size
Fan Growth
Posts
% Local Impressions
Impressions
Likes/Comments Clicks
Fan Activity
Key to Success:
1. Ensure you are obtaining high % Local Fans
2. Post at least once/twice a week at Optimal Post Time
6. Engagement
Engagement is scored on % Ratio of Clicks/Impressions,
plus the %Impressions that are Viral Impressions
Fan Size
Fan Growth
Posts
Impressions
Likes/Comments Clicks
% Viral Impressions
Engagement
Key to Success:
1. Create engaging Headlines on your Posts to attract Clicks
7. Content
Fans Activity scores you on #Impressions you are getting
per month plus the %Impressions the are local to you.
Fan Size
Fan Growth
Posts
Impressions
Likes/Comments Clicks
Content
Key to Success:
1. Ensure your Post content is targeted at your key
demographic and that the quality of the content encourages
your Fans to Like and/or comment
8. Create Social Score
CREATE has developed a Social Score app to deliver
business specific metrics to assist SME’s social strategy
Facebook – Extract Raw API Metrics
Fan Growth Fan Size Posts Impressions Clicks Likes/Comments
Create – Algorithms Produce SME Specific Metrics
Overall Growth & Size Fan Activity Engagement Content
Create – Scoring System Create – Feedback Advice
11. Next Steps
• The Create Advisors will utilising the Social Score app to
generate reports and provide feedback to SMEs.
• Go to the Create Website at http://www.create-nwe.eu
for information on the advisors in your region
• Add your Create Advisors Facebook account to the
analyst role on your Facebook fan page.
