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1. Social Media Project Purpose
Detailed Description of Opportunities
Your organization should take advantage of the following social media opportunities within marketing:
- Build a Positive Brand Image: Social media provides an alternate medium by which your organization can showcase
positive aspects of your brands, employees, community involvement, and so on. If your customers are already discussing
your products/services in social media, taking part in the conversation will help to ensure that you are being reflected
Marketing Opportunities positively.
- Increase Mind Share: Social media can reach large audiences at very low monetary cost, giving your organization
another medium to promote your name.
- Customer Insights: Users discuss their experiences with a company’s products and services via social media.
Monitoring public social networking sites can provide valuable feedback on your products as well as feedback on
competitive products for intelligence purposes.
Your organization should take advantage of the following social media opportunities within sales:
Sales Opportunities - Customer Insights: Consumer buying behavior can be gathered by monitoring social media sites and then used to
design sales delivery models and product enhancements.
At this time, your organization does not have the customer characteristics that warrant an investment in social media for
Customer Service Opportunities customer service purposes.

2. Social Media Objectives
Objective 1 - Gain Approval for Social Media
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Assess Social Media Readiness Complete the Social Media Readiness Assessment Assessment Complete by end of Q1
Investigate Social Media Channels and Evaluate fit # of Social Media Applications Selected 3 Social Media Applications Selected by end of Q1
Create Business Plan for Social Media Business Plan Approval Approval Obtained by end of Q2
Objective 2 - Establish Governance
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Write Social Media Policy Document # of Employee Consent 200 Signed Letters of Consent by end of Q3
Provide Training to Employees # of Employees Trained 200 Employees trained by end of Q3
Create a Metrics Program # of KPIs Selected and Tracked 6 KPIs Selected and Tracked by end of Q4
Objective 3 - Integrate Social Media Technology
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Research & evaluate social media technology # hours required to evaluate technology <100 hours required by end of Q2
Select the appropriate social media technology $ required for technology <$50,000 invested by end of Q3

3. Channel Scorecard
Channel #1 - Facebook
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Create a Promotional "App" for Fans # coupon codes redeemed 1,000 coupon codes redeemed by end of Q2
Optimize Timeline for Lead Generation with Pins # leads generated 5,000 leads generated by end of Q2
Create a Cause Marketing "App" for Facebook Page $ raised for charity of choice 1M raised by end of Q4
Channel #2 - LinkedIn
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Establish a Thought Leadership Group # members 10,000 members by end of Q3
Create a Company Page with tabs for Products # Product Tabs 10 Product tabs by end of Q4
Conduct Market Research using LinkedIn Polls # respondents 5,000 respondents by end of Q1 next year
Channel #3 - Twitter
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Twitter Only Promotions & Discounts # promo codes used 10,000 promo codes used by end of Q1 next year
Twitter Promoted Account Campaign # new followers 15,000 new followers by end of Q4
Channel #4 - Pinterest

4. Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Content Marketing - Pin eBooks to Landing Page # leads generated 5,000 leads generated by end of Q2
Content Marketing - Pin Infographics to Landing Page # leads generated 10,000 leads generated by end of Q3