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What is Social Media Strategy?
Michelle Post, Ph.D., CSMS
Michelle Post, Ph.D., CSMS
Lessons to Learn
• My Teaching Technique - W.W.H.A.
• What is a Social Media Strategy
(SMS)?
• Why do you need a SMS?
• Th...
My Teaching Technique for
Understanding Social Media & You
• What – What is your company, your
product(s), your message, y...
What is a Social Media Strategy (SMS)?
“A social media
strategy lays out
the channels,
platforms, and
tactics to support
p...
Why do you need a SMS?
• You need to know what you want
• You need to know why you want, what you want
• You need to know ...
@Nichole_Kelly -
The Goals of Social Media
Lead
Generation
Brand
Awareness
Customer
Retention
Social
Media
Kelly, N. (2013...
EXAMPLES OF VARIOUS SOCIAL
MEDIA STRATEGIES
@BrianSolis - The 7 Success Factors of
Social Business Strategy
One – Define the overall
business goals.
Two: Establish th...
@JayBaer – Convince & Convert
@RossDawson – SMS Framework
@NISMPulse – National Institute for
Social Media
@Intersection1 (Mark Smiciklas) –
Social Media Strategy Transit Map
What the Research Says . . .
30 Top Blogs on SMS over the last 12 months say . . .
@MichellePost – Social Media Strategy
You
Are
Here
Where to begin . . .
Social
Media
Strategy
1. Audit
2. Goals
& Align
3.
Audience
4.
Platforms
5. Listen
6.
Engage
7.
Measu...
Take Action: Create a Strategy
1. Complete a current social media audit of where you are
2. Brainstorm on what are your go...
Take Action: Create a Strategy
1. Listen to the conversation on the selected platform
1. Listen to you customers, the indu...
Free Guides & Worksheets To Help
• Google keyword phrases for:
– Social media audit worksheet
– Social media strategy work...
Free Guides & Worksheets To Help
• Social Media Toolkit -
http://www.hashdoc.com/document/2014/social-
media-planning-work...
OR you can use these tools . . .
• Vocus’ FREE online social media strategy tool:
http://campaigns.vocus.com/social-media-...
RESOURCES, RESOURCES, & RESOURCES
Top Social Media Strategists
• 2012 - http://451heat.com/2011/12/16/top-
social-media-strategists-to-watch-in-2012/
• 2013...
OMI’s 45 Ways to Improve Your SMS
• Part 1 -
http://www.onlinemarketinginstitute.org/blog/2
013/01/improve-your-digital-st...
How to Hire a SM Strategist
• How to Hire a Great Social Media Strategist -
http://marketeer.kapost.com/2012/04/how-to-hir...
Social Media Strategy Resources
• 3 Steps for Determining your Social Media Monitoring Strategy -
http://blog.us.cision.co...
Social Media Strategy Resources
• 5 Steps for a Better Social Media Strategy -
http://blog.seattlepi.com/thebizbite/2012/1...
Social Media Strategy Resources
• 6 Steps to Creating a Social Media Strategy -
http://www.slideshare.net/juliancole/6-ste...
Social Media Strategy Resources
• 7 STEPS TO A KILLER SOCIAL MEDIA STRATEGY -
http://webcobblers.com/7-steps-to-a-killer-s...
Social Media Strategy Resources
• Create Tools Agnostic Social Media Strategy in 8 Steps
[Infographic] - http://www.convin...
Social Media Strategy Resources
• How to Setup a Social Media Business Strategy -
http://www.socialmediaexaminer.com/how-t...
REFERENCES
References
Baer, J. (n.d.). Social media strategy in 8-steps [Blog post].
Retrieved from
http://www.convinceandconvert.com...
References
Kelly, N. (2013). How to measure social media, p. 13.
Indianapolis, IN: Que.
NISM. (n.d.). The cycle of social ...
References
Solis, B. (2013). The 7 success factors of a social
business strategy[LinkedIn post]. Retrieved from
http://www...
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3RdTT_What_IsA_SM_Strategy

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This presentation is on the topic of "What is a Social Media Strategy." The presentation discusses the what, the why, the how, and the do of developing a social media strategy. The presentation is filled with examples and a plethora of resources.

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Transcript of "3RdTT_What_IsA_SM_Strategy"

  1. 1. What is Social Media Strategy? Michelle Post, Ph.D., CSMS
  2. 2. Michelle Post, Ph.D., CSMS
  3. 3. Lessons to Learn • My Teaching Technique - W.W.H.A. • What is a Social Media Strategy (SMS)? • Why do you need a SMS? • The Goals of Social Media • Examples of Various Types • What the Research Says . . . • Dr. Post’s Social Media Strategy • Look Inside Before Looking Outside • How to Create a SMS • Action, Action, Action • Resources • References
  4. 4. My Teaching Technique for Understanding Social Media & You • What – What is your company, your product(s), your message, your story – Your Brand • Why – Why are you in business, selling a product, telling a message, sharing your story – Your Purpose • How – Will you share your purpose, your company, your product, your message, your story – The Strategy • ACTION – Making it all happen through strategy, tactics, and tools (social media) – The Doing
  5. 5. What is a Social Media Strategy (SMS)? “A social media strategy lays out the channels, platforms, and tactics to support publishing, listening, and engagement.” (Solis, 2013)
  6. 6. Why do you need a SMS? • You need to know what you want • You need to know why you want, what you want • You need to know where you are going • You need to know how you are going to get there • You need to know who is going with you • You need to know what you need to bring with you • You need to know YOU ARE NOT ALONE • You need to know YOU CAN DO SOCIAL
  7. 7. @Nichole_Kelly - The Goals of Social Media Lead Generation Brand Awareness Customer Retention Social Media Kelly, N. (2013). How to measure social media, p. 13. Indianapolis, IN: Que.
  8. 8. EXAMPLES OF VARIOUS SOCIAL MEDIA STRATEGIES
  9. 9. @BrianSolis - The 7 Success Factors of Social Business Strategy One – Define the overall business goals. Two: Establish the long-term vision. Three: Ensure executive support. Four: Define the strategy roadmap and identify initiatives. Five: Establish governance and guidelines. Six: Secure staff, resources, and funding. Seven: Invest in technology platforms that support the greater vision and objectives
  10. 10. @JayBaer – Convince & Convert
  11. 11. @RossDawson – SMS Framework
  12. 12. @NISMPulse – National Institute for Social Media
  13. 13. @Intersection1 (Mark Smiciklas) – Social Media Strategy Transit Map
  14. 14. What the Research Says . . . 30 Top Blogs on SMS over the last 12 months say . . .
  15. 15. @MichellePost – Social Media Strategy
  16. 16. You Are Here
  17. 17. Where to begin . . . Social Media Strategy 1. Audit 2. Goals & Align 3. Audience 4. Platforms 5. Listen 6. Engage 7. Measure
  18. 18. Take Action: Create a Strategy 1. Complete a current social media audit of where you are 2. Brainstorm on what are your goals for your business and social media, then align them 1. Create a SMART goal 2. Create objectives for the SMART goal 3. Create targets for the objective 3. Locate your audience 1. What is your target audience demographics 2. What are the demographics on each social media platform 3. Align the two 4. What social media platform(s) do you need to be on? 1. Where is your audience? 2. Select one, learn it well, go slow 3. Select the next platform & repeat
  19. 19. Take Action: Create a Strategy 1. Listen to the conversation on the selected platform 1. Listen to you customers, the industry, your competitors, the trends 2. Engage on the selected platform 1. Identify your assets of you, your company, your product 2. Create content: blogs, graphics, videos, articles, newsletters 3. Have conversations 3. Measure 1. Identify the metrics to measure the social media against the goals you identified 2. Monitor your social media 3. Measure the metrics
  20. 20. Free Guides & Worksheets To Help • Google keyword phrases for: – Social media audit worksheet – Social media strategy worksheet • How to Perform a Social Audit [Infographic] - http://socialmediatoday.com/mlewis1/785426/how-perform-social- audit-infographic • Free Social Media Worksheets - http://www.convinceandconvert.com/free-social-media-worksheets/ • Verveley - http://vervely.com/8-steps-to-a-social-media-audit/2012/ • DIY Social Media Audit - http://tatudigital.com/site/landingpage/diy- social-media-audit/
  21. 21. Free Guides & Worksheets To Help • Social Media Toolkit - http://www.hashdoc.com/document/2014/social- media-planning-worksheets • Sample Social Media Audit - http://www.slideshare.net/HunterPublicRelations/sam ple-social-media-audit-7943685 • How to Conduct a Social Media Competitive Analysis - http://www.swellpath.com/2013/01/conducting-a- social-media-competitive-analysis/ • 9 point Checklist for conducting Social Media Strategy Audit -http://www.seotakeaways.com/9-point- checklist-for-conducting-a-social-media-strategy-audit/
  22. 22. OR you can use these tools . . . • Vocus’ FREE online social media strategy tool: http://campaigns.vocus.com/social-media- strategy/index.asp • Need a social media policy? Check this online policy creator from PolicyTool: http://socialmedia.policytool.net/
  23. 23. RESOURCES, RESOURCES, & RESOURCES
  24. 24. Top Social Media Strategists • 2012 - http://451heat.com/2011/12/16/top- social-media-strategists-to-watch-in-2012/ • 2013 - http://451heat.com/2012/12/20/top- digital-media-strategists-to-watch-in-2013/ • OMI's Top 40 - http://www.onlinemarketinginstitute.org/blog/2 013/01/top-40-strategists-in-digital-marketing/ • The Guardian - http://www.theguardian.com/media- network/media-network-blog/2013/feb/11/ten- digital-strategists-watch-2013
  25. 25. OMI’s 45 Ways to Improve Your SMS • Part 1 - http://www.onlinemarketinginstitute.org/blog/2 013/01/improve-your-digital-strategy/ • Part 2 - http://www.onlinemarketinginstitute.org/blog/2 013/01/improve-your-digital-strategy-part-two/ • Part 3 - http://www.onlinemarketinginstitute.org/blog/2 013/01/improve-your-digital-strategy-part-three/
  26. 26. How to Hire a SM Strategist • How to Hire a Great Social Media Strategist - http://marketeer.kapost.com/2012/04/how-to-hire-a- great-social-media-strategist/ • Hiring a Social Media Strategist – Essential Skills & Talents - http://www.toprankblog.com/2011/10/hire- social-media-strategist/ • When It's Time To Hire A Digital Strategist, Beware Social Charlatans - http://socialmediatoday.com/maryclong/1674301/whe n-its-time-hire-digital-strategist-beware-social- charlatans
  27. 27. Social Media Strategy Resources • 3 Steps for Determining your Social Media Monitoring Strategy - http://blog.us.cision.com/2012/09/3-steps-for-determining-your- social-media-monitoring-strategy/ • 4 Steps To A Social Media Strategy [INFOGRAPHIC] - http://www.mediabistro.com/alltwitter/4-steps-social-media- strategy_b29288 • 4 Steps to Implementing a Small Business Social Media Strategy - http://www.impactbnd.com/4-steps-to-implementing-a-small- business-social-media-strategy/ • 4 Steps to Creating a Social Media Strategy - http://www.rightmixmarketing.com/social-media/create-a-social- media-strategy/ • 5 Steps to Social Media Strategy for Novices - http://www.inc.com/howard-greenstein/5-steps-to-social-media- strategy-for-novices.html
  28. 28. Social Media Strategy Resources • 5 Steps for a Better Social Media Strategy - http://blog.seattlepi.com/thebizbite/2012/12/19/5-steps-for-a- better-social-media-strategy/ • 5 Steps to Delivering a Successful Social Media Strategy - http://www.targetinternet.com/5-steps-to-delivering-a-successful- social-media-strategy/ • 5 Steps Towards a Strong Social Media Blueprint at Your Practice - http://www.poweryourpractice.com/practice- marketing/physicians-social-media-strategy/ • 5 Steps To a Winning Social Media Strategy - http://marketing.about.com/b/2013/01/28/5-steps-that-will-give- you-a-winning-social-media-strategy.htm • The 5 steps for an amazing social media strategy - http://blog.viralheat.com/2012/09/18/the-5-steps-for-an-amazing- social-media-strategy/
  29. 29. Social Media Strategy Resources • 6 Steps to Creating a Social Media Strategy - http://www.slideshare.net/juliancole/6-steps-to-creating-a-social- media-strategy • 6 Steps to a Small Business Social Media Strategy - http://socialmediatoday.com/stephanie-winans/1045366/6-steps- small-business-social-media-strategy • Social Media Marketing Plan: 6 Steps to Creating a Strategy - https://www.openforum.com/articles/social-media-marketing-plan- 6-steps-to-creating-a-strategy/ • 6 Steps to Creating an Effective Social Media Strategy - http://www.singlegrain.com/blog/6-steps-to-creating-an-effective- social-media-strategy/ • Why Before How: The Keys to Developing a Social Media Strategy in 7 Steps - http://www.slideshare.net/jaybaer/developing-a-social- media-strategy-in-7-steps
  30. 30. Social Media Strategy Resources • 7 STEPS TO A KILLER SOCIAL MEDIA STRATEGY - http://webcobblers.com/7-steps-to-a-killer-social-media-strategy/ • 7 Steps towards an Effective Social Media Strategy - http://www.themarketinggoddess.com/social-media-2/7-steps- towards-an-effective-social-media-strategy/ • 7 Steps to a Successful Social Media Strategy - http://stratexmarketing.com/marketing/7-steps-to-a-successful- social-media-strategy • How to write a simple social media strategy in 8 steps - http://www.bojanglecomms.co.uk/social-media/simple-social- media-strategy-in-8-steps/ • Social Media Strategy in 8 Steps - http://www.convinceandconvert.com/social-media-strategy/social- media-strategy-in-8-steps/
  31. 31. Social Media Strategy Resources • Create Tools Agnostic Social Media Strategy in 8 Steps [Infographic] - http://www.convinceandconvert.com/social-media- strategy/create-tools-agnostic-social-media-strategy/ • 8 Step Social Media Strategy [Infographic] - http://www.socialmediaexplorer.com/social-media-marketing/8- step-social-media-strategy-infographic/ • 9 Steps To Organize Your Social Media For Success - http://heidicohen.com/the-social-media-spring-cleaning-checklist- every-business-needs/ • 10 Steps To A Successful Social Media Strategy - http://www.adrants.com/2013/03/10-steps-to-a-successful-social- media.php • 11 Steps to a Better Social Media Strategy - http://www.financial- planning.com/gallery/fp/11-steps-to-a-better-social-media- strategy-2685508-1.html
  32. 32. Social Media Strategy Resources • How to Setup a Social Media Business Strategy - http://www.socialmediaexaminer.com/how-to-setup-a-social-media- business-strategy/ • Simple Steps to Creating an Effective Social Media Strategy - http://www.searchenginejournal.com/simple-steps-to-creating-an- effective-social-media-strategy/62934/ • Social Media Strategy Step 1: Find Your Audience - http://www.postadvertising.com/2013/03/social-media-strategy-find- your-audience/ • Research Your Competitors’ Social Media Strategy (and Borrow Their Best Ideas) - http://unbounce.com/social-media/research-your- competitors-social-media-strategy-and-then-borrow-their-best-ideas/ • Getting serious about social media: implementing an effective strategy - http://mcgladrey.com/Bulletins/Getting-serious-about-social-media- implementing-an-effective-strategy
  33. 33. REFERENCES
  34. 34. References Baer, J. (n.d.). Social media strategy in 8-steps [Blog post]. Retrieved from http://www.convinceandconvert.com/social-media- strategy/social-media-strategy-in-8-steps/ Dawson, R. (n.d.). Social media strategy [Image file]. Retrieved from http://rossdawson.com/wp- content/uploads/2011/12/Social-Media-Strategy- x700.jpg Giaiphapso. (n.d.). Social media marketing [Image file]. Retrieved from http://www.giaiphapso.info/wp- content/uploads/2011/06/social-media-marketing.jpg
  35. 35. References Kelly, N. (2013). How to measure social media, p. 13. Indianapolis, IN: Que. NISM. (n.d.). The cycle of social media. Retrieved from http://nismonline.org/ Smiciklas, M. (2010, June 9). Social media strategy transit map [Blog post]. Retrieved from http://www.intersectionconsulting.com/2010/social- media-strategy-transit-map/ Solis, B. & Jess3. (2013). The conversation prism [Image file]. Retrieved from http://www.theconversationprism.com/1600x1200/
  36. 36. References Solis, B. (2013). The 7 success factors of a social business strategy[LinkedIn post]. Retrieved from http://www.linkedin.com/today/post/article/20 130717172852-2293140-the-7-success-factors- of-social-business-strategy The Over Flow of the Heart. (n.d.). Crossroad [Image file]. Retrieved from http://theoverflowoftheheart.files.wordpress.co m/2011/05/crossroad.jpg
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