Upcoming SlideShare
Loading in...5

Like this? Share it with your network



Uploaded on

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......

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.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On Slideshare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. What is Social Media Strategy? Michelle Post, Ph.D., CSMS
  • 2. Michelle Post, Ph.D., CSMS
  • 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. 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. 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. 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. @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.
  • 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. @JayBaer – Convince & Convert
  • 11. @RossDawson – SMS Framework
  • 12. @NISMPulse – National Institute for Social Media
  • 13. @Intersection1 (Mark Smiciklas) – Social Media Strategy Transit Map
  • 14. What the Research Says . . . 30 Top Blogs on SMS over the last 12 months say . . .
  • 15. @MichellePost – Social Media Strategy
  • 16. You Are Here
  • 17. Where to begin . . . Social Media Strategy 1. Audit 2. Goals & Align 3. Audience 4. Platforms 5. Listen 6. Engage 7. Measure
  • 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. 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. 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. 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. 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/
  • 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. 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. 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. 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. 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. 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. 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. 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. 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
  • 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. 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. 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