1. How to develop
Social Media Strategy

2. Step 1: Situational analysis
• Your company social profile requires some
planning, and your first step is to see ‘where
you are at’. Ask yourself these questions

3. Step1: Situational Analysis
1. Who is my audience?
2. Have we the skills and resources to create
compelling and useful content?
3. Is there enough content for people to want
to stick around and view our website?
4. Do we know which social networks our
customers use?
5. Is everyone in our organisation committed?

4. Step 2: Setting Goals
• You need goals because they help
stakeholders visualise your strategy
• Goals can be based on variety of factors, from
traffic received to the engagement (re-tweets,
likes etc.) you gain
• Use metrics to measure goal achievement

5. Step 3: The Strategy
• Choose the channel (s) you want to use
• Be cautious. Facebook isn’t always the best for
B2B, for example
• Always ask yourself ‘why this?’ when you
create new content. If it isn’t linked to those
original goals, get rid of it

6. Step 4: SMART objectives
• Specific – generate 2000 Twitter followers
• Measurable – metrics, and only metrics
• Achievable – realistic goals (2000 followers
not 200 million)
• Relevant – objectives should have a direct and
obvious impact on your goals
• Time-bound – give it all a date

7. Step 5: Tactics
• The content you create is what you will send
out to each channel, so create lots for each
one
• Create ‘big stuff’ like whitepapers, eBooks etc,
and then break these down into blog posts,
PowerPoint presentations etc.

8. Step 5: Tactics - continued
• Blog regularly, and use it as your content hub
• All your other content, like eBooks, can be
published in part form here
• Use it to curate other content that is relevant
to your readers
• From an SEO point of view, Google loves blogs

9. Step 5: Tactics - continued
• Use Google+/Facebook/Linkedin/Twitter
• Different audiences/tone/
• Consider how you will position your company
(will it be formal/informal?)
• Don’t establish your company on these
platforms until you understand the platforms

10. Step 5: Strategy - continued
• YouTube/ Pinterest/SlideShare/Prezi are all
great for spreading your message visually
• These sites have vast communities, and are
therefore worth hosting content on before
placing that content on your own site/blog

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