2. I Love It When A Plan Comes
Together
Why create a social
media plan?
To keep things
organized
To define goals and
objectives
To clarify the
responsibilities of each
participant
To address your budget
To lay foundational
strategy
To convince “higher-
ups” that this is
important and possible
3. Parts of a Social Media Plan
I. Executive Summary
II. Purpose
III. Situational Analysis
IV. Market Segmentation
V. The Four P’s of Social Marketing
VI. Goals and Objectives
VII. Strategies by Network, Community, and Blog
Categories
VIII. Action and Implementation
IX. Financial Statements (Budget!)
X. Conclusion
4. Executive Summary and Purpose
Executive Summary
A short section at the
beginning of a social
media plan that broadly
covers the information
contained within the
document
These are written last!
Language should be
objective
Purpose (Introduction)
A short section that
answers the question “why
are we doing this”?
If the purpose is not
compelling enough, then
the plan may be dead on
arrival.
6. Market Segmentation
Characteristics within each
segment should be
homogeneous
Each segment should ideally
be mutually exclusive
Segments must be
measurable and identifiable
Segments or target markets
should be accessible and
actionable to the business
Each segment must be large
enough to provide a solid Segmented US wireless users
customer base and hence be
profitable
How might segmenting social media differ from segmenting something like print?
7. Let’s Get to Work!
The to-do list
Create our company profiles
Write Mission Statements
Research Your Competition