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1. SOCIAL MEDIA PLAYBOOK OUTLINE –
From Week 3 Guest Speaker Clint Schaff
Goals and Objectives
 For the business
 For social
The Brand on Social
 Essence and Character
 Look and Feel
 Tone of Voice
 Content themes and allocation
Content Themes
 Content examples (organized by theme)
 Campaign ideas that drive business goals (drive traffic, sales, subscribers, etc.)
 Sample content calendar: branded themes with KPI-driven campaigns
Role of Channels
 Consumer Journey
 Best Practices by Channel
 Dos and Don'ts
 Considerations when exploring new platforms
o Social’s role in the user journey – Paid/Earned/Shared/Owned
o How do the content themes serve a purpose and drive goals along the user
journey
 By platform
o Facebook
o Twitter
o Instagram
o Pinterest
o YouTube
o etc.
 Initial steps
 Short-term strategies (resources, content)
Measurement and Reporting
 Recommendation of tools (Third Party versus Native Analytics)
 Key social KPIs to measure
 Optimizing: what to look for, how to make it actionable
Customer Service
 Best practices for Community Managers
 Social listening recommendations (keywords, search streams, tools, etc.)
Working Together (Internal committee + outside agency consulting and creative support)