This document provides guidance on developing an effective social media communications strategy. It recommends first determining your goals and target audience. Then create a plan that is researched, thought out, focused and realistic. The plan should identify which digital communication tools like social media, search engine optimization, social networks and online ads best fit your goals. It stresses the importance of having a strategy that is specific, measurable, attainable, realistic and timely. The key is to be smart, educated, creative, integrated and attentive in your social media approach.

1. Effectively using
social media

2. Creating an online comms strategy
What do you want to achieve?
• An effective strategy will support an
organisation's business plan
“The birth of a brand is achieved with
publicity, not advertising."

4. Creating a plan
Your social media program is the living,
breathing final product of your research,
brainstorming, and creation
• It needs to be
• Researched
• Thought out
• Focused
• Realistic

5. Digital Communications
• Social Media
• Social Networks
• SEO
• Online Ads

6. Sub categories
• Social media
– Website
– Blogs
– E-newsletters
– Video
– Online PR
• Search Engine
Optimization (SEO)
– Paid
– Organic
• Social networks
– Facebook
– Twitter
– LinkedIn
– Google+
– Reddit
– Pinterest
• Online Ads

7. Target Audience
• Stakeholders
• Clients, donors, volunteers, corporate funders
• Media
• Industries
• Government, lobbyists, etc.
• Employees
What do I want to tell and teach about my organization?
With a solid program you can connect
with your audience over the long haul

8. Understanding the Message
• What is my end goal?
– To increase donations
– To grow my volunteer base
• What impact am I trying to achieve?
– To bring awareness and therefore change to my
specific cause
• Which combination of digital communications
tools best fit my goals?

9. S.M.A.R.T
• Specific
• Measurable
• Attainable
• Realistic
• Timely

10. Key Take Aways
Be smart
Be educated
Be creative
Be integrated
Be attentive

11. Thank you!
Arleigh Vasconcellos
Principal, The Agency
www.theagencyinc.ca
@ArleighGV