The document outlines key elements of an effective social media marketing strategy including monitoring social media, setting goals and identifying audiences, developing content and a publishing calendar, measuring results, and adjusting the strategy. It also lists 12 essential social media strategies such as listening to social media, growing followers, interacting with followers, and generating leads. Finally, it discusses how to evaluate potential new social media platforms based on the target audience, industry usage, content fit, and interaction model.

1. Elements of a
Social Media
Marketing Strategy

3. Monitor
Listen
Create
Respond
Interact
Doing social media isn’t always visible

4. Parts of Social Media Marketing
Strategy
Conduct
Social Media
Audit
Set Goals &
Objectives
Identify
Audience
Personas &
Brand Voice
Develop Content
Strategy &
Calendar of Key
Dates
Set Budget,
Select
Platforms,
Tactics & Tools
Determine
Operations
Policies &
Procedures
Create, Curate
&
Communicate
Measure &
Report
Learn &
Adjust

5. Build
brand
by
Awareness
Acquisition
EngagementConversion
Retention
THE goals for
marketing
communication

6. 12 Essential
social media
strategies
1. Listen to the social web
2. Launch new social media platforms
3. Grow followers on your platforms
4. Curate and create content
5. Interact with followers on your
platforms
6. Participate in the community on
external platforms
7. Nurture a brand advocate program
8. Invest to boost important content
9. Invest in paid advertising campaigns
10. Invest in influencer partnerships-
sponsored content
11. Provide customer service
12. Generate leads-donations-
bookings-sales

7. A solid strategy
foundation
supports stronger
plans and enables
better execution

8. Always be
listening and
monitoring

9. Social media presence
a moment in time snapshot

10. Strengths–Weaknesses
are in your control to change

11. Opportunities–Threats
are broader external influences

12. SWOT-based strategic planning
decisions
Motivated Challenger Strategy
(W-to-O)
Try to overcome organization
weakness in current social media to
follow relevant opportunities on the
social web
Build on Strength Strategy
(S-to-O)
Leverage organization strengths on
the social web to take advantage of
related social media opportunities
Manage Risk Strategy
(W-to-T)
Reduce risks to organization social
media weaknesses that make it
vulnerable to external threats
Active Defense Strategy
(S-to-T)
Try to use organization social media
strengths to reduce its vulnerability
to external competitive threats or
new technologies on the social web

13. Does my target audience (i.e.
potential fans) spend time there?
How is the platform used in my industry?
And finally…as a marketer, what does your gut tell you?
What content are we naturally
good at producing ourselves?
Does how it’s used for interaction make sense for us?
Can we consistently create content
for the platform in a low-friction way?
Launching a new social media platform

14. Successful social
media isn’t selfish