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Running Head: SOCIAL MEDIA STRATEGIES 1
SOCIAL MEDIA STRSTEGIES 11
Social Media Strategies
Social Media Strategic Plan Outline
***
*****
Feb. 4, 2018
Social Media Strategic Plan
This plan includes the tactical objectives to be used to
accomplish the primary social media goals identified by
Connect Media on behalf of your company. The target market
will consist of both males and females between the ages of 25-
35. It will focus primarily on those living in suburban and city
localities in the eastern portion of the United States. The target
market also appeals to all career and education levels.
Social Media Goals
1. Increase member base, recruit new members, draw physical
traffic to facility
· Purpose: to make money/to stay in business
2. Brand the company name, cause, and facility as a place of
quality care, establish company as experts
· Purpose: to manage the company reputation
3. Keep the local community updated on happenings, discounts,
events, etc.
· Purpose: to increase number of new “members”
4. Understand how “members” use social media and monitor
what “members” are saying about company
· Purpose: to stay connected with “members”
5. Contact local community businesses to inform them that
company provides [specific service]
· Purpose: word of mouth; to spread the word about company
Summary of Existing Online Presence
1. Facebook
· Page established
· Lack of consistent activity, maintenance, management
2. Twitter - No presence
3. Blog - No presence
4. YouTube - No channel
5. LinkedIn – No presence
Content Types
1. Photographs
2. Expert Articles
3. Video Testimonials
4. Member Reminders
5. Mailers
Tracking Tools
1. Facebook Insights
2. Hootsuite Ow.ly Summaries
3. YouTube Insights Focus Channels
4. Google Analytics
5. LinkedIn Analytics
Focus Channels
1. Facebook
Purpose: Increase recognition, increase social engagement,
establish online social network, searchability
Metrics for Success: “Like” s, referrals from social networks
2. Twitter
Purpose: Increase recognition, increase engagement, establish
network, establish brand, searchability
Metrics for Success: Followers, 2nd-order followers (follower’s
follower count), social capital (influence of twitter followers),
Klout score, referrals
3. LinkedIn
Purpose: Increase recognition, increase engagement, establish
network, establish brand, searchability, find leads
Metrics for Success: Connections, discussion participation,
Klout score, referrals
4. Blog
Purpose: Increase recognition, increase engagement,
searchability
Metrics for Success: Number of posts, audience growth (unique
and returns), comments/likes, subscribers, inbound links,
directory listings, SEO improvements, referrals from social
networks
5. YouTube
Purpose: Increase recognition, increase engagement, establish
brand
Metrics for Success: Video views, video reviews, stars
Action Plan
Facebook
Action Type
Priority Level
Action Details
Frequency
Metric/Tracking
Time/Wk.
Means
Audit Existing Page
1
Add company details, ensure consistency across platforms
Ongoing
% page completion
1 hr.
Facebook platform
Increase “Like” Count
1
Produce and post interactive content, use ads and sponsored
stories
Ongoing
% impressions % feedback CTR
20min
Facebook platform Hootsuite
Post Content
2
Utilize existing resources to create engaging content: Articles,
blog posts, reminders, discounts, etc.
2-3 posts/wk.
# Likes
30min
WordPress blog Facebook platform Hootsuite
“Like” Fan Pages
3
Search for relevant pages to receive updates
Ongoing
# Welcome Tab views # Likes
45min
Facebook Search Internet Search
Welcome Tab for Page
2
Create tab, align company description
Ongoing
20min
Hy.ly Facebook
Community Engagement
Like and comment on relevant posts Post questions to
community, respond
YouTube
Action Type
Priority Level
Action Details
Frequency
Metric/Tracking
Time/Wk.
Means
Create Channel
2
Add company details, ensure consistency across platforms
Ongoing
% channel completion
1 hr.
YouTube
Add videos
2
Add video testimonials to channel, get code for posting videos
on social sites
1 video/mo
# video views
1 hr.
YouTube
Twitter
Action Type
Priority Level
Action Details
Frequency
Metric/Tracking
Time/Wk
Means
Create Account
1
Add company details, ensure consistency across platforms
Ongoing
% profile completion
Twitter platform
Increase Follower Count
1
Utilize 3rd party Twitter applications to increase # of relevant
followers
Ongoing
# Followers # Relevant Followers % Increase
Twitter platform Twiends platform TweetAdder 3.0
Follow Users Follow Backs
1
Search for and follow relevant users according to profile
Ongoing
# Following Follower: Following Ratio
Twitter platform TweetAdder 3.0
Tweet
1
Tweet content types
1 tweet/day
# Clicks # Retweets & Replies
Twitter platform Hootsuite
Community Engagement & Management
2
Retweet other Twitter user’s content Reply to users who engage
with Comment on tweets related to key words, phrases,
industries
Ongoing
% feedback
Search.twitter.com Hootsuite Twitter stream
LinkedIn
Action Type
Priority Level
Action Details
Frequency
Metric/Tracking
Time/Wk.
Means
Create Business Page
3
Add company details, ensure consistency across platforms
Ongoing
% profile completion
1hr
LinkedIn platform
Increase Company Follower Count
3
Engage LinkedIn users to follow for updates
Ongoing
# Followers # Relevant Followers % Increase
30min
LinkedIn platform
Post Content
3
Posts direct viewers to Blog and/or FB
1 update/wk
# Clicks
10min
LinkedIn platform Hootsuite WordPress blog
Community Engagement & Reputation Management
3
Engage in group discussions Reply to users who engage with
Comment on updates related to key words, phrases, industries
Ongoing
% feedback
30min
LinkedIn groups LinkedIn stream
Blog
Action Type
Priority Level
Action Details
Frequency
Metric/Tracking
Time/Wk.
Means
Create Blog
1
Add company details, ensure consistency across platforms
Ongoing
% blog completion
3 hr
WordPress
Blog Posts
1
Post content on blog with SEO optimized photo
1-2 posts/wk.
# post views # social shares % feedback
45 mins
WordPress
Reputation Management
2
Reply to comments on blog posts Search for mentions
Ongoing
% impressions % feedback CTR
20 mins
WordPress blog Hootsuite
Blogger Outreach
3
Like and comment on relevant blog posts related to key words
phrases, industries
Ongoing
# comments # replies
30 mins
WordPress blog WordPress Tag Surfer
SEO
2
Align company description, optimize
Ongoing
Google PageRank # blog views
20 mins
WordPress
Reference
Hinchcliffe & Kim (2012). Social business by design:
Transformative social media strategies for the connected
company. San Francisco: Jossey-Bass.
In Goel & In Singhal, P. (2016). innovation through knowledge
management and social media strategies.

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Running Head SOCIAL MEDIA STRATEGIES1SOCIAL MEDIA STRSTEGIES.docx

  • 1. Running Head: SOCIAL MEDIA STRATEGIES 1 SOCIAL MEDIA STRSTEGIES 11 Social Media Strategies Social Media Strategic Plan Outline *** ***** Feb. 4, 2018 Social Media Strategic Plan This plan includes the tactical objectives to be used to accomplish the primary social media goals identified by Connect Media on behalf of your company. The target market will consist of both males and females between the ages of 25- 35. It will focus primarily on those living in suburban and city localities in the eastern portion of the United States. The target market also appeals to all career and education levels. Social Media Goals 1. Increase member base, recruit new members, draw physical
  • 2. traffic to facility · Purpose: to make money/to stay in business 2. Brand the company name, cause, and facility as a place of quality care, establish company as experts · Purpose: to manage the company reputation 3. Keep the local community updated on happenings, discounts, events, etc. · Purpose: to increase number of new “members” 4. Understand how “members” use social media and monitor what “members” are saying about company · Purpose: to stay connected with “members” 5. Contact local community businesses to inform them that company provides [specific service] · Purpose: word of mouth; to spread the word about company Summary of Existing Online Presence 1. Facebook · Page established · Lack of consistent activity, maintenance, management 2. Twitter - No presence 3. Blog - No presence 4. YouTube - No channel 5. LinkedIn – No presence Content Types 1. Photographs 2. Expert Articles 3. Video Testimonials 4. Member Reminders 5. Mailers Tracking Tools 1. Facebook Insights 2. Hootsuite Ow.ly Summaries 3. YouTube Insights Focus Channels 4. Google Analytics
  • 3. 5. LinkedIn Analytics Focus Channels 1. Facebook Purpose: Increase recognition, increase social engagement, establish online social network, searchability Metrics for Success: “Like” s, referrals from social networks 2. Twitter Purpose: Increase recognition, increase engagement, establish network, establish brand, searchability Metrics for Success: Followers, 2nd-order followers (follower’s follower count), social capital (influence of twitter followers), Klout score, referrals 3. LinkedIn Purpose: Increase recognition, increase engagement, establish network, establish brand, searchability, find leads Metrics for Success: Connections, discussion participation, Klout score, referrals 4. Blog Purpose: Increase recognition, increase engagement, searchability Metrics for Success: Number of posts, audience growth (unique and returns), comments/likes, subscribers, inbound links, directory listings, SEO improvements, referrals from social networks 5. YouTube Purpose: Increase recognition, increase engagement, establish brand Metrics for Success: Video views, video reviews, stars Action Plan Facebook Action Type Priority Level Action Details Frequency
  • 4. Metric/Tracking Time/Wk. Means Audit Existing Page 1 Add company details, ensure consistency across platforms Ongoing % page completion 1 hr. Facebook platform Increase “Like” Count 1 Produce and post interactive content, use ads and sponsored stories Ongoing % impressions % feedback CTR 20min Facebook platform Hootsuite Post Content 2 Utilize existing resources to create engaging content: Articles, blog posts, reminders, discounts, etc. 2-3 posts/wk. # Likes 30min WordPress blog Facebook platform Hootsuite “Like” Fan Pages 3 Search for relevant pages to receive updates Ongoing # Welcome Tab views # Likes 45min Facebook Search Internet Search Welcome Tab for Page 2 Create tab, align company description
  • 5. Ongoing 20min Hy.ly Facebook Community Engagement Like and comment on relevant posts Post questions to community, respond YouTube Action Type Priority Level Action Details Frequency Metric/Tracking Time/Wk. Means Create Channel 2 Add company details, ensure consistency across platforms Ongoing % channel completion 1 hr. YouTube Add videos 2 Add video testimonials to channel, get code for posting videos on social sites 1 video/mo
  • 6. # video views 1 hr. YouTube Twitter Action Type Priority Level Action Details Frequency Metric/Tracking Time/Wk Means Create Account 1 Add company details, ensure consistency across platforms Ongoing % profile completion Twitter platform Increase Follower Count 1 Utilize 3rd party Twitter applications to increase # of relevant followers Ongoing # Followers # Relevant Followers % Increase Twitter platform Twiends platform TweetAdder 3.0 Follow Users Follow Backs 1 Search for and follow relevant users according to profile Ongoing # Following Follower: Following Ratio Twitter platform TweetAdder 3.0
  • 7. Tweet 1 Tweet content types 1 tweet/day # Clicks # Retweets & Replies Twitter platform Hootsuite Community Engagement & Management 2 Retweet other Twitter user’s content Reply to users who engage with Comment on tweets related to key words, phrases, industries Ongoing % feedback Search.twitter.com Hootsuite Twitter stream LinkedIn Action Type Priority Level Action Details Frequency Metric/Tracking Time/Wk. Means Create Business Page 3 Add company details, ensure consistency across platforms Ongoing % profile completion 1hr LinkedIn platform Increase Company Follower Count 3
  • 8. Engage LinkedIn users to follow for updates Ongoing # Followers # Relevant Followers % Increase 30min LinkedIn platform Post Content 3 Posts direct viewers to Blog and/or FB 1 update/wk # Clicks 10min LinkedIn platform Hootsuite WordPress blog Community Engagement & Reputation Management 3 Engage in group discussions Reply to users who engage with Comment on updates related to key words, phrases, industries Ongoing % feedback 30min LinkedIn groups LinkedIn stream Blog Action Type Priority Level Action Details Frequency Metric/Tracking Time/Wk. Means
  • 9. Create Blog 1 Add company details, ensure consistency across platforms Ongoing % blog completion 3 hr WordPress Blog Posts 1 Post content on blog with SEO optimized photo 1-2 posts/wk. # post views # social shares % feedback 45 mins WordPress Reputation Management 2 Reply to comments on blog posts Search for mentions Ongoing % impressions % feedback CTR 20 mins WordPress blog Hootsuite Blogger Outreach 3 Like and comment on relevant blog posts related to key words phrases, industries Ongoing # comments # replies 30 mins WordPress blog WordPress Tag Surfer SEO 2
  • 10. Align company description, optimize Ongoing Google PageRank # blog views 20 mins WordPress Reference Hinchcliffe & Kim (2012). Social business by design:
  • 11. Transformative social media strategies for the connected company. San Francisco: Jossey-Bass. In Goel & In Singhal, P. (2016). innovation through knowledge management and social media strategies.