The document outlines a social engagement strategy that focuses on understanding audience needs and creating engaging content across relevant channels. It emphasizes the importance of monitoring and listening to audiences to tailor content effectively, as well as acknowledging and rewarding audience participation to build brand advocacy. Ultimately, the goal is to inspire loyalty and conversion into brand advocates through strategic content creation and community engagement.

1. Social Engagement Framework and Approach

2. SOCIAL MEDIA RECOMMENDATIONS
Social Engagement-Inspiration Framework
Audience(s)
Acquire
Activate
Advocacy
Engage
Inspire
Acknowledge
Measure
Monitor
& Listen

3. SOCIAL MEDIA RECOMMENDATIONS
Social Engagement-Inspiration Strategy
Social media starts with uncovering your audience(s)’s needs, responding to those
needs in relevant channels with engaging content that inspires them and turns them
into loyalists and advocates who spread your message, converting them into brand
advocates and ultimately sales.
Engage
Inspire
Create compelling targeted content (campaigns,
contests, crowdsourcing) tailored to specific audiences
on specific platforms and distribute through paid and
social media, implementing a process for tagging and
SEO to acquire the right audiences in the right channels.
Inspire the audience with content that is provocative,
visionary, differentiated, relevant, timely, positions you
as a thought leader, fulfils their needs, and has a
narrative to drive them to action. Include call to actions
to share content, sign up for newsletters, take surveys,
etc.
Monitor & Listen
Monitor & listen to your existing audiences and
communities (employees, media, influencers, etc.) to
uncover their needs and where they are so that you
can deliver the right content in the right places.

4. SOCIAL MEDIA RECOMMENDATIONS
Social Engagement-Inspiration Strategy
Measure & Learn
Set up dashboards to measure against KPIs, to find
influencers, to monitor sentiment, generate leads, and
evaluate your messaging and campaigns in case you
have to reset the agenda.
Acknowledge & Build
Advocacy
Acknowledge your engaged audiences via rewards
(both tangible and intangible) such as RTs, Mentions,
adding to a leaderboard, enabling co-creation (video
or text story sharing), sharing in social stories, etc.
Empower audiences to spread your story and
awareness about your brand so that you can acquire
new audiences.