This document outlines the importance of having a social media strategy and provides guidance on how to develop an effective strategy. It recommends beginning by researching your current social media presence and engagement to understand your "social graph." The strategy should then define a clear objective using the SMART framework, making it specific, measurable, achievable, realistic, and time-based. With a well-defined objective and understanding of your audience, the strategy can help maximize the return on your social media activities and ensure resources are applied effectively.

1. Ian West
Managing Director
One-Marketing Ltd

2. SOCIAL MEDIA STRATEGY

3. What?
Who?
Why?
How?
How much?

4. What?
Who?
Why?
How?
How much?

5. Why is strategy so important?
• Social media is supposed to be one of the
good guys

6. Why is strategy so important?
• Social media can be a bad guy – it can
steal your time, and time = money

7. Let’s play with all these shiny new
toys.t
Let’s get a strategy agreed first.

8. What is strategy?
Not something that
will pass the
caliper test.

9. What is strategy?
A4
One sheet of paper
should be more
than enough

10. What is strategy?
Where you are now Where you want to be
Your objective
Strategy

11. ‘WHAT?’ - OBJECTIVE
SETTING

12. What can social media achieve?
• Build brand awareness
• Manage brand reputation
• Research customer
opinion
• Fast-track R&D
• Engage with customers
• Engage with employees
• Recruit advocates
• Generate leads
• Establish authority –
build thought leadership
• Increase share of voice
• Identify profitable niches
• Identify and connect
with key influencers
• Demonstrate product or
service

13. Old school communications strategy
• Who are we talking to?
• What do we want to say to them?
• What action do we want to result?

14. New school conversation strategy
• Who is talking about us?
• What are they saying?
• How do we want to influence the
conversation?
• What action do we want to result?

15. A LITTLE RESEARCH CAN BE
A BIG HELP

16. Get a grip on your social graph

17. Get a grip on your social graph

18. Listen
What Who

19. Listen

20. Listen

21. NOW, SET THE OBJECTIVE

22. SMART objective setting
Specific
Measurable
Achievable
Realistic
Time based

23. If you can’t measure it you can’t
manage it

24. Your social media strategy

25. Why is strategy so important?
• Makes sure that you apply valuable
resources, time and money, where they
will generate maximum return

26. www.socialgoodguy.com