The document outlines the key components of an effective social media plan, including preplanning research. It discusses why creating a plan is important for keeping activities organized, defining goals and objectives, clarifying responsibilities, and addressing budget and strategy. The plan should include an executive summary, purpose, situational analysis of the company and competitors, market segmentation, goals and objectives, strategies for each network, an implementation timeline, and budget. The situational analysis involves analyzing the company's goals, mission, strengths and weaknesses as well as the competitors' market position, digital footprint, and strengths and weaknesses. The market segmentation section discusses identifying characteristics within target customer segments.

1. Social Media Plan Pt. 1
Preplanning and Research

2. I Love It When A Plan Comes
Together
 Why create a social
media plan?
 To keep things
organized
 To define goals and
objectives
 To clarify the
responsibilities of each
participant
 To address your budget
 To lay foundational
strategy
 To convince “higher-
ups” that this is
important and possible

3. Parts of a Social Media Plan
I. Executive Summary
II. Purpose
III. Situational Analysis
IV. Market Segmentation
V. The Four P’s of Social Marketing
VI. Goals and Objectives
VII. Strategies by Network, Community, and Blog
Categories
VIII. Action and Implementation
IX. Financial Statements (Budget!)
X. Conclusion

4. Executive Summary and Purpose
 Executive Summary
 A short section at the
beginning of a social
media plan that broadly
covers the information
contained within the
document
 These are written last!
 Language should be
objective
 Purpose (Introduction)
 A short section that
answers the question “why
are we doing this”?
 If the purpose is not
compelling enough, then
the plan may be dead on
arrival.

5. Situational Analysis
 Company Analysis
 Goals
 Mission
 Core values
 Culture
 Strengths &
Weaknesses
 Competitor Analysis
 Market position
 Strengths &
Weaknesses
 Digital footprint

6. Market Segmentation
 Characteristics within each
segment should be
homogeneous
 Each segment should ideally
be mutually exclusive
 Segments must be
measurable and identifiable
 Segments or target markets
should be accessible and
actionable to the business
 Each segment must be large
enough to provide a solid Segmented US wireless users
customer base and hence be
profitable
How might segmenting social media differ from segmenting something like print?

7. Let’s Get to Work!
 The to-do list
 Create our company profiles
 Write Mission Statements
 Research Your Competition