Social Media Strategy
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The document provides a 5-step strategy for using social media: 1) Define goals and focus, 2) Listen to your audience, 3) Build your website and select channels, 4) Engage in conversations, and 5) Continuously listen, analyze, and optimize. The strategy advises selecting channels mindfully based on goals, brand, resources, and targets. It also emphasizes continuously engaging audiences, listening to conversations, and optimizing efforts based on analysis.
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Social Media Strategy
- 1. By Megan Danna SOCIAL MEDIA STRATEGY! Prepared for AMSTERDAM WORLDWIDE 3RD February 2011
- 2. By Megan Danna WHAT IS SOCIAL MEDIA?!
- 3. By Megan Danna SOCIAL MEDIA IS A CONVERSATION THAT TAKES PLACE ONLINE!
- 4. By Megan Danna SOCIAL MEDIA IS! CONSUMER-DRIVEN! TRANSPARENT! ENGAGING! INCLUSIVE! SINCERE!
- 5. By Megan Danna HOW DO YOU JOIN THE CONVERSATION?!
- 6. By Megan Danna STEP ONE DEFINE YOUR GOALS"
- 7. By Megan Danna KNOW YOURSELF" ASK QUESTIONS o WHO ARE YOU & WHAT DO YOU WANT TO ACHIEVE?! o WHO ARE YOUR TARGETS? ARE YOU REACHING THEM?! o WHATʼS MISSING & HOW CAN SOCIAL MEDIA ! CONTRIBUTE TO YOUR OVERALL MISSION?! o WHAT RESOURCES CAN YOU DEVOTE TO YOUR NEW ! SOCIAL MEDIA PLAN?!
- 8. By Megan Danna NARROW YOUR FOCUS" SET SPECIFIC GOALS WHAT DO YOU WANT TO ACCOMPLISH THROUGH SOCIAL MEDIA? ! o BUILD RELATIONSHIPS?! o RAISE AWARENESS?! o INCREASE TRAFFIC?! o INSPIRE ACTION?!
- 9. By Megan Danna STEP TWO LISTEN IN"
- 10. By Megan Danna KNOW YOUR AUDIENCE" GET THE FULL PICTURE o WHO ARE THEY…! IDENTIFY THEIR PERSONALITY, VALUES, ATTITUDES AND CONCERNS! o WHERE ARE THEY…! TALKING, READING, WATCHING AND BUYING?! o WHAT ARE THEY …! SAYING, ASKING AND SHARING?!
- 11. By Megan Danna FIND OUT WHATʼS HAPPENING" MONITOR THE CONVERSATION PAY ATTENTION TO…! o MENTIONS OF YOUR COMPANY, BRAND AND ! PRODUCTS! o COMPETITORSʼ BEST PRACTICES AND PITFALLS! o ONLINE COMMUNITIES, BLOGS & NEWS RELATED TO ! YOUR PRODUCT MARKET!
- 12. By Megan Danna STEP THREE BUILD"
- 13. By Megan Danna CARE FOR YOUR WEBSITE" STAY MODERN & RELEVANT o KEEP NAVIGATION INTUITIVE AND CONSISTENT! o AVOID THE “HARD SELL” AND MAKE REGISTRATION ! SIMPLE AND STREAMLINED! o DESIGN FOR ALL SCREENS & BE MINDFUL OF ! “THUMBNAIL” APPEARANCE! o CLEAR SPACE ON YOUR HOME PAGE FOR YOUR ! CURRENT SOCIAL MEDIA PROMOTION OR CREATE A ! DESIGNATED LANDING PAGE!
- 14. By Megan Danna SELECT CHANNELS" CHOOSE MINDFULLY WHICH CHANNELS ARE BEST FOR:! o YOUR GOALS! o YOUR BRAND STORY! o YOUR RESOURCES! o YOUR TARGET MARKET! THEN, USE CHANNELS TO ENGAGE AND DRIVE TRAFFIC TO CENTRAL WEBSITE “HUB”!
- 16. By Megan Danna JOIN THE CONVERSATION" EMBRACE YOUR AUDIENCE o ASK QUESTIONS! o ANSWER QUESTIONS ! o START CONVERSATION ! o INSPIRE FEEDBACK! o SPREAD EXPERTISE! o CONNECT AUDIENCE WITH CONTENT! o EMBRACE NEGATIVITY!
- 17. By Megan Danna SPEAK WISELY" BE IN CONTROL o PARTICIPATE WITH YOUR AUDIENCE! o BE TRANSPARENT AND ADMIT MISTAKES! o KEEP CONTENT TIMELY AND FREQUENT ! o STAY RELEVANT AND ADD VALUE! o MAINTAIN A CONVERSATIONAL TONE! o AVOID SPAMMING!
- 18. By Megan Danna STEP FIVE LISTEN, ANALYZE & OPTIMIZE"
- 19. By Megan Danna LISTEN CONTINUOUSLY" BE AWARE AND ALERT o STAY TUNED-IN TO CONVERSATIONS AND ! COMPETITORS! o MONITOR RESPONSE AND RECEPTION! o KEEP ABREAST OF EMERGING SITES AND TRENDS! o RE-EVALUATE STRATEGY AND TRIM WHERE ! NECESSARY!
- 20. By Megan Danna OPTIMIZE YOUR ACTIVITY" SAVE TIME AND ENERGY USE TOOLS TO HELP YOU...! o UPDATE MULTIPLE SITES SIMULTANEOUSLY! o SHARE IMAGES AND LINKS! o MONITOR ACTIVITY AND REFERENCES! o GATHER NEWS AND ARTICLES THROUGH RSS ! FEEDS!
- 21. By Megan Danna ANALYZE YOUR EFFECTIVENESS" UNDERSTAND WHAT’S HAPPENING CONTINUOUSLY MEASURE...! o REACH & FREQUENCY/TRAFFIC! o YOUR INFLUENCE! o AUDIENCE SENTIMENT! o CONVERSATIONS & TRANSACTIONS!