This document outlines a social media strategy process including 4 key steps: 1) Diagnosis involving research of goals, platforms, competitors, and customers. 2) Planning by defining goals, choosing suitable platforms, and developing a content, identity, and relationship policy. 3) Implementing a routine for publishing/monitoring content across platforms on a schedule. 4) Analyzing outcomes through regular reporting on key metrics to evaluate performance.

1. Social Media Strategy
Ana Brambilla
October/2018
anabrambilla@gmail.com

2. Why must I
have a
strategy?
To be
professional!
Social media is
not your nephew’s
stuff
To avoid mistakes
and indeed
expanses.
To don’t be
frustrated...
To can negotiate.

3. Strategy Steps
1. Diagnosis
2. Planning
3. Routine
4. Outcome analysis

4. 1
Diagnosis >> Objective
It’s a general report
collecting many tools
metrics and platforms
landscapes.
Own brands profiles
Officials and
unofficials
Competitors
Customers’
mentions

5. 1
Diagnosis >> Heuristical It’s a “interview”
that you do to the
current profiles
First, set your
goals and then,
write the
heuristics
An heuristic is like a
“best practice” and
the answer should be
majority “YES”

6. Diagnosis >> Heuristical

7. Planning >> Goals definition
Why is my
brand in the
social
media?
Branding - awareness
Generate traffic
Improve customer relationship
Present a new product/brand
Sale
Fact-checking
Research
2

8. 2
Planning >> Goals definition
What social
platform is
suitable to
my goals?
- Where your target is
- It must to be suitable to your
available effort
- Its dynamic must to be fit to your
goals

11. Planning >> Content Strategy
Adopt an editorial calendar, but don’t be stuck in that!
2

12. Planning >> Identity
What kind of identity will your brand assume in the SM?
Promo / Institutional
Character
Corporate

13. Will you
embrace some
cause?
Is it to be in
touch with
people?

17. 2
Planning >> Relationship Policy
How does
your brand
will react to
comments?
- Remember: you’re not in your
website, but in a RELATIONSHIP
platform.
- If you just answer complaint, you will
receive more and more complaint.
- Everybody deserves a chance to
prove that it’s not a trol. Answer once
and follow the reaction.

18. 2
Planning >> Relationship Policy
A Policy will
help you to don’t
freak out with
SO MUCH
comments!
- Prioritize what kind of interactions will be firstly
answered.
- Create a routine: how many hours each day will be
dedicated to relationship?
- In case you don’t know how to answer, who can
help?
- In case of crises, please, ask for help to another
person. DON’T MANAGE YOUR OWN CRISIS!

19. 3
Routine >> Flow of Publishing / Monitoring
- How often will you post in each platform?
- Keep your content calendar updated
- Adopt some software to schedule posts

20. Routine >> Team
- What time ranges will your profiles be
active?
- How many people will be necessary to
cover all active hours?
- Which will be their seniority level?

21. 4
Outcome Analysis
- What kind of reports will you produce? What
metrics will you follow?
- How often you will produce a report?
- Who will collect the data and how?
REPORTS!
REPORTS!
REPORTS!