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CREATING A
SOCIAL
MEDIA
PLAN
FOR CLIENT WORK
An introduction giving the value of
social media marketing for your
client’s business

What can a manager hope to
see?
How long?
SOCIAL LISTENING
•Whom to listen to
•How to listen
•What records to keep
CUSTOMIZED SOCIAL MEDIA
GOALS
•The action
•The justification
•Audiences
•Desired effects
• The KPI in text (you will know this is
successful when)
• The KPI in a measurable outcome
PROCESS SUGGESTIONS
• Principles (hashtags/concepts to “own”;
interaction processes – whom to reach
out to; whom to react to; how to
incorporate listening; )
• Tactics
• Which tools and why (which tools
match which objectives?)
• Exemplars for tool use (what should
the biz be doing in this space?)
MEASUREMENT PLAN

Tied back to objectives
•Social numbers
•Numbers vs. analytics (are there
changes in hits/ conversions)
•Sentiment

So what? How should you use
these numbers?
STAFFING
How hard will this be?
Who is needed?
How much time?
What cost?

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Elements essential to a social media plan

  • 2. FOR CLIENT WORK An introduction giving the value of social media marketing for your client’s business What can a manager hope to see? How long?
  • 3. SOCIAL LISTENING •Whom to listen to •How to listen •What records to keep
  • 4. CUSTOMIZED SOCIAL MEDIA GOALS •The action •The justification •Audiences •Desired effects • The KPI in text (you will know this is successful when) • The KPI in a measurable outcome
  • 5. PROCESS SUGGESTIONS • Principles (hashtags/concepts to “own”; interaction processes – whom to reach out to; whom to react to; how to incorporate listening; ) • Tactics • Which tools and why (which tools match which objectives?) • Exemplars for tool use (what should the biz be doing in this space?)
  • 6. MEASUREMENT PLAN Tied back to objectives •Social numbers •Numbers vs. analytics (are there changes in hits/ conversions) •Sentiment So what? How should you use these numbers?
  • 7. STAFFING How hard will this be? Who is needed? How much time? What cost?