This document outlines a social media approach for Fairway Wholesale Lending consisting of three phases: discovery to analyze their brand, challenges, competitors and social media use; groundwork to establish metrics, identify their voice and develop engagement strategies; and implementation to assign roles, create content, conduct outreach and monitor the program's success over time.

1. Social Media Approach for
Fairway Wholesale Lending
Discovery Groundwork Implementation
 Brand  Analyze current  Assign roles and
 Business challenges analytics responsibilities
and opportunities  Establish success  Create content
 Competitive landscape metrics  Conduct outreach
 Target customers  Listening exercise  Implement program
 Influencers  Identify brand voice,  Monitor metrics
 Budget personality, purpose  Report on successes
 Current social  Develop engagement and opportunities
practices objectives, strategy  Optimize based on
 Social media use by and tactical plan learnings
others  Review/
 Content audit recommendation
 Opportunities for new
content
February March
April
Wednesday, May 16, 12