Goals, Objectives, Strategies, and Tactics for a Social Media Campaign
PRL 408: Social Media
February 12, 2014
Past week’s articles
Importance of a strategic plan
What’s in a plan
Choosing your platform
Things to consider
Challenges you’ll face
“Understanding Goals, Strategy, Objectives
And Tactics In The Age Of Social” http://onforb.es/1jl9sJM
“7 Things to Include in Your Brand’s Social
Media Strategy” - http://bit.ly/1iyL2cW
“For Viewers, Sochi Will Be First ‘Fully Mobile’
Olympics” - http://bit.ly/1g4hVgI
Like PR and marketing, social media work
must be strategically planned in order to
accomplish a business goal
Transition from “let’s get involved” to “let’s
Getting budgets approved
A social media plan should be one
component of your overall marketing plan
The biggest, most important
thing(s) you want to
Often times, one goal can
A goal will not happen
overnight, but requires much
time, attention and work
Example: Increase online
sales from social media
referrals by 25% by the end
Your roadmap as to how
to achieve your goal
Strategy helps to keep
focus, and keeps all efforts
pointed in the same
consumers that our
products are top of the
line and our online
shopping experience is
superior to competitors
Smaller, more manageable
benchmarks that will help achieve
Ensure that all goals and objectives
meet the SMART criteria
Should have multiple objectives
Example: 1) Boost traffic to our
website by way of social media sites
by 15% by the end of 2014. 2) Boost
engagement rates on Facebook and
Twitter by 30% by the end of 2014.
3) Obtain 10,000 views on each of
our product review videos by the
end of 2014.
Usually, many tactics are
needed to accomplish
objectives (and essentially
accomplish the goal)
For social, each platform
should be its own tactic
Example: Carry out a Twitter
campaign that features daily
organic posts on topics X, Y
and Z, paired with ongoing
targeted promoted tweet with
a spend of $1,000/month,
while tracking analytics
monthly through 2014.
Who is your target audience?
Which platforms best fit your objectives?
How familiar are you each?
What resources are available?
How much is in your budget?
Target audience (marketing personas)
Demographics, psychographics, interests
Advertising opportunities and budget
Proactively considering things that can go
wrong, dealing with negative feedback
Staff who will set-up and maintain
Type and topics for content
I don’t see how it can help
I like real-world networking
My niche is too small!
It takes too much time!
It’s too confusing!
There are too many option!
Content Creation and Blogging
Read articles from #UticaCollegeSM and comment
Read Chapter 5 in the textbook
Continue working on PPT presentations
LinkedIn presenter should be ready to present,
make sure everyone explores LinkedIn and is ready
to answer questions and discuss
Arruda, W. (2013, August 27). Three elements of an effective
social media strategy. Forbes.
Cronin, A. (2014, January 20). 7 Things to Include in Your Brand’s
Social Media Strategy. ClickZ. Retrieved on February 8, 2014
Sandler, J. (2012, December 26). Your social media marketing
plan in 5 easy steps. ClickZ. Retrieved on February 6, 2014 from
Shandrow, K. L. (2013, September 16). 10 questions to ask when
creating a social-media marketing plan. Entrepreneur. Retrieved
on February 6, 2014 from