This presentation is on the topic of "What is a Social Media Strategy." The presentation discusses the what, the why, the how, and the do of developing a social media strategy. The presentation is filled with examples and a plethora of resources.
3. Lessons to Learn
• My Teaching Technique - W.W.H.A.
• What is a Social Media Strategy
(SMS)?
• Why do you need a SMS?
• The Goals of Social Media
• Examples of Various Types
• What the Research Says . . .
• Dr. Post’s Social Media Strategy
• Look Inside Before Looking Outside
• How to Create a SMS
• Action, Action, Action
• Resources
• References
4. My Teaching Technique for
Understanding Social Media & You
• What – What is your company, your
product(s), your message, your story
– Your Brand
• Why – Why are you in business,
selling a product, telling a message,
sharing your story – Your Purpose
• How – Will you share your purpose,
your company, your product, your
message, your story – The Strategy
• ACTION – Making it all happen
through strategy, tactics, and tools
(social media) – The Doing
5. What is a Social Media Strategy (SMS)?
“A social media
strategy lays out
the channels,
platforms, and
tactics to support
publishing,
listening, and
engagement.”
(Solis, 2013)
6. Why do you need a SMS?
• You need to know what you want
• You need to know why you want, what you want
• You need to know where you are going
• You need to know how you are going to get there
• You need to know who is going with you
• You need to know what you need to bring with you
• You need to know YOU ARE NOT ALONE
• You need to know YOU CAN DO SOCIAL
7. @Nichole_Kelly -
The Goals of Social Media
Lead
Generation
Brand
Awareness
Customer
Retention
Social
Media
Kelly, N. (2013). How to measure social media, p. 13.
Indianapolis, IN: Que.
9. @BrianSolis - The 7 Success Factors of
Social Business Strategy
One – Define the overall
business goals.
Two: Establish the long-term
vision.
Three: Ensure executive
support.
Four: Define the strategy
roadmap and identify
initiatives.
Five: Establish governance and
guidelines.
Six: Secure staff, resources,
and funding.
Seven: Invest in technology
platforms that support the
greater vision and objectives
17. Where to begin . . .
Social
Media
Strategy
1. Audit
2. Goals
& Align
3.
Audience
4.
Platforms
5. Listen
6.
Engage
7.
Measure
18. Take Action: Create a Strategy
1. Complete a current social media audit of where you are
2. Brainstorm on what are your goals for your business and social
media, then align them
1. Create a SMART goal
2. Create objectives for the SMART goal
3. Create targets for the objective
3. Locate your audience
1. What is your target audience demographics
2. What are the demographics on each social media platform
3. Align the two
4. What social media platform(s) do you need to be on?
1. Where is your audience?
2. Select one, learn it well, go slow
3. Select the next platform & repeat
19. Take Action: Create a Strategy
1. Listen to the conversation on the selected platform
1. Listen to you customers, the industry, your competitors, the
trends
2. Engage on the selected platform
1. Identify your assets of you, your company, your product
2. Create content: blogs, graphics, videos, articles, newsletters
3. Have conversations
3. Measure
1. Identify the metrics to measure the social media against the
goals you identified
2. Monitor your social media
3. Measure the metrics
20. Free Guides & Worksheets To Help
• Google keyword phrases for:
– Social media audit worksheet
– Social media strategy worksheet
• How to Perform a Social Audit [Infographic] -
http://socialmediatoday.com/mlewis1/785426/how-perform-social-
audit-infographic
• Free Social Media Worksheets -
http://www.convinceandconvert.com/free-social-media-worksheets/
• Verveley - http://vervely.com/8-steps-to-a-social-media-audit/2012/
• DIY Social Media Audit - http://tatudigital.com/site/landingpage/diy-
social-media-audit/
21. Free Guides & Worksheets To Help
• Social Media Toolkit -
http://www.hashdoc.com/document/2014/social-
media-planning-worksheets
• Sample Social Media Audit -
http://www.slideshare.net/HunterPublicRelations/sam
ple-social-media-audit-7943685
• How to Conduct a Social Media Competitive Analysis -
http://www.swellpath.com/2013/01/conducting-a-
social-media-competitive-analysis/
• 9 point Checklist for conducting Social Media Strategy
Audit -http://www.seotakeaways.com/9-point-
checklist-for-conducting-a-social-media-strategy-audit/
22. OR you can use these tools . . .
• Vocus’ FREE online social media strategy tool:
http://campaigns.vocus.com/social-media-
strategy/index.asp
• Need a social media policy? Check this online
policy creator from PolicyTool:
http://socialmedia.policytool.net/
24. Top Social Media Strategists
• 2012 - http://451heat.com/2011/12/16/top-
social-media-strategists-to-watch-in-2012/
• 2013 - http://451heat.com/2012/12/20/top-
digital-media-strategists-to-watch-in-2013/
• OMI's Top 40 -
http://www.onlinemarketinginstitute.org/blog/2
013/01/top-40-strategists-in-digital-marketing/
• The Guardian -
http://www.theguardian.com/media-
network/media-network-blog/2013/feb/11/ten-
digital-strategists-watch-2013
25. OMI’s 45 Ways to Improve Your SMS
• Part 1 -
http://www.onlinemarketinginstitute.org/blog/2
013/01/improve-your-digital-strategy/
• Part 2 -
http://www.onlinemarketinginstitute.org/blog/2
013/01/improve-your-digital-strategy-part-two/
• Part 3 -
http://www.onlinemarketinginstitute.org/blog/2
013/01/improve-your-digital-strategy-part-three/
26. How to Hire a SM Strategist
• How to Hire a Great Social Media Strategist -
http://marketeer.kapost.com/2012/04/how-to-hire-a-
great-social-media-strategist/
• Hiring a Social Media Strategist – Essential Skills &
Talents - http://www.toprankblog.com/2011/10/hire-
social-media-strategist/
• When It's Time To Hire A Digital Strategist, Beware
Social Charlatans -
http://socialmediatoday.com/maryclong/1674301/whe
n-its-time-hire-digital-strategist-beware-social-
charlatans
27. Social Media Strategy Resources
• 3 Steps for Determining your Social Media Monitoring Strategy -
http://blog.us.cision.com/2012/09/3-steps-for-determining-your-
social-media-monitoring-strategy/
• 4 Steps To A Social Media Strategy [INFOGRAPHIC] -
http://www.mediabistro.com/alltwitter/4-steps-social-media-
strategy_b29288
• 4 Steps to Implementing a Small Business Social Media Strategy -
http://www.impactbnd.com/4-steps-to-implementing-a-small-
business-social-media-strategy/
• 4 Steps to Creating a Social Media Strategy -
http://www.rightmixmarketing.com/social-media/create-a-social-
media-strategy/
• 5 Steps to Social Media Strategy for Novices -
http://www.inc.com/howard-greenstein/5-steps-to-social-media-
strategy-for-novices.html
28. Social Media Strategy Resources
• 5 Steps for a Better Social Media Strategy -
http://blog.seattlepi.com/thebizbite/2012/12/19/5-steps-for-a-
better-social-media-strategy/
• 5 Steps to Delivering a Successful Social Media Strategy -
http://www.targetinternet.com/5-steps-to-delivering-a-successful-
social-media-strategy/
• 5 Steps Towards a Strong Social Media Blueprint at Your Practice -
http://www.poweryourpractice.com/practice-
marketing/physicians-social-media-strategy/
• 5 Steps To a Winning Social Media Strategy -
http://marketing.about.com/b/2013/01/28/5-steps-that-will-give-
you-a-winning-social-media-strategy.htm
• The 5 steps for an amazing social media strategy -
http://blog.viralheat.com/2012/09/18/the-5-steps-for-an-amazing-
social-media-strategy/
29. Social Media Strategy Resources
• 6 Steps to Creating a Social Media Strategy -
http://www.slideshare.net/juliancole/6-steps-to-creating-a-social-
media-strategy
• 6 Steps to a Small Business Social Media Strategy -
http://socialmediatoday.com/stephanie-winans/1045366/6-steps-
small-business-social-media-strategy
• Social Media Marketing Plan: 6 Steps to Creating a Strategy -
https://www.openforum.com/articles/social-media-marketing-plan-
6-steps-to-creating-a-strategy/
• 6 Steps to Creating an Effective Social Media Strategy -
http://www.singlegrain.com/blog/6-steps-to-creating-an-effective-
social-media-strategy/
• Why Before How: The Keys to Developing a Social Media Strategy
in 7 Steps - http://www.slideshare.net/jaybaer/developing-a-social-
media-strategy-in-7-steps
30. Social Media Strategy Resources
• 7 STEPS TO A KILLER SOCIAL MEDIA STRATEGY -
http://webcobblers.com/7-steps-to-a-killer-social-media-strategy/
• 7 Steps towards an Effective Social Media Strategy -
http://www.themarketinggoddess.com/social-media-2/7-steps-
towards-an-effective-social-media-strategy/
• 7 Steps to a Successful Social Media Strategy -
http://stratexmarketing.com/marketing/7-steps-to-a-successful-
social-media-strategy
• How to write a simple social media strategy in 8 steps -
http://www.bojanglecomms.co.uk/social-media/simple-social-
media-strategy-in-8-steps/
• Social Media Strategy in 8 Steps -
http://www.convinceandconvert.com/social-media-strategy/social-
media-strategy-in-8-steps/
31. Social Media Strategy Resources
• Create Tools Agnostic Social Media Strategy in 8 Steps
[Infographic] - http://www.convinceandconvert.com/social-media-
strategy/create-tools-agnostic-social-media-strategy/
• 8 Step Social Media Strategy [Infographic] -
http://www.socialmediaexplorer.com/social-media-marketing/8-
step-social-media-strategy-infographic/
• 9 Steps To Organize Your Social Media For Success -
http://heidicohen.com/the-social-media-spring-cleaning-checklist-
every-business-needs/
• 10 Steps To A Successful Social Media Strategy -
http://www.adrants.com/2013/03/10-steps-to-a-successful-social-
media.php
• 11 Steps to a Better Social Media Strategy - http://www.financial-
planning.com/gallery/fp/11-steps-to-a-better-social-media-
strategy-2685508-1.html
32. Social Media Strategy Resources
• How to Setup a Social Media Business Strategy -
http://www.socialmediaexaminer.com/how-to-setup-a-social-media-
business-strategy/
• Simple Steps to Creating an Effective Social Media Strategy -
http://www.searchenginejournal.com/simple-steps-to-creating-an-
effective-social-media-strategy/62934/
• Social Media Strategy Step 1: Find Your Audience -
http://www.postadvertising.com/2013/03/social-media-strategy-find-
your-audience/
• Research Your Competitors’ Social Media Strategy (and Borrow Their
Best Ideas) - http://unbounce.com/social-media/research-your-
competitors-social-media-strategy-and-then-borrow-their-best-ideas/
• Getting serious about social media: implementing an effective strategy -
http://mcgladrey.com/Bulletins/Getting-serious-about-social-media-
implementing-an-effective-strategy
34. References
Baer, J. (n.d.). Social media strategy in 8-steps [Blog post].
Retrieved from
http://www.convinceandconvert.com/social-media-
strategy/social-media-strategy-in-8-steps/
Dawson, R. (n.d.). Social media strategy [Image file].
Retrieved from http://rossdawson.com/wp-
content/uploads/2011/12/Social-Media-Strategy-
x700.jpg
Giaiphapso. (n.d.). Social media marketing [Image file].
Retrieved from http://www.giaiphapso.info/wp-
content/uploads/2011/06/social-media-marketing.jpg
35. References
Kelly, N. (2013). How to measure social media, p. 13.
Indianapolis, IN: Que.
NISM. (n.d.). The cycle of social media. Retrieved from
http://nismonline.org/
Smiciklas, M. (2010, June 9). Social media strategy transit
map [Blog post]. Retrieved from
http://www.intersectionconsulting.com/2010/social-
media-strategy-transit-map/
Solis, B. & Jess3. (2013). The conversation prism [Image
file]. Retrieved from
http://www.theconversationprism.com/1600x1200/
36. References
Solis, B. (2013). The 7 success factors of a social
business strategy[LinkedIn post]. Retrieved from
http://www.linkedin.com/today/post/article/20
130717172852-2293140-the-7-success-factors-
of-social-business-strategy
The Over Flow of the Heart. (n.d.). Crossroad
[Image file]. Retrieved from
http://theoverflowoftheheart.files.wordpress.co
m/2011/05/crossroad.jpg