Social Media Marketing Plans
Elements of the Social Media Marketing Plan Executive Summary
& Overview Social Media
Presence Competitive Analysis Goals
Strategies Target Market Tools &
Implementation Monitoring & Tuning Budget & ROI
Executive Summary & Overview High level overview Provides a key summary of your plan and
highlights Imagine a “busy executive” only has a few
seconds to “get” your pitch – what would you say? Sets context for your plan
WHY should they adopt your plan? Keep it short and simple
Social Media Presence What are the key evaluation metrics that you
will use to determine success in social media? Sentiment Analysis Reach Company Posts Feedback Average Response Time
Social Media Presence Things to consider – The Four “V’s”:
Volume Velocity Visibility Volatility
Competitive Analysis SWOT Analysis
Strengths Weaknesses Opportunities Threats
What next? S-O Strategy
Use if the business to amplify your existing strengths Go full force!
W-T Strategy Use to minimize social media vulnerabilities Protect and prevent!
Competitive Analysis Gather data on competitors
SEO rank? Compete.com or Quantcast traffic report?
Goals What will you aim to achieve? Is your goal measurable?
It should be.
Determining Strategies How will you achieve your goal(s)?
Target Market Who is your audience?
User Personas
Tools & Implementation WHICH social media outlets should you use?
Content Strategy Is your content:
Findable Readable Understandable Actionable Shareable
Checklist (Source: Content Marketing Institute)
Monitoring & Tuning How will you track, measure and evaluate
your social media presence? What are the Key Performance Indicators (KPIs)?
How will you react to the data to fine tune and improve?
Budgeting & ROI How much will it cost?
Social media is not always free
What is the ROI (Return on Investment)?
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