I created the 7 steps to introduce the idea of developing a social media strategy. The content is based upon workshops I facilitate.

1. Your social media strategy:
7 steps to developing your
social media strategy
Kirsten Thompson
@_KirstenT | K.Thompson@adm.leeds.ac.uk | University of Leeds

2. 1. Review
Your digital identity = everything
about you on the web
You cannot control your digital
identity but you can manage it
Review your existing presence
Delete unused accounts
Monitor chatter about you + your
work (social listening)
Speak to Communications +
Marketing re institutional social
media accounts.

3. 2. Plan
What are you aiming to achieve?
Who is your target audience?
Which platforms?
Consider institutional values +
professional body values
Understand platform terms of use
Consider boundaries between
personal + professional identities
Plan content + time
Manage expectations –
disclaimers, community guidelines
Escalation + exit plans

4. 3. Brand
Be consistent
Use vanity URLs e.g.
LinkedIn.com/YourName
Official name for institutional
accounts
Include “own views” (individual
accounts)
Be clear about purpose in your
branding + profiles > use those
keywords!

5. 4. Protect
Online communication:
• Existing laws + regs apply
• Privacy + anonymity do not =
protected
• Impact of sharing opinion
• Disclaimers
Mobile + security:
• Use official + trusted third-party
apps - research
• Location services on/off?
• How secure is your mobile
device?
• Strong passwords?

6. 5. Connect
Be selective regarding who you
connect with publicly online
Most employers screen prospective
candidates on social media
Make relevant professional
connections
Apps to keep in touch with your
networks
Apps to monitor + grow your
following

7. 6. Engage
Level + frequency = your choice
but considers your aims, global
audience + platform
Mode of address + language
Keep it relevant
Keep it legal, decent, honest + true
Think/read before you post, share,
like
Monitor scheduled content + adapt
if needed
Acknowledge those who
communicate with you but ignore,
block and report spammers

8. 7. Evaluate
Continue to review your digital
identity
Evaluate your social media activity
(account, content, engagement,
impact)
Keep updated with platform + mobile
app developments
Monitor your privacy settings
Keep updated with legal
developments

9. Plan you social media strategy