This document discusses strategic planning for social media. It outlines the aims of social media as influencing conversations, amplifying recommendations, and facilitating conversions according to Evans, and calling people to action with sticky and conversion CTAs according to Zarella. It also discusses the stages of social media as mapping channels to objectives and feedback cycles according to Evans, and monitoring, responding, researching, integrating, and calling to action according to Zarella. Finally, it discusses metrics for social media including measuring fundamentals goals, content relevance and impact according to Evans, and on-site and off-site engagement metrics according to Zarella.

1. Strategic Planning

2. Strategic Planning
 Aims
 Stages
 Metrics

3. Social Media Aims
 Evans: influence the conversation,
amplify recommendations, facilitate
conversions (purchases)
 Zarella: call people to action
◦ Sticky CTA: finding ways to sustain
visitors from traffic spikes (campaigns)
◦ Conversion CTA: increasing leads and
encouraging purchases (on-going
strategy)

4. Social Media Aims (Evans 164)

5. Social Media Stages
 Evans: map channels to objectives
and social media feedback cycle
 Gentle: Listen, participating, generate
content
 Zarella: monitor, respond, research,
integrate, call to action

6. Social Media Stages (Evans 332)

7. Social Media Metrics
 Evans: Per fundamentals goal and the
social media feedback cycle or
traditional marketing models
 Zarella: Per location and channel

8. Evans 294, 299

9. Traditional
Models
(Evans 337)

10. Content, Relevance, Impact (Evans 300,
302)

11. Content, Relevance, Impact (Evans
303)

12. Zarella Metrics
 Your site
◦ ROI
◦ Engagement
◦ Hits
 Off site
◦ Twitter followers, micro-conversations,
retweets
◦ Facebook followers, Insights
◦ Media sharing views, subscribers, likes
◦ Reviews and recommendations
◦ Earned media

13. ROI (Evans 145)

14. ROI & Social Feedback Cycle (Evans
160)

15. Synthesizing Metrics
 Evans: report cards or dashboards
(162)
 Zarella: key performance indicators
(221)