The document outlines a 5-step social media strategy process: 1) Identify a vision and goals, 2) Develop a strategy by selecting audiences and platforms, 3) Implement the strategy by building partnerships, developing tools and communities, 4) Evaluate performance, and 5) Optimize processes based on evaluation. The strategy aims to institutionalize social media use with leadership support, resource allocation, and staff involvement at all levels.

1. 3.
0. Not
1. Casual
2. Planned
Performed
4. Evaluated
5. Optimized
Institutionalized
Identified the vision
Identified goals and
Strategy
outcomes
Select target audience
Platform selection
Policies & procedures
Listening research
Asset evaluation
Tool selection
Community development
Trained representatives
Implementation
Build valuable partnerships
Monitor & evaluate
Social Media Audit Matrix
Website
Blog
Integration
E-Mail Marketing
Other social media platforms
Print Materials
Offline
Support at the leadership
level
Allocate sufficient resources
Support
Involve staff at all levels