The document provides a framework for developing an effective social media strategy. It outlines key components to include such as an executive summary, situation analysis, objectives, strategies, tactics, timing, budget, and measurement. Completing each section will help gain a clear understanding of what the social media strategy should entail and the steps needed for implementation. The checklist can then be used to ensure all necessary elements are included before finalizing the strategy.
2. Overview
Social media has now become an everyday part of your customers’,
your competitors’, and your own personal and professional lives. The
amount of time spent on Facebook, Twitter, YouTube, and email
demonstrate the extent to which these technologies draw
participants into a world that is beyond instant gratification.
To initiate or improve your use of social media as an organization,
you need to develop a social media strategy that cuts through the
hype, and uses the medium in an effective and resource-savvy way.
Social media should be one of your most powerful marketing,
customer service, and evaluation tools.
3. Overview
This guide gives you a framework for setting an appropriate
social media strategy, and selecting the right external partners
or tools to support you in implementing it. Using this template,
you will be able to create a written document that details your
social media strategy and clearly maps your wider
organizational and business plans.
4. Social Media Strategy Framework
Below is a strategy framework, which is covered in further
detail in the following sections. Working through each of these
sections will help you gain a clear understanding of what your
social media strategy should be and what you need to do to
implement it.
• Executive summary: Here you put a brief synopsis of what
the plan should address and the timeframe involved in
carrying out the plan. This sets the scene for why your
company is investing in social media.
5. Social Media Strategy Framework
• Situation Analysis: This provides a description of the context
your plan is trying to address, including;
• Organizational Context - What is the situation of your
organization? How does it compare to its closest
competitors?
• Social Media Audit - What is your current social media
presence?
• Target Audience: List the primary audiences you want to
impact through this plan.
6. Social Media Strategy Framework
• Objectives: Three or more objectives that underlie the
organization's goals. These should be specific, measurable,
attainable, and have an exact deadline for completion.
• Key messages: List no more than three key messages you
want to impress upon your target audience. Too many
messages create “noise” and confusion, reducing the
possibility that your most important messages will get
through.
• Strategies: What methods will you use to get your message
across?
7. Social Media Strategy Framework
• Tactics: The specific action items you will take to support
your strategies and meet your objectives. Each should
include a deadline and cost estimate.
• Timing: What parts of the campaign will happen when? How
long will they last? How often will you report on progress?
When will you review progress?
8. Social Media Strategy Framework
• Budget: This looks at tracking internal and external costs –
it’s essential you understand the true costs of running a
social media project to ensure you measure ROI accurately.
• Measurement: How are you going to measure the success of
the campaign? What targets and tools will you use to
measure against these targets?
9. Understanding the Framework Components
Executive Summary
Your strategy document will begin with a short comment on
what your plan is trying to address, and the timeframe involved
in carrying out the plan. Useful things to include are an
overview of the current situation, where you want to get to and
how you’re going to get there.
When writing this section, think about what senior
management would want to know to be able to understand the
commercial context of the social media plan.
10. Understanding the Framework Components
Situation Analysis
This section of your strategy must be both broad and concise,
setting the context for all that follows, but providing focus.
Reference out to internal and external documents often, to
convey the breath of research/context without reiterating
detail.
There should be two main components to this section,
Organizational Context and Social Media Audit.
11. Understanding the Framework Components
Organizational Context
Your social media strategy must be built from your
organizational/business plan and the relevant marketing and
communications objectives within that.
The value in simply having a presence on the big social
platforms, if they’re not maintained or planned with a
foundation of organizational/business goals, can have negative
implications, and certainly won’t be delivering for your
organization.
12. Understanding the Framework Components
Organizational Context
Therefore, the first step before beginning your social media
strategy is to understand where and why it fits into your
organizational/business plans and goals. Taking the time to map
out why you are doing this, in the context of your organization,
will lay the foundations for the entire social media strategy.
13. Understanding the Framework Components
Organizational Context
• What are your key organizational/business goals and events
in the next 1-2 years?
• What does a “5c’s” analysis look like for your organization -
Company, Competitors, Customers, Collaborators, Climate?
• What are your SWOT factors for the next 1-2 years?
• Who are your key audiences and how do you communicate
with them (existing and planned)?
• What organizational/business goals and communication
programs do you see social media supporting?
• Are you ready as an organization to support a social media
strategy?
14. Understanding the Framework Components
Social Media Audit
It’s also important at this stage to review where you currently
are in your social media activity:
Existing Activity:
– What tools/platforms are you on and active with?
– Are you monitoring online mentions of your name or brand?
– How do you measure the success of your social media?
15. Understanding the Framework Components
Social Media Audit
Customers
– What social networks do our existing customers and target
customers use?
– How would our customers want to interact with us using
social media on and off-site (involves surveys)?
– What value are you adding to your customers with social
media?
16. Understanding the Framework Components
Social Media Audit
Social Media Goals
– Where do you want to be in X years based on expected
audience evolution/migration?
– What are your commercial goals and objectives (financial and
non-financial)?
– What is the commercial angle – knowing when to sell?
17. Understanding the Framework Components
Social Media Audit
Resources
– What resources do we need?
– What internal/external resources do we have?
The answers to these questions will form your situational
analysis, from which the next few sections of your strategy will
flow. Complement this analysis with your own evaluation
processes, questions, research and knowledge from elsewhere
in your organization.
18. Understanding the Framework Components
Target Audience
Through your situational analysis you will be familiar with your
target audiences. At this stage, you need to identify the most
relevant audience(s) for social media activity by answering the
below:
• Who are your target audiences? Customers, Employees,
Partners, Government, Business, B2B/B2C, Donors, etc.
• Where are they online? Blogs, Forums, Facebook, Twitter,
LinkedIn?
19. Understanding the Framework Components
Setting Objectives
Your social media objectives must fit comfortably as sub-
objectives in your organizational/business and marketing plans.
They must be SMART objectives, and result from a corporate
desire to:
• Be evident online.
• To extend your “digital footprint.”
• To add to your asset base (online presence/relationships are
significant assets).
• To establish relationships offering products or services,
knowledge, meeting of needs and satisfaction.
20. Understanding the Framework Components
Key Messages
At this stage, you should be able to list a maximum of three key
messages you want to impress upon your target audience. Too
many messages create “noise” and confusion, reducing the
possibility that your most important messages will get through.
Example Messages:
– <Organization name> is a trusted expert on X topic.
– <Organization name> enjoys a dialogue with its expert online
community.
– <Organization name> shares unique news with its online
community and provides ways for them to become more involved
with the brand and sector.
21. Understanding the Framework Components
Strategies
This is where you describe the broad who, how, and what of
accomplishing your social media objectives. It’s here you will
define the elements listed below:
• Platforms/Channels: which ones will reach your target
audience best - blogs, micro-blogs, social networks,
bookmarking, photo sharing, video sharing, podcasts or
forums.
• Contexts: Which contexts are creating the key restraints or
opportunities.
22. Understanding the Framework Components
Strategies
• Resources: Time, skills, and financial - what capacity do you
have in house, what can you afford to buy, or become
trained in. See more in subsequent sections.
• Technologies: What is appropriate for your market and skill
sets?
23. Understanding the Framework Components
Strategies
Key factors to remember:
• Strategy is adaptable by nature.
• Strategy will consider skills and responsibilities.
• There is an imperative for good, clear employee
communication inside the organization.
• Strategy will include methodologies for monitoring and
reporting.
• Strategy will be realistic.
24. Understanding the Framework Components
Tactics
The specific action items you will take to support your
strategies and meet your objectives. Each should include a
deadline and cost estimate.
This resource could be essential to assist in the likes of blog
creation and design or social media training, see more on this
in the assessing external needs and providers section.
• Content planning and creation.
• Social media training (twitter training, for example).
• Benchmarking and measurement planning.
25. Understanding the Framework Components
Timing
Your social media timing needs to be mapped against your
wider organizational and communication plans, and
incorporated into their own communications calendar. This will
help you answer:
• What parts of the campaign will happen when?
• How long will they last?
• What preparation is required - content, technology, staffing,
training?
26. Understanding the Framework Components
Timing
• How often will you benchmark them and report on
progress?
• When will you review progress?
• Other timings to manage - internal, external, awards, events,
launches, etc.
27. Understanding the Framework Components
Budget
As part of your strategy development you will have evaluated
where your internal capacities lie and where you need external
support.
Where you’re hiring support, this can be plotted into your
marketing budget along with tactic-based expenses (see
Assessing External Needs and Providers Section for more on
this). You should also track and evaluate staff time spent on
these new activities.
28. Understanding the Framework Components
Budget
• Blog Content Creation: 2 hours per day
• Twitter Management: 1 hour per day
• Facebook Management: 1 hour per day
• Measurement: 2 hours per week
• Internal Reporting: 2 hours per week
29. Understanding the Framework Components
Budget
• Strategy Meetings: 2 hours per month
• Quarterly Review: 2 hours every 3 months
This will mean you can genuinely evaluate the costs to your
organization of this activity against progress.
30. Understanding the Framework Components
Measurement
It’s essential that you decide how are you going to measure the
success of the campaign from the start. You must think about
what targets and tools you will use, and properly benchmark
your starting point.
Measurement must be tied back to organizational/business
objectives, not PR objectives. For example, increases in sales or
new business enquiries.
It’s also valuable to measure progress.
31. Understanding the Framework Components
Measurement
Quantitative:
• Number of followers or fans.
• Number of comments, likes, re-tweets.
• Number of competition entries.
• Number of views.
• Number of clicks through to your website.
• Most importantly, number of actions taken against your
business objectives (e.g. purchased product, sales inquiry,
made a donation).
32. Social Media Strategy Checklist
Component Requirement Status
Executive Summary Has this been written?
Key messages included?
Commercial context provided?
Situation Analysis Organizational context
Social media audit
Target Audience Are target audiences defined?
Which are your priority audiences?
Objectives Are your objectives set?
Do they satisfy SMART criteria?
33. Social Media Strategy Checklist
Component Requirement Status
Key Messages Maximum of 3 key messages
Strategies Which platforms will you use?
List of technology required
Monitoring and reporting techniques
Definition of resources required
Tactics List of tactics to support strategies
Content requirements
Interdependencies of tactics
34. Social Media Strategy Checklist
Component Requirement Status
Timing Social media campaign delivery plan
Review cycles
Key launch dates
Budget Budget for internal resource
Budget for external resource
Investment plan
Measurement Quantitative
Qualitative
Tools and technology
Reporting requirements
35. Social Media Strategy Checklist
Component Requirement Status
External needs Social media strategy gaps
Identify solution providers
Define roles and responsibilities
Identify costs and include in budget