June 28, 2011

How to create a social media plan in 4 beefy steps

This is part three of our three-part Social Media Planning series, broken down into the following phases:

  1. Social media analysis
  2. Social media strategy
  3. Social media plan (below)

Deltina HayIn parts 1 and 2 we’ve looked at how to create a social media analysis and strategy.

Now it’s time for four beefy steps for completing a social media plan:

1. Outline a phased plan

  • Using recommendations from your social media strategy, outline a phased plan.
  • Make your first phase as manageable as possible based on the organization’s resources.
  • Subsequent phases should evaluate existing tools and goal fulfillment.

Here is an example of a two-phase plan:

Phase one

  • Optimize existing website
  • Start a blog for the organization
  • Optimize or create optimized accounts with some social networking sites such as Facebook, LinkedIn and Twitter.
  • Create optimized accounts with and populate media communities such as Flickr and YouTube.
  • Integrate all of these accounts using an integration tool like Ping.fm or HootSuite.
  • Use an analytics/metrics tool such as PostRank or Radian6 to measure progress and success.
  • Continue reading

June 24, 2011

Create a social media strategy in four steps

This is the second part of our three-part Social Media Planning series, broken down into the following phases:

  1. Part 1: Social media analysis
  2. Part 2: Social media strategy (below)
  3. Part 3: Social media plan

Deltina HayOn Tuesday I introduced this short series on how to create a social media analysis, strategy and plan, defining how those different elements are important to achieve an optimal result with social media.

Today we’ll list four steps for completing a social media strategy.

1A strategy for the organization’s existing website:

  • Outline a strategy for optimizing the organization’s existing website.
  • You may suggest adding a blog, placing social bookmarking buttons from addtoany.com, or placing widgets and badges to highlight the organization’s Social Web presence.

2A strategy for improving the organization’s presence in existing social media sites:

  • Outline a plan of attack for improving and optimizing the existing social tools the organization has in place.
  • This may include a strategy to engage more with fans or to refocus efforts on a more realistic target market based on the social media analysis.

3A social media tools strategy:

  • Outline the tools you believe will most benefit the organization and why.
  • Include a statement about how the organization might specifically leverage each tool, but save the details for the “social media plan.”
  • Here is a collection of social networking stats by Web Strategist that can help you back up your recommendations.
  • This should be an overview of your recommended social media strategy, the actual social media plan will come after this phase.

4A social media analytics and metrics strategy:

  • Include recommended analytics and metrics tools.
  • Outline a plan for establishing an existing base line to use as a basis of comparison.
  • Save more detailed tactics for the social media plan.
  • Continue reading

June 21, 2011

A social media analysis in six steps

Whether you’re a seasoned social media user or a beginner, you can benefit from this three-part series focusing on social media planning, broken down into the following parts:

  1. Part 1: Social media analysis (below)
  2. Part 2: Social media strategy
  3. Part 3: Social media plan

Deltina HayAsocial media analysis should define an organization’s online goals and target market as well as the existing resources it has to apply to social media efforts.

A social media strategy should include how an organization can improve social media optimization for its existing website as well as recommendations of other social media tools and how an organization can leverage them.

For each tool recommended in the social media strategy, the social media plan should include an overall strategy for applying the tool specifically to an organization’s needs and tactics for managing and optimizing the tool. The resulting plan should reflect the needs and resources outlined in the social media analysis and strategy.

6 steps for completing a social media analysis

1Perform a SWOT analysis in addition to the items below.

The Canadian site SEO Wizardry has a nice example of social media SWOT analysis.

2Define the organization’s target market.

3Define the organization’s online goals. What, specifically, does the organization want to accomplish with social media?:

    • Get the word out about their brand.
    • Offer a platform for getting a specific message out.
    • Target new customers.
    • Sell more products.

4Assess the resources available to the organization.

    • Outline the resources the organization has on hand to facilitate social media efforts.
    • Estimate how many hours a day the organization can afford to expend on social media efforts based on this outline. Continue reading