There are key steps to writing a winning social media strategy. Review Joanne Sweeney-Burke's social media strategy presentation.

1. How
To
Write
A
Social
Media
Strategy

3. Don’t
Just
Do
Social.
Be
Social.
“Social
networking
implies
interaction.
No
engagement?
It’s
a
one-­‐way
conversation.
You
must
create
content
that
ignites
a
response.”
@tweetsbyJSB

4. The
next
60
minutes
• Social
Media
Audit
• Se.ng
SMART
Objec6ves
• Choosing
the
right
channels
• Content
planning
• Adver6sing
• Social
media
tools
• Measuring
results

5. What’s
your
business/brand/organization?

6. Social
Media
Audit
JSB
Tip:
Before
you
do
anything
else
conduct
a
social
media
audit
of
your
own
profiles.
It
will
give
you
clarity
and
benchmark
where
you
are
now
compared
to
your
competitors.
It
will
give
you
motivation
and
help
you
set
your
S.M.A.R.T
objectives
and
it
will
also
define
why
and
how
you
are
going
to
use
each
social
network.

7. The
Social
Media
Audit
Spreadsheet
Your
Channels:
Include
social
network,
URL
&
ownership.
Imposter
Channels:
Include
social
network,
URL,
ownership,
can
you
shut
them
down?
Competitor
Channels:
Include
social
network,
fan
base
compared
to
yours,
type
of
content
shared,
frequency
of
content,
variety
of
content
e.g.
video,
text,
photos,
graphics,
links.
Mission
Statement:
Document
why
and
how
you
will
use
each
social
network.
Branding:
Review
design
of
profile
photos,
header/cover
photos,
dimensions,
mobile-­‐responsiveness,
customized
URL,
copy,
opening
hours,
contact
details
and
staff
photos/names
to
make
sure
you
are
on
brand.
Is
key
information
out
of
date
or
missing?
Ownership:
Update
login
details,
give
CEO/owner-­‐manager
access
to
all,
remove
staff
/
volunteers
no
longer
with
company
and
only
share
passwords
with
managers
where
necessary.
Social
Media
Policy:
Who
approves,
moderates,
makes
admin,
has
passwords?
What’s
your
policy
on
staff/out-­‐sourced
managers
using
channels,
setting
up
new
channels,
handling
negative
feedback,
type
of
content
shared,
curated
etc.?

9. Establish
SMART
objectives
• S:
Specific
i.e.
2,000
new
TwiCer
followers
in
6
month
by
using
relevant
hashtags;
genera6ng
100
new
email
subscribers
monthly
by
inves6ng
$20
in
Facebook
Adver6sing;
daily
Snpchat
story
giving
6ps.
• M:
Measureable
i.e.
Tracking
metrics
i.e.
source
of
referral
traffic
to
website,
increase
in
numbers
of
fans/followers,
increase
in
engagement
using
insights
e.g.
reach/impressions/
engagement,
subscribers
to
list
on
Mailchimp.
• A:
Achievable
i.e.
don’t
set
goals
that
you
cannot
meet
e.g.
you
aren’t
consistently
engaging
in
social
networking,
you
don’t
have
resources
to
dedicate
to
it
or
you
don’t
have
the
skills.
So
to
make
it
achievable
e.g.
I
will
appoint
a
community
manager/
I
will
dedicate
1.5
hours
per
day
on
social
media
in
two
30-­‐minute
bursts
and
two
15-­‐minute
bursts.
• R:
Relevant
i.e.
content
related
directly
to
your
industry
brand,
channels
where
your
demographic
are
social
networking,
goals
directly
related
to
your
brand/company.
• T:
Time-­‐bound
i.e.
strategy
kicks
off
in
September
and
it
will
be
reviewed
in
December;
monthly
targets.

10. Who’s
your
target
audience?
What
channels
are
they
using?

11. Source:
US.Accion.org

12. Social Content

13.
JSB
TOP
TIP
Write
for
your
customer
80%
of
the
time
Write
for
your
business
20%
of
the
time

15. Problem-­‐Solve
How
to
increase
followers
on
Twitter
Curated
Social
Media
Examiner,
Social
Media
Today,
Joel
Comm
Business
How
to
explain
SEO
to
a
client,
listen
to
JSB
Talks
Digital
Real-­‐time
marketing
Facebook
to
introduce
two-­‐person
broadcasting
on
Facebook
Live
News-­‐jacking
Snapchat
V
Instachat:
What
you
need
to
know

17. Live Broadcasting

20. Scheduling
Measuring
Content
Creation
Monitoring
Sharing
Research

21. How to measure results

23. Tracking
Results
in
Google
Analytics

24. Tracking
Hashtag
Reach
with
Tweetreach

25. Are
you
a
social
media
marketing
superstar?