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Social Media PlanThe plan should include 3-4 social media zones/channels. If you are working with an existing business, you may include zones/channels already in use by improving upon their current use. You may also include new zones/channels or delete zones/channels you determine are not effective for the audience.Note – it is expected that the feedback from the previous assignments be incorporated into your final plan. Also, not all previous assignments belong in the plan so read carefully.Include:Title pageTable of ContentsExecutive Summary
Identify the problem or need for a social media strategy or proposed campaign.
Explain the anticipated result(s)
Lay out the budget, time, and resources required to execute.
Company overview Brief description of the brand.SMART Goals3-4 goals – each should be specific, measurable, attainable, realistic, timely and align with the overall business goals.Target Audience2-3 audiences – for each audience: where do they work, demographics, preferred social zones/channels, brand affinities, budget (for your product/service), their goals/aspirations, their pain points, how can our product/service help them.Competitive AnalysisTop 2-3 competitors – what social zones/channels do they use, number of followers for each zone/channel, strengths and weaknesses for each competitor, what is there best content in each zone/channel (which posts are successful).Business SWOT AnalysisThis analysis should focus on the strengths, weaknesses, opportunities, and threats for the business as it relates to social media.Social Media Audit
Create a table that illustrates (include all social zones/channels): number of followers, number of posts, average engagement rate, click-through rate, mentions, reach (note – discuss with your instructor if there is an area where you don’t have access to the data)
Create a table that illustrates (include all social zones/channels): What’s working and what’s not, Who is engaging with you, Which networks your target audience is most active on, How your strategy compares to the competition and/or your peers
Create a table that illustrates (include all social zones/channels): Action item and timeline (for example – action item: create Facebook page; Timeframe: end of September)
Content Strategy
Explain your social media zones and strategies (use textbook pages 146-148 as a reference).
Use the MS Excel file to plan 3 months of content & explain each zone/channel you have selected for the plan.
List any resources that will be important for your content (industry sources, image sources, etc.). List the site, service, journal, department/staff, etc. and 1-2 sentences about why it is relevant. You may create another tab in the MS Excel file.
BudgetUse the MS Excel file to create a budget for 3 months of your plan. You will need to do some research. For example, if video content is part of your plan you will need to determine how much creating X posts would cost. You can discuss with your instructor what a reasonable overall budget will be for your specific brand/business. See below.Measure SuccessCreate a report template (Table(s) or MS Excel file – you decide) that will track campaign progress. Areas to include (for each social zone/channel): Anything related to your SMART goals, followers (+/-), number of posts, engagement rate, click-throughs, mentions, reach, what are you doing that works, what are you doing that is not working, what are you not doing that you should start doing (also remember your social media audit and include pertinent information from that).
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