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Creating Your Social Media Content PlanBy Julina Macy
What Are Your Goals?
What is your brand about?
Step 1
A brand name is more than a word. It is the beginning of a conversation.
- Lexicon
What Are Your Goals?
What is your brand personality?
Step 1
What Are Your Goals?
What is your brand experience?
Step 1
What Are Your Goals?
What is your brand promise?
Step 1
What Are Your Goals?
Step 1
87 percent of consumers say their online social interaction
with the company POSITIVELY impacted their likelihood
to purchase from that company
What Are Your Goals?No. 1 Goal: Increase Brand Awareness (87 percent)
No. 2 Goal: Increase Web traffic (62 percent)
No. 3 Goal: Improve Reputation (61 percent)
Other Goals: Generate More Email Opt-ins; Increase Customer Feedback
Step 1
How Will You Promote?Website
Direct Mail
Follow-up Surveys
Newspaper
Radio
TV advertisement
Step 2
Identify Key Audience
Step 3
What’s Your Message?
Step 4
I’m an Expert!
Offers Found Only Here
We’re Eco-Friendly
Set a 90-Day PlanStart Small
Select the Specific Social Media Channel(s)
Create CONSISTENT and ENGAGING content
Develop an Editorial Calendar Theme for Each Month? What Type of Content? What Offers?
Step 5
Create a MaintenanceCalendarDaily
Weekly
Monthly
As-Needed
Step 6
Reputation ManagementBe Proactive
Be Transparent
Be Sympathetic
Be Apologetic
Daily
ResponsibilitiesAssign Employee (or you) as Account Manager
Step 7
EvaluateAfter 90 Days, Evaluate Progress
Were Goals Met? Did You Reach Target Audience? What Worked? What Didn’t Work? Did You Adjust Your Messages? Do You Need To?
Step 8
Evaluate
Step 8
What’s Your ROI? Facebook Analytics Track Link Clicks Engagement Tone Traffic to Other Sites Revenue
