Digital Marketing:Social Media StrategyJuly 15, 2020

• Digital Content Producer, Marketing and Communications

• Freelance Social Media Strategist and Graphic Designer

• Twitch Affiliate Streamer

Email: kate.palermini@wsu.edu

Who Am I?Kate Holland

Getting StartedData based foundation building

• What is the focus of your business?

• Who is your target market?

• What demographic are you trying to reach?

1. The basics

2. Demographic Data https://sproutsocial.com/insights/new-social-media-demographics/

3. Competitive AnalysisChoose 3 to 5 competitors and evaluate their social media presences utilizing the following framework• What social networks do they use?• How big is their audience on each network?• How often do they post? Which networks do they post on frequently? Which do they update less

frequently?• Is the content posted engaging the audience? How many likes, retweets, shares and comments are

the top posts receiving?• Are they interacting with their audience by quickly responding to comments and questions?• What are their strengths? Are they posting relevant, timely and engaging content? Are they utilizing

social media in new and interesting ways?• What are their weaknesses? Do they post inconsistently? Do they use poor grammar or have

frequent spelling errors? Do they take too long to respond to customers? Do they come across as bragging or over-promotional?

• Assess the demographic and competitive analysis data

• Compare findings with your target market

• Choose the most effective social media platforms and focus on them

4. Choose your Focus

Setting GoalsThe first step to a social media strategy

• Specific (simple, sensible, significant).• Measurable (meaningful, motivating).

• Achievable (agreed, attainable).

• Relevant (reasonable, realistic and resources, results-based).

• Time bound (time-based, time limited, timely, time-sensitive).

1. Keep it S.M.A.R.T. Peter Drucker, Management by Objectives

• Limit to no more than 3 specific goals at a time. 1 or 2 is ideal.• Use simple and easy to understand language.

• Basic format• Increase brand awareness: Create authentic and lasting brand awareness by building and

sharing content that emphasizes the personality of “brand” and focuses on followers.

2. Keep it Simple

• Determine clear roles of responsibility.

• Maintain open and accessible lines of communication.

2. Keep it Straightforward

Building Your Plan

• What does your company sound like online?

• Do you want your brand to have a personality?

• Who will manage the account? One person or multiple people?

1. Create a brand voice

• What will you post? Look to the competitive analysis to help with this step.

• Build out a percentage-based plan. Ie. 50% promotional, 25% community projects, etc.

• Diversify posts. People are not interested in a completely promotional feed.

2. Determine Content

• Choose a posting schedule that works for your type of business, social media platform

and specific demographics. (https://www.impactbnd.com/blog/new-research-whats-the-best-time-to-post-on-social-media-in-2)

• Build out your posting plan utilizing a calendar.

3. Build a Content Calendar

Working the Plan

• Utilize free or paid resources to create engaging media-driven content.

• Schedule posts ahead of time with a free or paid service such as Hootsuite, Buffer or

Tweetdeck.

• If finances allow, hire a Social Media Specialist.

1. Create and Schedule Content

• Track weekly engagement numbers across all channels

• Note what posts perform well and what posts do not

• Compare weekly, monthly, quarterly and yearly metrics

• shoo• choose

2. Track and Assess Data

• Utilizing the data you have collected, focus on what works

• Continue to pursue your stated goals utilizing the data you have collected

• Refine, retool, refine, retool, keep going.

• Social media is a continual process that is always changing.

• shoo• choose

3. Refine and Retool

Questions?