Your Social Media Strategy - Learning Library Inc.courses.learninglibrary.com/TLLFlash/CRS Lectora/NSMM/CRS... · 2013-09-23 · ways to measure success in Part 2 once you have completed

Copyright © 2013. Council of Residential Specialists. All rights reserved.

Your Social Media

Strategy Your 7-Step Plan for Success

Step 1: Assess Your Current Participation .............................................................................................. 2

Step 2: Determine Your Return on Engagement .................................................................................... 8

Step 3: Analyze Your Target Audience .................................................................................................. 10

Step 4: Set Goals and Define Your Tactics ............................................................................................ 12

Step 5: Create a Schedule ..................................................................................................................... 15

Step 6: Your Accountability Plan ........................................................................................................... 19

Step 7: Maintain and Adjust Your Strategy ........................................................................................... 21


Step 1: Assess Your Current Participation

1) Use the checklist below to answer the following questions about your current

social media activity.

Participation levels:

o If you have an account, how active are you?

o If not, why not? No time? No interest? Another reason?

o How many hours per week are you spending on this account/app?

What are your reasons for participating? Do you want to:

o Connect with friends and family?

o Connect with clients?

o Network and make new connections?

o Use to share your own photos, videos, or articles?

o Curate content to share across your other platforms?

o Keep updated on news?

o Other

What kind of content do you post?

o Text updates, photos, videos, links, online reviews, testimonials?

o Is it mostly personal, mostly business, or a good mix of both?

Facebook – Personal Participation level

High

Moderate

Low

None

If no account, why not?

Hours per week:

Reasons for participating

Family/ friends

Clients

Network

Share my content

Curate content

News source

Other:

Types of posts

Text

Photos

Videos

Links

Reviews

Testimonials

Personal

Business

Equal mix


Facebook – Business Participation level

High

Moderate

Low

None


Hours per week:


Family/ friends

Clients

Network

Share my content

Curate content

News source

Other:

Types of posts

Text

Photos

Videos

Links

Reviews

Testimonials

Personal

Business

Equal mix

Twitter Participation level

High

Moderate

Low

None


Hours per week:


Family/ friends

Clients

Network

Share my content

Curate content

News source

Other:

Types of posts

Text

Photos

Videos

Links

Reviews

Testimonials

Personal

Business

Equal mix

Google+ Participation level

High

Moderate

Low

None


Hours per week:


Family/ friends

Clients

Network

Share my content

Curate content

News source

Other:

Types of posts

Text

Photos

Videos

Links

Reviews

Testimonials

Personal

Business

Equal mix


LinkedIn Participation level

High

Moderate

Low

None


Hours per week:


Family/ friends

Clients

Network

Share my content

Curate content

News source

Other:

Types of posts

Text

Photos

Videos

Links

Reviews

Testimonials

Personal

Business

Equal mix

YouTube Participation level

High

Moderate

Low

None


Hours per week:


Family/ friends

Clients

Network

Share my content

Curate content

News source

Other:

Types of videos

Video tours

Education videos

Community

Reviews

Personal

Business

Equal mix

Pinterest Participation level

High

Moderate

Low

None


Hours per week:


Family/ friends

Clients

Network

Share my content

Curate content

News source

Other:

Types of pins Interior

decorating

Outdoor design

Other real estate

Community

Personal

Business

Equal mix


Yelp Participation level

High

Moderate

Low

None


Hours per week:


Family/ friends

Clients

Network

Share my content

Curate content

News source

Other:

Types of posts

Reviews from clients

Restaurant reviews

Community reviews

Profile information

Personal

Business

Equal mix

Foursquare Participation level

High

Moderate

Low

None


Hours per week:


Family/ friends

Clients

Network

Share my content

Curate content

News source

Other:

Types of check-ins

Tips

Restaurants

Community

Other

Personal

Business

Equal mix

Instagram Participation level

High

Moderate

Low

None


Hours per week:


Family/ friends

Clients

Network

Share my content

Curate content

News source

Other:

Types of posts

Photos

Videos

Description:

Personal

Business

Equal mix


Vine Participation level

High

Moderate

Low

None


Hours per week:


Family/ friends

Clients

Network

Share my content

Curate content

News source

Other:

Types of videos

Description:

Personal

Business

Equal mix

Other: Participation level

High

Moderate

Low

None


Hours per week:


Family/ friends

Clients

Network

Share my content

Curate content

News source

Other:

Types of posts

Description:

Personal

Business

Equal mix


2) For each of the following questions, check whether you feel you are currently

doing something effectively or whether you need to improve.

Very

effective Somewhat effective

Need to improve

Notes

I actively participate in conversations and listen to what

others have to say

I always acknowledge when

someone interacts with me online

I respond promptly to posts or

questions

I seek out ways to engage my followers

I create my own great content and effectively cross-promote it across

my platforms

I share valuable content from other experts and include my own insight

It’s easy for people to share my posts to their followers

I personalize messages on each site

rather than using auto-generated templates

I am careful not to over-

synchronize my accounts

I am the same professional person

online as I am offline

I take my online actions offline

through meetups, notes, etc.

3) If there any accounts you need to delete, do it now.

The site Just Delete Me can help.

http://www.justdeleteme.com/


Step 2: Determine Your Return on Engagement

In Step 1, you analyzed your current participation levels in social media.

Now, it’s time to take a look at your return on engagement. Answer the following

questions for each platform:

How much business has this platform brought you?

Based on the amount of time you spend on this platform (identified in Step

1), how satisfied are you with your return on investment?

Facebook – Personal Amount of business:

How satisfied are you? Very satisfied

Moderately satisfied

Not satisfied

Notes:

Facebook – Business Amount of business:



Not satisfied

Notes:

Twitter Amount of business:



Not satisfied

Notes:

Google+ Amount of business:



Not satisfied

Notes:


LinkedIn Amount of business:



Not satisfied

Notes:

YouTube Amount of business:



Not satisfied

Notes:

Pinterest Amount of business:



Not satisfied

Notes:

Yelp Amount of business:



Not satisfied

Notes:

Other: Amount of business:



Not satisfied

Notes:


Step 3: Analyze Your Target Audience

In Steps 1 and 2, you assessed your current levels of social media participation and

rated your return on engagement. Now it’s time to analyze your target market.

Identify your top 3 target groups you want to focus on. For each, write down:

Key demographics (e.g, age, race, technology usage, income levels, etc.)

Social media sites they may use

Potential topics you could post about that they might find interesting

The amount of business that comes from this group

Your level of satisfaction with the amount of business from this group

Target #1:

Key demographics:

Social media sites:

Potential topics:

Amount of business

from group:

Satisfaction with amount of business:

Very satisfied


Not satisfied

Target #2:

Key demographics:

Social media sites:

Potential topics:

Amount of business from group:

Satisfaction with

amount of business:

Very satisfied


Not satisfied


Target #3:

Key demographics:

Social media sites:

Potential topics:

Amount of business from group:

Satisfaction with

amount of business:

Very satisfied


Not satisfied


Step 4: Set Goals and Define Your Tactics

Now that you have assessed your existing social media profiles, ranked your return

on engagement, and analyzed your target audience, it’s time to set your goals.

Important: This step is a 2-part process. In Part 1, you will complete the first 3

rows of the grid to set your goals and identify current and target performance.

Then, you will return to the course to complete Chapter 4. Afterwards, you will

complete Part 2 of the grid to identify your tactics and ways to measure success.

Part 1 – Set Goals

1) Use the goal setting grids on the next two pages to write down your business

goals. For example, do you want to:

Get more referrals or repeat business?

Gain new listings or sales in a specific area?

Motivate former clients to become property investors or vacation home

owners?

Grow the property management side of your real estate business?

Drive traffic to your website or grow your contact database?

Increase your speaking engagements by showcasing your expertise?

2) Next, write down your current performance and what your target is. Make sure

your target specific and measurable so you can determine your success.

Stop once you are finished with these two steps. You will define your tactics and

ways to measure success in Part 2 once you have completed Chapter 4.

Part 2 – Define Your Tactics

3) After completing Chapter 4, write down specific tactics for ways you can use

social media to help accomplish your goals, as well as the platforms you will use.

You will want to be very specific and detailed with your tactics.

As you complete this step, consider your results from Step 2, when you analyzed

your return on engagement, as well as the needs of your target audience, defined

in Step 3, to make sure you’re spending your time wisely.

4) Finally, write down how you will measure your success and how often.


Part 1

Goal:

Current:

Target:

Part 2

Tactics:

Platforms:

1)

1)

2)

2)

3)

3)

How I will measure success (include frequency):

As you work through this grid, you may also find it helpful to refer back to the goal-

setting examples from Brent and Sheila, which you downloaded in Chapter 3.


Part 1

Goal:

Current:

Target:

Part 2 Tactics:

Platforms:

1)

1)

2)

2)

3)

3)

How I will measure success (include frequency):

Assess Your Participation Levels

Now that you have set your goals and tactics, review your list of active accounts

from Step 1. If there are any that you will no longer be keeping up to date, delete

them now.


Step 5: Create a Schedule

Now that you’ve identified your goals and tactics in Step 4, it’s time to create your

weekly and daily schedules for updating your social media sites to help you meet the

goals you have defined in Step 4.

As you’re planning your schedules, you may find it helpful to refer back to the target

audiences you identified in Step 3 and your tactics from Step 4 to help you decide

what types of posts will be best for your audience.

On the next page, you’ll begin mapping out your weekly schedule, then you’ll

complete your daily schedule.

Points to Consider as You Schedule Your Participation:

Platforms: Which platforms will you use?

Interactions:

o What type and how many direct interactions with followers will you

have (e.g., liking, sharing, or commenting on others’ posts, or

responding to people who interact with you publicly and through

private messages)?

Content: What will you post? Will it be original or curated?

o Original content:

Storage: Where you will store it (e.g., your website, blog, a

spreadsheet on your computer, or another approach)?

How you will share it (e.g., a direct link to content on your

website/blog, a direct link to content not on your site, or posting

new content directly on your social media sites)?

Will you use a URL shortener like bit.ly to measure traffic?

o Curated content:

Where you will store URLs for curated content (e.g., a dedicated

folder on your computer, bookmarked links in your web

browser, a bookmarking website, an app, or another approach)?

How you will share it (links, photos, videos, articles)?

What reliable sources you can use to curate content?

Time:

o How much time you will dedicate to social media?

o How you will track and schedule new and curated content posts (e.g.,

a spreadsheet or document on your computer, an automation tool like

Hootsuite, or another approach)?


Weekly

Business Goals: Weekly Social Media Goals:

S Platforms:

Content Sources:

Interactions:

Time:

M Platforms:

Content Sources:

Interactions:

Time:

T Platforms:

Content Sources:

Interactions:

Time:

W Platforms:

Content Sources:

Interactions:

Time:

T Platforms:

Content Sources:

Interactions:

Time:

F Platforms:

Content Sources:

Interactions:

Time:

S Platforms:

Content Sources:

Interactions:

Time:


Daily

Now, it’s time to plan your daily social media activity. Use the following grid to

identify what actions you will take each morning, afternoon, and evening.

Be specific – map out exactly:

What you will aim to post (photos, videos, short blog posts, links, etc.)

What and how many direct interactions with followers you will have, whether

it’s liking, sharing, or commenting on others’ posts, responding to people who

interact with you publically and through private messages

How much minutes you will spend on each activity

Daily amount of time I will spend on social media:

Mornings What I will post: Include platform and type of content you will post

Time:

My interactions: Include type and number of interactions

Time:

Afternoons What I will post: Include platform and type of content you will post

Time:


Time:

Evenings What I will post: Include platform and type of content you will post

Time:


Time:


Schedule Ruthlessly

Now that you’ve defined your weekly and daily plans, open up your calendar and

schedule these in for the next year.

Re-evaluate your schedule quarterly and adjust your calendars as needed.


Step 6: Your Accountability Plan

Now, it’s time to set up your monitoring plan and identify sites that can help you

measure your engagement levels and progress toward your business goals.

1) Spend time exploring the features and functionality of the following tools to

determine which ones will be most useful to:

Monitor social media mentions of you and your business, as well as

Provide you with helpful analytics tools

Useful for

monitoring Useful for analytics

Notes

Google Alerts

Social Mention

Mention

Topsy

Social Searcher

TalkWalker

Twilert

Hootsuite

Sprout Social

Postling

Facebook Insights

Twitter Analytics

Google+ Analytics

Pinterest Analytics

Other

http://www.google.com/alerts

http://www.socialmention.com/

https://en.mention.net/

http://topsy.com/

http://www.social-searcher.com/

http://www.talkwalker.com/en

http://www.twilert.com/

https://hootsuite.com/

http://sproutsocial.com/

http://postling.com/

https://www.facebook.com/help/search/?q=insights

http://analytics.twitter.com/

http://www.google.com/+/business/get-insights.html

http://business.pinterest.com/analytics/


2) Set up alerts to monitor your information on the site(s) above you feel would be

most useful for monitoring. For example, you may find it helpful to monitor:

Your name and any variations of it, such as Tim Brown, Timothy Brown,

Tim J Brown, Timothy J Brown, Tim Jacob Brown, Timothy Jacob Brown

Your agency name

Your motto or slogan

Your social media handles

Competitor names

All of your websites and blog

Respond to alerts: Be proactive – review and respond to alerts on a daily basis.

3) Make a plan to monitor your analytics on a monthly or quarterly basis. Schedule

this into your calendar accordingly.


Step 7: Maintain and Adjust Your Strategy

For your social media strategy to be successful, you will need to dedicate time

monthly or quarterly to reviewing your strategy and making adjustments to optimize

your success.

1) Check your analytics: Dedicate time monthly or quarterly to checking

analytics from several of the sites you identified as having useful reports in

Step 6. What types of posts are engaging your audience the most? What do

you need to change to better support your goals?

2) Review your return on engagement identified in Step 2.

Are you satisfied with the amount of revenue as a result of your social media

efforts when compared to the amount of time you are putting in? If not,

what needs to change?

3) Review your goals and tactics identified in Step 4.

What’s working? What’s not? What can you adjust to allow social media to

better support your business goals?

4) Adjust your schedules (weekly and daily) defined in Step 5 according to

any tactics that need to change.

Documents

Your Social Media Strategy - Learning Library Inc.courses.learninglibrary.com/TLLFlash/CRS Lectora/NSMM/CRS... · 2013-09-23 · ways to measure success in Part 2 once you have completed