SCMD 150 Courseware. WORKBOOK Creating a Social Media Strategy

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1 WORKBOOK Creating a Social Media Strategy SCMD 150 Courseware Having a sound social media strategy is the first step toward any social media plan. Whether you re a freelancer, small business owner or work at an agency, having a social media strategy is integral to help you achieve your business goals. In this course, you ll learn how to create a framework for a social media strategy that matches your overall business goals and broader marketing activities. You ll also learn how to execute and measure your social media strategy to get the results you want.

2 Introduction to Social Media Strategy SCMD 150: Lesson 1 In this lesson, you ll be introduced social media strategy and why it s important. You ll also learn about who it s important for and how you can benefit from having one. Introduction to Social Media Strategy In this course, we hone in on some specific skills around establishing business goals and objectives, conducting a social media audit, developing a content strategy and understanding analytics. Which skills do you want to focus on and why?

3 Establishing Business Goals and Objectives SCMD 150: Lesson 2 This lesson explores the importance of establishing your business goals and objectives in order to create a social media strategy. You ll learn how to create social media goals that tie to your business goals as well as measurable KPIs to track the progress of your strategy. The importance of a Social Media Strategy Identifying what you want to accomplish Establishing business goals and objectives One of the first steps to developing your social media strategy is to determine your business goals. Do you want to increase company awareness, sales, or market share? Describe what some of your business goals are for your own business. Developing an audience persona can help you understand where your audience is online and what type of content is going to impact them the most. Create an audience persona for your company or one of your favorite companies. Include their occupation, interests and their demographic information.

4 Key performance indicators, or KPIs, are the metrics that can help you evaluate the success of your particular activities. Provide two examples of KPIs you can set if you wanted to measure your company s engagement on Facebook or Twitter:

5 Conducting a Social Media Audit SCMD 150: Lesson 3 In this lesson, you ll learn the importance of conducting an audit of your existing social presence. You ll be assessing your company s online presence, reputation and effectiveness to determine which social networks to use. Understand your current social media presence Assess your online presence, reputation and effectiveness Research your industry Assess which social networks to use for your business Social media audits keep track of your company s online presence. List all of the social accounts currently attached to your company. Describe how they are currently being used and note if any of these accounts have gone dormant, or if they re being used for spam. What are people saying about your company online? Do a quick search for your company or a company you like on Google and scan a few reviews. Jot down two or three things people are saying about company.

6 List two of your company s competitors. Which social networks are they present on and what are they being used for? Are people saying more positive or negative things about them? Who is your target audience? Provide a brief description of the target audience for your company or one of your favorite companies. Describe who they are and which social networks they are active on.

7 Developing a Content Strategy SCMD 150: Lesson 4 This lesson will introduce what a content strategy is and why it should be a part of your overall social media strategy. You ll also learn about your company voice as well as how to create and execute a content strategy that aligns with your business objectives. What is a content strategy Executing your strategy Creating your content Assess the current content strategy of your company s Facebook page. How often is content posted? What type of content is posted? Consistency is a crucial part of a content strategy. Examine different aspects of your company or one of your favorites. Note if things like the logo, colors, and placement are consistent across different social networks. Create a content calendar for your company or one of your favorites for a week. This will help you determine what to post on which days to which networks.

8 Understanding Analytics SCMD 150: Lesson 5 This lesson will explore the different types of data available for measuring your success, such as social and web analytics. You ll also learn how to gather the right kind of data to detail the effectiveness of your social media strategy. Measure engagement and understand analytics Social analytics Web analytics and conversions Analytic tools and creating reports What are some KPIs you could set for your business to measure the amount of social leads that convert into online sales? What are some ways you can use social analytics to measure reach, engagement and amplification to demonstrate your business social media efforts?

9 Let s imagine you wanted to increase conversion to your website via your company s social media profiles. Set two KPIs for each social profile you can use to measure this with web analytics. Let s say you ran an analytic report of your social media accounts and found that for your most recent campaign you gained more conversions to your website via Twitter than other networks. What kind of adjustments would you make for the next campaign?

10 Building on Success SCMD 150: Lesson 6 In this lesson, you ll learn how to gauge your efforts by using benchmarks to identify what was successful in your strategy. You ll also learn how to build on your successes as well as make adjustments to improve your results. Optimizing your strategy Retrospecting Benchmarking your social media efforts against your competitors is important for measuring your success. How does your company s social media presence stack up to its competitors? Provide 1 2 comparisons. Look at your company s website. Are links to your social profiles easily found and clickable? List 1 2 changes you would make to your website or social profiles to make them more effective. Let s imagine your goal to increase engagement of content for your company s social networks was unsuccessful. Name two things you could do differently to improve this.