Strategic Plan Development For Social Media Template

M arketing   &   C ommunications

                                                                                                                                                 

 

Strategic Plan Development for Social Media

• Background

o Why Social Media?

o What do we hope to accomplish by starting an account?

• Audience

o Who is our current audience? Who is our ideal customer? Who is our

potential audience? Begin by creating an audience persona.

• Goals

o What do we want social media to help us achieve? Be specific.

o What is the relationship between these goals and overall

college/department performance?

• Strategies & Tactics

o How can we and how will we use social media to help us reach goals?

Examples:

• Goal: Increase pride, affiliation, and engagement

o Strategy: Use social media (name platforms) to simulate campus

experience for those who can’t be here

• Tactic: Create “A Day in the Life” video for Facebook &

YouTube.

• Goal: Increase visibility, status, and college/department prestige

o Strategy: Use social media to bring University news to a wider

audience that may not frequent our website

• Tactic: Post engaging news stories to Facebook & Twitter

• Tactic: Social our news by actively engaging with our audience

• Barriers

o What barriers stand in our way of reaching these goals and how will we

address these problems on an ongoing basis?

• Managing Risk

o Guidelines/governance on specific steps and actions to take in the event

of a mishap or crisis.

• Measuring Success

o Are our goals “SMART?” (Specific, Measurable, Achievable, Realistic,

Timely)

o How will we measure our goals’ success? What baselines do we have and

are our goals too high or too low? Very important!

• Modify Strategy:

o How do we ensure that this is an ever-developing document that informs

our social media – and vice versa.