Socialmediastrategy
(AdaptedfromReed2016)
1.Who/whatareyoupromotingviasocialmedia?
Personalresearch,aproject,eventoragroup?
2.Objectives
DescribeyourobjectivesforyoursocialmediaplanusingSMART(Specific,Measurable,Attainable,
Relevant,andTimely)objectives.Describehowtheseobjectivessupportyourplannedimpactgoals,your
mission,andhowyourorganizationmightbeabletohelpyouachieveyourobjectives:
Objective1:
Objective2:
Objective3:
3.Audience
Whoislikelytobeinterestedinyourresearchandwhomightuseit?Whataspectsofyourresearchare
theymostlikelytobeinterestedin,andhowmighttheyuseyourfindings?Thinkofasmanydifferent
groupsortypesofpeopleandorganisationsasyoucan,andconsideriftheywillbeinterestedindifferent
aspectsofyourwork.Usethistocomeupwithafewdifferentkeymessagesfromyourworkthatthese
differentaudiencesmightbeinterestedin:
Audiencename
Whatdoyouwanttohappenasa
resultofengagingwiththemvia
socialmedia?
Keymessagesyouwantto
communicatetotheseaudiences
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4.ContentIntegrationandrepurposing
Tomakelifeeasierandkeepasteadyflowofmaterialonyourkeymessages,havealookatwhatyouand
yourcolleaguesarealreadydoingwithtraditionalandotherformsofdigitalmedia.Identifycontentthat
canberepurposed,remixed,orrecycledforyoursocialmediastrategy.Didyoujustintegrateyour
findingsintoaconferencetalkorlecture?Canyouputtheslidesonline(e.g.viaSlideShare)?Canyouturn
yourspeechnotesortheclasshandoutintoablog?
Channel
CurrentActivity
Website
LiveEvents
Email
Print
MainstreamMedia(TV,
Radioetc.)
5.Experts,connectorsandsalespeople
Toinfluenceandachievechange,youneedexperts,connectorsandsalespeopleinyoursocialnetwork.
Thinkaboutwhattypeofpersonyouare,thenidentifypeopleinyourproject/organizationwhoyou
mightcomplementyourskills,whocouldworkwithyoutoimplementasocialmediastrategyforyour
project/organisation.Highlightthoseindividualswhomayplaymultipleroles.
Role
Individuals
Maven
Connector
Salesperson
6.ToolSelectionandTechniques
Canyourepurposematerialforuseonmultiplenetworks,forexamplepostinglongerversionsofkey
tweetsasFacebookandLinkedInposts?Bearinmindthattherearedifferentstyles,conventionsand
typesofcontentsuitedtodifferentnetworks.Somethingwithaslightlymorepersonaledgemightwork
wellonFacebook,buteverythingneedstobestrictlyprofessionalonLinkedIn.PinterestandInstagram
willneedapowerfulimage(andthisisalsoamajorbonusfortheGoogle+interface)
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Tool
Use
Twitter
Facebook
LinkedIn
Blog
YouTube
Other
7.Runningasocialmediacampaign
Thinkofacentralactivityaroundwhichyoucouldbuildasocialmediacampaignlinkedtoyour
project/organisation/research(e.g.anewpublication,eventorcalltoaction)
8.Howcouldyoumakeyoursocialmediacontentmorecreative,
personal,unexpected,visualandvisceral?
9.Do,Share,andGain
DescribehowyouwillbuildinelementsofDo,ShareandGainintoyourplan.Whatdoyouwanttoget
peoplewhoengagewithyoursocialmediamessagestodo?Whatdoyouwantthemtoshareandwhat
mightmakeitattractiveforthemtosharethis?Whatwilltheygainpersonallyfromdoingwhatyou’re
askingthemtodoandsharingyourmessage?
Tool
Use
Do
Share
Gain
11.Evaluationandpiloting
Whatmetricswillyouusetoassesswhetheryouarebeingsuccessfulornot?Doyouwanttomeasurethis
entirelyintermsofinteractionorcanyoualsolookatwaysinwhichyourengagementwithsocialmedia
isleadingtomeasurableimpactsonsociety?Howwillyouusethisdatatoimproveyourpractice?Isthere
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asmallelementofyourplanthatyoucanpilotwithaparticularaudience?Howwillyoucollectand
implementfeedback?
Examplesinclude:useofanalytics,follows,shares,comments,shareofvoiceetc
12.Timelineandbudget
Establishatimelineforschedulingcontentandmajoraspectsofthecontentdevelopment.Willyouneeda
budgettodeliveryoursocialmediaactivities,ifso,howmuch?
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