FROM:

How to Develop a Social Media Strategy Step by Step

https://www.youtube.com/watch?v=PKUn7wU5sIc&t=425s

SETTING GOALS

(0 to 6:50)

Likes and followers are meaningless, what action do you want to happen.

More sales.

HOW many more.

What's your timeline.

Specific / Measurable / Obtainable / Relevant / Timely

"Those are your goals."

RESEARCH TARGET AUDIENCE

(6:50)

Who's your audience? / Who are your customers? / What type of people tend to buy from you? / Who are you trying to reach? -> That may be 2 different things.

These questions are good ways of gauging your client.

If your client can't answer any of these questions... that's not a good sign.

If they're not willing to work with you... if they're not willing to do any kind of research... things are going to be difficult.

Anything is helpful: age, gender, geographic location

Any kind of cultural references... Maybe they like Big Bang Theory, maybe they like video games, sports...

All of these things influence the tone and voice that you're going to use in your social media messaging.

Have them check their social media or website analytics, or do it yourself if you have access to their account.

COMPETITOR RESEARCH

Look at what your client's competitors are doing to promote THEIR products.

How often are they posting?

Which platforms are they using?

You don't have to be on every platform. - This is one of the biggest myths about social media strategy...

(12:30)

What type of content are they posting?

Who's following them?

What other types of brands do their followers follow?

Competitor data are excellent selling points.

(Ex: If Honda's your client... Chevrolet is on Facebook; we need to be on Facebook...)

(15:00)

Data driven competitor analysis...

(These things can be priced out.)

SOCIAL MEDIA AUDIT

(16:40)

What are they ALREADY doing?

Baseline metrics. (17:40)

Develop a case study for yourself!

This is a preliminary report. (18:00)

How many followers do they have, what kind of engagement are they getting, what content is performing well... their analytics, their demographics...

What's working? / What's not working?

SET UP THE INFRASTRUCTURE

(18:50)

Set up a scheduling tool and a process for them to follow.

Establish standard operating procedures (SOP's)...

"This is what we do, and how we do it, this is how the content calendars get approved... all the numbers they need to call if there's an emergency..."

Document all this info and give it to your client.

CREATE A CONTENT CALENDAR

(20:30)

Putting everything into motion...

Scheduling tool. (Loomly??? / HootSuite / Facebook Creator Studio - scheduling "natively" onto Facebook and Instagram)

Excel spreadsheet. (21:05)

Build out a content calendar in an excel spreadsheet...

Create a Google Sheet and send it to your client for feedback.

All this is if your client has specifically requested a strategy.

If you're just mapping things out for yourself, any type of document stating what type of images will be posted, how often, "stories every day, post images twice a week", etc. - weekly / monthly... (21:45)

WRAPPING THINGS UP

(23:00)

Don't wait until you have all this data before you start posting.

You'll be testing things out from the get-go, with or without a formal "strategy".

Just let your client know...

"At the end of month one, I'm going to have a formal strategy for you. - In month one, I'll be fixing a lot of things and testing a lot of things..."