Soc Media Marketing Chapter 6 Social Media Marketing Planning

Two Forms of Planning

Planning for specific campaigns and Planning for ongoing social media marketing activities that are not specific to any one marketing campaign or promotional cadence

Planning Process

Set strategic objectives, strategic plan, implementation plan, establish policies, allocate resources/set key responsibilities, Compile Calendars/set timelines, Evaluate progress, Adjust strategy

Implementation Plan

Stage 3 in the planning Process. At this stage the strategic plan gets converted into specific action items so that it can be implemented: effectively (achieves the objectives set in stage 1), on schedule (progresses toward the objectives in a timely manner), and efficiently (doesn't incur excessive costs or impose an unreasonable burden on resources)

Establish Policies

Stage 4 in the planning process. Knowing what to say, whom to say it to, when to say it, and how to say it is important. Learning when to not say something is also important! Have policies for what can be said and cannot be said in response to earned social media (can be specific to different social media platforms), as well as policies for what types of content can be used when creating and posting owned social media (or placing paid social media ads)

Allocate Resources, Set Key Responsibilities

Stage 5 in the planning process, Key people involved in the implementation efforts (Tasks and responsibilities)

Compile Calendars, Set Timelines

Stage 6 in the planning process. Popular approach many brands use is "content calendaring." Frequency is different from traditional public relations: not weekly or monthly, but daily level In the case of specific social media campaigns that have a finite planning horizon, the best practice is to break the campaign down into weekly mini-campaigns. Start by determining "theme" for each week, then make specific daily plans.

Evaluate Progress

Stage 7 in the planning process. Evaluating the implementation and management of day-to-day social media takes place at two levels. 1) Measuring performance against strategic objectives on a regular basis 2)Constantly re-evaluating the implementation plan, owned and earned social media policies, and communications calendars/timelines in terms of how well these plans and policies have been helping the social media marketing team progress toward its objectives: Are things working well? Is there any room for improvement? What should be changed?

Adjust Strategy

Stage 8 of the Planning Process. The final stage of this implementation process is to have a procedure in place that would allow companies to feed all the lessons learned along the way back into the social media marketing strategy.