Implementing a Social Media Strategy

Social Media Checklist Before the campaigned is actioned, its good practice to ask these questions: Is the Social Media plan in line with other promotional strategies/campaigns/tactics? Is there a good mix of initial content that can be monitored i.e. imagery, video and what’s happening. Is it clear who is responsible for monitoring; when, why and reporting? What about timing? Strategic windows of opportunity

Dashboards for control and metrics Hootsuite Controlling and measuring communication across different platforms Identify ‘lead steers’ Scheduling of SM release “…addressing real-time data to engagement metrics that facilitate predictive analysis.” Virgillito (2014) Dashboard Criteria: http://www.socialmediaexaminer.com/social-media-dashboard/

Initial Measures (broad stroke reporting) Use the analytics that are available on social platform What is obvious? What is NOT obvious? Within the NOT is often the ‘key’ to engagement e.g. sharing, time spent, liked, comments, best time of day to post. Remember to be consistent and to ‘tweak’ and share to other platforms where possible. The first monitoring job is to note any trends. These show behaviour patterns that can provide useful qualitative data. NB: Don’t focus on the performance of individual posts, it’s the collective overview that counts.

Control The function of management that evaluates what has past and asks “has the message had effective reach and engagement?” Has it generated leads? (this builds after time and trust) Has the ‘tone’ of the content been well received? Am I being authentic? Is the audience able to build a picture of what the company/product/service is about? Unfortunately this is not something that can be taught from a book, it is intuitive and depends on the context of the SM.

Class Discussion What does authenticity mean to you? How do you convey this in a virtual context? What variables then could you consider in reporting on ROT (Return On Trust) or ROC (Return on Conversation)?

“The State Of Social Media Marketing″ report (Simply Measured, 2015)

Common Challenges

Important Metrics

Some good resources… http://www.klipfolio.com/resources/kpi-examples/social- media http://socialmediaweek.org/blog/2015/07/more-authentic- brands/ http://www.adweek.com/socialtimes/the-power-of-brand- authenticity-on-social-media-infographic/618262 http://www.helloworld.com/our-work/portfolio/kraft/ http://www.dreamgrow.com/selection-of-best-social-media- marketing-resources/ http://visualcontenting.com/2013/03/22/rules-for- effective-social-media-marketing-strategies-infographic/

Bibliography Dan Virgillito, (2014). 5 Social Media Dashboard Benefits to Help Marketers. Social Media Examiner. Retrieved 30/09/2014 from http://www.socialmediaexaminer.com/social-media- dashboard/