NEIV November 17, 2018 SOCIAL MEDIA 101

Consider your business and social objectives Social media BUILDING A PLAN Consider your business and social objectives Brand and competitor auditing/research Identify target audiences and corresponding social channels Develop overarching communication strategies Consider how social supports other initiatives Identify brand guidelines Tone Key Messages Visual guidelines Set goals, timing and metrics Content creation, execution and resources

Social media EXECUTION Brainstorm content with creatives, social and account team members Refine concepts and gather UGC Shoot custom photography /produce illustrations Post-production on all creative assets Finalize creative & copy Provide recommendations on social advertising–targeting & budget EXECUTION

Social media THE ROLE OF INFLUENCERS Provide authentic, third-party endorsements Research who influencers are and understand their space Extend reach INFLUENCER RELATIONS Build relationships with influencers Be prepared to negotiate fees or provide product Consider if it is an ongoing brand play or a one-time post

Social media TOP TIPS Other marketing channels may complement social media Content calendar: rigidly flexible Mix original and curated content Timely, relevant and engaging content Fit content for platform – Facebook v. Instagram, etc. Be prepared to support with paid social advertising and influencers Monitor conversations and have a response strategy Create social media policy and guidelines for employees Test content types to see what resonates with audiences Measure and adjust regularly