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Claire McNelley AdamsCEO/FounderMcNelley leymedia.comSample Social Media Strategic PlanThis plan includes the tactical objectives to be used to accomplish the primary social media goalsidentified by McNelley Media on behalf of [Company Name].Example Social Media Goals1. Increase “member” base, recruit new “members,” draw physical traffic to facilitya. Purpose: to make money/to stay in business2. Brand the [company] name, cause, and facility as a place of quality care, establish [company]as expertsa. Purpose: to manage the [company] reputation3. Keep the local community updated on happenings, discounts, events, etc.a. Purpose: to increase number of new “members”4. Understand how “members” use social media and monitor what “members” are saying about[company]a. Purpose: to stay connected with “members”5. Contact local community businesses to inform them that [company] provides [specific service]a. Purpose: word of mouth; to spread the word about [company]Sample Summary of Existing Online Presence1. Facebooka. Page establishedb. Lack of consistent activity, maintenance, management2. Twitter - No presence3. Blog - No presence4. YouTube - No channel5. LinkedIn – No presence6. Yelpa. Listing establishedb. Issues with listing, management at less than 1 hour per weekc. Conference call set up with Yelp account manager to reconcile ww.tidyforms.com
Content Types1. Photographs2. Expert Articles3. Video Testimonials4. Member Reminders5. MailersTracking Tools1. Facebook Insights2. Hootsuite Ow.ly Summaries3. YouTube Insights4. Google Analytics5. LinkedIn AnalyticsFocus Channels1. FacebookPurpose:Metrics for Success:2. TwitterPurpose:Metrics for Success:Increase recognition, increase social engagement, establish onlinesocial network, searchability“Like”s, referrals from social networksIncrease recognition, increase engagement, establish network,establish brand, searchabilityFollowers, 2nd-order followers (follower’s follower count), socialcapital (influence of twitter followers), Klout score, referrals3. YelpPurpose:Metrics for Success:4. LinkedInPurpose:Metrics for Success:5. BlogPurpose:Metrics for Success:6. YouTubePurpose:Metrics for Success:Reputation management, increase engagement with “members,”searchabilityReviews, stars, participation, referralsIncrease recognition, increase engagement, establish network,establish brand, searchability, find leadsConnections, discussion participation, Klout score, referralsIncrease recognition, increase engagement, searchabilityNumber of posts, audience growth (unique and returns),comments/likes, subscribers, inbound links, directory listings, SEOimprovements, referrals from social networksIncrease recognition, increase engagement, establish brandVideo views, video reviews, w.tidyforms.com
Action PlanFacebook2-3 hours/weekAction TypePriorityLevelAction DetailsAudit ExistingPage1Increase“Like” Count1Post Content1“Like” FanPages3Welcome Tabfor PageCommunityEngagement2Add company details,ensure consistencyacross platformsProduce and postinteractive content,use ads andsponsored storiesUtilize existingresources to createengaging content:Articles, blog posts,reminders, discounts,etc.Search for relevantpages to receiveupdatesCreate tab, aligncompany descriptionLike and comment onrelevant postsPost questions tocommunity, respond2YouTubeAction TypeFrequencyMetric/TrackingTime/WkMeansOngoing% page completion1 hrFacebook platformOngoing% impressions% feedbackCTR (click throughrate)% impressions% feedbackCTR30 minsFacebook platformHootsuite20 minsWordpress blogFacebook platformHootsuite2-3 posts/wk2 newlikes/wk# Likes10 minsFacebook SearchInternet SearchOngoing# Welcome Tab views# Likes% feedback45 minsHy.lyFacebookFacebook NewsFeedOngoing20 mins1 hour/weekPriorityLevelAction DetailsCreateChannel2Add videos2Add company details,ensure consistencyacross platformsAdd videotestimonials tochannel, get code forposting videos onsocial Time/WkMeansOngoing% channel completion1 hrYouTube1 video/mo# video views1 elleymediaDownloadedfromhttp://www.tidyforms.com
TwitterAction Type2-4 hours/weekPriorityLevelAction DetailsCreateAccount1Ongoing% profile completion1 hrTwitter platformIncreaseFollowerCount1Ongoing# Followers# Relevant Followers% Increase30 minsTwitter platformTwiends platformTweetAdder 3.0Follow UsersFollow Backs1OngoingTwitter platformTweetAdder 3.0120 minsCommunityEngagement &Management2Retweet other Twitteruser’s contentReply to users whoengage with MMComment on tweetsrelated to key words,phrases, industriesOngoing# FollowingFollower:FollowingRatio# Clicks# Retweets & Replies% feedback20 minsTweetAdd company details,ensure consistencyacross platformsUtilize 3rd partyTwitter applicationsto increase # ofrelevant followersSearch for and followrelevant usersaccording to profileTweet content typesTwitter r streamBlogAction TypeFrequency1 tweet/dayMetric/TrackingTime/Wk45 minsMeans2-4 hours/weekPriorityLevelAction DetailsCreate Blog1Blog Posts1ReputationManagement2BloggerOutreach3SEO2Add company details,ensure consistencyacross platformsPost content on blogwith SEO optimizedphotoReply to commentson blog postsSearch for mentionsLike and comment onrelevant blog postsrelated to key wordsphrases, industriesAlign companydescription, optimizetags, photos, ime/WkMeansOngoing% blog completion3 hrWordpress1-2 posts/wk# post views# social shares% feedback% impressions% feedbackCTR# comments# replies45 minsWordpress20 minsWordpress blogHootsuite30 minsWordpress blogWordpress TagSurfer20 minsWordpressOngoingOngoingOngoingGoogle PageRank# blog ymediaDownloadedfromhttp://www.tidyforms.com
Yelp1 hour/week (15 mins/day)Action TypePriorityLevelAction DetailsAudit Listing1CommunityEngagement &ReputationManagement1Add company details,ensure consistencyacross platformsManage reviews forpositive reputationReach out to userswho post sOngoing% listing accuracy30 minsYelp platformOngoing# reviews# positive# negative% engagement30 minsYelp platform2-3 hours/weekAction TypePriorityLevelAction DetailsCreateBusiness Page3Ongoing% profile completion1 hrLinkedIn platformIncreaseCompanyFollowerCountPost Content3Add company details,ensure consistencyacross platformsEngage LinkedInusers to follow MMfor updatesOngoing# Followers# Relevant Followers% Increase30 minsLinkedIn platform3Posts direct viewersto Blog and/or FB1 update/wk# Clicks10 minsCommunityEngagement &ReputationManagement3Engage in groupdiscussionsReply to users whoengage with MMComment on updatesrelated to key words,phrases, industriesOngoing% feedback30 minsLinkedIn platformHootsuiteWordpress blogLinkedIn groupsLinkedIn streamOtherFrequencyMetric/TrackingTime/Wk1 hour/monthPush content to other social bookmarking and news sites (Delicious, Sphinn, Reddit, Digg,StumbleUpon, FriendFeed, Namesake, w.tidyforms.comMeans
Sample Social Media Strategic Plan This plan includes the tactical objectives to be used to accomplish the primary social media goals identified by McNelley Media on behalf of [Company Name]. Example Social Media Goals 1. Increase “member” base, recruit new “members,” draw physical traffic to facility a. Purpose: to make money/to stay in business 2. Brand the [company] name, cause, and .
