Social media Strategy Planning template
Now is the time of year where businesses all over the country are looking forward to the next year and setting goals. You’re social media program should be no different. If you’re like most businesses, you’ll be spending more time on social media next year, so its time to start developing strategy for your social media.
Is it possible to really measure social media and determine ROI? Well, its certainly not impossible. But you will have to do some pre-planning and prep. This is one of those circumstances where the more you put into it up-front, the better your results. I often tell my clients, “Now is the time to set up to measure. Because someday, you’ll wish you had.” Determining ROI starts with a Social Media Strategic Plan.There are 3 phases to this planning. We’ll discuss two of them today. We’ll cover the third step in another blog post and finally, social media ROI (a.k.a. the Holy Grail) in our third installment. Never fear, you aren’t on your own through this process. We have!
I’ll be the first to admit that social media measurement is evolving and slightly awkward still. The industry is still evolving definitive best practices, but that shouldn’t stop you from social media strategic planning. In fact, the good news is that much of social media measurement calls on some of the very same techniques that marketers have been using for a long time.
But let’s start with the basics. The first step in any kind of marketing measurement is the strategic planning phase. At its most basic, you’ll take 3 steps to social media measurement: WHY, WHAT, and HOW. Our Social Media Strategic Plan template steps you through the first two: WHY and HOW. Phase one to social media strategic planning may take several hours to complete. If that sounds too overwhelming, consider the amount of time your business will spend on social media and ask yourself the cost of NOT knowing how your efforts are paying off? I suggest breaking it into several short planning sessions if you just can’t do it all at once. The important thing is that you do it.
If you’re already doing strategic planning, but need a nudge on how to measure social media, then this template will help you too.
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Also, keep in mind that a platform is NOT a strategy. Twitter is not a strategy. Facebook is not a strategy. Its by determining your goals that you determine metrics, KPI’s then tactics. Platforms are TACTICS. One of the beauty of real social media strategic planning is that it isn’t platform dependent. If Facebook dies tomorrow, you’re strategy shouldn’t change. You’re tactics may change, but not your overall strategy.
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