Well maybe not 3 easy steps. Maybe not 3 steps. But here is some guidance on the why’s and how’s of this project assignment.
So the most dreaded time in the semester has arrived…group projects! While I know that projects require a lot of outside class effort, conflict resolution, and time management, I hope that this project will help you see some of the complications in trying to manage social media.
Why a social media marketing plan? We talked in Chapter 2 how it can be tempting for companies to dive into the social world without putting together any real strategy. Even some multi-billion dollar companies started out just dabbling in social media. Obviously, the landscape has changed and most companies recognize that social media is not a fad, but some companies are still struggling to find impact in their social media. So…if you think about it and put it on paper, there is a better chance that you are going find potential obstacles and opportunities. I am hoping that this exercise is going to make you consider always developing a roadmap for your ideas.
Why a social media audit? How can you know where you want to be if you do not know where you are? You cannot draw out a roadmap (marketing plan) until you observe your surroundings. This means not only finding the platforms in which the company operates and h0w many people like and follow them but also who likes them and how they interact with the content. Look back through the content and see what they are posting. With the last several posts how have consumers interacted with the information? I even encourage each of you to go to the pages and see how many of your friends like the page.
How many platforms? This is a great question, and one that I can’t answer completely. For the sake of the assignment I am going to say at least 4 so that you can experience multiple platforms. For most products this is probably a reasonable number to manage (think about the travs…snapchat, instagram, twitter, facebook). Both the target market and product are going to play a role in what types of content that you will post and what platforms are going to be most appropriate. At the end of the day, if you are not using the platform to regularly inform and interact with your customers, then you are probably doing more harm than good.
All of these mission statements….ugh! Look at the example in the guidelines. These mission statements are just one sentence explanations of the personality that you want the specific platform to convey. It is always going to be better to vary your information across platforms. Sometimes it may be the same information…just in a different way. The mission statement for the platform should guide that content.
Content, content, everywhere. I want you to think long term–over the course of a year, what type of content would be relevant and interesting. But, I need to keep this assignment reasonable, so I can’t ask you to line item a year’s worth of content. So, I want you to consider a year and give me some examples of the type of content that you would post in each month. This is likely best managed using a chart of some sort where you break it down by year and platform. I do not want only a single example for the month. I want you to give me 3-4 samples of content in each platform. What types of photos, videos, relevant information that you can share, contests, etc can you come up with over the course of the year to keep your customers connected? Also consider expectations on how often you believe that information should be shared in each platform (twice daily, daily, biweekly, etc).
You can use this link to find instructions to set up a custom calendar in Excel. When customizing, you can outline content by month. Create a custom content calendar
Whew.. I’m tired for now. I will give more updates as more questions arise.
And happy FALL BREAK!!