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Your social media strategy will always begin by identifying what your plan is trying to address, and the timeframe involved in carrying out the complete plan. It then becomes necessary to include an overview of your current situation, where you want to be and how you are going to get to where you want to be.
If you are working for a corporation, you would then start to think about what the senior management including the C-suit would want to know when it comes to the commercial context of the social media strategy and plan. Therefore the strategy must be commercially viable and aligned to the core business goals and objectives
So, you will need to address the following points and align them to company goals
1. Situational analysis
2. Organisational context
3. Social media audit
4. Target audiences/demographics
5. Tactics
6. Timing
7. Setting objectives
8. Key messages
9. Strategies – This is the section where you are driving to. You will need to consider the who, how and what you will do and the elements to accomplish your social media marketing objectives.
Platforms and channels – which of them will reach your target personae e.g social networks, blogs, micro-blogs, bookmarking, photo sharing, video sharing, forums or podcasts
Then you look at context by identifying which contexts are likely to create opportunities or restraints.
Resources – Here you will be looking at skills, time and budget which means identifying all that is within to get you where you want to be like ; what can you afford to do with the available budget, what human resources is there for you, et al.
Technology – What is right for your market and skills sets
Some main points to remember
-Strategy is adaptable
-Strategy will consider responsibilities and skills
-Strategy will include methodologies for analyzing, monitoring, reviewing and reporting
-Strategy should be realistic and achievable
-Strategy should include clear communication channels with employees in the company
If you can get all the above right, then, you set to develop a social media marketing strategy that embraces best practices.
(The above is only an abstract)
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