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SOCIAL MEDIATACTICAL PLAN
#THEKINDLEGROUP
TM
TABLE OF CONTENTS
3 BLOG
SOCIAL NETWORKS
ONLINE VIDEO
PHOTO SHARING SITES
4
7
8
First Things FirstBefore you get started on your social media initiatives, here are some key items to keep in mind:
Assign ownership of each social media channel to someone within your team Create personas and know which personas are on which social media channel Encourage your entire team to use social media for branding, sales, and fan acquisition Encourage your team to be active participants in yoursocial media initiatives
BLOG
Key MetricsX number of posts X number of bloggers X number of social shares Audience growth—unique and return visitors Subscriber growth Inbound links Directory listings for infographics SEO improvement
X hours daily/weekly/monthly
ObjectivesIncrease brand awareness Increase thought leadership throughout your industry Encourage comments and engagement Fan generation through blog subscription External linking
Action Items√ Choose managing editor to own the blog √ Choose a blogging platform √ Decide on a weekly cadence √ Add social sharing icons √ Add a Tweet This button√ Promote each blog on social channels
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SOCIAL NETWORKS
Brand awareness and engagementLead generation or fan acquisition Share a mix of relevant links, blog posts, and engaging contentPromote upcoming eventsEngage with influencers
X hours daily/weekly/monthly
Overarching Action Items√ Choose owner for all of social media √ Set up social media posting cadence √ Choose a social media management platform √ Determine social media voice
Action Items√ Set up sponsored posts and ads √ Set up Facebook tabs that sync to your marketing automation platform
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Objectives
Key Metrics
X number of posts per dayPage followsLikesEngagement and comments Referring trafficSharesLead generation/new fans
SOCIAL NETWORKS
Brand awareness and engagementLead generation or fan acquisition Share a mix of relevant links, blog posts, and engaging contentSegment influencers and create lists Communicate issues from social media to team and ensure follow-up Listen and respond to relevant conversationsEngage with influencers Build reputation
X hours daily/weekly/monthly
Action Items
√ Utilize promoted tweets and pinned tweets √ Set up Twitter Lead Generation cards
Objectives
Key Metrics
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X number of postsFollowersMentionsRetweetsNumber of listsHashtag usageInfluence of Twitter followersLead generation or fan acquisitionReferring traffic Favorited tweets
(continued)
Action Items
Key Metrics
X number of posts per dayPage followsComments, likes and sharesGroup participationReferring trafficLead generation/new fans
Brand awareness and engagementLead generation or fan acquisition Share a mix of relevant links, blog posts, and engaging contentPromote upcoming eventsEngage with influencers
Objectives
√ Create and join relevant groups √ Encourage team participation √ Monitor and participate in Q&A √ Set up sponsored posts and ads
SOCIAL NETWORKS
Brand awareness and engagementLead generation or fan acquisitionShare a mix of relevant imagery—both brand-related and fun
X hours daily/weekly/monthly
Action Items
√ Create boards leveraging both content and company culture √ Follow other businesses, thought leaders, customers, and partners
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Objectives
Key MetricsPinsRepinsFollowersPurchases from pinReferring traffic
(continued)
GOOGLE+
Action Items
Key Metrics
X number of postsGoogle+ circle adds/followsGoogle+ mentionsGoogle +1Referring traffic
Brand awareness and engagementLead generation or fan acquisitionShare a mix of relevant links, blog posts, and engaging content
Objectives
√ Optimize for SEO and set up Google rel=author tag √ Create and promote upcoming events √ Utilize Google+ hangouts
ONLINE VIDEOX hours daily/weekly/monthly
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YOUTUBE, VIMEO, VINE, INSTAGRAM VIDEO
Action Items
Key Metrics
ViewsSharesReferral trafficPages ranking on key terms from YouTube
Brand awareness and engagementViral sharingShowcase culturePost videos and demosCreate a video series to share
Objectives
√ Determine ownership of video execution √ Choose a production agency √ Determine distribution channels √ Create social strategy for promotion √ Get fans, partners, and influencers involved in video creation
PHOTO SHARING SITESX hours daily/weekly/monthly
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INSTAGRAM, TUMBLR, FLICKR, SNAPCHAT
Action Items
Key Metrics
Referral trafficShares and commentsView of photosPage rankings on key terms from photo sharing sitesProduct purchasing and lead generation
Brand awarenessEngagement with visual assetsShowcase productsShowcase cultureShowcase eventsLink back to website, blog, and other content assets
Objectives
√ Determine ownership of photo sites √ Decide on general branding guidelines for photos √ Encourage team to participate and share their own photos
