SOCIAL MEDIA PLAYBOOK OUTLINE –

From Week 2 Guest Speaker Clint Schaff Goals and Objectives

• For the business • For social

The Brand on Social

• Essence and Character • Look and Feel • Tone of Voice • Content themes and allocation

Content Themes

• Content examples (organized by theme) • Campaign ideas that drive business goals (drive traffic, subscribers, etc.) • Sample content calendar: branded themes with KPI-driven campaigns

Role of Channels

• Consumer Journey • Best Practices by Channel • Dos and Don'ts • Considerations when exploring new platforms

o Social’s role in the user journey – Paid/Owned/Earned o How does this look to a New Subscriber versus Member o How do the content themes serve a purpose and drive goals along the user

journey

• By platform o Facebook o Twitter o Instagram o Pinterest o YouTube o etc.

• Initial steps • Short-term strategies (resources, content)

Measurement and Reporting • Recommendation of tools (Third Party versus Native Analytics) • Key social KPIs to measure • Optimizing: what to look for, how to make it actionable

Customer Service

• Best practices for Community Managers • Social listening recommendations (keywords, search streams, tools, etc.)

Working Together (Internal committee + outside agency consulting and creative support)