Social Media Strategy

2014

Jodie King

Content Marketing Manager

TABLE OF CONTENTS

BLOG

SOCIAL NETWORKS

VIDEO

IMAGERY

PRESENTATION

What should you do first?

• Assign ownership for each platform/medium

• Train everyone involved in correct social media

practice

• Create a social media framework and make sure

everyone understands it

• Encourage creativity and enthusiasm – be active

BLOGGING

Objectives: Increase brand awareness, become a voice/leader within

your industry, encourage comments and engagement, generate leads,

external linking.

Plan of Action:

1. Choose a blogging platform

2. Create a plan for employees to contribute blogs

daily/weekly/monthly?

3. Add social sharing icons and automate them for when blog goes live

4. Measure results weekly/monthly – see what is creating engagement

5. Decide on a social sharing chain of events to make sure colleagues

share, like, +1, comment and favourite according to a planned

sequence or checklist

What should your blog about?

• Industry specific topics that you find engaging/interesting

• Anything that is trending/in the media. Put your industry

spin on it to make it relevant

SOCIAL NETWORKS

Objectives: Brand awareness and engagement, lead generation, sharing relevant

links, blog posts, engaging content, use a variety of mediums (image, video,

text, links), promote future events and engage with industry leaders.

Plan of action:

1. Make someone responsible for Facebook postings and engagement

2. Set up a monitoring strategy to keep tabs on post strength

3. Choose a social media management platform (check out our next blog to get

a list of useful social media tools and aps out there)

4. Refine and develop a social media voice that is in tune with company ethos

as well as the humanity and creativity of staff

5. Decide on a social sharing chain of events amongst colleagues

6. Decide on number of posts per day and the type (entertaining/informative)

Does it pay to pay?

With Facebook you have the option to pay for ads. This can

be targeted to audiences you wish to reach and is a powerful

advertising option. You can control the budget and push

posts for more audience reach and engagement.

SOCIAL NETWORKS

LinkedInObjectives: Brand awareness and engagement, lead generation, share links, blogs,

relevant content, promote future events and engage with industry leaders.

Plan of Action:

1. Decide on when to post

2. Join relevant groups and plan in time to comment/add to discussion

3. Monitor Q+A sessions and plan when to contribute

TwitterObjectives: As above with the addition of – create lists of top influencers and

companies/people you can reach out to, listen and respond to relevant

conversations, build a following and reputation.

Plan of Action:

1. Retweet and favourite great content

2. Use hashtags properly so you are commenting on trending topics/common

tweet topics and on events as they happen

3. Know your @ for clients/competitors/industry leaders/potential clients

SOCIAL NETWORKS Pinterest

Objectives: Brand awareness and engagement, lead generation, share

images that are either brand related, eye-catching, or simply fun.

Plan of Action:

1. Create boards that have a industry specific theme

2. Follow other businesses, industry leaders, clients and partners

3. Choose someone to manage Pinterest with a photography background

or interest

Google+Objectives: All of the above as well as - contribute to communities

and think of setting up your own.

Plan of Action:

1. Spend time customising for SEO purposes – google authorship

2. Utilise Google+ hangouts

3. Spend time +1 and sharing others content to build relationships

YouTube• Links to your Google+ profile

• Unlimited length of video

• Subscriber options

• Build a YouTube company page

• 1 Billion+ users

Instagram• Open an Instagram account

• Post regularly from your mobile –

smartphone focused experience

• Amateur video emphasis - shot

real-time – in the moment

• 15 second format (video length)

• 200 million monthly active users

Twitter Vine• Download the twitter vine app and

sign in with twitter account

• Or @twittervine videos to post on

twitter

• 6 second format (video length)

• 40 million+ users

VIDEOWhy is video a standalone platform?

With YouTube, Twitter Vine and Instagram to

choose from video is no longer a tag on

strategy it is many companies core strategy!

The Objectives are consistent across the

platforms but they each have their

strengths/nuances.

Objectives: Brand awareness and

engagement, visual sharing, show/demo

company culture, post product videos/how-

tos, cultivate a video series that audiences

can opt into.

Plan of action:

• Plan video strategy for filming/content

• Choose a video production agency/in-

house

• Decide which platform the video is being

made for and how it will be delivered

PHOTO SHARING Tumblr, Flickr, Snapchat, Instagram

Objectives: Brand awareness, engagement with visual assets, showcase

products, company ethos and upcoming marketing events.

Plan of action:

• Decide on branding for images

• Choose one or more platforms to build a following on

• Be strong in one theme/area/sector

• Encourage contribution from employees

• S Any specifics I need to know?

Instagram and Tumblr are all about the #hashtag so make

sure you use it and promote your image to your target

audience within their niche.

Flickr is more for the photography connoisseur and snapchat

is instant and geared towards a younger audience.

PRESENTATIONSSlideshare is a popular platform to share presentations on, giving audiences more

detail in an attractive bitesize format. They are not as heavy in detail as pdfs and

rely on imagery and short quality segments of advice to deliver something

engaging to an audience. Just like the one you are reading…hopefully!

Objectives: Brand awareness, engagement with visual content, lead generation,

good quality text for SEO optimisation, generate additional views on other

content.

Plan of Action

• Decide on the frequency and content of slideshare

• Be consistent with working on quality presentations to make yourselves

experts within your field

• Choose an agency to design the slidedeck making it visually eye catching

• Make sure your slideshare is synced to your social media and any other

content sharing platforms

Thank you for reading

Hopefully you have loads of ideas to go and implement now

Good luck!

www.seotrafficlab.com