UNT Professional Development Fridays Southlake Chamber of Commerce May 16, 2014

1. Worksheet adopted from Social Media at CSU http://socialmedia.colostate.edu/
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Building a Social Media Strategy for Your Organization
Identifying your organization’s MISSION
Your mission is the primary purpose of your organization’s existence. In less formal terms, what
is your organizations purpose? Why does it exist?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
Identifying your GOALS
From your mission, you can develop a few goals for all your communications, including social
media. Remember that goals should be SMART (Specific, Measurable, Attainable, Realistic,
and Timely)
List three possible goals for your organization’s social media communications. Be sure to
connect these goals to your organizational mission or purpose.
1. _________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
2. _________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
3. _________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
Identifying your AUDIENCE
List your audience(s) based on your goals. If you have more than one target audience, make a
note about your organization’s primary and secondary audiences.
1. ____________________________________
2. ____________________________________
3. ____________________________________
4. ____________________________________
What do you think the best platforms to reach each audience?
_________________________________________________________________________
Will effective communications require multiple social media accounts and/or platforms?
_________________________________________________________________________

2. Worksheet adopted from Social Media at CSU http://socialmedia.colostate.edu/
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Identifying CONTENT to Share
Now you can consider sample content. When creating content don’t forget all of the previous
information you have about your missions, goals, audience, and platform, in addition to social
media best practices.
How would you describe your organization’s voice/personality on social media? If you don’t
currently have a “voice” what WOULD the tone/personality be for your organization? Describe.
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
What topic area “buckets” can you develop content from and share with your audience(s)?
1. ____________________________________
2. ____________________________________
3. ____________________________________
4. ____________________________________
5. ____________________________________
6. ____________________________________
Identifying your RESOURCES
List the resources available to meet your social media communications goals:
Staffing__________________________________________
Online resources: __________________________________
Hours per day/week________________________________ (estimated)
Budget for paid promotions or contests_________________
Organizations will dedicate time and resources to social media in different ways. Consider how
you will approach your communication plan goals, by considering the following questions:
 How do your resources change how you approach your goals?
 Will you prioritize some and leave others for later?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________

3. Worksheet adopted from Social Media at CSU http://socialmedia.colostate.edu/
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Measuring Your Organization’s Social Media Progress
Remember your goals and measure accordingly
Goal 1:
____________________________________________________________________________
Goal 2:
____________________________________________________________________________
Goal 3:
____________________________________________________________________________
Strategy – what shapes it? ANALYTICS!
Metrics: Where do I find this data?
1. Facebook Insights in the admin panel
2. Twitter – www.ads.twitter.com - Analytics menu
3. Other options:
a. https://hootsuite.com/
b. http://www.socialbro.com/
c. https://bufferapp.com/app/
d. http://sproutsocial.com/
Collecting the data
Methods of Collection
1. CSV files – excel spreadsheets give you data set for every category that is covered
2. Manual entry – a method that takes time, but allows for data you want to know

4. Worksheet adopted from Social Media at CSU http://socialmedia.colostate.edu/
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ANALYZING the data
List your audiences. You will have multiple audiences that are going to be whom and what you
want to tailor your posts to. List a few things to think about when deciding about your target
audience, e.g. age, location, gender, etc.
1. ____________________________________
2. ____________________________________
3. ____________________________________
4. ____________________________________
5. ____________________________________
6. ____________________________________
Interactions include activity, engagement, likes, reach, and subscribers, which are all things you
should be tracking. Here are some definitions of those terms so you can decide what is
important to you.
 Subscribers – the people that want to hear your voice, realize these people want to
hear what you have to say
 Activity – the content you’re posting for fans
 Engagement – the activity garnered on your posts and page including comments, likes,
retweets, follows, replies, and shares.
 Reach – the number of people who see your post whether it’s through organic sharing or
paid advertising
 Visits – how people are seeing your page, is it via mobile, desktop, or their own timeline
Some things to think about when looking at your accounts analytics
 What are your social media goals?
o Position your metrics to support them.
 How do you or your organization define success for your social media channels?
o Number of subscribers? Activity? Interactions?
 How will you plan to assess the overall “health” of your social media channels?
o Are they active and thriving? Is participation growing, declining, or stalling)?
TIMING
Timing has become vitally important for all social media platforms all across the board,
especially Facebook. Knowing the times and days your followers and “likers” are on is vital to
the success of your post.
What day of the week is your busiest? _____________________________________

5. Worksheet adopted from Social Media at CSU http://socialmedia.colostate.edu/
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What times do you see peaks of activity in your organization on each day of the week? [This
could be via phone calls, emails, local traffic, or current social media channels.]
1. Sunday _________________
2. Monday __________________
3. Tuesday __________________
4. Wednesday ___________________
5. Thursday __________________
6. Friday __________________
7. Saturday __________________
Measuring your PROGRESS
How will you measure your progress?
____________________________________________________________________________
____________________________________________________________________________
What are the best platforms to reach each audience?
____________________________________________________________________________
____________________________________________________________________________
Will effective communications require multiple accounts?
____________________________________________________________________________
____________________________________________________________________________
Thanks for attending the UNT Professional Development Friday! Resources for this
Social Media Workshop: http://bit.ly/SocialSouthlake
Laura A. Pasquini ~ Laura.Pasquini@unt.edu
Department of Learning Technologies, College of Information