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Social Media "Playbook" Outline - From Week 1 Guest Speaker Clint Schaff

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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)

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