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Step 1: Situational analysis• Your company social profile requires someplanning, and your first step is to see ‘whereyou are at’. Ask yourself these questions
Step1: Situational Analysis1. Who is my audience?2. Have we the skills and resources to createcompelling and useful content?3. Is there enough content for people to wantto stick around and view our website?4. Do we know which social networks ourcustomers use?5. Is everyone in our organisation committed?
Step 2: Setting Goals• You need goals because they helpstakeholders visualise your strategy• Goals can be based on variety of factors, fromtraffic received to the engagement (re-tweets,likes etc.) you gain• Use metrics to measure goal achievement
Step 3: The Strategy• Choose the channel (s) you want to use• Be cautious. Facebook isn’t always the best forB2B, for example• Always ask yourself ‘why this?’ when youcreate new content. If it isn’t linked to thoseoriginal goals, get rid of it
Step 4: SMART objectives• Specific – generate 2000 Twitter followers• Measurable – metrics, and only metrics• Achievable – realistic goals (2000 followersnot 200 million)• Relevant – objectives should have a direct andobvious impact on your goals• Time-bound – give it all a date
Step 5: Tactics• The content you create is what you will sendout to each channel, so create lots for eachone• Create ‘big stuff’ like whitepapers, eBooks etc,and then break these down into blog posts,PowerPoint presentations etc.
Step 5: Tactics - continued• Blog regularly, and use it as your content hub• All your other content, like eBooks, can bepublished in part form here• Use it to curate other content that is relevantto your readers• From an SEO point of view, Google loves blogs
Step 5: Tactics - continued• Use Google+/Facebook/Linkedin/Twitter• Different audiences/tone/• Consider how you will position your company(will it be formal/informal?)• Don’t establish your company on theseplatforms until you understand the platforms
Step 5: Strategy - continued• YouTube/ Pinterest/SlideShare/Prezi are allgreat for spreading your message visually• These sites have vast communities, and aretherefore worth hosting content on beforeplacing that content on your own site/blog