Planning a Social Media Campaign?

I recently went along to a couple of ‘Social Summer’ evening workshops, run by the Chartered Institute of Public Relations and ideal for any PRs with a keen interest in anything related to social media. Very informative they were too.

The last one I went to, ‘Kick start your social media strategy’ by Simon Sanders, comprehensively laid out a simple plan – based on Jay Baer’s ‘8 Step’ framework – to ensure your social media campaign yields the results you want. His excellent slides are well worth a look, but for the time starved among you I’ve paraphrased the steps below:

Step 1: Get your social media squad together and decide who should be involved in your company. There are many, many ways to organise social media across a company, depending on size and function. Should it sit with your HR department, your PR agency or your legal team or in customer services?

Step 2: Start listening. Listen to what is already being said out there about your brands, the sector you’re in and your competitors.

Step 3: Choose a goal. What’s your objective? For example, are you trying to create awareness or build loyalty?

Step 4: Understand your current relationship with the audience you want to influence. If you don’t stand out, what can you do to create preference? If you already have brand fans, what can you do to secure advocacy?

Step 5: Understand how your target audience use social media. If only a tiny percentage of your customers use Facebook, there’s no point ploughing all your resources into this outlet.

Step 6: Decide who and how you’ll humanise. What can you do to position your company as approachable and in-touch? This could be as simple as the CEO writing a blog – after all, social media is supposed to be ‘social’.

Step 7: Choose your home base – and your outposts. Do you want your social media outlets to take customers to your website? Or do you want your website to encourage customers to look at your facebook page?

Step 8: Decide what to measure and how, depending on Step 3 – your initial objectives. This could be an increase in mentions, share of voice versus competitors, reduction in complaints or more enquiries.

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  • About the Author

    After more than 10 years working in PR and media planning, providing clients with great PR and delivering tangible results still brings a smile to my face! Before joining CLPR, I worked across a variety of sectors including lifestyle and finance, and my wider experience in marketing means I understand just how PR fits into the mix. Outside of work, I play with my children, read obsessively, talk myself out of going to the gym and cook huge quantities of food for friends.

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