For this project, you will create a social media strategy to bridge the gap between where XYZ Company currently is in social media and where you think they should be.

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Creating a Social Media Strategy

 

Directions: For this project, you will create a social media strategy to bridge the gap between where XYZ Company currently is in social media and where you think they should be. Use this template to help you create a social media strategy to guide you in developing your final analysis. Follow along with the case study example and answer the questions in each step for the company’s overall strategy. Once you answer these questions, you can put your plan in action by knowing what your goals are, how to achieve them and how to measure your success.

 

 

Step 1: Set Company Objectives

 

Questions to Ask    Response
What do you want to achieve with social media?  
Do your social media objectives align with your overall company vision, mission and marketing strategy?  
Are your objectives S.M.A.R.T: specific, measurable, attainable, relevant, and time-bound?  

 

Step 2: Develop an Audience Persona

 

Developing an audience persona can help you understand where your audience is online and what type of content is going to impact them the most.

 

Questions to Ask Response
What would be a broad description of your ideal social media audience?  
What do they do and what do they care about?  
What is important to them when visiting your social media platforms?  

 

Step 3: Conduct a Social Media Audit

 

Audits are key for benchmarking previous efforts and planning for new ones. If you’re just getting started on social media, begin with an initial kick off audit. This means understanding which accounts are currently linked to the company and what they’re being used for.

 

Questions to Ask Response
Which accounts are currently attached to your company?  
How are they currently being used?  
Have they gone dormant/ are they being used for spam?  
Are your current messaging and social networks the best possible networks for your intended audience?  
How often do you post content to these accounts?  
How relevant is the content you are sharing with your audience?  
What are your engagement rates like?  
How does your present social media progress compare to the past?  
How is your company’s reputation online according to Google Search?  
What are people saying about your competitors?  
What are they doing that’s working for them?  

 

 

Step 4: Set Social Media Initiatives

 

Where are your viewers?

 

Develop a 10 question survey. Then survey a representative sample of students, friends and colleagues.  Your sample should be made up of at least 15 participants of your school population.  Once you have gathered your data, prepare a series of graphs and charts illustrating the responses for each survey question. Use the free version of survey monkey (www.surveymonkey.com). Then administer the survey (email, post on facebook, and/or send through twitter or WhatsApp for participants to complete the survey.) Make sure you include a minimum of 40 person in your survey.

 

Begin to brainstorm and create the Questionnaire/survey

Generate a list of questions for your questionnaire. The boxes are provided below, or you may print your online survey.

 

Your questionnaire should consist of at least 10 questions. These should be a combination of closed-ended and open-ended questions. (This is what you are trying to prove, and you will then make recommendations based on your findings)

 

Step 1: Administer your survey to 40 people (your sample).

You can type your survey and administer, or you can use a website such as Survey Monkey, or you can email it out and print your results. Please conserve paper! Also email the survey address to yourself, so that the address will be saved to your email account.  Have these 40 people to take the survey.

 

Step 2: Analyze and interpret the results.

After 40 people have completed your survey, you are to do the following:

 

  1. Tally the results of your survey.  Turn this is into me when project is due!

For example:

Question 1   6 True & 4 False

Question 2   5 Always, 3 Usually, 1 Sometimes, 1 Never

Question 3   4 views 5 or fewer views, 6 views 6-10 views, 0 views more than 10

 

  1. Use Excel to create 3 charts and graphs illustrating the information gathered from at least 3 questions. Example data entered and Chart:
None 2
One-Three 5
Four-Six 2
More than Six 1

 

STEPS TO CREATE CHARTS AND GRAPHS

 

  • Open Excel
  • Down Column A, enter the answer choices for the question chosen
  • Down Column B, enter the total number of replies for that answer choice
  • Highlight all of the information that you have entered. For example, on the Excel worksheet shown above, I highlighted A1 through B 4  (A1:B4)
  • Click the Insert tab
  • Choose Column or Pie chart
  • Choose a style, for example: 3D Pie
  • Click the Layout tab, Click Chart Title, Choose Above Chart
  • Enter the Chart Title (the question that was asked) For example, How many hours do you spend on Social Media Platforms?
  • Click & select the entire chart box, not just the chart
  • Then you will right click to copy and then paste the charts and graphs into a Word document
  • Save the document as you work!

 

 

Questions to Ask Response
1.     Which social media networks are you more active on? (Example)  
2.        
3.        
4.        
5.        
6.        
7.        
8.        
9.        
10.     

 

Step 5: Set Tactical Steps

 

Questions to Ask Response
What types of content resonates with your customers the most?  
What types of content will help drive people to the website?  

 

Step 6: Findings

 

Based on the findings from your Social Media Audit, create tactical steps for the business objectives as well as metrics to measure them.

 

 

Objective: (Twitter) Metric: Increase tweets & followers
1.  
2.  
3.  
4.        
5.        

 

 

 

 

 

 

 

 

 

 

Objective: (Facebook) Metric: Increase traffic from Facebook by 5%
1.  
2.  
3.  
4.        
5.        

 

 

 

Objective: (Instagram)  Metric: Increase Instagram subscribers
1.  
2.  
3.  
4.        
5.        

 

 

 

 

 

 

 

Objective: (Website) Metric: Increase views by 10%
1.  
2.  
3.  
4.        
5.        

 

 

Step 7: Recommend solutions: create your marketing feedback

 

Think like a marketer!

 

Write at least seven to eight paragraphs about what you have learned from the completed surveys and social media audit.  Explain your strategic plan/recommendations based on your findings.

 

This presentation should be very neat and easy to understand!

 

NOTE: FINAL PROJECT MUST BE WRITTEN IN APA FORMAT. FOLLOW LINK BELOW FOR ASSISTANCE.

 

5   Step 1: Set Company Objectives
5   Step 2: Develop an Audience Persona
5   Step 3: Conduct a Social Media Audit
20   Step 4: Set Social Media Initiatives
5   Steps to create charts and graphs (QA)
5   Step 5: Set Tactical Steps
5   Step 6: Findings Objective (Twitter)
5   Step 6: Findings Objective (Facebook)
5   Step 6: Findings Objective (Instagram)
5   Step 6: Findings Objective (Website)
35   Step 7: Recommend solutions: create your marketing feedback

 

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