Create a social media strategy

Develop a complete social strategy for the brand you have been working with all semester. This
can be one of the three companies, or one political candidate, that I have you at the beginning of
the semester OR a brand you chose to use for the prior assignments. IF you want to use a new
brand for your final project you MUST contact me to get permission.
In your social strategy I expect to find:

A brand definition that sums up what you WANT people to think of when they think of
your brand.
o For example: Target is a reasonably priced outlet for cutting edge design, fashion
and housewares. (In truth they NEVER use reasonably priced in their outwardly
facing material, but it is what they believe internally)
A customer/voter/client persona, which is WHO exactly you think is your target
audience. This must be narrowly defined. You must include an audience persona.
o For example Jet Blue (from Blogspot) JetBlue’s buyer persona is the low budget
traveler that wants a comfortable yet affordable solution to flying. They are
typically a younger audience that likes to be reached through social media
channels and expects quick responses from the company. That audience comes
through in their marketing in the medium they use (Twitter, in this instance), the
words they use (flying like a boss), and even the name of the Twitter handle
(@JetBlueCheeps). Use the buyer persona from your target audience assignment. Make sure you are including psychographics as well as demographics.
Further develop this persona into your local target market using the information from
your target market assignment. Please attach any SimpliAnalytics or ESRI data as a
supporting document).
A brief overview of the Opportunities and Threats to your brand that can be exploited or
handled with social media. (This is half of a SWOT or Strengths, Weaknesses,
Opportunities and Threats analysis)
This should include a brief competitor analysis of at least one competitor. If you cannot find a competitor then talk to me.
At least two SMART Social Media Goals, one communication goal and one business
goal. Use the form from the SMART Goal assignment, BUT only put the actual goals in
your write up (attach the form as a supporting document). These goals can be put into the
perspective of a campaign if you wish, but do not have to. The goals must BOTH be
social media goals or in the case of the business goal include a social media KPI and tactics.
o Use social specific communication language to define your communication goals
such as reach, engagement, sentiment, impact/conversion and advocacy.
o Relate your business goal to these terms as well, tell me what specific social
media action will allow you to meet your business goal
o Using the AMEC list of potential metrics, choose the metrics you will use to
measure your success with these goals. These measures will allow you to
specifically define the related terms.
Identify two social channels that will help you achieve your SMART goals. Tell me
why you picked those channels. Go back to your audience persona and determine which channels are most effective
for your brand. (Again there are reference links in the module)
Ask yourself two questions:
Is my audience here?
If so, how are they using this platform?
Using this information define the tactics that will be effective in reaching your social media goals.
Create an editorial or content marketing plan for one business quarter. (Choose a specific
quarter if you plan on using holiday based content. If you wish to use a longer time frame
let me know.) This plan must outline the theme, campaign, or defining idea behind your social media for that quarter. It will define your message/messages and show how you will push
that message out over the quarter. Your plan must address these questions.
o What types of content do you intend to post and promote on social media? Please link each type of content to your goals.
o Who is your target audience for each type of content?
o How often will you post content?
o Who will create the content?
o How will you promote the content?
Create a social media calendar for two full weeks in that quarter. It should include the channel, content, day,
time, goal it is related to, and how its success or value will be measured. There is a
template for this calendar in this module. If you wish to use a different template please make sure to clear
it with me first.
All this information must be included in both a paper (typed, double spaced, properly spelled with good grammar) and in a presentation. The presentation may just include the highlights and does not need to include the calendar. The calendar should be attached to the paper.