Social Media Planning Guide
This article introduces the concept of a social media plan and was written by Tola Oguntoyinbo, a former Capstrat guy.
Social Media is not an exact science by any means and it can be tough to figure out where to start. I think that I read somewhere about "failing fast and often" as an approach to navigating the social media landscape. I tend to think that doing that with some of our more corporate clients (or even with our own brand) is probably not the best idea.
At the same time, I haven't found a ton of information about the process of creating and running social media-based marketing campaigns. Earlier this year I spent some time thinking about the idea of a social media plan - a process and procedure for mitigating the risks of playing in the social media waters. It's a little rough around the edges, but it should generate some thought. I had fun putting it together - especially the graphics - I freely admit to having a Photoshop problem. Check out the site here. Take a look - comments and feedback are welcome.
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Herb - great point. That is one area that I didn't have enough knowledge to tackle at the time - but I think it's actually one of the most important pieces of the puzzle. It feels like the strength of the connection between a social media plan and a brand/media communications plan would likely highlight the level of collaboration within a marketing communications organization.
Right now we're developing media plans for the coming year that have social media plans attached. I think after working through some of these that we'll have a much better understanding of how larger communications plans and social media plans work together.
Tola -
I like this a lot. Helps articulate some of the same things I have been thinking and/or using in the social media plans I have developed. One thing I would add to it is how does the social media plan incorporate into the larger brand communications plan?
Another thing I have found successful is that sometimes a social media plan needs its own...media plan, i.e. coverage of what is going on to a larger target. Sometimes a simple banner buy very smartly targeted to let an audience know that some social media is going on.
Herb
We should have a .pdf version of the planning guide by the end of the week. As far as the iframes go - I hear you Robert. I designed this as an internal piece to get people thinking about practical approaches to social media. Therefore, it was really not designed for public consumption and as such adheres to no real design or presentation standards. We'll be fixing that soon. I was pretty stoked that Jeremiah decided to link to it, the ugly downside is that my dirty html shenanigans are exposed. Argh! I'll keep you posted on the pdf.
Good work on the social media planning guide, I've been working on one myself lately and this has given me a new perspective on some items.
I have to ask about the frames on the page. Whats up with that? They print terrible, are hard to view and stink at optimizing your search engine optimization. Any way you'd publish a complete soft copy?
Thanks,
Robert
rhazlett AT gmail DOT com
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