1. Social Media Marketing Plan
Thissocial mediaengagementplantemplateismeanttoact as a roughframework/guide only. It
shouldbe usedwiththe Centre of Excellence inPublicSectorMarketing’s (CEPSM) Social Media
Marketing 101 Workbook,whichis available bycontactingPatriciaPegleyat pegleyp@halifax.ca
Please review HRM’sSocial NetworkingGuidelines whenconsideringsocial mediaaspart of your
overall communicationsplanning.
Step1: Define your key issue(s) anddesiredoutcome(s) –pg 23
Before undertakinganystrategy,itisabsolutelynecessarythatyouhave clearlylaidoutwhatitisthat
you’re tryingtoaccomplish.These strategicobjectivesshouldbe high-levelandaddressthe ultimate
outcome that will determinesuccess.Everysucceedingelementinthisframeworkmusttie-intothese
objectives. Keepitsimplebyansweringthe followingtwoquestions:
QuestionA - What isthe keyissue youwishtoaddressbyengaginginsocial media?
QuestionB - What wouldconstitute asuccessful outcome?
2. Step2: Gauge your existing webpresence –pg 24
QuestionA - What isthe social mediaworldsayingaboutyou?
QuestionB - What is the searchengine visibilityof yourwebproperties?
QuestionC -What are the relevantkeywordsforyourinitiative?
3. Step3: Conduct a SWOT Analysis –pg 30
QuestionA - What are some internal strengthsandweaknessesthatcouldaffectthe outcome of your
online social mediainitiative?
Internal Strengths:
Internal Weaknesses:
QuestionB - What are some external opportunitiesandthreatsthatcould affectthe outcome of your
online social mediainitiative?
External Opportunities:
External Threats:
4. Step4: Determine your online competition –pg. 32
QuestionA - Who are youronline competitors?
5. Step5: Set strategic social mediaengagementobjectives (SMART) –pg. 35
Specific
Measurable
Achievable
Relevant
Time-based
Q uestionA - What are the SMART objectivesuponwhichyouwill evaluateyoursuccess?
6. Step6: Segmentation, Targeting andPositioning –pg. 36
QuestionA - How are you goingto segmentyourmarket?
QuestionB - Who is yourtarget audience
QuestionC - What isyour positioningstrategy?
7. Step7: Choose the Right Tools and Marketing Mix –pg. 42
QuestionA - Whichsocial mediatools/applicationsshouldyouuse?
9. Step9: Performance Measurement –pg. 47
QuestionA - How will youmeasure yourwebsite’sperformance?
QuestionB - How will youmeasure yoursocial mediamarketingperformance?