Social Media Strategy Template

Use the following to help guide you through the implementation of a social media communications plan.

College/Office/Department:

Social media project lead(s):

Is there a central web presence?

Is there a tag/#hashtag for this initiative?

Goals: (e.g. build buzz/awareness, promote program/event, create a community for a specific audience)

Metrics for success: (e.g. buzz/conversation, brand awareness, traffic to website, subscribers/followers/fans, audience insights)

Content Types: (e.g. event updates, news items, interviews, blog posts, photos, trivia, questions)

Cross-Promotion strategy: (i.e. social media tie-ins to companion SM channels, e-mail marketing, print materials, website, etc.)

Tracking tools: (e.g. bit.ly links, Google Analytics, Facebook Insights, YouTube Insights)

Channels

Facebook

  • Do we create a fan page, group, and/or event listing?
  • What related Facebook properties currently exist?
  • Who will administrate our Facebook presence? (add specific names)
  • Process for sharing administration (i.e. posting schedule, who answers questions, etc.)
  • Posting frequency?
  • Monitoring/responding frequency?
  • What content types will be shared? (e.g. event updates, news items, blog posts, photos, trivia, questions)
  • What content will be solicited? (e.g. answers to questions, photos/video) How will we acquire more fans?
  • Contests? (e.g. retweet for a prize)
  • Will we use Facebook ads? If so, for what and to what end?

Twitter

  • Do we create a Twitter account?
  • What related Twitter properties currently exist?
  • Who will have access to the Twitter account(s)?
  • Process for sharing administration (i.e. posting schedule, who answers questions, etc.)
  • Tweeting frequency?
  • Monitoring/responding frequency?
  • What content types will be shared? (e.g. event updates, news items, blog posts, photos, trivia, questions)
  • What content will be solicited? (e.g. answers to questions, photos/video) How will be grow follower base?
  • Contests? (e.g. retweet for a prize)

Blog

  • Do we create a blog?
  • What related blogs currently exist?
  • Who will have posting access to the blog?
  • Process for sharing administration (i.e. posting schedule, who answers questions, etc.) Blogging frequency?
  • What is our editorial calendar?
  • What categories and tags will we include?
  • Comment monitoring/response frequency
  • Comment monitoring/response policy
  • What content types will we post? (e.g. interviews, multimedia, trivia, updates)
  • What content will be solicited? (e.g. answers to questions, photos/video)

YouTube

  • Do we have video content for YouTube?
  • What related video content/YouTube channels currently exist?
  • Who will have posting access to YouTube?
  • Posting frequency?
  • Comment monitoring/response frequency
  • Comment monitoring/response policy
  • What topics will our videos cover? (e.g. walking tours, interviews, event recaps) Will we solicit video content to upload ourselves or add to a playlist?
  • Will we create playlists? If so, what will we create?
  • Will we favorite external videos or add to playlist(s)?

Flickr

  • Do we have photo content for Flickr?
  • What related photo content/Flickr accounts currently exist? Who will have posting access to Flickr?
  • Posting frequency?
  • Comment monitoring/response frequency
  • Comment monitoring/response policy
  • Will we solicit photo content to upload ourselves or to favorite?

Foursquare

  • Will we promote Foursquare check-ins for our office/event?
  • What do we hope to achieve by promoting Foursquare checkins?
  • Who is the manager of our venue(s)?
  • Will we create a new location or use an existing location?
  • Will we create a special at a location? (if we have manager access at venue) Will we add to-do items to a venue?

LinkedIn

  • Will we utilize an existing LinkedIn group or create a new one?
  • Will we create a LinkedIn event?

Posting Guidelines

Please review the social media best practices and guidelines for information on transparency, community/comment management, confidentiality, representation and maintenance.

Revised: 09/20/2012
Adapted from Tufts University