Strategize Your SOCIAL
Social media is about conversation. In many ways, it reflects the same basic tenants of traditional PR strategy and outreach. We’ve created a plan to act as a guide as you build successful social media policy that should be shared with your team. Our plan is used in identifying spokespeople; to researching targets and outlets; as well as, to knowing when and when not to engage across these powerful new channels.
Before you get started on your social media initiatives, assign ownership of each channel/strategy to someone within your organization. Identify and create buyer personas to understand what motivates who and on which social media sites.
Case Study: A Senior Care Service Social Strategy
Project Description
Care Apparent, a local senior care organization, wanted to reach new potential clients and establish a leadership voice for their mission. A traditional ad campaign was not a realistic option, but a social strategy fit the bill. What we created illustrated WHO their audience is, WHAT they seek, and WHERE they go on social media. Additionally, we examined search data on the most desired topics for our audience to shape conversational tone for each setting.
Project Details
Client Care Apparent Date December 2014 Skills Census Data Research, Social Platform Assesment, Search Data Study, Message Planning View Facebook Care Apparent
STATS
SKILLS UTILIZED:
- audience research 75%
- platform data research 100%
- audience search topic hierarchy 65%
- message planning 80%
AUDIENCE DATA:
aged 40-59 (female dominated)
annual income $75,000+ per year
Vinings, Sandy Springs, & Buckhead residents
achieved 98% rider conversion
TIMESPAN:
weeks
