Читать книгу Social Media Marketing All-in-One For Dummies - Michelle Krasniak - Страница 57

You can dive into social media marketing headfirst and see what happens. Or you can take the time to research, plan, execute, and evaluate your approach. The Social Media Marketing Plan, shown in Figure 3-5, is for people taking the latter approach. (You can download the form at www.dummies.com/go/socialmediamarketingaio5e.)

Plan your work; work your plan.

Courtesy of Watermelon Mountain Web Marketing: www.watermelonweb.com

FIGURE 3-5: Build a social media marketing plan for your company.

Depending on your marketing plan’s complexity and the availability of support, think in terms of a timeline of 3 to 12 months to complete the following steps. Estimate spending half your time in the planning phase, one-quarter in execution, and one-quarter in evaluation and modification. To set up your own custom social media marketing plan, follow these steps:

1 Do market research and online observation.

2 Draft marketing goals, objectives, and your marketing plan using the form in Figure 3-5.

3 Get your marketing ducks in a row with in-house preparation:Hiring, outsourcing, or selecting in-house staffTrainingTeam-buildingWriting a social media policy document

4 Complete preparatory development tasks:Designing advertising creativesContent overview (an outline of which marketing messages you want to send out when)Measurement plan and metric implementationSocial media tool selection and dashboard developmentSocial Media Activity Calendar setup (see Book 1, Chapter 4)Programming and content modifications to existing website(s), as needed

5 Create accounts and a pilot social media program.

6 Evaluate the pilot program, debug it, and modify it, as needed.

7 Launch and promote your social media campaign one service at a time.

8 Measure and modify social media in a process of constant feedback and reiteration.

Don’t be afraid to build a pilot program — or several — into your plan to see what works.