Goals, Objectives, Strategies, and Tactics for a Social Media Campaign

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Goals, Objectives, Strategics and Tactics for a Social Media Campaign. Week 3 for PRL 408 at Utica College. Spring 2014.

Text of Goals, Objectives, Strategies, and Tactics for a Social Media Campaign

History of Social Media

Objectives, Strategies, Tactics

Week #3February 12, 2014

Utica CollegePRL 408: Social MediaThomas Armitage

In todays lesson

Past weeks articles Importance of a strategic planWhats in a planCreating goalsCreating objectivesDeveloping strategiesExecuting tacticsChoosing your platformThings to considerChallenges youll face

Past weeks articles

Understanding Goals, Strategy, Objectives And Tactics In The Age Of Social -http://onforb.es/1jl9sJM7 Things to Include in Your Brands Social Media Strategy - http://bit.ly/1iyL2cWFor Viewers, Sochi Will Be First Fully Mobile Olympics - http://bit.ly/1g4hVgI

Past weeks articles

Importance of a plan

Like PR and marketing, social media work must be strategically planned in order to accomplish a business goalTransition from lets get involved to lets accomplish somethingAccountabilityTimelinesGetting budgets approvedA social media plan should be one component of your overall marketing plan

Whats in a plan

BackgroundTarget AudienceGoalStrategyObjectivesTactics and Execution ResponsesToolsBudgetEvaluation

Creating goals

The biggest, most important thing(s) you want to accomplishOften times, one goal can workA goal will not happen overnight, but requires much time, attention and workExample: Increase online sales from social media referrals by 25% by the end of 2014

Mapping out a strategy

Your roadmap as to how to achieve your goalStrategy helps to keep focus, and keeps all efforts pointed in the same directionExample: Persuade consumers that our products are top of the line and our online shopping experience is superior to competitors

Creating objectives

Smaller, more manageable benchmarks that will help achieve the goalEnsure that all goals and objectives meet the SMART criteriaShould have multiple objectivesExample: 1) Boost traffic to our website by way of social media sites by 15% by the end of 2014. 2) Boost engagement rates on Facebook and Twitter by 30% by the end of 2014. 3) Obtain 10,000 views on each of our product review videos by the end of 2014.

(Sandler, 2012)

Executing tactics

Usually, many tactics are needed to accomplish objectives (and essentially accomplish the goal) For social, each platform should be its own tacticInclude detailsExample: Carry out a Twitter campaign that features daily organic posts on topics X, Y and Z, paired with ongoing targeted promoted tweet with a spend of $1,000/month, while tracking analytics monthly through 2014.





#1 #2 #3

#1 #2 #3 #4 #5 #6

Choosing you platforms

Who is your target audience?Which platforms best fit your objectives?How familiar are you each?What resources are available?How much is in your budget?

Things to consider

Target audience (marketing personas)Demographics, psychographics, interestsYour voiceDifferentiatorsAdvertising opportunities and budget Proactively considering things that can go wrong, dealing with negative feedbackContent calendar

(Sandler, 2012)

Things to consider Pt. 2

Staff who will set-up and maintainFrequencyType and topics for contentResponding/customer serviceMeasurementTools

(Shandrow, 2013)

Challenges youll face

I dont see how it can help me business!I like real-world networking not virtual!My niche is too small! It takes too much time!Its too confusing!There are too many option!

(Arruda, 2013)

Next week, we will discuss

Content Creation and Blogging

To do:Read articles from #UticaCollegeSM and commentRead Chapter 5 in the textbookContinue working on PPT presentationsLinkedIn presenter should be ready to present, make sure everyone explores LinkedIn and is ready to answer questions and discuss


Arruda, W. (2013, August 27). Three elements of an effective social media strategy. Forbes. http://www.forbes.com/sites/williamarruda/2013/08/27/three-elements-of-an-effective-social-media-strategy/Cronin, A. (2014, January 20). 7 Things to Include in Your Brands Social Media Strategy. ClickZ. Retrieved on February 8, 2014 from http://www.clickz.com/clickz/column/2323003/7-things-to-include-in-your-brand-s-social-media-strategySandler, J. (2012, December 26). Your social media marketing plan in 5 easy steps. ClickZ. Retrieved on February 6, 2014 from http://www.clickz.com/clickz/column/2203265/your-social-media-marketing-plan-in-5-easy-stepsShandrow, K. L. (2013, September 16). 10 questions to ask when creating a social-media marketing plan. Entrepreneur. Retrieved on February 6, 2014 from http://www.entrepreneur.com/article/228324