How to Construct a Social Media Plan

How to Construct a Social Media Plan

It’s true: those who fail to plan, plan to fail. While social media is often perceived to be random, rudderless and routine (and sometimes is), a well-structured Social Media Strategy can make a significant difference in your communications with prospects and clients.

Your plan must start with a good, interactive website, rich with ways to help people improve whatever they might want to improve. Your website should have an active blog with new posts at least once a week. These two pieces are the hub of your marketing effort and the cornerstone to your Strategic Social Media Plan.
Your website/blog should sport:

• Value to others in many forms: physical, mental, emotional or financial.
• Innovation and Humor.
• Consistency. Make your posts as frequent as possible — at least weekly.
• Media of all sorts from articles, to photos and videos should be easily accessible from your website.
• Your brand on every page: logo, colors, phone numbers, etc.
• A call to action. Free stuff is very, very good!

 

2) Your Plan should identify what social media vehicles, groups and blogs to join. Be selective and strategic about what groups you choose. Then, keep up with them. Participate. Add value to the conversation. Make “offers” to them that will improve something they are interested in. Send them to good links (not just your own).
3) Leverage the communities you are in to publish your informative, helpful and humorous information. It CANNOT be self-promotional.
4) Choose the right networks. YouTube is the best place to host your videos but Facebook is a great way to have a conversation.
5) Build your relationships by being available, trustworthy and helpful in all your interactions. Do NOT sell!
6) Listen to the conversations. If you hear or see something worth sharing, pass it along with a link so the credit goes where it is due.

7) Integrate your traditional marketing into your social media marketing. Cross promote your website and blog with brochures, events, advertising and give-aways.
8) Measure your results. How many new “friends” have you made? How many more subscribers do you have to your newsletter? How times have your comments or content been shared with others?
9) Sign up for free company listings with search engines.
10) Re-evaluate and re-tool when necessary; but remember, it takes a long time to build relationships so give it a year or more to determine if you are being effective with your Strategic Social Media Plan.

How To Create Your Online Newsroom

How To Create Your Online Newsroom

Sample online newsroom courtesy of Press-Feed.

Nearly 80% of people access an organization’s website before engaging further with a company.  The numbers are even higher for media journalists and producers.

In a Norman/Nielson Study, over 99% of journalists and producers search your website first, before calling you, asking for quotes to include in their aritcles or publishing your press releases.  Not only are journalists seriously time crunched, they have been very direct and specific about the way they want to be able to gain initial access and information about your organizaiton — through your website, according to Sally Falkow, president of Press-Feed.

From your home or landing page,media and other people wanting to know about your organization, its leadership, mission, position, etc. should be able to access your online newsroom.  Press-Feed has designed a news room that looks and feels like your website but allows the media,customers and prospects to access the background, facts, news and philosophical informaiton about our organization from a single page.

Your news room should have these individual sections accessible from the news page in an easily readable format:

Media Contact Information with the name, all phone numbers and email addresss with the best times to readh the contact, if needed.

Current Articles prominently displayed with complete facts in bullet points:

  • Quotes from outside the organization pertaining to the article subject (including contact information so comments can be verified)
  • Photos pertaining to the aritcle subject
  • Video (if possible and appropriate) pertai8ning to the aritcle subject

 

A full background of your organization in bullet points:

  • Date established
  • Address of the main headquarters and business extensions
  • Comapny affiliations
  • Governing structure
  • Organizational management (at least names, photos and contact information for the Executive Committee)
  • Board of Directors (names, company names, email addresses)

 

Photos that define your services and graphics that can be downloaded, such as your logo

 

Who You Serve

  • By industry
  • By geography
  • By demographics
  • Any other relevant identifier

 

A list of your articles and White Papers

  • Possible video of the CEO talking about the industry and hos his-her organization is making a difference