Activity 3:

Activity: Develop two likely social media objectives for a new tourism business

Activity: Develop and explain a simple strategy for a product, service or profile you would like to promote online

Explain how to research social media target audiences?

Activity: Write down key steps in implementing a social media plan

Explain in details Social Media monitoring tools and how would you handle a social media crisis-e.g. negative publicity, public backlash etc.

Points to cover:

Developing social media strategies:

• oGoals and objectives
• oCustomer/client/audience profile and characteristicsoCompetition analysis
• oBuilding a content plan-engaging audiences
• oDeveloping a coherent message
• oSelecting social media platforms
• oDeveloping social media matrices

Developing a social media plan:

• oGoals and objectives
• oSocial media environment scan
• oCurrent social media presence-reviewoCompetitive analysis
• oSocial media content strategy
• oAudience engagement strategy
• oSocial media calendar
• oMethods for measurement and analysis

Implementing the plan:

• oOrganisational requirements
• oAction plan
• oResources
• oStrategies for dealing with online customer and users
• oTypes of social media conflicts and complaints and appropriate responses
• oStrategies for dealing with and resolving conflicts
• Examples and discussion: Value of building a community of advocates on a social media platform
• When things go wrong;
• oSocial media crisis management plan-purpose, contents, format, use
• oExamples of social media issues and incidents
• Developing KPIs
• Developing and using social media matrices
• Generating and using social media usage and activity reports
• Evaluating success of social media strategy and plan