*Develop two likely social media objectives for a new tourism business

*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 responsesoStrategies 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

Examples 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