Social Media Plan

Create a comprehensive social media plan for your client-- the local service provider you chose for Discussion 1. Keep in mind that your client only has one part-time employee in charge of social media. As a result, all of the social media activity must be executable in under 20 hours per week. In addition, this part-time employee is not extensively trained in social media, so he/she requires detailed instruction on how to execute each piece of the social media plan. Your plan should include all five steps described in the textbook:

1. Determine the objective
2. Choose the social media platforms
3. Plan the content
4. Distribute and promote content
5. Measure success

Determine the Objective

You may choose as many objectives as you believe the company can manage effectively. If you choose more than one objective, provide estimated percentage breakdowns of the effort going into each objective (e.g., 80% advertising, 20% posting to increase loyalty). If you choose advertising as your sole objective, keep in mind that the part-time employee will still have to maintain a profile page on the social media platforms you choose.

Choose the Social Media Platforms

List the social media platforms the employee will actively maintain. Provide a breakdown of how the employee should allocate his/her 20 hours across the platforms (and across the objectives within each platform, if applicable). Justify your choice of platforms (high participation among target market, best targeting capabilities, high engagement potential, etc.)

Plan the Content

Detail matters here! The part-time employee will be executing your content plan so he/she needs to be given:

1. A breakdown of content types: original, user-generated, co-created, or curated
2. Media types: images with captions, videos, GIFs, plain text
3. A rough style guide
4. A breakdown of value appeals in the content: utilitarian, entertainment, community
5. Examples of possible content

Distribute and Promote Content

Provide rough guidelines for the targeting of paid advertising on each of the social media platforms you plan to utilize. If you hope to gain followers to the social media platforms, give the employee instructions on how to obtain these followers (ad campaign to specifically gain followers, calls to action at the conclusion of videos, etc.).

Measure Success

Determine both (1) the most important metrics for the employee to be checking regularly as a sign of good performance and (2) realistic goals the employee should strive to reach. Look up businesses in the same market to ensure your goals are realistic.