Learn how to create a social media strategy and choose your voice on social media. Learn about what is a social media strategy, which social networks you should be on (Facebook, Twitter, Instagram, LinkedIn, Google plus,

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#SMSummerSchool | @rareresults | @smeducator |
@WURSTCalgary
Rare Communications
Social Media Summer School

2. • What is a social media strategy?
• What are my networks?
• What is my voice?
• Next week overview
• Questions
Todays session will cover:

3. What is a social media strategy?

4. Social Media Strategy
In order to gain customer trust, establish expertise, and meet potential customers, every business needs to have a
social media presence. It’s simply not enough to have social media sites up for your business, without a clear
strategy for social media use, your business will struggle to get the customer engagement levels and increased
sales you’re looking for.
What?
• what are my goals?
Where?
• where will my business be?
How?
• how will I measure impact?
Who?
• who will create the posts?
Why?
• why is my business on social
media?
When?
• when will I post?

5. Social Media Strategy 1 Pager

6. Goals:
1.
2.
3.
What are my goals?
Without a clear idea of what you want to accomplish with social media, you are unlikely to achieve anything at all
because your efforts will be scattered or aimless.
Start by writing down at least
three social media goals for your
business.

7. Which social networks?
• are my target customers among
the user base?
• does my business fit the type of
content?
Where will my business be?
Based on your unique audience, determine how large you want your social media presence to be?
Competitors?
• which social networks are your
competitors on? Strengths?
Weaknesses?

8. Analytics
• analytics tool
• Facebook insights
• Google analytics
How will I measure impact?
Examine data that measures specific metrics to ensure you are on the right path.
Reporting
• create a custom excel template

9. Time
• how often will you post?
• how much time will be dedicated
to social media?
Who will create the posts?
Will you create the posts or will you have a dedicated staff member?
Training
• you may need to train/educate
• will you need to monitor staff?

10. Inform?
Educate?
Update?
Inspire?
Excite?
Entertain?
Why is my business on social media?
What is your business looking to do on social media?

11. Determine Best Times
• when is my network active?
• Facebook insights
When will I post?
Based on your audience and social networks, choose the best time to post for optimal impact.
Consider Using A Tool
• HootSuite optimal impact feature
• other analytics tool

12. What are my networks?

13. Post a Survey
• ask the right questions
• collect demographic info
Who is my audience?
Based on last weeks data, determine who is your audience.
B2B or B2C
• B2B: LinkedIn, Twitter, Google+
• B2C: Twitter, Instagram, Pinterest,
YouTube, Google+, Facebook

14. Decide what to post
• quotes, fill-in-the-blank posts,
polls, behind the scenes photos,
statistics or data, link to an old blog
post, questions, link to a guest post,
branded image, infographics,
product photos, helpful resource,
Slideshare presentation, link to
case study, ask for
reviews/testimonials, fan photos,
recommend a tool, share a favourite
book, a day in the life post,
recommend your favourite product,
share tips, provide a
recommendation, fan of the month,
odd holidays.
What can I offer?
What types content?

15. Time/effort
• smaller amount: Facebook,
Twitter, Instagram, Google+,
LinkedIn
• larger amount: Pinterest,
YouTube, blog
What are my limitations?
Ensure that you aren’t bringing too much on by determining your time, effort and money.
Money
• smaller amount: Twitter,
Instagram, Google+, LinkedIn
• larger amount: Facebook,
Pinterest, YouTube, blog

16. What is your voice?

17. Voice
• your brand personality described
in an adjective. For instance,
brands can be lively, positive,
cynical, or professional.
Voice & Tone
Essentially, there is one voice for your brand and many tones that refine that voice. Voice is a mission statement.
Tone is the application of that mission.
Tone
• a subset of your brand’s voice.
Tone adds specific flavour to your
voice based on factors like
audience, situation, and channel.

18. Character/persona: who does your
brand sound like?
Tone: general vibe?
Language: what kind of words do
you use in conversations?
Purpose: why are you on social
media in the first place?
Voice & Tone
Together, these four areas can help define the overall voice of your brand.

19. Culture
• what does your company stand
for? What makes you stand out?
How To Find Your Voice
The three C’s of a brand voice.
Community
• listening can reveal how your
community speaks and can help
you speak easier with them and to
them
Conversation
• personality and authenticity are
key here
• what do you want to add to the
conversation?

20. Example of Great Voice & Tone
Warby Parker: the glasses maker takes a customer-centered approach to voice and tone, involving its audience in
as many ways as possible through photos, contests, questions, and more.

21. Next week:
How To Find Content?
- Tools
- Rule Of Thirds

22. Questions?