Social Media "Playbook" Outline - From Week 1 Guest Speaker Clint Schaff
1. SOCIAL MEDIA PLAYBOOK OUTLINE –
From Week 2 Guest Speaker Clint Schaff
Goals and Objectives
• For the business
• For social
The Brand on Social
• Essence and Character
• Look and Feel
• Tone of Voice
• Content themes and allocation
Content Themes
• Content examples (organized by theme)
• Campaign ideas that drive business goals (drive traffic, subscribers, etc.)
• Sample content calendar: branded themes with KPI-driven campaigns
Role of Channels
• Consumer Journey
• Best Practices by Channel
• Dos and Don'ts
• Considerations when exploring new platforms
o Social’s role in the user journey – Paid/Owned/Earned
o How does this look to a New Subscriber versus Member
o How do the content themes serve a purpose and drive goals along the user
journey
• By platform
o Facebook
o Twitter
o Instagram
o Pinterest
o YouTube
o etc.
• Initial steps
• Short-term strategies (resources, content)
Measurement and Reporting
• Recommendation of tools (Third Party versus Native Analytics)
• Key social KPIs to measure
• Optimizing: what to look for, how to make it actionable
Customer Service
• Best practices for Community Managers
• Social listening recommendations (keywords, search streams, tools, etc.)
Working Together (Internal committee + outside agency consulting and creative support)