Tips to plan your social media strategy

1. social media canvas
By Robin Low

2. social media canvas
Key Partners Key Value Engagement Audience
Resources Proposition Segment
Key Activities Channels
Cost Goals / Measurement

3. audience segment
Who are the target people you want to reach?
•Market / customer Segmentation
•What are their demographics?
•Potential vs. Addressable vs. Target Markets

4. value proposition
What needs or problems are you solving with
your offering that is better than existing
alternatives, including status quo?
•Latest information / News
•Insights on the industry
•Research data
•Other value that can retain audience

5. channels
How do you want to reach / communicate /
deliver your value to your proposed audience?
•Social media platforms
•Events
•Newsletters
•Frequency?

6. engagement
What is your plan of engagement?
•Human vs. Automated /Self-Service
•Community vs. Individual Relationships
•Co-Creation
•Frequency / Social Media Calendar

7. goals / measurement
What do you consider success to look like? And
how do you measure it?
•Increased engagement? (lower cost to
disseminate information)
•Increased sales / prospects?
•Increased awareness? (benchmarked with
competitors)

8. key resources
What are the most important assets that you
must have to enable you to create and deliver
your value proposition?
•Physical vs. Human vs. Intellectual vs. Financial
•Community Manager
•Social media monitoring tool

9. key activities
What are the most important things that you
must do well to create and deliver your value
proposition?
•Social object creation / dissemination
•Responding to feedback
•Influencer engagement
•Monitoring news / discussions
•Running events

10. key partnership
What are the key partners that you can or must
rely on to provide the complementary resources
or activities that enable you to create and
deliver your value proposition?
•Influencers / Prominent bloggers / Media
•Reporters / Volunteers / Supporters / Fans
•Suppliers vs. Infrastructure Providers vs. Co-
Producers vs. Channels

11. cost
What are all the costs that you will incur to
engage the audience / stakeholders?
•Fixed Cost
•Variable Cost
•One-Off Cost

12. putting it all together
How do you make all the components in your
model come together in a sustainable and
scalable way?
What is the long term goal / strategy to sustain
engagement?
What is future scalability of model? How much
control on social objects do you want?
Do you have the social media policies to support
the social media plan?

13. Social Media
Engagement
What are your plans to co-create?
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