As a social media analyst, you developed a research plan for your client in the MKT 330 Marketing Research and Digital Analytics course. Congratulations! The research plan was a success and now your client is requesting a Social Media Strategic Plan. Before you create the plan, you need to develop an outline to ensure that the client has everything that they require.
Create an outline that includes specific bullets with corresponding information that you can give to your client for sign-off. You will use the outline as a guide when creating your Social Media Strategic Plan. (Note:Refer to Chapter 15 “Social Media Marketing Plan” for additional information.)
- Customer profile of your target market (i.e. attributes: demographics, psychographics, geographic locations, behavioral, life style, etc.).
- Conduct a competitive analysis using the SWOT method.
- Set goals and determine strategies. (Chapter 2 introduces a set of general social media goals, which provides excellent starting point for crafting the organization-specific goals. Also, Chapter 2 introduced the Eight C’s of Strategy Development.)
- Incorporate information regarding the observations of social media presence from the MKT 330 Marketing Research and Digital Analytics course and then select platforms. (Note: Use the following five (5) key metrics for auditing a company’s social media presence on individual social media platforms:
- Sentiment Analysis – Shows the number of positive, neutral, or negative mentions on each social media platform where the company has a sizable presence.
- Reach – Indicates the number of Twitter followers, Facebook fans, LinkedIn group members, Flickr view count, and so on.
- Company Posts – Measure how often the company posts on each social media platform.
- Feedback – Shows the number of comments, likes, or replies to company-generated content.
- Average Response Time – Assesses response time to user comments on the company’s social media properties.
- Format your assignment according to the following formatting requirements:
- Typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
- Include a cover page containing the title of the assignment, your name, the professor’s name, the course title, and the date. The cover page is not included in the required page length.
- Include a reference page with a minimum of three high quality references. Citations and references must follow APA format. The reference page is not included in the required page length.
The specific course learning outcomes associated with this assignment are:
- Compare and contrast the purpose and features of various types of social media.
- Identify ways in which businesses and/or celebrities use social media marketing to engage customers.
- Identify how to measure and assess the effectiveness of social media strategic plan.
- Use technology and information resources to research issues in social media strategy.
- Write clearly and concisely about social media strategy using proper writing mechanics.