COMM420 Samsung Social Media Strategy Plan Paper please open file / Creating a Social Media Plan Public Relations Writing Creating a Social Media Strategy
COMM420 Samsung Social Media Strategy Plan Paper please open file / Creating a Social Media Plan Public Relations Writing
Creating a Social Media Strategy Plan
Professor Dunn-Square
100 points
Assignment
You will be creating a social media strategy for a business, brand or product. In order
for the strategy to be effective, however, you must get familiar with the organization.
This includes knowing its mission statement, organizational structure, and budget for
social media.
Instructions
You will be creating a social media strategy for a business, brand or product. In order
for the strategy to be effective, however, you must get familiar with the organization.
This includes knowing its mission statement, organizational structure, and budget for
social media. The assignment has two phases:
Phase One: Social Media Strategy Framework (50 points)
In order to develop a well-thought out social media strategy, it makes sense to have
some sort of basis or guideline for strategy development. For this assignment, you will
be using the Social Media Strategy Framework (see attached). Begin by reviewing the
framework in full, keeping an eye out for what information you will need to write your
strategy and what decisions you will need to make. Next, you will want to review the
sample solution, listed directly below the strategy framework. This will give you an idea
of what your strategy might look like. Finally, try your hand at creating a social media
strategy for your selected company by writing out the information for each step in the
strategy framework. This assignment should take you between 3 to 5 hours to
complete.
Phase Two: Editorial Calendar (50 points)
Now that you have your Social Media Strategy Framework in place, now you can plan
your editorial calendar. Choose two social media platforms and plan the content,
content type, frequency, time etc. using the attached content calendar.
Social Media Strategy Framework
1. Define the purpose and objectives for the use of social media by your
organization. Create a short “mission statement” that will provide direction. It
must be precise enough to guide in the development of the strategy, but it should
not contain the details about which technologies will be used. Ideally, this will be
two or three sentences longno more than half a page. Important: this mission
statement should be completely aligned with the mission statement of your
organization!
2. Describe the target group(s) for your social media presence. Define the group(s)
of people to whom your organization is targeting their social media presence. If
you identify more than one group, consider developing more than one project,
each with a separate strategy. Prioritize each target group and complete your
strategy for one before starting it for the next.
3. Research your target group(s) use of the Internet and social media. How will you
determine the needs of your target group(s)? Do not rely strictly on “gut feelings;”
instead, research how they are interacting online. To make an informed choice
on which Internet or social media tool(s) to use, you must first have a clear
understanding of how to reach your target. This will also help you avoid bias in
developing your strategy.
4. Determine the resources available. Who will work on this? What are their skills?
What kind of budget will your organization provide? Are you willing/able to hire
outside your organization? Is there a willingness inside your own organization to
spend time and money on this? What role will existing staff play? Will you be
using volunteers?
5. Analyze possible tools for use. What categories of social media tools will you be
looking at? Can you use existing websites and tools (such as Facebook or
YouTube) to accomplish your mission? Based on the answers to the preceding
questions, what are the most appropriate tools? What are the advantages and
disadvantages of each? What message will be communicated by the selection of
these tools?
6. Select the tools you will use. This is where you make the specific selection of the
tools you will be using. Can you defend your choice? Can you show a direct link
between your goals (step 1), your target group (steps 2 and 3), and the resources
available (step 4) to this choice of tool(s)? It is important that your tool selection is
based on the most appropriate tools to meet your goals and your target group; do
not pick a tool just because you are the most comfortable with it.
7. Determine the steps necessary to develop, implement and maintain your
strategy.
8. Once you have determined which tools you would like to use, you must develop a
list of the steps needed to get the tools up and running. Do you have the appropriate
resources (people/money) to do this? You then should determine the processes
needed inside your organization to ensure that the strategy can be maintained for the
long-term. Who will be tasked with the day-to-day operation of the site? After
developing these lists, are you still confident in your selection of tools? Do you need
to scale back?
9. Forecast results. This is where you set goals that can be measured. Ask: if we
follow the strategy developed in steps 1 through 7, what can we realistically expect
as results? If not satisfactory, go back to step 1! The goals must be measurable, so
be sure that you have methods for measuring these results.
10. Assign roles and responsibilities. If you have not already done this, be sure you
identify all the people involved in the various parts of implementing your strategy. Be
sure you get commitment from them and (if necessary) their managers. You want
complete buy-in on the project.
Besides the people you have identified in earlier steps, you will want to make sure
you identify two more key roles:
a. the one person in your organization ultimately responsible for your online
presence. Ideally this is someone on the paid staff of the organization. This
person does not need to know all the technical details but does need to know
how to get issues resolved.
b. the steering committee (ideally, 3 to 5 members) who will oversee the long-term
health of the project. This should include at least one person with decisionmaking authority in the organization.
11. Write it up! Write up your strategy and share it with those in your organization.
All members of the team should understand their roles in the success of this project.
The documentation should also explain the different processes being put in place,
who is responsible, and how they will be measured.
12. Carry out the plan. Have weekly and monthly meetings to monitor progress. The
steering committee should meet regularly to monitor progress. Create a reporting and
communications system, using a tool such as BaseCamp or a blog.
13. Evaluate results. Review both quantitative and qualitative statistics. Are you
meeting your goals? Make updates to your plan based upon results. Be ready to do
it all over again if necessarytechnologies and culture change!
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