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![Build Your Persona
Challenges & Aspirations:
Favorite Blogs & News Sources:
Persona Summary
[Insert one or two paragraph character summary here. How would your target customer or audience member describe
themselves?]
•Customer Quote
•[Insert a real quote from a real customer that represents something your persona might say]](https://image.slidesharecdn.com/socialmediacontentstrategy-200309194532/75/Social-Media-Content-Strategy-12-2048.jpg)
![BRAND VOICE DESCRIPTION
Describe your brand’s voice and personality here:
Social Media Tag Line (3 words to describe your social brand voice):
[INSERT ADJECTIVE 1]
[INSERT ADJECTIVE 2]
[INSERT ADJECTIVE 3]
Social Media Mission Statement:
[INSERT YOUR BRAND] creates social content to [INSERT BENEFIT]
for [INSERT AUDIENCE].](https://image.slidesharecdn.com/socialmediacontentstrategy-200309194532/75/Social-Media-Content-Strategy-18-2048.jpg)
![WHAT PURPOSE
WILL OUR CONTENT SERVE?
ORIGINAL
CONTENT
CURATED
CONTENT
[ ] Entertain
[ ] Inform
[ ] Promote products/services
[ ] Promote content (blog posts, ebooks, landing
pages, etc).
[ ] Promote partners
[ ] Promote contests
[ ] Entertain
[ ] Inform
[ ] Promote products/services
[ ] Promote content (blog posts, ebooks, landing
pages, etc).
[ ] Promote partners
[ ] Promote contests](https://image.slidesharecdn.com/socialmediacontentstrategy-200309194532/75/Social-Media-Content-Strategy-22-2048.jpg)
![SOCIAL MEDIA
CALENDAR STRATEGY
LIST UPCOMING EVENTS, PRODUCT
LAUNCHES, AND IMPORTANT DATES TO ADD
TO YOUR CONTENT CALENDAR:
[Insert %] Original Content
(Informative)
[Insert %] Original Content
(Promotional)
[Insert %] Curated Content
OUR CONTENT CALENDAR WILL
INCLUDE:](https://image.slidesharecdn.com/socialmediacontentstrategy-200309194532/75/Social-Media-Content-Strategy-24-2048.jpg)
![CHOOSE WHICH METRICS
TO MONITOR
Facebook
[ ] Likes
[ ] Shares
[ ] Comments
[ ] Clicks
[ ] Engagement Rate
[ ] Referral Traffic
[ ] Video Views
[ ] Conversions
Instagram
[ ] Follower Count
[ ] Likes
[ ] Comments
[ ] Referral Traffic
LinkedIn
[ ] Likes
[ ] Comments
[ ] Replies
[ ] Referrals
[ ] Conversions](https://image.slidesharecdn.com/socialmediacontentstrategy-200309194532/75/Social-Media-Content-Strategy-26-2048.jpg)
![MEASUREMENT CHECKLISTS
KEY METRICS (LIST): [ ] Configured Google Analytics to track social
media traffic and conversions
[ ] Configured other third-party social media
analytics tools](https://image.slidesharecdn.com/socialmediacontentstrategy-200309194532/75/Social-Media-Content-Strategy-27-2048.jpg)
Uploaded byMelanie Goodman Daniels
Social Media Content Strategy
The document outlines a comprehensive social media content strategy, detailing steps such as establishing goals, conducting a social media audit, identifying target audiences, and performing competitive analysis. It emphasizes the importance of defining brand voice and tone, creating a content strategy, and measuring marketing effectiveness through specific metrics. Each step includes practical tools and considerations for businesses to optimize their social media presence and engagement.
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Social Media Content Strategy
- 1. H T TP S : / / W W W . T R E V I S A N S O C I A L . C O M SOCIAL MEDIA CONTENT STRATEGY By Melanie Goodman
- 2. TABLE OF CONTENTS • EstablishGoals • Social Media Audit • Establish Your Target Audience • Competitive Analysis • Establish Brand Voice & Tone • Build Your Social Media Content Strategy • Social Media Marketing Measurement
- 3. STEP 1: ESTABLISH GOALS07 H T T P S : / / W W W . T R E V I S A N S O C I A L . C O M
- 4. Understand Why You’re OnSocial Media Knowing what you want to achieve on social media is the first step toward success. Identify business objectives social media can help you achieve. Then, list social objectives that support those goals. BUSINESS OBJECTIVES SOCIAL OBJECTIVES
- 5. ESTABLISH SPECIFIC GOALS Describethe challenges you face, why your goals are important, and how you intend to achieve them … GOA L DEADLINE
- 6.
- 7. 3-STEP SOCIAL MEDIAAUDIT Which social media networks are we on? List them: List abandoned accounts to remove (if any):
- 8. 3-STEP SOCIAL MEDIAAUDIT List duplicate accounts to merge (if any):
- 9. SOCIAL MEDIA ACCOUNT INVENTORY NETWORKUR L ACTIVE? (Y/N) FAN/FOLLOWER # NOTES
- 10. STEP 3: ESTABLISH YOUR TARGETAUDIENCE 07 H T T P S : / / W W W . T R E V I S A N S O C I A L . C O M
- 11. Build Your Persona PersonaName: Job Title: Age: Gender: Income Level: Location: Interests & Hobbies:
- 12. Build Your Persona Challenges& Aspirations: Favorite Blogs & News Sources: Persona Summary [Insert one or two paragraph character summary here. How would your target customer or audience member describe themselves?] •Customer Quote •[Insert a real quote from a real customer that represents something your persona might say]
- 13.
- 14.
- 15. TOP TEN COMPETITORANALYSIS (FANS/FOLLOWERS) COMPETITOR FACEBOOK TWITTER LINKEDIN
- 16. HOW CAN YOUOUT-DO YOUR COMPETITION? List what you can do better than your competition List what you can do differently than you competition WHAT WE CAN DO BETTER WHAT WE CAN DO DIFFERENTLY
- 17. STEP 5: ESTABLISH BRAND VOICE& TONE 07 H T T P S : / / W W W . T R E V I S A N S O C I A L . C O M
- 18. BRAND VOICE DESCRIPTION Describeyour brand’s voice and personality here: Social Media Tag Line (3 words to describe your social brand voice): [INSERT ADJECTIVE 1] [INSERT ADJECTIVE 2] [INSERT ADJECTIVE 3] Social Media Mission Statement: [INSERT YOUR BRAND] creates social content to [INSERT BENEFIT] for [INSERT AUDIENCE].
- 19.
- 20. CONTENT CURATION SOURCE LIST TrustedContent Sources List trusted sources you’ll share content from … SOURCE NAME SOURCE URL
- 21. WHAT SOCIAL MEDIA CONTENTWILL WE CREATE? Content Types We Will Create: List here …. Content Types We Will Curate: List here ...
- 22. WHAT PURPOSE WILL OURCONTENT SERVE? ORIGINAL CONTENT CURATED CONTENT [ ] Entertain [ ] Inform [ ] Promote products/services [ ] Promote content (blog posts, ebooks, landing pages, etc). [ ] Promote partners [ ] Promote contests [ ] Entertain [ ] Inform [ ] Promote products/services [ ] Promote content (blog posts, ebooks, landing pages, etc). [ ] Promote partners [ ] Promote contests
- 23. SOCIAL MEDIA POSTING FREQUENCY NETWORK POSTSPER DAY POSTS PER WEEK FACEBOOK TWITTER LINKEDIN
- 24. SOCIAL MEDIA CALENDAR STRATEGY LISTUPCOMING EVENTS, PRODUCT LAUNCHES, AND IMPORTANT DATES TO ADD TO YOUR CONTENT CALENDAR: [Insert %] Original Content (Informative) [Insert %] Original Content (Promotional) [Insert %] Curated Content OUR CONTENT CALENDAR WILL INCLUDE:
- 25. STEP 7: SOCIAL MEDIA MARKETING MEASUREMENT07 H T T P S : / / W W W . T R E V I S A N S O C I A L . C O M
- 26. CHOOSE WHICH METRICS TOMONITOR Facebook [ ] Likes [ ] Shares [ ] Comments [ ] Clicks [ ] Engagement Rate [ ] Referral Traffic [ ] Video Views [ ] Conversions Instagram [ ] Follower Count [ ] Likes [ ] Comments [ ] Referral Traffic LinkedIn [ ] Likes [ ] Comments [ ] Replies [ ] Referrals [ ] Conversions
- 27. MEASUREMENT CHECKLISTS KEY METRICS(LIST): [ ] Configured Google Analytics to track social media traffic and conversions [ ] Configured other third-party social media analytics tools
- 28. 90-DAY PROGRESS NETWORK PAGE LIKES/ FOLLOWERS % GROWTH REFERRAL TRAFFIC CONVERSIONS FACEBOOK TWITTER LINKEDIN
- 29. NOTES & FINDINGS Whatwent well with our strategy? What went wrong with our strategy?
- 30. NOTES & FINDINGS Howcan we improve our strategy?