To do? (Is there a call to action or desired behavior change? This could be as simple as asking for a “like” on your Facebook page or incorporating more fruits an d vegetables in your diet.) What do you want your audience to remember? (Choose key points.)
4. Messages
What are 1- 3 key messages or ideas that you’d like to communicate? Keep these short, simple and memorable. Think about how these messages would work as stand-alone pieces (ex: a meme or infographic). Would they make sense? 5. Social Platforms What social platform(s) do you think might be the best fit for your strategy/plan? For example, if you’ve got a lot of photo content to share, Instagram might be a goo d choice. What social platform(s) do you think might be favored by your audience(s)? In a general sense, you can check demographic information about social media use, but be sure to do some research of your own. For example, demographic research indicates that younger audiences favor social platforms such as Instagram, YouTube, and TikTok. If you’re trying to reach youth, you may want to consider one of those. What social platform(s) are you interested in, and which matches your abilities and capacity? Are you a photographer? More of a writer? What are you already using? Are you maximizing the features and strengths of that particular platform? 6. Tactics: Social Posting, Content Sharing What frequency of social posting are you interested in and able to do? It’s better to start off with modest goals and then increase your posting if you’re able. What can you sustain? Be honest with yourself; consistency is the most important thing. Who else might share your message/information? (Hint: Other organizations are eager for well- written and produced content that is information-rich and credible). How will you measure your success? Analytics? Most social platforms provide basic insights free of charge. There is quantitative information that you can collect easily. Note: Be patient. It takes time to build a social media following. In addition, it can take many months for search engine optimization (SEO) to find, index, and catalog your content. You won’t see results overnight, so don’t be discouraged. 7. Analytics and Measurement Think about qualitative information, too. Did someone praise your work on social media? Did you gain an influential follower? Were you consistent in posting? Those are successes, too, and important to keep track of. Looking at insights – ev en if you’re working on a small communications project – is important for learning what’s working and refining your message and approach. 8. Timing and Accountability What will you do? (ex: Start a Facebook page, write a blog post, commit to three Facebook posts a week, etc.) When will you do it? (start date, frequency, duration of a limited-time campaign). Are there any tools that can help you? (ex: Hootsuite, Planoly, Facebook scheduler). Do you already have places to post what you produce? (i.e., social media accounts, county or departmental website, newsletters, industry groups, etc.) Is any approval or buy- in needed? Have you reviewed your institution’s social media policies and best practices? Find a colleague who is willing to review your content, especially as you are starting out. This is particularly helpful when blogging. Most of us can benefit from a second set of eyes looking at what we create.
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