Elements and Performance Criteria
- Determine social media requirements.
- Review organisational strategic objectives and determine objectives and priorities for social media use.
- Source and analyse information about the target market, its social media use, behaviours and preferred platforms.
- Identify and analyse emerging trends in social media platform use.
- Review and compare social media platforms and select those that meet organisational and target market needs.
- Identify opportunities for social media integration with existing systems and procedures.
- Identify opportunities to maximise business exposure through social media activity.
- Determine opportunities for building brand awareness and an online community through social media use.
- Develop social media policies and procedures.
- Establish scope of social media policies and procedures based on planned social media activity.
- Establish guidelines for social media engagement and content use.
- Develop issue and crisis management guidelines and appropriate responses.
- Integrate legal and ethical considerations into social media policies and procedures.
- Ensure policies and procedures are customer-focused and align with organisational marketing plan and strategy.
- Develop social media strategy.
- Determine strategies for social media content development, customer engagement and customer service.
- Develop and document a social media action plan detailing key responsibilities, resourcing requirements and timeframes.
- Prepare a social media calendar documenting planned social media activity in line with marketing strategy and promotional activities.
- Establish key performance indicators and evaluation criteria for measuring success of social media activity.
- Establish methods for tracking and analysing social media engagement, activity and reach.
- Ensure social media strategy aligns with organisational objectives and customer service standards.
- Monitor social media use.
- Communicate social media strategy, action plan, calendar and policies and procedures with relevant personnel.
- Monitor social media issues and crisis management and take required action to ensure impacts are minimised and occurrence of future issues or crisis are minimised.
- Ensure tracking of social media engagement, activity and reach.
- Monitor posting of social media content and ensure alignment with social media strategy, policies and procedures.
- Review social media performance.
- Analyse captured data to determine social media engagement, activity and reach.
- Evaluate social media activity against strategy and use performance indicators to evaluate success of social media use.
- Identify opportunities for future improvements in social media use and modify strategy and plans accordingly.