Elements and Performance Criteria
- Determine social media or online requirements.
- Confirm core activities, customer base, organisational values and current direction.
- Determine organisational objectives for use of social media and online platforms.
- Assess the need for particular platform functions to service target audience and organisational requirements.
- Select social media and online platforms suited to organisational objectives and target audience requirements.
- Develop social media or online strategy.
- Determine types and frequency of social media and online communications to match specific objectives.
- Identify which social media and online platforms will be utilised for communications and audiences.
- Establish key performance indicators and evaluation criteria to measure effectiveness of social media or online activities.
- Identify methods to analyse performance and establish a schedule for regular analysis, evaluation and reporting.
- Determine implementation budget, roles and responsibilities and allocate to personnel.
- Develop content guidelines.
- Determine guidelines for use of appropriate language and tone for outbound communications and customer interactions.
- Develop standard responses for customer interactions.
- Establish standards for use and formatting of text and images.
- Determine parameters for appropriate and inappropriate content and what organisational and customer information can and cannot be published.
- Establish content approvals process and designate levels of authority to personnel.
- Communicate content guidelines to personnel.
- Develop and document policies and procedures.
- Implement strategy.
- Develop action plans for implementing overall strategy and individual campaigns.
- Prepare a schedule documenting planned social media and online activities.
- Identify and communicate priorities, key responsibilities, targets and timelines.
- Monitor organisation’s social media and online activity and drive implementation.
- Evaluate strategy.
- Assess reports on data analysis and evaluation.
- Evaluate social media and online activity against strategy, key performance indicators and reports.
- Determine and report on success of online presence in engaging customers for general and targeted purposes.
- Monitor, regularly, changes to social media and online platform functionality to determine impacts on strategy.
- Modify and continuously improve current and future strategies according to evaluation and changing platform functionality.