Chapter 6 is Managing Social Media Communications and Planning Cycles. It talks about the significance of making plans for social media communications, transforming strategic objectives into actionable tasks, as well as the development of policies relative to the daily management of social media. This chapter takes all that has been learned so far, shows how it is related and used to create a successful social media campaign.
The chapter goes on to talk about the planning process and how it has eight steps to success. Step 1 Set Strategic Objectives, Step 2 Strategic Plan, Step 3 Implementation Plan, Step 4 Establish Policies, Step 5 Allocate Resources, Set Key Responsibilities, Step 6 Compile Calendars, Set Timelines, Step 7 Evaluate Progress, and Step 8 Adjust Strategy. Once the process is complete restart the process with the adjusted strategy.
Setting strategic objectives can be as simple as expanding the reach of the company on social media. This is the objective I am currently working with for Student Support Services (SSS), getting students, and their families or friends, knowledge of events and resources available to them. The more people who know, the more people who can benefit.
The strategic plan is the same as the SSS department, Student Support Services responds to student barriers by providing non academic support and access to resources to help students succeed.
Implementation of the plan, the 3rd stage, is extremely important, this is when actions are made to carry out the plan. Who will do what, when. How, resources and costs, it will be done. As well as, how performance will be monitored, KPIs, and how often KPIs will be reviewed.
Currently, the plan is simple for SSS, post 2 to 3 times a week about events on campus, within the department or in the community. At least 1-in-3 posts curated. Recording the people reached from insights once a month. To learn more about Facebook Insights click here.
“I would refer anyone who manages social media to read this…”Mae Cornelius
The 4th stage is establish policies. There should be a policy on who to reply to, who replies to what, and what not to reply to. Policies may also be “when this happens then this” or “if this happens then this.”
The 5th stage had 2 considerations: budget availability and people responsible for social media activities. Depending on the size of the company and activities engaged in, budgets can range greatly. Both those will also have an effect on the number of people needed to effectively manage social media.
Stage 6 is calendars and timelines. Themes and campaigns will be used in a broader scale, spanning days/weeks/months. Frequency will have to be determined and flexibility maintained.
Evaluating progress is the 7th step. This step is when KPIs are compared to strategic objectives and ensures the implementation activities and timelines are meeting the goals. This, in my opinion, should be done continually, even if informally.
Finally, the 8th stage is adjust the strategy. Take all the lessons learned and make changes. Sometimes changes need to be made quickly and flexibility is key.
This chapter hits the basic points to managing social media. I would refer anyone who manages social media to read this chapter. This chapter was a comprehensive over view and could be used for all different size companies.