Creating a Strategy

A social media strategy includes assessing your audience, setting goals, determining messaging, selecting platforms, brainstorming content and evaluating your results. A strategy will prepare you for the evaluation of emerging platforms and/or sites or help you decide when to discontinue use of networks as they decrease in popularity.

Strategy Blueprint

As you approach your current social media channels or consider adopting new platforms, consider the following questions. We recommend that you work with your team to answer these questions and refer back to your responses as you gain momentum.

Step 1: Set Goals
  • Who is your audience? Which group(s) of people do you hope to reach?

  • What results do you hope to achieve?

  • How can these results be measured?

  • What role does social media play into your overall communications strategy?

Step 2: Determine Messaging
  • What are your department or unit's main points that you wish to communicate?

  • What do you want your audience to remember about your department?

Step 3: Choose your channel
  • What channels are you already using?

  • What works and what does not work on your current channels?

  • What channels are you considering? Why?

  • What social networks is your audience using?

  • Do you have the time and ability to create content, curate information and respond to your audience? Keep in mind that you should be posting a minimum of 3 to 4 times per week on Facebook, once a day on Twitter, and 2 to 3 times a week on Instagram.

  • How will you monitor your channels? How do you plan on dealing with negative comments?

Step 4: Brainstorm Content
  • What information is of interest to your audience? What information do they need to know?

  • What content is most engaging?

  • Do you already have appropriate content on hand? If not, how will you get or create it?