The Social Media Plan [Framework]
As a Social Media Manager , you are responsible to ideate and implement a social media plan. Similarly to any other plan, this should be composed by three main parts: analytic (WHO) , strategic (WHAT), and executive (HOW) . The definition of your social media strategy starts with the understanding of your brand and the communities you wants to reach. The WHO phase tries to capture all the information related to heritage of your brand, its equity, shared values, beliefs and most importantly of the brand ideals on which your content strategy will be centered (see my previous article ‘Brand Ideals definition’) . A sophisticated understanding of your brand naturally leads you to the analysis of your communities. Previously generated marketing documents that aim at facilitating managers’ understanding of your stakeholders and brand positioning should be properly reviewed ahead of any strategic effort. Second step of the plan ( WHAT ), captures all the strateg