Chapter 6

Strategic plan is a systematic, thorough, and aligned document that outlines from start to finish what a brand, individual, or organization wants to accomplish to address a problem, take advantage of an opportunity or explore potential new possibilities through experimentation. Components of a strategic plan:

• Background information
• Brand voice
• Vision and mission
• Environmental Scan Analysis
• Client or company focus
• Social media communication audit
• Situational analysis
• SWOT
• Goals
• Objectives
• Key audience members
• Strategies and tactics
• Evaluation
• Budget
• Calendar

Brand voice is the overall tone, personality, and entity that you want to present online; it is probably one of the essential elements to consider. Vision is the guiding principle that describes the overall goals and dreams. Mission describes the key aspects of the whole purpose of an organization, brand, or person.

Mission statement questions to ask yourself:

• Who are we?
• Who are our customers?
• What are our goals presently?
• What is our voice as a brand, and what is the voice of our community?
• What is our leadership style like?

Conducting a social media communication audit is one of the most important things to do before implementing a strategic plan on social media. Analyze all communication elements, content, channels, and personnel within the client organization. You need to be aware of the internal culture and perhaps politics emerging within the company or brand. The plan should outline present use and attitudes regarding social media as well as reaction from internal and external audiences.

S- strengths

W- weakness

O- opportunities

T- Threats

Key audience members

• Primary are those you want to target directly and that have a meaningful relationship and connection with the client
• Secondary is supportive and potentially viewed as influences by the primary audience members
• Demographics are a fundamental way to categorize a group of individual and involve the basic population data that are easily collected, such as age, education level, ethnicity, and location

Strategy is the heart of a strategic plan. Tactics are the tools and applications within social media that you will use to accomplish your objectives and fulfill your strategies.