Social Media Plan

[Agency]

Introduction

Highlight the importance of a social media presence (e.g., brand awareness, citizen engagement, internal and external communications) and the need for a comprehensive plan to support SMEM operations.

Objectives

The following highlights [Agency]’s SMEM objectives, which align with the [Agency]’s larger strategy. These objectives will serve as benchmarks to measure progress.

· [Outline both long-term and short-term SMEM objectives based on Unit 7 analysis of agency operational and communication objectives.]

·

Social Media Team Information

The following outlines designated staff positions who will support the implementation of [Agency]’s Social Media Plan and the management of [Agency]’s social media platforms.

· [Team Member Role or position]

·

Social Media Team Resources

The following outlines designated resources used to support the implementation of [Agency]’s Social Media Plan and the management of [Agency]’s social media platforms.

· [Detail equipment, space, and external resources such as other agency tools/apps/information categories used to carry out the plan.]

·

Platforms and Audience

The following highlights [Agency] platforms used and audiences per each platform. Identifying specific platforms and audiences helps inform a targeted content strategy.

Audience

Audience Detail

Platform/s

Communication Needs

Insert name of group

[This section summarizes research from Unit 7 analysis and formats the information into actionable data. Use a new row for each group to give adequate detail.]

Insert the key demographic attributes of the target audience to reach through this platform to achieve your objective.

Insert platform such as Twitter or Facebook. If audience primarily gets information from mainstream news, then the social media platform would reflect local news outlets presence to “get the word out”.

Insert information needs of group.

Content Strategy

Outlined below are [Agency]’s content strategy guidelines to help staff members maintain a consistent brand and tone for the organization across all platforms.

Platform

Platform Tactics

Posting Frequency

Insert platform such as

Twitter, Facebook, Website, or Press Releases (Use a new row for each platform to give adequate detail.)

Outline tactics to use when creating and sharing content for platform. Can be multiple tactics.

Insert post/use frequency

Community Interaction Guidelines

The following section lists [Agency]’s Social Media Comment Policy or Community Guidelines applicable to all staff members who engage with the public on social media.

· [Outline key consideration questions or directions for team members on how to engage with citizen comments on social media platforms. Expand on previous research from Unit 7 analysis to include specific direction for team members on interacting with the community. If none exist for your community, create the guidance based on your best practice learnings in the course.]

·

Social Media Metrics

Outlined below are the metrics that [Agency] will use to evaluate the success of social media posts and engagement.

Platform

Metric

Definition of Metric

Measurement Guidance

Insert platform

name

Insert name of metric

Insert definition of metric

Include any guidance on how the metric will be measured (i.e., any calculations,

frequency)