social media planBeing someone who blogs and runs various social media accounts for my own businesses, I recently stuck my nose into our marketing team and offered my help with social media. Working for a start up makes being nosey really easy, and everyone loves it when someone from a completely different area of the business turns up with a new way of doing things (not!! Haha)

A great person will listen when that someone has something of value to offer, and I like to think that I’m one of those people. I have extensive social media coverage across multiple platforms, and I rarely spend any money on paid campaigns.

I devised a very rough social media plan for our marketing team, and have offered my time to help implement it. It should hopefully result in spending less money on a marketing agency to do it for us.

Here it is – you can use as much or as little as you like. If you are an experienced social media person for your company, I welcome your tips and advice. If you are just starting out, this should help.

 

My Social Media Plan

So this is my actual plan. It’s not pretty, but it’s a good start if you are beginning. I’ve literally just copied and pasted it, and changed any company-specific information.

 

LinkedIn

  1. Make sure all staff profiles are Top Rated
    1. Professional photo
    2. Link to your company page
    3. Key search terms in job title
    4. Company description is standardized across all employees
  2. Update company profile with key information (contact, people etc)
  3. Update any groups with key information if possible
  4. Send a weekly email to all staff with articles and images to post on LinkedIn and Twitter

 

Item Frequency Responsibility
Like posts or articles 5 x daily All staff
Post an article 3 x weekly Social Media Person
Post an infographic or picture 1 x weekly (repost is ok) Social Media Person
Reposting old (but still relevant) content 1 x weekly All staff

 

Targets

Increase average reach by 5% month on month

Increase group membership by 5% month on month

Make sure that at least one thing is posted every day

Ensure that at least one thing company-related is posted by a staff member every single day

Encourage staff to follow the company LinkedIn company page, and join the group.

 

 

Twitter

  1. Update company profile with key information (contact, people etc)
  2. Ensure that key staff have their own twitter accounts
  3. Follow the top industry contributors (try Klout for this information)
  4. Encourage staff to follow the ThinCats twitter account

 

Item Frequency Responsibility
Post a comment 5 x daily Social Media Person
Like posts or articles 5 x daily All staff
Comment on post or article 5 x daily
Social Media Person
Post an article 3 x weekly
Social Media Person
Post an infographic or picture 1 x weekly (repost is ok) Social Media Person
Reposting old (but still relevant) content 1 x weekly All staff
Like items posted by the company As frequently as possible All Staff

 

Notes

A lot of twitter posts can be automated or scheduled for free using Hootsuite (my recommendation is that some generic tweets get scheduled for repeat posting)

The average tweet gets seen for around 3 hours so tweets should be spaced about 2-3 hours apart

Find out which industry-specific “twitter hours” are going on (if any) and make time to join in. Even create our own

Following and unfollowing can be done for free using CrowdFire

Most events will have their own hashtag (such as conferences) so these should be used.

 

Targets

Increase average following by 5% month on month

Each post should reach 10% of total following (this is pretty difficult)

Follow all of our lenders, sponsors and borrowers

 

Articles

There needs to be a whole suite of articles being created all the time. Articles such as:

  1. Responses to key events (Brexit, interest rate changes, the budget, etc)
  2. Case studies if relevant
  3. Market pieces, explaining where we think the market is at the moment and where it’s going
  4. Opinion pieces. What do we think is happening? Why do we think XYZ is happening?
  5. Information relating to the key things that get asked by customers. This should also feed into FAQ pages

Infographics

People love these and they need to be developed separately for LinkedIn and Twitter because of the optimum sizes needed. There’s a program called Canva which is free and enables people to create their own. It’s quite basic, but a good start

We need to be producing things like:

  1. The company timeline
  2. The average prices versus our competitors
  3. Website traffic stats

 

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