Kim (2021) Ch3: Step 2 Strategic Design Part A (Social_Media_Campaigns_Strategies_for_Public_Relations)

CHAPTER 3 Step 2: Strategic Design Part A

3.1 Developing a Data-Informed Social Media Campaign

  • Importance of intentionality in social media engagement.

  • Organizations must develop trusted and authentic relationships.

  • Step involves mapping overall strategy after foundational research.

  • Necessity of a social media strategic plan as a guiding framework for campaigns.

3.2 Social Media Strategic Plan

Social Media Goals

  • Goals defined as broad outcomes of the program.

  • Example goals:

    • "Become a thought leader in social media for the technology industry."

    • "Be recognized as a premier source for information on non-profit philanthropy."

  • Goals should align with the organization’s mission and vision.

Social Media Vision Statements

  • Identify beneficial platforms from listening phase research.

  • Develop vision statements for each platform highlighting its value and purpose.

  • Use Olsy Sorokina's model:

    • "We will use (social network) for (purpose) to help (business goal)."

  • Examples of vision statements:

    • "We will use Facebook for advertising to target a specific audience to help increase sales."

    • "We will use Instagram for promoting company culture to aid in recruitment."

3.3 Creating SMART Objectives

  • Objectives described as specific, measurable, achievable, relevant, and timely (SMART).

  • Example of SMART objective:

    • "Have 30 retweets a week from posting on Twitter twice a day."

  • Importance of measuring outcomes, not just outputs for effective evaluation.

3.4 Social Profile Branding

  • Ensuring profiles are complete and cohesive across platforms.

Basic Elements to Consider

  1. About Section:

    • Use keywords and maintain consistency across profiles for SEO.

  2. Profile Photos and Thumbnails:

    • Regularly update images while maintaining brand recognition.

  3. Vanity URLs:

    • Create memorable URLs for ease of sharing.

  4. Company Connections:

    • Ensure easy access to social media channels from the organization’s website.

  5. Rich Media:

    • Utilize appropriate images and videos to enhance profile presence.

3.5 Content Distribution Strategy

  • Develop a content topic guide allocating content percentages based on focus areas (Hootsuite model).

  • Consider the rule of thirds for content distribution:

    • 1/3 brand information, 1/3 shared content, 1/3 individual interactions.

  • Establish a general content calendar to streamline communication.

3.6 Social Media Voice

  • Develop a consistent social media voice aligning with the brand persona and tone.

  • Emphasize the importance of understanding brand persona and the desired communication tone.

  • Explore language use to create appropriate messaging for target audiences.

3.7 Social Media Policies and Procedures

  • Suggested policies:

    1. Community policy for users.

    2. Employee usage policy.

    3. Guidelines for social media teams.

    4. Crisis management plan.

Community Policy Details

  1. Values of the Community:

    • Define the purpose and behaviors encouraged within the online community.

  2. Inhibiting Behaviors:

    • Specify behaviors that conflict with community values.

  3. Consequences of Negative Behavior:

    • Clearly outline actions for violators to maintain a positive environment.

3.8 Crisis Management Plan

  • Importance of having a crisis communication strategy connected to overall brand crisis plans.

  • Outline for handling social media-related crises and define roles in crisis management.

  • Quick responses are necessary for resolving social media crises.

3.9 Campaign Design

  1. Developing Campaign Goals:

    • Set clear, shorter-term goals related to the organization's vision.

  2. Audience Identification:

    • Analyze audience demographics and behaviors relevant to the campaign.

  3. SMART Objectives:

    • Ensure objectives align with campaign goals and audience insights.

  4. Strategies and Tactics:

    • Create strategies for achieving objectives and specific actions to accomplish them.

  5. Key Messages and Message Maps:

    • Develop key messages for target audiences and structured communication plans.

3.10 Budget and Resources

  • Identify resources and costs necessary for campaign success.

  • Consider social media's contribution to both monetary and intangible benefits.

3.11 Ethical Considerations in Social Media

  • Develop ethical frameworks that prioritize relationship building over transactions.

  • TARES model for ethical communication in social media:

    1. Truthfulness: Transparent sharing of accurate information.

    2. Authenticity: Genuine engagement with the online community.

    3. Respect: Acknowledge individuals’ dignity and value.

    4. Equity: Fair treatment in communication.

    5. Social Responsibility: Commitment to the broader societal good.

3.12 Key Concept Snapshot

  1. Develop a strategic social media plan as the foundation for campaigns.

  2. Prioritize ethical considerations in every interaction.

  3. Build trust through transparent and genuine policies.