Lecture 5

Question 1

Social Media Marketing Planning Apps

Answer 1

Take strategic objectives and translate them into actionable
tasks

Plan and manage day-to-day social media marketing activities

Develop useful social media management policies

Question 2

Planning for social media marketing communications can

take on two forms:

Answer 2

Planning for specific campaigns

Planning for ongoing social media marketing activities that are
not specific to any one marketing campaign

Question 3

Planning must account for paid, owned, and earned social media

Answer 3

Not only content creation and media buy

But also potential interactions (the intersections of POEM
framework)

Question 4

SMM Plan Starting point:

Answer 4

corporate marketing goals and strategies to
accomplish them

-Social media are rarely the sole source of marketing communications for a brand
An integrated strategy is essential
Social listening helps establish specific SMM objectives

Question 5

Align SMM with your company’s big goals for the next

Answer 5

1-2 years

Question 6

Implementation Plan

Answer 6

 At this stage the strategic plan (stage 2) gets converted into specific action items so that it can be implemented:

effectively (achieves the objectives set in
stage 1)

   on schedule (progresses toward the 
   objectives in a timely manner)

efficiently (doesn’t incur excessive costs or impose an unreasonable burden on resources)

Question 7

Establish Policies for what can be said and cannot be said in
response to

Answer 7

earned social media (can be specific to

different social media platforms)

Question 8

EstablishPolicies for what types of content can be used when

Answer 8

creating and posting owned social media (or placing paid social media ads)

Question 9

Stage 6: Compile Calendars

Answer 9

 “content calendaring”

 Frequency: daily level

 Set “theme” for each week, and then make specific daily plans

 Align social media calendar with other communication
calendar

 For specific social media campaigns

 Break the campaign down into weekly mini-campaigns

Question 10

Evaluating the implementation and management of day-today social media takes place at two levels:

Answer 10

Measuring performance against strategic objectives on a regular

basis.
- -Is this feasible? Can this be done for all objectives?

Constantly re-evaluating the implementation plan, owned and earned social media policies, and communications calendars/timelines in terms of how well these plans and policies have been helping the social media marketing team progress toward its objectives:
 Are things working well?
 Is there any room for improvement?
 What should be changed?

Question 11

Stage 8: Adjust Strategy

Answer 11

The final stage of this implementation process is to have a
procedure in place that would allow companies to feed all the
lessons learned along the way back into the social media
marketing strategy