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This chapter is from the book

The Plan

Before you try to insert social location marketing into your overall online marketing strategy, it's helpful to map out your strategy. Following is a sample plan that shows how social location sharing fits into the bigger picture. An effective social media plan is going to include all the following elements we have been discussing:

  • Organizational fit
    • Decide which department or departments are going to control the channel.
    • How integrated is each department and how will they pass information between them?
    • What resources already exist in house to use social media?
    • What resources will require training/need hiring?
  • Goals and objectives
    • What is the vision for social media use?
    • What does the organization want to achieve and when?
  • Team structure or Individual personality
    • Will there be an individual face or a group that customers relate to?
  • Location of the intended audience
    • Where is the target audience now?
    • Where are they likely to be?
  • Metrics
    • What results are important to the organization?
    • How will they be measured?
    • How is success defined?
  • Financial return
    • How much will it cost to achieve the goals?
    • How much will they return if they are achieved?
    • Tools and services
    • Free versus paid
    • In-house or consultancy
  • Future proofing
    • Where will potential customers go next?
    • What changes to existing platforms will impact the plan?
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