My last post covered the effective planning of a social media campaign. This next phase of the campaign sees the results of the research being used to inform a social media strategy.
Without a strategy untargeted messages will be posted in channels where the intended audience might not be active. It ensures that there is a common tone of voice used across all the social networks pertinent to the campaign, and that any content posted is relevant. Finally, it determines the results that will measure whether the campaign has been a success or not.
The key stages of strategy development are: monitoring, theme development, channel selection, content planning, setting KPIs and defining the engagement policy. These stages are described below.