Social Media Marketing

2.

Developing a Social Media Strategy

2.1.

Setting SMART Goals

2.1.1.

Understanding SMART Criteria

2.1.2.

Brand Awareness Goals

2.1.3.

Lead Generation Goals

2.1.4.

Sales and Conversion Goals

2.1.5.

Community Engagement Goals

2.1.6.

Website Traffic Goals

2.1.7.

Customer Retention Goals

2.1.8.

Thought Leadership Goals

2.1.9.

Customer Service Goals

2.2.

Defining the Target Audience

2.2.1.

Creating Audience Personas

2.2.2.

Demographic Data

2.2.3.

Psychographic Data

2.2.4.

Behavioral Data

2.2.5.

Geographic Data

2.2.6.

Identifying Audience Pain Points

2.2.7.

Identifying Audience Interests

2.2.8.

Mapping the Customer Journey

2.2.9.

Primary vs Secondary Audiences

2.2.10.

Audience Segmentation Strategies

2.3.

Competitive Analysis

2.3.1.

Identifying Key Competitors

2.3.2.

Direct Competitors

2.3.3.

Indirect Competitors

2.3.4.

Aspirational Competitors

2.3.5.

Gathering Competitor Data

2.3.6.

Analyzing Competitor Content

2.3.7.

Analyzing Competitor Engagement

2.3.8.

Benchmarking Performance

2.3.9.

2.3.10.

Competitive Content Gap Analysis

2.3.11.

Competitor Advertising Analysis

2.4.

Selecting the Right Social Media Platforms

2.4.1.

Overview of Major Platforms

2.4.2.

Platform Demographics

2.4.3.

User Behavior Patterns

2.4.4.

Platform Strengths and Weaknesses

2.4.5.

Aligning Platforms with Business Goals

2.4.6.

Niche and Emerging Platforms

2.4.7.

Resource Requirements by Platform

2.4.8.

Platform Prioritization Framework

2.5.

Establishing Brand Voice and Tone

2.5.1.

Defining Brand Personality

2.5.2.

Consistency Across Platforms

2.5.3.

Adapting Voice for Different Audiences

2.5.4.

Voice and Tone Guidelines

2.5.5.

Brand Messaging Framework

2.5.6.

Content Style Guide

2.6.

Creating a Social Media Policy

2.6.1.

Guidelines for Posting and Engagement

2.6.2.

Employee Social Media Guidelines

2.6.3.

Crisis Communication Protocols

2.6.4.

Legal and Ethical Considerations

2.6.5.

Approval Processes

2.6.6.

Brand Safety Guidelines

2.6.7.

Content Moderation Policies

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1. Foundations of Social Media Marketing

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3. Content Strategy and Creation