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Social Media Strategy: 9 Steps for Business and Government
Rating: 4.3 out of 5(94 ratings)
2,470 students
Created byLaurel Papworth
Last updated 10/2019
English

What you'll learn

  • Write a social media strategy for Corporate or Government internal stakeholders or external clients
  • Implement the 9 steps of a social media strategy including Purpose, Voice, Key Influencer Relationships, Campaigns and more.
  • Identify and communicate what should and should not be included in a social media strategy for Corporate and Goverment
  • Use Corporate Government and Non Profit case studies and analysis of social media strategies, implementation and adaptation to inform your strategy and execution.
  • Write a Corporate or Government strategy around a pitch document (included in this course) that will test your new knowledge!

Course content

11 sections • 40 lectures • 3h 25m total length

  • [Welcome] Client Social Media Pitch and Structure for Business and Government9:52

    Welcome to Social Media for Business and Government. In this video lecture we'll learn about the 4 x Client briefs that you can write a strategy for, the 9 steps of a social media strategy framework for Business and Government and what you need to do to be a successful social media manager for Business and Government.

  • This Site: Social Media Strategy Example Workbook, Discussions and Subtitles0:20

    Social Media WORKBOOK (PDF) is under Resources in Lecture THREE. Select a CLIENT BRIEF for Business or Government or Social Good (you choose) under RESOURCES in Lecture 4. Many of the Social Media HOMEWORK exercises are there too - for each lecture. Let me know in DISCUSSION if you have a problem with the resources. Thankyou. PS there are closed caption (SUBTITLES) available on the lectures if you struggle with the Australian accent! :) VIDEO LECTURES start in SECTION 2.

  • Download the Social Media Strategy WORKBOOK for Business and Government19:00

        Welcome to Social Media Strategies for Business and Government social media managers. As a communications professional (or higher education student) you know that a number of your clients have gaps in their social media strategy preferring to rely on a Facebook content calendar or a adhoc approach to posting on Twitter. This series of lectures and tutorials on social media strategy will be given in three formats.

    1. The first is theory and understanding the strategy framework step by step,

    2. the second a practical example of each step and how companies are using the principle well (or otherwise!) so you can see the theory at work

    3. third is a fun homework question where you will be asked to formulate a strategy around the principle we’ve just gone through for a Brand X or Organisation Y in a specific industry e.g health or fashion or local government for a specified market segment e.g. youth or mums with babies or CEOs.

        I’m here to guide you every step of the way, and you can ask me questions in the Discussion area if you get stuck. There will also be supplemental reading material, course notes, examples and infographics and if you are REALLY keen, University lectures and sources to study. Don’t forget: work at your own pace, dip in and out, and ask questions!

    Please click RESOURCES and download the PDF eBook which has both notes and exercises. You can also download as a .doc from Google Docs  https://docs.google.com/document/d/1HOWDw5nGO-1oxTRLUIdz1ZVGLx3YK8642DoMyUqztOU/edit?usp=sharing and is updated from time to time so check back! 

  • Local Government Social Media Strategy & Social Media Framework for Government21:34

    Step by step how to establish a #socialmedia #framework for local government and a social media strategy for councils.

    • Step 1: Core Audiences 00:37

    • Step 2: Match Purpose and Values between Local Government/Council and stakeholders. 02:48

    • Step 3: Social Spaces - which social media platforms should your Council social media strategy cover? 03:57

    • Step 4: Social Media Influencers and Hashtags for social distribution 05:54

    • Step 5: Covering Social Media Campaigns and planned activities 08:40

    • Step 6: Creating different kinds of social media diaries: content, engagement, influencer etc. 11:05

    • Step 7 Creating a "Voice" for social media and the different core audiences (stakeholders) 12:06

    • Step 8 leveraging Rituals and Rites of passage in a social media framework for local government and councils. 14:49

    • Step 9: integrating social media with the council website with local government EDMs (email newsletters) as well as incorporating Comms strategy, Employer branding, Crisis Comms etc. 16:48

    • Step 10 or Optional - Future Directions covered? eg social media and #BigData or Council and Direct Democracy? 18:25

  • [Choose]: Select a Social Media Pitch/Brief/Request from an Organisation0:27

    Choose from one of the Briefs - for Business eg Business to Business (B2B) or Business to Consumer (B2C), for Government or for Not for Profit social good . You will be asked to complete each section of the social media strategy with reference to your chosen brief. Please note, the social media brief will be updated/changed every so often (look at the end of the lectures for archived old projects) so if you want to play a second time you can :) Of course you can use your own organisation or business to write a strategy but by choosing one we are all working on, you may find it easier to collaborate with others doing this course.

  • What IS a Social Media Strategy? vs a Facebook Campaign?1:56

    Ever met with a client or talked to someone in your organisation and asked "what's our social media strategy"? If it's social media and they say "we have Facebook, do you think we need Instagram or Snapchat or TikTok" you groan and think "they need to work some stuff out"? Welcome to social media strategy for business, Government and non profits!

    A Nine Step Social Media Strategy asks the questions that can be answered in a document with examples for staff/Franchisees/partners can implement.

    1. Purpose and Values - Why would someone want to connect with you on social media? What's your purpose? What value?

    2. Market Segment and Avatar Communications - who are you talking to? Demographics, Personas, Behavioural. Facebook for example chooses who will see your stuff. Have you got it sorted?

    3. Social Spaces and Which Platform - Different platforms have different communities. Or at least people change their voice, their needs, their values when they are on different platforms. Which one should you be on?

    4. Identifying Personal Brand Gamification - Are you adjusting your content marketing and rewards to the different members of your community?

    5. Engagement Lifecycles and Call to Actions - if you know where your community member is in their lifecycle in your community you can create a call to action better. For example Newcomers need a different CTA than the Elders to engage.

    6. Key Influencers amplify the Ripple effect in social media - are you identifying your key influencers and building relationships? Some PR companies just spam anyone on a top list - is there a better strategy?

    7. Voice and Etiquette - how do you speak to the community? What is appropriate on LinkedIn vs Vine? Assisting staff to stay on Brand Voice through a strategy. Are you getting back the community behaviours and customer voice that you expect?

    8. Social Media Campaigns and Activities - entertaining the community with planned campaigns works much better than letting staff simply put things up online adhoc. The 5 steps of a social media campaign from Monitoring to Creating social objects, building relationships, promoting and call to actions and finally measurement.

    9. Rituals and Content Calendars - conversation diaries are regular scheduled events that increase engagement on all platforms. Examples and downloadable spreadsheets on how to use hashtags and engage are included.

    This course gives you a choice of FOUR briefs and then practical tutorials and Exercises as well as Theory lectures for you to complete a social media strategy. I'm here to help in the Discussion forum and I'll be adding additional briefs, lectures, tutorials and exercises from time to time. Let me know if there's anything you want added!

Requirements

  • Understand a STRATEGY is not how to use Facebook but documenting and processes for Business and Government to manage social media strategically
  • Access to a laptop, how to search on Google or other search tools and the ability to access Facebook, Twitter etc is a prerequisite
  • It is assumed the student is already familiar with communications, marketing and public relations practices and be interested in applying social media to those frameworks.
  • Some understanding of what social media means to Business and Organisations, and the challenges to be faced would be beneficial.

Description

                      This is a Corporate course for Business, Government and Not for Profits on how to WRITE A social media strategy:

Many Marketing and Public Relations professionals in large organisations such as Government Departments and Corporates want more structure than simply competitions and promotions on Facebook & Twitter and broadcasting content on LinkedIn. This course will enable you to create a great social media strategy for your own business and your clients that includes: (Don't forget to click HD on the videos!)

  • why your Government Department or Corporate Organisation are on social media & why customers and stakeholders would want to connect with you

  • what social media platforms you (and your stakeholders) should use, and when.

  • how to find and engage with key influencers and bloggers, monitoring and evaluating them

  • creating campaigns from monitoring platforms to measurement

  • a conversation diary and content calendar including an downloadable doc.

  • developing a voice in social & what to say,

  • as well as finding and connecting with target markets  (Customer Avatars) across social platforms

  • and integrating websites and microsites with social.

                  INCLUDES: A choice of 4 project briefs for you to practice your strategy development on, Homework for each section with a discussion area to ask questions and receive answers.

This course was part of the PRIA (Public Relations Institute of Australia) series of workshops.

                  Each lecture takes you through a step of the framework with theory, a case study and homework based around a pitch document (brief). This course is invaluable for a public relations or communications professional looking to develop and implement strategies rather than just "run a Facebook Page", those re-entering the workforce or repositioning to take on more social media responsibilities as part of their usual role. Small businesses will find the overall strategy useful to framework their current Facebook and Twitter activities.

Laurel Papworth was named by Forbes Magazine as a Top 50 Social Media Influencer, she has consulted and trained Governments around the world (Parliament House in Canberra, Australia, also Malaysia, Singapore and Saudi Arabia) as well as Corporate social media strategies for Sony, United Nations and banks/financial services.

Who this course is for:

  • MARKETING DIRECTORS who need to understand and articulate the strategic implications of social media for the organisation
  • STUDENTS This course is for students with some knowledge of public relations or marketing, and a need to write and implement Social Media Strategies rather than just manage a Facebook Page.
  • STRATEGY CONSULTANTS This course is suitable for someone who has just taken over social media management, or who is now writing strategy documents or who is reentering the workforce as a public relations professional after some time away
  • NOT ADMINS This course is not suitable for those who are wanting to solely learn the tactics of Facebook and Twitter and are not interested in the strategy.

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