Social Media Strategy: 9 Steps for Business and Government
4.3 (89 ratings)
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2,456 students enrolled

Social Media Strategy: 9 Steps for Business and Government

WRITING & Implementing a SOCIAL MEDIA STRATEGY Marketing Public Relations & Comms Social Media Managers
4.3 (89 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
2,456 students enrolled
Created by Laurel Papworth
Last updated 10/2019
Price: $159.99
30-Day Money-Back Guarantee
This course includes
  • 3 hours on-demand video
  • 16 articles
  • 5 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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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!
  • 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.

                      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.
Course content
Expand all 40 lectures 03:45:05
+ About Social Media Strategy for Corporate Government Social Media Managers
6 lectures 34:10

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.

Preview 09:52

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.

Preview 00:20

    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 and is updated from time to time so check back! 

Download the Social Media Strategy WORKBOOK for Business and Government
19 pages

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

Preview 21:34

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.

Preview 00:27

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!

Preview 01:56
+ Social Media: Purpose vs Values
3 lectures 20:48

In this lecture we define Social Media Purpose and Values and the difference between the two. We develop our social media strategy to meet the Purpose and Values of BOTH the Business/Government AND the customer/client/stakeholder and how to match the need with the response. We look at what happens when Purpose conflicts with Values to create public relations crisis online.

[Theory]: Purpose and Values in Online Communities

We look at examples of where the Purpose and Values of the organisation closely mirror the Purpose and Values of the Community. And where this hasn't worked so well showing a weakkness in the social media strategy.

[Practical]: Purpose & Values - Social Media Strategy case studies

Download the list and then Evaluate the Purpose for an Organisation such as “brand education” or “improve employer branding” or “create new product awareness in journalists”. Then create a list of Member Purpose “to co-brand with a cool brand” “to learn more” “to stay informed”. Develop a Values strategy - how does the mission statement resonate with the community members. Does the Social Voice reflect the values?

[Homework]: Purpose and Values
+ Market Segment and Avatar Communications
6 lectures 27:42

In this lecture we address the “who” of the strategy: Who are you trying to communicate with? Why is Avatar persona marketing important? What is the difference between Demographics, Persona (Interests, Attitudes, Opinions) and Behavioural (non-Declarative)? Why your strategy needs to be the Magazine, not the Ad for the different groups. What is the Cost of Inaction, of not targetting your communications?

Preview 02:50

WHO are you talking to? Facebook makes decisions about who your audience are - whether you agree or no - and then only shows your udpates to those people. Take a peep at the largest Focus Group online, for free, and see what Facebook does with that data.
Why is this important - we investigate Facebook FBO (Edgerank) and how the algorithm changes depending on “who” you are communicating with. Facebook will change your place in the Fans newsfeed depending on how well you do this part of the strategy. It also impacts Google search and soon, Twitter timelines (Twitter algorithm).

Greenpeace audience and Facebook Ads as a Focus Group

Why Avatars: Facebook as a Focus Group & Engagement

Developing the Avatar: The Questions. Demographics - where do they live, are they married, where do they work? Psychographics - Interests, Opinions, Values, Fears, Behavioural. What do they do on the weekend? Holidays? Give your Avatar a name.

What questions will you ask yourself of your different market segments? Do you have 2 or 3 different types of people that you engage with, that you need to communicate with?

Preview 05:32

Why do you need to understand tribes, avatar/persona marketing and targeted communications? These two examples show how comapnies have multiple Facbook Pages, not for each Product but for each type of Customer/Client. Without a targeted comms strategy, Facebook will remove your status update from client newsfeeds.

[Practical]: Case Study of How Many Facebook Pages and Which Tribes?

Section 1 Document: Fill in the avatar information sheet (psychographics, not demographics)

Example Persona 1 Judy is 33, she buys organic, vegetarian, likes dining out, does yoga, cross fit. Buys LuluLemon and Nudie, Likes to surf, Quicksilver, Billabong. Hates negative thinking but loves reality TV shows like Real Housewives & lives in Bondi.

[Homework]: Fill in Avatar psychographics sheet

Examples and links to Avatars for Business.

[Resources] Links to Buyer Persona and Avatar Tools
+ Social Spaces and Which Platform?
3 lectures 15:59

Where are you going to reach these Avatars? Which platform is best and how do you find out? Also: Do you need a Social Media Press Room? We look at an example of a B2B company and their social media press releases, integrating social media channels like Instagram, Facebook, Twitter, Google Plus, YouTube...

[Theory]: Which Social Media Platform? Content, Hub Distribution spoke networks

Scania have a main website and a social media "press room". The Press room has many of the functions of the different social spaces - it pulls in images from Instagram "content" spokes, and allows Press Releases to be shared through "distribution" spokes. The target market communicating your information to the target market!

[Practical]: Social Media Press Release Room Integration

PDF: Use the Homework chart to place Persona 1 and Persona 2 against Pinterest, snapchat etc and the type of content you could place on each platform for the different audiences.

[Homework]: which customer, which platform?

Can you figure out what social network your organisation should be on?

Social Spaces and Platforms
3 questions
+ Identifying Personal Brand Gamification
3 lectures 13:47

You wouldn't send out a press release to the wrong journalists: how to evaluate different people in your community and “tag” them with a different role. Some people are welcomers and newbie helpers, others are engineers and explain how something works, teachers explain the softer skills and cops explain why you can’t do something. Everyone has a role in a community. This is a key PRE Key Influencer part of your strategy - identifying what you already know about your customer and other communities.
Adjusting your content and conversation diary, developing new campaigns and activities will work with different personal brands. If you are building in gamification into your social media strategy, different personal brands need different Leaderboards, Badges and Reward Points.

Top Contributors, Most Popular Articles, Newest Members etc... Building Persona Branding Trust and Reputation.

[Theory]: Identify online community members and their roles

We evaluate some examples of companies where the customers have taken on roles, become Brand Ambassadors, and created their own communities of interest.

[Practical]: explore examples of how customers have taken on Roles

PDF: Which of your customers have a blog? Which of your vendors have a podcast? Which of your staff has an active Google Plus account? What external communities already are in place - perhaps coupon communities that share your offers or a voucher community that share your tickets to events? Where do your customers go for customer service online if NOT to you? A forum? A Facebook group? A LinkedIn community?

[Homework]: Create a Table of Roles
+ Engagement Lifecycle Strategies
3 lectures 20:07

This Lecture takes you through lifecyles of customers and other key stakeholders. A major part of the requirement for a social media strategy is to take members from finding out about your Facebook Page (visitor) to getting them to sign up through a call to action (Likes) to encouraging them to contribute and collaborate (Engagement) to bringing in more Leads and interested parties (Reach) right through to full Brand Ambassador programs.

RESOURCES: Link to Customer Relationship Stages for Marketers article

[Theory]: Engagement Lifecycle strategies

We’ll look at how Tourism and other social media Pages reward contributors and further engagement. A brief introduction to gamification for those who want to include gamifying of engagement in their PR social media strategy.

[Practical]: Investigate case studies using engagement lifecycle principles

PDF: Write 500 words on how you can encourage members on one part of the lifecycle shift to another. Example is included for you to repeat the format.

[Homework]: Write an engagement strategy in 500 words
+ Key Influencers, Bloggers, Twitterati Strategy
3 lectures 17:08

Relationship Building with key influencers brings an exponential return on communications dollar investment. Imagine a podcaster with 1,000’s of very engaged "verified" listeners hearing a review of your product or service? Or a blogger that talks to your Avatar and market segment suggesting people try your offer? or a journalist retweeting your press release to their community of editors, and other journalists?
In this lecture we look at the Social Media Ripple (Amplifcation) effect - how velocity is different from Traditional Media campaigns and how Influencers create a J-Curve of Engagement. Different types of Influencers (CEOs, Celebrities, Academics) add the Brand Avatar Voice and aid with distribution of content marketing and social promotion PR.

[Theory]: How to Build Relationships with Social Media Key Influencers

An example of the Social Media Amplification Effect in use and how the Ripple works from Facebook page to Facebook Page by engaging and linking and tagging Key Influencers.

[Practical]: How to Engage with Social Media Key Influencers

Choose Key Influencers for your Client Brief project.

[Homework]: Evaluating your Social Media Key Influencer Strategy
+ Voice and Etiquette/Behaviour Strategies
4 lectures 24:52

Examples of Social Media House Rules - do they work? Well yes, but only if you've done all the other steps so far of a strategy! Match your House Rules to your Brand Avatar Voice - not all rules are appropriate for all organisations.

Rules of Engagement: Social Media House Rules for Facebook LinkedIn

Does the serious banking voice work when trying to attract Uni students saving for the first time? Does the telecommunications techie/geeky voice work with Senior Citizens investigating their first smartphone/phablet? If you are developing a communications strategy for working class people should you speak to them like you have a degree in public relations and marketing or should you adapt your content, your comments, your tweets, your voice to their voice? Is swearing ok, ever? If I say “ Yo Dude, fully wicked sick man!” do I sound like I’m trying too hard? (the answer is yes!).

[Theory]: Creating Your Social Media Voice and Managing Behaviours

We look at examples of companies who have their voice totally right and encourage their community and have a strong communications channel and also at those that struggle to get engagement from a too formal voice, a too lax OR strict etiquette and too wishy-washy a presence to make the most of social media.

Media Training needs to expand to include Social Media Training and for ALL staff: after all it's not only the CEO chatting with journalists now, anyone with Twitter has access!

[Practical]: Which Social Media Voice? Corporate, Personal, Social....

Try connecting content with Persona, with call to action all the while using the right Voice

  • Content type: Twitter tweets, Instagram photo etc
  • Reader: Which Persona?
  • Reader feelings: Encouraged to share
  • Your tone should be: Excited, educational, discovering
  • Write like this: Does anyone have any examples of really really GREAT uses of recycling we could share? if you do please post them here and then reshare to spread the word!
  • Tips: Encourage reshare over like, contribution for social good, helpful and education rather than formal and broadcast.

See exercise for examples and suggestions.

[Homework]: Choosing a Facebook Voice and Found Social Media Content
+ Social Media Campaigns and Activities
3 lectures 18:34

In this lecture we look at the 5 steps of a social media communications campaign:

- monitoring and understanding the community you are attempting to communicate with,
- creating voice through social assets
- discussing with key influencers, and building relationships
- promotion through your community (this is 4th not 1st!) and
- measurement and setting KPIs (Key Performance Indicators)

All 5 steps will be outlined in your strategy document so you can be confident they are repeated throughout the whole organisation.

Preview 07:27

NAB bank have a social media monitoring room and they adapt their comms strategies in REAL TIME based on the feedback from social media. Some companies have fallen foul of social media communities by missing a critical step in their strategy and their campaign. Learn from their mistakes and monitor, monitor, monitor!

Preview 09:39

Build a small! social media monitoring panel from scratch. OR use tweetreach and evaluate measurement OR one of the other exercises [PDF]

Preview 01:28
+ RITUALS: Creating a Conversation Diary
3 lectures 11:17

In this lecture we evaluate the conversation diary and choose rituals and rites of passage that affect our avatar and core market segments. Everything from Talk Like A Pirate Day to Fashion Week New York to natural disasters like floods to engagements and deaths in the community. All need to be addressed in the strategy document.

[Theory]: Knowing Your Audience's Rituals and Rites of Passage
[Practical]: Creating a Conversation Diary and Content Calendar (Spreadsheet)

Create a conversation diary and research: beeroclock, #FF, #PRchat, Agchat. Also place times of the day and days of the week activities. What rituals can you use that are already popular such as Fan Foto Friday or Throwback Thursday? [PDF]

[Homework]: Your Social Media Conversation Diary