Write Your Own Social Media Strategy

A step-by-step guide to creating your own tailor-made social media marketing and outreach strategy.
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  • Lectures 50
  • Length 3 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 11/2014 English

Course Description

Would you like to start using social media to connect with your customers, but don’t know which tools to use or what to say? Have you begun using social media, but aren’t seeing the response you were hoping for? Or do you need guidance on how to expand your use of social media?

If you’re on a tight budget, but need to understand how to create your own tailored strategy and develop a clear, prioritised action plan, then this course is for you. Presented by Suw Charman-Anderson, one of the UK’s social media pioneers, this course will teach you how to build a robust social media strategy to support your business goals, and give you the tools and understanding you need to assess your progress and to review your strategy.

Suw has ten years of experience developing social media strategies with small businesses and non-profits, and is very familiar with the particular challenges that small businesses face. Small organisations can benefit significantly from social media, but often have to work with limited resources, time and budget. Carefully choosing which social networks to invest in and having a clear strategy will ensure that you get the best return on your social media investment.

This course itself is based on a very successful workshop that Suw has developed specifically for small organisations. It includes video tutorials explaining the key principles and frameworks that underpin a successful social media strategy, and how to apply them to your own business. Each section includes exercises to complete, on your own or with colleagues, that will guide you through applying the concepts you have learnt to your own business.

What are the requirements?

  • A basic understanding of social media. Whilst you do not need to have begun using social media yet, you do need to understand basic terminology and have some familiarity with current social media tools and social networks.

What am I going to get from this course?

  • Detailed video lectures
  • Exercises to complete on your own or with colleagues
  • A complete social media strategy for marketing, outreach and customer relationship development
  • A prioritised list of key action points

Who is the target audience?

  • Small and medium-sized business owners, in any sector
  • Self-contained business unit managers, eg imprints in larger publishing houses
  • Managers in the non-profit and charitable sector
  • Marketing & PR executives and managers
  • Social media managers

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Introduction
Welcome to the first How to Write Your Own Social Media Strategy lecture. In it, we'll talk about who might benefit from taking this course.
This lecture will explore the benefits of drawing up a social media strategy.
What is the difference between a social media strategy and a social media campaign? This lecture will explain all!
5 questions

Do you know the difference between a social media strategy and a social media campaign?

Tips and ideas for getting the most out of this course.
Your social media strategy will be a team effort, so who do you need to be on that team?
In this exercise you will list the key stakeholders who should be involved in writing your strategy.
Section 2: Know Your Business
You social media strategy should begin with a review of your business to provide context.
In this exercise, you will write your business overview.
Now that you have your business overview, the next step is to think about your business goals.
In this exercise, you will brainstorm a list of business goals.
In this exercise, you will prioritise your business goals.
Section 3: Understand Your Audience
In this section, you'll develop a solid understanding of your audience.
Learn more about marketing personas using these online resources.
Thinking about who is in your target market is the first step to understanding your key audience groups.
In this exercise, you will divide your audience up into groups of similar people.
An audience matrix helps you understand which of your audience segments are most important to your business.
In this exercise, you will prioritise your market segments using an audience matrix.
What are demographics and psychographics, and how can you create such profiles for your key audience groups?
If you want to explore demographics and psychographics further, here are some useful links to external resources.
2 questions

What's the difference between demographic information and psychographic information?

In this exercise, you will draw up demographic and psychographic profiles of your key audience groups.
Section 4: Choose Your Social Media Tools

We begin this section by taking a look at the issues you should keep in mind when you're assessing reports and statistics about social networks and social media users.

And overview of social media users in the United Kingdom.
What do we know about the demographics of social media users in the United Kingdom?
What do we know about the psychographics of social media users in the United Kingdom?
How use use demographic and psychographic information to choose the right social media tools.
In this exercise, you will use your knowledge of your key audience segments and of the different social networks to choose which social tools are most relevant to you.
In this exercise you will spend some time on your chosen social networks to test your assumptions and find out if your target audience really is where you think it is.
Section 5: What Do You Want To Say?
Working out what you want your audience to know and to do is the first step in developing your messaging for social media.
In this exercise, you will complete your Know/Do Matrix.
In this exercise, you'll assess your content assets, such as articles, blog posts, audio or video content.
Further Reading on Content Strategies
In this exercise, you will examine how you can best integrate your social media outreach with your traditional marketing and communications work.
In this exercise, you will write some sample social media updates.
Section 6: Measure, Test, Review

The internet allows you to measure almost anything, but that doesn't mean you should measure everything! This lecture discussed how to decide which metrics are worth measuring, and how some can be measured directly whilst others need proxies.


In this exercise, you will use your prioritised list of business goals to decide which metrics you will measure, and how.


Measuring your metrics as they stand now, or baselining, is an important part of your measurement strategy.


Baselining - understanding what your starting figures are for your metrics - is an essential part of your measurement strategy.


Why should you test your marketing channels? And how can you test with discount coupons?


Assess your options for using discount codes to test your marketing work, and plan some tests.


Learn about custom URLs, and how you can use them to test your marketing channels.


Assess whether you are ready to test with custom URLs, and plan a sample test.

Exercise: Plan Your Testing Schedule

Reviewing your strategy: Issues you need to bear in mind.


How to plan your social media strategy review.

Section 7: Complete Your Strategy

Now that you have completed all the exercises, it is time to compile and discuss the first version of your social media strategy.


Compile the first draft of your strategy, discuss it with your colleagues and refine any weak areas.


A roadmap gives you an overview of what needs to be done, in what order, and by when.


Create your social media roadmap.


How to write and prioritise To Do lists for all staff involved in implementing your social media strategy.


In this, the final exercise of the course, you will write and prioritise your To Do list.

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Instructor Biography

Suw Charman-Anderson, Social technologist

With a decade of social media experience, I am one of the UK’s social media pioneers. I have worked with companies large and small to build customer relationships externally, and improve their use social tools for collaboration and communication internally. I have a comprehensive understanding of strategy and implementation, with a depth of experience that is very hard to find in such a young field of expertise.

I helped launch Indian news website FirstPost, a groundbreaking digital news service from the Network18 media group, and have produced long-term social media strategies for organisations as varied as Pfizer, The Public Catalogue Foundation and Chatham House. Other past clients include Deutsche Bank, Oxford University, Denbighshire County Council, DSGi, Amdocs, and McKinsey.

For businesses and start-ups wanting to add social elements to their products, I offer essential advice in social functionality design. I have worked with entrepreneurs to help them understand the implications of social functionality, and how technology encourages different behaviour sets, some desirable, some not.

I started my personal blog, Chocolate and Vodka, in 2001 and in 2004 was invited to contribute to the Corante blog network, where I wrote about social media. I began my social media consulting career in 2004, after six years working in web design and development as an independent contractor, notably with PwP and Hutchison3G (now Three).

Research and journalism

With a degree in Geology from Cardiff University and an ongoing interest in science and technology, I am well placed to carry out original and desk research. I examined the use of social media in civil society for Carnegie UK Trust, and researched the media response to the Eyjafjallajökull ash cloud for Chatham House.

As a freelance journalist, have written about social media and technology for The Guardian, Libertine Magazine, CIO Magazine, .Net Magazine, Linux User & Developer, and Computer Weekly. In late 2011, I worked with my then business partner (and husband) Kevin Anderson to launch a new tech section for the Indian news website FirstPost, for which we had developed a comprehensive set of strategies earlier in the year.

Work in publishing

I have worked with several publishing houses, including Edward Elgar Publishing, Watkins, and Gallic Books. I have spoken at a number of publishing events, including the Independent Publishers Guild Autumn Conference, IfBookThen, and The Writing Platform Fair & Conference.

I have been writing about publishing, self-publishing and crowdfunding for Forbes since January 2012, and am a contributor to The Bookseller’s FutureBook blog. I was also one of the judges for The Bookseller’s FutureBook Awards in 2013.

Public speaking

I regularly speak at conferences and private events, and have appeared on Newsnight, Women’s Hour, and the BBC News Channel.

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