1. NEIV
November 17, 2018
SOCIAL MEDIA 101

2. Consider your business and social objectives
Social media
BUILDING A PLAN
Consider your business and social objectives
Brand and competitor auditing/research
Identify target audiences and corresponding social channels
Develop overarching communication strategies
Consider how social supports other initiatives
Identify brand guidelines
Tone
Key Messages
Visual guidelines
Set goals, timing and metrics
Content creation, execution and resources

3. Social media EXECUTION
Brainstorm content with creatives, social and account team members
Refine concepts and gather UGC
Shoot custom photography /produce illustrations
Post-production on all creative assets
Finalize creative & copy
Provide recommendations on social advertising–targeting & budget
EXECUTION

4. Social media
THE ROLE OF INFLUENCERS
Provide authentic, third-party endorsements
Research who influencers are and understand their space
Extend reach
INFLUENCER RELATIONS
Build relationships with influencers
Be prepared to negotiate fees or provide product
Consider if it is an ongoing brand play or a one-time post

5. Social media
TOP TIPS
Other marketing channels may complement social media
Content calendar: rigidly flexible
Mix original and curated content
Timely, relevant and engaging content
Fit content for platform – Facebook v. Instagram, etc.
Be prepared to support with paid social advertising and influencers
Monitor conversations and have a response strategy
Create social media policy and guidelines for employees
Test content types to see what resonates with audiences
Measure and adjust regularly