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Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program by Tom Funk

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Business Plan ExampleA Template for Documenting Your Social Media Plan

Think of your social media effort as a business within a business. As you would with a start-up business or a major internal initiative, write up a project charter and business plan for your social media program. This is especially important because 1) Social is still a new medium whose goals and measurements won’t be understood and shared across the enterprise unless you document them in writing, and 2) The fast pace of change, and frequent emergence of new platforms and tactics means you must define your priorities—and stay disciplined in pursuit of those priorities.

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