Chapter 14

Week 2: Present Your Social Media Plan

This week you’ll pull your plan together, collecting what you’ve developed in your prior exercises. You’ll use this to define a set of social media–based components that build on your current marketing efforts. Whether starting with a purely listening approach like that of Hallmark or GlaxoSmithKline or with an integrated outreach program like the social campaigns of the Brooklyn Museum, this week you’ll build your plan.

In this final chapter, you’ll begin with your business objectives and a definition of your audience. To that you’ll add your touchpoint and social feedback cycle, identifying your initial campaign goals. Based on this, you’ll make your channel selections and identify the metrics ...

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