You Need a Social Plan Before You Start Playing With the Social Channels
4. Now, assign the channels.
Based on what you want to accomplish, identify the specific social-media channels that are best aligned to deliver your results. If you are already in social media, just review how you are using it and how it is best used, and match that up with your goals.
Recently, someone said that using social-media channels without a plan was like turning on the oven and picking a temperature before actually deciding what you wanted to cook or the ingredients you need. So, make sure you put this step in the right place for your organization.
5. Finally, what metrics should be assigned to each of the goals?
What does success look like for social-media efforts, and who will be tracking the key metrics? You should be looking at things like volume, shares, retweets, likes, comments, feedback, revenue, etc.
As an extra step, take the time to develop content and frequency plans for each channel. This will ensure that your channels are working together and creating a cohesive social experience for your constituents.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.