STEP 5: Social Media
Review your organization’s social media presence. This is first done by identifying what accounts they have then complete a thorough review of how they are using their account(s). Do some social and visual listening. This should include but is not limited to identifying: frequency of posts, common post topics, typical post format (text, video, pictures, or any combination), typical time of day, number of followers/page likes, if they engaging, etc. Is there a consistent look and feel for the different social media accounts. Be sure to address each type of social media they have.
Review what people are saying about your organization on social media. This includes info on their accounts – comments on their Facebook page and @replies on Twitter, etc. Also, consider what people are saying on their own accounts. Specifically, look at how people are talking about them, what the tone is (are people happy or mad are the comments/posts positive, negative, neutral or mixed, etc.), what are they talking about (common topics), etc. Does it look like they use influencers? If so, who and what type are they?
If they don’t use at least three types of social media, be sure to address how you would recommend them to use three (you pick the most relevant and explain why and how they should use each (if your organization uses one then you should address two, if they have two you would recommend one more). If your organization uses three or more be sure to still address if you think these are the right/best for them to use and if you would do things differently.
Be sure to stay focused and organized. Include links and citations.
Include visuals and highlight the big important stuff. Clips from the website and social media posts make great visuals.
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