Social Media Plan
*Please note this is DUE March 26th at 11:59pm
Create a comprehensive social media plan for your client. Keep in mind that your client only has
one part-time employee in charge of social media. As a result, all of the social media activity
must be executable in under 20 hours per week. In addition, this part-time employee is not
extensively trained in social media, so he/she requires detailed instruction on how to execute
each piece of the social media plan. Your plan should include all five steps described in the
textbook:
1. Determine the objective
2. Choose the social media platforms
3. Plan the content
4. Distribute and promote content
5. Measure success
Determine the Objective
You may choose as many objectives as you believe the company can manage effectively. If you
choose more than one objective, provide estimated percentage breakdowns of the effort going
into each objective (e.g., 80% advertising, 20% posting to increase loyalty). If you choose
advertising as your sole objective, keep in mind that the part-time employee will still have to
maintain a profile page on the social media platforms you choose.
Choose the Social Media Platforms
List the social media platforms the employee will actively maintain. Provide a breakdown of
how the employee should allocate his/her 20 hours across the platforms (and across the
objectives within each platform, if applicable). Justify your choice of platforms (high
participation among target market, best targeting capabilities, high engagement potential, etc.).
Plan the Content
Detail matters here! The part-time employee will be executing your content plan so he/she needs
to be given:
1. A breakdown of content types: original, user-generated, co-created, or curated
2. Media types: images with captions, videos, GIFs, plain text
3. A rough style guide
4. A breakdown of value appeals in the content: utilitarian, entertainment, community
5. Examples of possible content
Distribute and Promote Content
Provide rough guidelines for the targeting of paid advertising on each of the social media
platforms you plan to utilize. If you hope to gain followers to the social media platforms, give
the employee instructions on how to obtain these followers (ad campaign to specifically gain
followers, calls to action at the conclusion of videos, etc.).
Measure Success
Determine both (1) the most important metrics for the employee to be checking regularly as a
sign of good performance and (2) realistic goals the employee should strive to reach. Look up
businesses in the same market to ensure your goals are realistic.

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