[tweetmeme source=”helpmerhonda11″ only_single=false]In order to ensure that your social media plan is both creative and meets business goals, I suggest starting with a social media brief.
The idea of a social media brief builds on many other disciplines. In advertising, the creative team is given a creative brief to begin development. Ditto web developers and other creatives. Recently, fellow blogger Rob Petersen suggested writing a brief for beginning a blog.
When I work with a client and need to get to know what drives their business, here’s mine:
1. Background: What is the problem that your business or service solves for people? How do you solve their problem or create value?
2. Business Objective: What are your ultimate goals? (i.e. increase awareness? Generate sales leads?)
3. Competitive Landscape: Who are your competitors? Describe any particular competitive pressures.
4. Target Market: Is the business segmented in any way? Who is the target market? What do they care about?
a. Suppose you are at a cocktail party, and someone learns about what you do. What interests them? How do they get involved? What keeps the conversation going? How do others participate in this conversation? What stories do they share?
5. Uniqueness: What is remarkable about the Brand, Product or Service? The story behind the business or the founder? Factoids which few people know about?
6. Visual Context: What tangible pictures, videos, images come to mind that that are useful, entertaining, or memorable, related to your product or service, which might be shared and passed along among friends?
7. Online/Search context: What keywords describe your business, product or service? Are there important words for search engine optimization? What are the local/geographic parameters for your business? Where do your customers live?
8. Cultural context: What news would be relevant to your business and of interest to your audience? (Google Alerts) Are you aware of any popular blogs related to your business? Thought/opinion leaders? Who inspires or influences this market?
9. Marketing Integration: Describe any important offline marketing activities, and important events/ promotions/store openings/etc. that I should integrate into the plan. Is the business seasonal? Is there a deadline?
10. Resources: Who will manage social media for your company/what resources are available for writing, planning and updating social media? Which of these activities do you enjoy most/least: writing, socializing, being a resource for others? Is there a budget?
11. Creative Considerations/Content Assets: Regarding branding, is there an existing logo and colors that should be used? Are there creative assets that already exist, which might be re-purposed for social media (articles, brochures, newsletters, videos, etc.)
12. Higher Angels: Suppose you were to offer your product or service pro bono. What would that act of generosity look like? What service or advice would you provide? To whom?
13. Challenges/Misc: Any challenging obstacles that your business or category faces, which we have not touched on? Anything else you’d like me to know?
That’s mine…what does your social media brief look like?