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Your Social Media StrategyYour 7-Step Plan for Success

Step 1: Assess Your Current Participation..............................................................................................2

Step 2: Determine Your Return on Engagement...................................................................................8

Step 3: Analyze Your Target Audience.................................................................................................10

Step 4: Set Goals and Define Your Tactics...........................................................................................12

Step 5: Create a Schedule....................................................................................................................15

Step 6: Your Accountability Plan..........................................................................................................19

Step 7: Maintain and Adjust Your Strategy..........................................................................................21

Copyright © 2013. Council of Residential Specialists. All rights reserved.

Step 1: Assess Your Current Participation1) Use the checklist below to answer the following questions about your

current social media activity. Participation levels:

o If you have an account, how active are you? o If not, why not? No time? No interest? Another reason?o How many hours per week are you spending on this

account/app? What are your reasons for participating? Do you want to:

o Connect with friends and family?o Connect with clients?o Network and make new connections?o Use to share your own photos, videos, or articles?o Curate content to share across your other platforms?o Keep updated on news?o Other

What kind of content do you post? o Text updates, photos, videos, links, online reviews,

testimonials?o Is it mostly personal, mostly business, or a good mix of both?

Facebook – PersonalParticipation level

High Moderate Low None If no

account, why not?

Hours per

week:

Reasons for participating Family/friends Clients Network

Share my content

Curate conten

tNews source

Other:

Types of posts

Text Photos Videos Links Reviews Testimonials Persona

lBusiness Equal mix


Facebook – BusinessParticipation level


account, why not?

Hours per

week:


Share my content

Curate conten

tNews source

Other:

Types of posts


lBusiness Equal mix

TwitterParticipation level


account, why not?

Hours per

week:


Share my content

Curate conten

tNews source

Other:

Types of posts


lBusiness Equal mix

Google+Participation level


account, why not?

Hours per

week:


Share my content

Curate conten

tNews source

Other:

Types of posts


lBusiness Equal mix


LinkedInParticipation level


account, why not?

Hours per

week:


Share my content

Curate conten

tNews source

Other:

Types of posts


lBusiness Equal mix

YouTubeParticipation level


account, why not?

Hours per

week:


Share my content

Curate conten

tNews source

Other:

Types of videos Video tours

Education videos Community Reviews Persona

lBusiness Equal mix

PinterestParticipation level


account, why not?

Hours per

week:


Share my content

Curate conten

tNews source

Other:

Types of pins Interior Outdoor Other


decorating design real estate Community Personal Business Equal mix

YelpParticipation level


account, why not?

Hours per

week:


Share my content

Curate conten

tNews source

Other:

Types of posts Reviews

from clients

Restaurant reviews

Community reviews

Profile information Persona

lBusiness Equal mix

FoursquareParticipation level


account, why not?

Hours per

week:


Share my content

Curate conten

tNews source

Other:

Types of check-ins

Tips Restaurants Community Other Persona

lBusiness Equal mix

InstagramParticipation level


account, why not?

Hours per

week:


Share my content

Curate conten

tNews source

Other:


Types of posts

Photos Videos Description: Persona

lBusiness Equal mix

VineParticipation level


account, why not?

Hours per

week:


Share my content

Curate conten

tNews source

Other:

Types of videos

Description:

Personal

Business Equal mix

Other:Participation level


account, why not?

Hours per

week:


Share my content

Curate conten

tNews source

Other:

Types of posts

Description:

Personal

Business Equal mix


2) For each of the following questions, check whether you feel you are currently doing something effectively or whether you need to improve.

Very effectiv

eSomewhat effective

Need to improve Notes

I actively participate in conversations and listen to what others have to say

I always acknowledge when someone interacts with me online

I respond promptly to posts or questions

I seek out ways to engage my followers

I create my own great content and effectively cross-promote it across my platforms

I share valuable content from other experts and include my own insight

It’s easy for people to share my posts to their followers

I personalize messages on each site rather than using auto-generated templates

I am careful not to over-synchronize my accounts

I am the same professional person online as I am offline

I take my online actions offline through meetups, notes, etc.

3) If there any accounts you need to delete, do it now. The site Just Delete Me can help.


http://www.justdeleteme.com/

Step 2: Determine Your Return on EngagementIn Step 1, you analyzed your current participation levels in social media.

Now, it’s time to take a look at your return on engagement. Answer the following questions for each platform:

How much business has this platform brought you? Based on the amount of time you spend on this platform (identified

in Step 1), how satisfied are you with your return on investment?

Facebook – PersonalAmount of business:

How satisfied are you?

Very satisfied Moderately satisfied Not satisfied

Notes:

Facebook – BusinessAmount of business:



Notes:

TwitterAmount of business:



Notes:

Google+Amount of business:



Notes:

LinkedIn


Amount of business:



Notes:

YouTubeAmount of business:



Notes:

PinterestAmount of business:



Notes:

YelpAmount of business:



Notes:

Other:Amount of business:



Notes:


Step 3: Analyze Your Target AudienceIn Steps 1 and 2, you assessed your current levels of social media participation and rated your return on engagement. Now it’s time to analyze your target market.

Identify your top 3 target groups you want to focus on. For each, write down:

Key demographics (e.g, age, race, technology usage, income levels, etc.)

Social media sites they may use Potential topics you could post about that they might find

interesting The amount of business that comes from this group Your level of satisfaction with the amount of business from this

group

Target #1: Key demographics:

Social media sites:

Potential topics:

Amount of business from group:

Satisfaction with amount of business:



Social media sites:

Potential topics:




Social media sites:

Potential topics:





Step 4: Set Goals and Define Your TacticsNow that you have assessed your existing social media profiles, ranked your return on engagement, and analyzed your target audience, it’s time to set your goals.

Important: This step is a 2-part process. In Part 1, you will complete the first 3 rows of the grid to set your goals and identify current and target performance. Then, you will return to the course to complete Chapter 4. Afterwards, you will complete Part 2 of the grid to identify your tactics and ways to measure success.

Part 1 – Set Goals

1) Use the goal setting grids on the next two pages to write down your business goals. For example, do you want to:

Get more referrals or repeat business? Gain new listings or sales in a specific area? Motivate former clients to become property investors or vacation

home owners? Grow the property management side of your real estate

business? Drive traffic to your website or grow your contact database? Increase your speaking engagements by showcasing your

expertise?

2) Next, write down your current performance and what your target is. Make sure your target specific and measurable so you can determine your success.

Stop once you are finished with these two steps. You will define your tactics and ways to measure success in Part 2 once you have completed Chapter 4.

Part 2 – Define Your Tactics

3) After completing Chapter 4, write down specific tactics for ways you can use social media to help accomplish your goals, as well as the platforms you will use. You will want to be very specific and detailed with your tactics.

As you complete this step, consider your results from Step 2, when you analyzed your return on engagement, as well as the needs of your


target audience, defined in Step 3, to make sure you’re spending your time wisely.

4) Finally, write down how you will measure your success and how often.


Part 1Goal:Current:Target:

Part 2Tactics: Platforms:1)

1)

2)

2)

3)

3)

How I will measure success (include frequency):

As you work through this grid, you may also find it helpful to refer back to the goal-setting examples from Brent and Sheila, which you downloaded in Chapter 3.


Part 1Goal:Current:Target:

Part 2Tactics: Platforms:1)

1)

2)

2)

3)

3)

How I will measure success (include frequency):

Assess Your Participation LevelsNow that you have set your goals and tactics, review your list of active accounts from Step 1. If there are any that you will no longer be keeping up to date, delete them now.


Step 5: Create a Schedule Now that you’ve identified your goals and tactics in Step 4, it’s time to create your weekly and daily schedules for updating your social media sites to help you meet the goals you have defined in Step 4.

As you’re planning your schedules, you may find it helpful to refer back to the target audiences you identified in Step 3 and your tactics from Step 4 to help you decide what types of posts will be best for your audience.

On the next page, you’ll begin mapping out your weekly schedule, then you’ll complete your daily schedule.

Points to Consider as You Schedule Your Participation:

Platforms: Which platforms will you use? Interactions:

o What type and how many direct interactions with followers will you have (e.g., liking, sharing, or commenting on others’ posts, or responding to people who interact with you publicly and through private messages)?

Content: What will you post? Will it be original or curated? o Original content:

Storage: Where you will store it (e.g., your website, blog, a spreadsheet on your computer, or another approach)?

How you will share it (e.g., a direct link to content on your website/blog, a direct link to content not on your site, or posting new content directly on your social media sites)?

Will you use a URL shortener like bit.ly to measure traffic?

o Curated content: Where you will store URLs for curated content (e.g., a

dedicated folder on your computer, bookmarked links in your web browser, a bookmarking website, an app, or another approach)?

How you will share it (links, photos, videos, articles)? What reliable sources you can use to curate content?

Time:o How much time you will dedicate to social media?


o How you will track and schedule new and curated content posts (e.g., a spreadsheet or document on your computer, an automation tool like Hootsuite, or another approach)?

Weekly

Business Goals:Weekly Social Media Goals:S Platforms:

Content Sources:Interactions:Time:

M Platforms:Content Sources:Interactions:Time:

T Platforms:Content Sources:Interactions:Time:

W Platforms:Content Sources:Interactions:Time:

T Platforms:Content Sources:Interactions:Time:

F Platforms:Content Sources:Interactions:Time:

S Platforms:Content Sources:Interactions:Time:


Daily

Now, it’s time to plan your daily social media activity. Use the following grid to identify what actions you will take each morning, afternoon, and evening.

Be specific – map out exactly:

What you will aim to post (photos, videos, short blog posts, links, etc.)

What and how many direct interactions with followers you will have, whether it’s liking, sharing, or commenting on others’ posts, responding to people who interact with you publically and through private messages

How much minutes you will spend on each activity

Daily amount of time I will spend on social media:

MorningsWhat I will post: Include platform and type of content you will post

Time:

My interactions:Include type and number of interactions

Time:

AfternoonsWhat I will post: Include platform and type of content you will post

Time:


Time:

EveningsWhat I will post: Include platform and type of

Time:


content you will post


Time:

Schedule RuthlesslyNow that you’ve defined your weekly and daily plans, open up your calendar and schedule these in for the next year.

Re-evaluate your schedule quarterly and adjust your calendars as needed.


Step 6: Your Accountability PlanNow, it’s time to set up your monitoring plan and identify sites that can help you measure your engagement levels and progress toward your business goals.

1) Spend time exploring the features and functionality of the following tools to determine which ones will be most useful to: Monitor social media mentions of you and your business, as well as Provide you with helpful analytics tools

Useful for monitorin

gUseful for analytics Notes

Google Alerts

Social Mention

Mention

Topsy

Social Searcher

TalkWalker

Twilert

Hootsuite

Sprout Social

PostlingFacebook InsightsTwitter AnalyticsGoogle+ AnalyticsPinterest AnalyticsOther


http://business.pinterest.com/analytics/

http://business.pinterest.com/analytics/

http://www.google.com/+/business/get-insights.html

http://www.google.com/+/business/get-insights.html

http://analytics.twitter.com/

https://www.facebook.com/help/search/?q=insights

https://www.facebook.com/help/search/?q=insights

http://postling.com/

http://sproutsocial.com/

https://hootsuite.com/

http://www.twilert.com/

http://www.talkwalker.com/en

http://www.social-searcher.com/

http://topsy.com/

https://en.mention.net/

http://www.socialmention.com/

http://www.google.com/alerts

2) Set up alerts to monitor your information on the site(s) above you feel would be most useful for monitoring. For example, you may find it helpful to monitor:

Your name and any variations of it, such as Tim Brown, Timothy Brown, Tim J Brown, Timothy J Brown, Tim Jacob Brown, Timothy Jacob Brown

Your agency name Your motto or slogan Your social media handles Competitor names All of your websites and blog

Respond to alerts: Be proactive – review and respond to alerts on a daily basis.

3) Make a plan to monitor your analytics on a monthly or quarterly basis. Schedule this into your calendar accordingly.


Step 7: Maintain and Adjust Your StrategyFor your social media strategy to be successful, you will need to dedicate time monthly or quarterly to reviewing your strategy and making adjustments to optimize your success.

1) Check your analytics: Dedicate time monthly or quarterly to checking analytics from several of the sites you identified as having useful reports in Step 6. What types of posts are engaging your audience the most? What do you need to change to better support your goals?

2) Review your return on engagement identified in Step 2. Are you satisfied with the amount of revenue as a result of your social media efforts when compared to the amount of time you are putting in? If not, what needs to change?

3) Review your goals and tactics identified in Step 4. What’s working? What’s not? What can you adjust to allow social media to better support your business goals?

4) Adjust your schedules (weekly and daily) defined in Step 5 according to any tactics that need to change.


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