CrowdControlHQ Academy

Social Media Strategy Training

Learn how to create a complete social media strategy for your business from setting objectives and channel selection to engagement strategy and skills analysis. Discover the power of social media with CrowdControlHQ Academy.

About Our Social Media Strategy Class

Our class will take you through 12 essential steps to help you create a social media strategy for your business.

Discover how to create an executive summary, set SMART objectives, establish your brand tone of voice in addition to nurturing your social media audience and outlining the resources needed to put your strategy into action.

Start your social media journey and see the benefits of a comprehensive social media strategy with your brand.

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Class Resources

Hello, and welcome to this lesson on social media strategy.

I think that strategy is probably the most important lesson that we’re going to do in this whole course, because it’s basically your roadmap and we’re going to have a look at how you take a more strategic approach, but also actually what do you put into your strategy.

And I’ve got the 12 steps that you need to consider and include in your strategy too.

So as we go through this, have a little think about what we’re talking about.

We’d love to hear from you, so you can tweet us at @CrowdControlHQ, you can tweet me at @HelReynolds, or tweet us both.

Or you can mention us on LinkedIn, or wherever you like. Whatever is your social media of choice, we’d love to hear from you.

So let’s have a think about social media strategy. And the way is see strategy is, that it is something that doesn’t change.

It’s your decisions on how you’re going to do things as an organisation.

So, we’ll go through the steps of all of those decisions you’ll make in a second.

But let’s have a think about how that differs from tactics.

Tactics are your creative ideas, your content and your ways of getting what you want to get done, done.

And those things are much more adaptable.

So if something doesn’t work very well, you can tweak it and make sure that it does work and achieve what you want to achieve, which will set out in the strategy.

So this will become a little bit more apparent as we go through, especially when we start looking at objectives.

One thing to think about with strategy is that it is. I suppose thinking about the reasons for why you want to bother to do it.

Because it does take a little bit of time to plan this all out is it is essential forget it buy in.

So if you think of your leadership team and your organisation, they have lots and lots of things to think about.

And if they don’t know what you’re doing and what you’re trying to achieve, then they’ll find it really hard to get behind your work and they’ll have their own opinions on what they think you should do and shouldn’t do.

So when you have a strategy, it does help to get people behind you because you’ve told them where you’re going with it.

And once they’ve approved it, they can’t go back. That’s the way I see it.

And the other thing to think about with strategy is that it is your way of setting the direction of actually being able to make decisions quickly because there are loads of things that we can do.

And if you’re anything like me as a communications person, I just look at so many exciting stories that I want to share. There’s so many projects I’d like to work on.

I’d love to do Pinterest more and all of these things. But you can’t do it all. It is impossible to do it all.

So a strategy allows you to just kind of have a bit of focus and really get that sense of achievement that you’ve done something at the end of the year or the six months or however long you want to plan your strategy for.

The first thing that you’re going to include in your strategy is the executive summary and that is basically your elevator pitch it’s the way that you can say maybe you’re not going to read my whole strategy, but this is the thing that I can tell you and show you that will help you understand everything that’s in here in a nutshell, and it’s probably the thing that you’ll write last in your strategy, but it’s the first thing that you’ll show in your actual document.

And that document could be an online thing, you could create an amazing app with it in, which would be unnecessary but you could, or it can be a paper document that actually lives on a shelf.

Either way you’re going to show someone your strategy to get it approved and your team is going to be working to that strategy.

So it is nice sometimes to have an executive summary that just kind of reminds you of what you’re here to do when everything goes a little bit bonkers around you.

In your exec summary, the number two thing that you’re going to do is probably linked to your common strategy or your marketing strategy.

So social media strategy doesn’t sit alone in its own right.

It will obviously massively play into those other strategies that you have.

And you know you might well want to link back to your corporate strategy or other business plans around the place to show how your social media strategy fits in with that it is necessarily different.

You have different things to consider with social media.

But that doesn’t mean that you’re not trying to achieve the same things on behalf of your organisation.

So don’t forget to link into the relevant places there or just take an extract of one of those reports and show how it fits in with what you’re doing with your social media strategy.

The next thing that you need to include. Number three in your strategy is where are we now. And I’ve done lots of fancy courses on strategy.

And this is often called things like environmental scanning and there’s all different ways of doing things for a social media strategy.

I think all you need to do is have a look at where you are at the moment with your social media what’s working well, what isn’t.

You can do a full social media audit and just pull out some of the findings that you’ve done.

So what would you like to get better at? Where are your weaknesses? What is the point of you doing this strategy at this point? And it’s useful because you may not know yourself and sometimes it clarifies that.

But more than that it helps the people that are going to see your report understand why you’re doing things and where they are at the moment.

Number 4 is objectives.

And it is the most important part of any strategy because it’s what you’re trying to achieve and you might find this, I know when I was in an in-house job, I felt a little bit like I was doing everything, and nothing that I did was brilliant. Everything was quite good.

I was coping with so much stuff going on that it wasn’t until I had a strategy in place that I realised, actually, if I highlight four or five things that I want to achieve over this year everything else will get done.

And I’ll do my best to cope with it. And my team will put out quick last minute stories if they can.

But we’re going to really set some time aside to get these objectives brilliant, to use all our creativity to really plan out how we’re going to make this work.

And just to make sure that we’re having a really big impact  somewhere actually because it’s very satisfying as a team to look back and see what you’ve achieved and know that you’ve used all of your talents.

So think about your objectives don’t have more than four or five and make them SMART objectives.

So specific, measurable attainable, relevant, and time based, and those kinds of objectives will necessarily help you with evaluation later on.

Because if they’re measurable then you can see how well you’ve achieved your goal.

And evaluation in any comms job is a difficult thing to fit in, but when you’ve got SMART objectives they’re just a part of the way that you do things and definitely have a think about doing four or five of those and really prioritise. Don’t try to do everything.

Number five in your strategy has to be tone of voice.

You’ll have a completely different tone of voice on your social media than you will, let’s say, on a leaflet or your website or on a radio ad.

So you have to think about creating a tone of voice that is adaptable, so that in lots of different circumstances on social media, you can even use it and feel confident about the way that you’re talking but also it’s relevant to the platform that you’re on.

So if you write a letter you might say, dear sir with reference to your query on the 13th of July. Well, you’re not going to say that in a tweet are you.

And so just making sure that you’re clear and your whole team and organisation are clear on the way that you say things.

And beautifully relevant to this is our lesson coming up on tone of voice, which will help you to work through some of those things you need to think about to get a great tone of voice in your strategy. Number six, audience segmentation.

Have you ever had that thing where someone comes in and says, oh, I’ve got this great story, I want you to promote it on social media. And you say right, who’s the audience for this?

And they say, oh everyone its the general public. No, you can’t do that.

I can’t speak to you if I didn’t know that you were people who were interested in communications and social media strategy, then I wouldn’t be able to target my content in this lesson to you, and you’ll have the better conversations with people when you target and think about what they’re interested in and segment your audiences.

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So if you know that
with your objectives

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you’ve probably got to build
up a bit more of a relationship

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with a certain group of people
then prioritise that audience.

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And again, just think about
the different segments

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that you’ve got and
what kind of things

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they might be interested
in hearing from you.

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But generally and how
you might influence them.

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I suppose.

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And build relationships
with them.

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So that they become
really behind what

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you’re trying to do.

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Number seven, channels.
Think about your strategy

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just laying out what
your channels are for

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and sometimes you might find
that with social media channels

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you just kind of put
in all the same stuff

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across all of those channels.

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And that’s not really the most
effective way to do things.

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And it’s useful to set
out in your strategy

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what your channels are for
mainly. If you have a story

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and let’s say the stories
about your organization

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winning an award.

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It might work quite
well on LinkedIn

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because you’ve got a
professional audience there.

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But maybe Facebook
maybe your audience

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there isn’t as interested
in that kind of content.

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So it’s about kind of
saying on Facebook

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we talk to this audience
mainly about these subjects.

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So that you don’t get
into the habit of just

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posting everything everywhere.

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How many of you have woken
up in the morning and thought

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I’m going to reach for
my phone and then see

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if there’s any nice
organisational news that I

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can read on Facebook.

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Not many of you can
imagine certainly not me.

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So just make sure that you
know that the kind of behaviours,

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what people want

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and expect on each platform,

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is different. And
that you’re making sure

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that you talk and and
list out what you’re

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doing in each. Number eight

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is the bit that everyone likes
best it’s the creative approach.

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So this is where you
can start to talk

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about campaign ideas you can
talk about the kinds of videos

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or the style of communication
that you’re going to have.

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You can list out some examples
of the kind of content

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that you’re planning and also
linked to your content plan.

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And however you you
plan your content just

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find a way to show
that show your audience

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for this strategy.

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Whoever’s reading it that
you have planned things out

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and your content has to be a
bit planned through the year.

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Otherwise, it all
ends up last minute,

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especially if you’ve
got objective.

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So just have a look at planning
that stuff out and given

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a flavor of what people should
expect from the content

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when it gets published.

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Number nine I call
the nurturing part.

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What are your aims
for nurturing people.

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If you’re creating content
for great audiences

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how are you going to keep
them liking your organization.

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Keep thinking about you.

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How are you going to make them
not just like what you do,

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but delight them.

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And there’s a good example of
this with Doubletree Hotels.

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So whenever I go to a Doubletree
Hotel they give me a hot cookie

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and it’s the only thing I
remember because all hotels

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look the same to me.

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But I remember the
cookie probably

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because I like cookies a lot.

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But try and think about
what are the things

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that you do to delight people if
you think of Innocent the smoothies

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brand.

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They do these little
funny kind of shareable

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bits, like relevant
and timely images

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and sometimes they’re
poems or sometimes they’re

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funny little kind of
ideas or cartoons

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and they delight their audience.

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They’re not necessarily
about their smoothies.

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They’re about just
getting people behind them

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and keeping the chat going.

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So what will be your
ideas for keeping people

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interested in what you’re
doing and nurturing them

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and making them feel special.

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Will you get everyone who
talks to you when you ask them

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what they’re doing today,

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if they’ve had a nice day?

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Will you begin to
think about ways

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that you can compliment
people? Whatever

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it is that you want to do
make sure you push this

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that you decide actually
on a regular basis,

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we’re going to nurture our
audience with these clear steps

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on what we’re going to do.

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Number 10 engagement strategy. If
you want people to talk to you

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and share your stuff
you’ve probably enough

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have to think about
doing that first.

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If you expect people to
behave in certain ways

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around your content
on social media then

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you should kind of show
people what you want

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from them by doing it first.

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So if you want people
to comment on your blogs

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use your blog to comment
on other people’s blogs.

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If you love

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people joining
your Facebook group

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and having conversations
about a specific topic

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then maybe you as an individual
or you as an organization

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can reach out to moderators in
other groups that are relevant

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and start to contribute
to those groups too.

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How are you going
to find the people

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that you want to talk to and
make that approach first?

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Because if you do
this kind of build

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it and they will come approach,

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it’s much harder to
grow your audience.

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If you actively seek
out the kind of people

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that you want to talk to and
start to like and retweet

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their content start
to talk to them,

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then your strategy is
going to really help

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you make much bigger gains.

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Eleven, your internal plan
and a skills analysis.

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So an internal plan
is about the decisions

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to do with your staff.

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Are they going to be
staff advocates that

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use social media that on
behalf of your organisation,

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they can talk to their own
little mini communities.

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Or is it something that comes in
and maybe customer service use only.

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How are you going
to keep everyone

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comfortable and confident
in what they’re doing.

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Are you going to do internal
training sessions, lunch time

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learnings and those
kind of things.

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They’re things to
decide in your strategy

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as well to show and prove
and be sure that you’re

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giving everyone all of
the skills and guidance

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that they need.

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Also have a look at your
own communications team

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and do a skills analysis. Who’s
great at making video? Who’s

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brilliant at doing analytics?

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Who loves writing?
These kind of things,

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you know, you might kind
of know it around the team.

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But make a list of it and
try and spot some gaps.

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Where do you need extra skills.

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And that might be
bringing someone in

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or it might be just training
up someone in the team

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to be able to do it.

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But make sure that
all of the skills

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that you need in the team

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are there, and the people
who are enthusiastic

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about certain areas get
to have a go at the thing

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that they’re good at.

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If you feel like you’re
a brilliant writer

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and you see someone else
writing all the time

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is not great for morale and
it’s a waste of that talent.

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So do make sure that
you’re trying to give everyone

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a chance to shine on social
media. Number twelve comes

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quite nicely on from the
skills analysis, resources.

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So what resources do
you need to do this?

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And this is a
brilliant opportunity

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with your social
media strategy to say

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I’ve made the case for all the
things that are going to do

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and here’s what we need to do
it. Much easier to ask for things

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like new equipment, social media
management software, whatever

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it is that you want,

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training, after you’ve
made a case for it,

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than to just kind of ask for it.

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So make sure that you’re
clear on the things

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that you need to achieve
everything that you’ve talked

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about up until this point.

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So there are 12 steps and
12 things that you

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need to have in your strategy.

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Are there any things that
you’re thinking about

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that you could include
in your strategy as well.

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Tell us tell us on social media.

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We’d love to hear that.

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We’d love to hear as well

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what you’re doing as you make
your social media strategy.

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How do you feel about it.

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00:16:19,130 –> 00:16:20,900
What’s the internal
response to it.

378
00:16:20,900 –> 00:16:24,020
What are the expectations
that you have.

379
00:16:24,020 –> 00:16:25,610
Tell us all we want to hear it.

380
00:16:25,610 –> 00:16:27,560
There is a checklist
that you can

381
00:16:27,560 –> 00:16:30,363
download as well so that you
can just as you go along,

382
00:16:30,363 –> 00:16:32,030
make sure that you’re
comfortable, that you’ve

383
00:16:32,030 –> 00:16:36,460
covered all the bases. And
that’s it for this lesson.

384
00:16:36,460 –> 00:16:39,100
And I’ll see you
on the next one.

Your tutor – Hel Reynolds
Hel Reynolds is an award-winning social media and digital communications pro. Her social media training has seen amazing results for participants, who go on to be more strategic, create better content and grow engaged audiences for their organisations.

Hel Reynolds