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.

00:08:34,320 –> 00:08:36,270
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

00:08:47,070 –> 00:08:49,560
they might be interested
in hearing from you.

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But generally and how
you might influence them.

00:08:54,850 –> 00:08:55,460
I suppose.

00:08:55,460 –> 00:08:57,220
And build relationships
with them.

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So that they become
really behind what

00:08:59,550 –> 00:09:01,680
you’re trying to do.

00:09:01,680 –> 00:09:05,850
Number seven, channels.
Think about your strategy

00:09:05,850 –> 00:09:08,700
just laying out what
your channels are for

00:09:08,700 –> 00:09:12,300
and sometimes you might find
that with social media channels

00:09:12,300 –> 00:09:14,460
you just kind of put
in all the same stuff

00:09:14,460 –> 00:09:16,380
across all of those channels.

00:09:16,380 –> 00:09:19,750
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

00:09:21,850 –> 00:09:27,230
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

00:09:38,670 –> 00:09:41,390
there isn’t as interested
in that kind of content.

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So it’s about kind of
saying on Facebook

00:09:43,440 –> 00:09:46,770
we talk to this audience
mainly about these subjects.

00:09:46,770 –> 00:09:49,130
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

00:09:55,280 –> 00:09:57,230
I’m going to reach for
my phone and then see

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if there’s any nice
organisational news that I

00:09:59,510 –> 00:10:01,970
can read on Facebook.

00:10:01,970 –> 00:10:05,480
Not many of you can
imagine certainly not me.

00:10:05,480 –> 00:10:08,820
So just make sure that you
know that the kind of behaviours,

00:10:08,820 –> 00:10:09,930
what people want

00:10:09,930 –> 00:10:11,780
and expect on each platform,

00:10:11,780 –> 00:10:14,570
is different. And
that you’re making sure

00:10:14,570 –> 00:10:17,150
that you talk and and
list out what you’re

00:10:17,150 –> 00:10:19,860
doing in each. Number eight

00:10:19,860 –> 00:10:23,197
is the bit that everyone likes
best it’s the creative approach.

00:10:23,197 –> 00:10:24,780
So this is where you
can start to talk

00:10:24,780 –> 00:10:28,890
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.

00:10:32,580 –> 00:10:35,160
You can list out some examples
of the kind of content

00:10:35,160 –> 00:10:39,220
that you’re planning and also
linked to your content plan.

00:10:39,220 –> 00:10:42,390
And however you you
plan your content just

00:10:42,390 –> 00:10:45,300
find a way to show
that show your audience

00:10:45,300 –> 00:10:46,250
for this strategy.

00:10:46,250 –> 00:10:49,470
Whoever’s reading it that
you have planned things out

00:10:49,470 –> 00:10:53,970
and your content has to be a
bit planned through the year.

00:10:53,970 –> 00:10:56,172
Otherwise, it all
ends up last minute,

00:10:56,172 –> 00:10:57,630
especially if you’ve
got objective.

00:10:57,630 –> 00:11:01,170
So just have a look at planning
that stuff out and given

00:11:01,170 –> 00:11:04,810
a flavor of what people should
expect from the content

00:11:04,810 –> 00:11:06,960
when it gets published.

00:11:06,960 –> 00:11:10,620
Number nine I call
the nurturing part.

00:11:10,620 –> 00:11:13,170
What are your aims
for nurturing people.

00:11:13,170 –> 00:11:15,660
If you’re creating content
for great audiences

00:11:15,660 –> 00:11:18,660
how are you going to keep
them liking your organization.

00:11:18,660 –> 00:11:19,860
Keep thinking about you.

00:11:19,860 –> 00:11:22,420
How are you going to make them
not just like what you do,

00:11:22,420 –> 00:11:25,080
but delight them.

00:11:25,080 –> 00:11:30,210
And there’s a good example of
this with Doubletree Hotels.

00:11:30,210 –> 00:11:33,840
So whenever I go to a Doubletree
Hotel they give me a hot cookie

00:11:33,840 –> 00:11:36,510
and it’s the only thing I
remember because all hotels

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look the same to me.

00:11:37,560 –> 00:11:39,060
But I remember the
cookie probably

00:11:39,060 –> 00:11:41,190
because I like cookies a lot.

00:11:41,190 –> 00:11:43,380
But try and think about
what are the things

00:11:43,380 –> 00:11:47,130
that you do to delight people if
you think of Innocent the smoothies

00:11:47,130 –> 00:11:47,880

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They do these little
funny kind of shareable

00:11:52,460 –> 00:11:56,870
bits, like relevant
and timely images

00:11:56,870 –> 00:11:58,910
and sometimes they’re
poems or sometimes they’re

00:11:58,910 –> 00:12:01,820
funny little kind of
ideas or cartoons

00:12:01,820 –> 00:12:03,560
and they delight their audience.

00:12:03,560 –> 00:12:06,200
They’re not necessarily
about their smoothies.

00:12:06,200 –> 00:12:08,090
They’re about just
getting people behind them

00:12:08,090 –> 00:12:09,770
and keeping the chat going.

00:12:09,770 –> 00:12:12,740
So what will be your
ideas for keeping people

00:12:12,740 –> 00:12:15,920
interested in what you’re
doing and nurturing them

00:12:15,920 –> 00:12:17,750
and making them feel special.

00:12:17,750 –> 00:12:21,428
Will you get everyone who
talks to you when you ask them

00:12:21,428 –> 00:12:22,470
what they’re doing today,

00:12:22,470 –> 00:12:23,810
if they’ve had a nice day?

00:12:23,810 –> 00:12:27,510
Will you begin to
think about ways

00:12:27,510 –> 00:12:30,150
that you can compliment
people? Whatever

00:12:30,150 –> 00:12:32,570
it is that you want to do
make sure you push this

00:12:32,570 –> 00:12:34,980
that you decide actually
on a regular basis,

00:12:34,980 –> 00:12:38,310
we’re going to nurture our
audience with these clear steps

00:12:38,310 –> 00:12:40,840
on what we’re going to do.

00:12:40,840 –> 00:12:46,090
Number 10 engagement strategy. If
you want people to talk to you

00:12:46,090 –> 00:12:48,460
and share your stuff
you’ve probably enough

00:12:48,460 –> 00:12:50,200
have to think about
doing that first.

00:12:50,200 –> 00:12:52,900
If you expect people to
behave in certain ways

00:12:52,900 –> 00:12:55,810
around your content
on social media then

00:12:55,810 –> 00:12:58,150
you should kind of show
people what you want

00:12:58,150 –> 00:13:00,130
from them by doing it first.

00:13:00,130 –> 00:13:02,680
So if you want people
to comment on your blogs

00:13:02,680 –> 00:13:05,860
use your blog to comment
on other people’s blogs.

00:13:05,860 –> 00:13:09,140
If you love

00:13:09,140 –> 00:13:11,140
people joining
your Facebook group

00:13:11,140 –> 00:13:14,110
and having conversations
about a specific topic

00:13:14,110 –> 00:13:17,620
then maybe you as an individual
or you as an organization

00:13:17,620 –> 00:13:21,490
can reach out to moderators in
other groups that are relevant

00:13:21,490 –> 00:13:24,130
and start to contribute
to those groups too.

00:13:24,130 –> 00:13:25,780
How are you going
to find the people

00:13:25,780 –> 00:13:29,160
that you want to talk to and
make that approach first?

00:13:29,160 –> 00:13:30,820
Because if you do
this kind of build

00:13:30,820 –> 00:13:33,640
it and they will come approach,

00:13:33,640 –> 00:13:36,140
it’s much harder to
grow your audience.

00:13:36,140 –> 00:13:38,380
If you actively seek
out the kind of people

00:13:38,380 –> 00:13:41,800
that you want to talk to and
start to like and retweet

00:13:41,800 –> 00:13:44,170
their content start
to talk to them,

00:13:44,170 –> 00:13:46,870
then your strategy is
going to really help

00:13:46,870 –> 00:13:51,510
you make much bigger gains.

00:13:51,510 –> 00:13:54,220
Eleven, your internal plan
and a skills analysis.

00:13:54,220 –> 00:13:56,550
So an internal plan
is about the decisions

00:13:56,550 –> 00:13:58,080
to do with your staff.

00:13:58,080 –> 00:14:00,180
Are they going to be
staff advocates that

00:14:00,180 –> 00:14:03,600
use social media that on
behalf of your organisation,

00:14:03,600 –> 00:14:07,080
they can talk to their own
little mini communities.

00:14:07,080 –> 00:14:11,700
Or is it something that comes in
and maybe customer service use only.

00:14:11,700 –> 00:14:14,460
How are you going
to keep everyone

00:14:14,460 –> 00:14:17,100
comfortable and confident
in what they’re doing.

00:14:17,100 –> 00:14:20,100
Are you going to do internal
training sessions, lunch time

00:14:20,100 –> 00:14:22,088
learnings and those
kind of things.

00:14:22,088 –> 00:14:23,880
They’re things to
decide in your strategy

00:14:23,880 –> 00:14:27,530
as well to show and prove
and be sure that you’re

00:14:27,530 –> 00:14:30,540
giving everyone all of
the skills and guidance

00:14:30,540 –> 00:14:31,980
that they need.

00:14:31,980 –> 00:14:34,260
Also have a look at your
own communications team

00:14:34,260 –> 00:14:38,280
and do a skills analysis. Who’s
great at making video? Who’s

00:14:38,280 –> 00:14:40,560
brilliant at doing analytics?

00:14:40,560 –> 00:14:42,920
Who loves writing?
These kind of things,

00:14:42,920 –> 00:14:46,390
you know, you might kind
of know it around the team.

00:14:46,390 –> 00:14:49,590
But make a list of it and
try and spot some gaps.

00:14:49,590 –> 00:14:53,020
Where do you need extra skills.

00:14:53,020 –> 00:14:54,695
And that might be
bringing someone in

00:14:54,695 –> 00:14:56,820
or it might be just training
up someone in the team

00:14:56,820 –> 00:14:57,653
to be able to do it.

00:14:57,653 –> 00:14:59,557
But make sure that
all of the skills

00:14:59,557 –> 00:15:00,640
that you need in the team

00:15:00,640 –> 00:15:03,090
are there, and the people
who are enthusiastic

00:15:03,090 –> 00:15:06,420
about certain areas get
to have a go at the thing

00:15:06,420 –> 00:15:08,100
that they’re good at.

00:15:08,100 –> 00:15:11,760
If you feel like you’re
a brilliant writer

00:15:11,760 –> 00:15:13,710
and you see someone else
writing all the time

00:15:13,710 –> 00:15:16,800
is not great for morale and
it’s a waste of that talent.

00:15:16,800 –> 00:15:19,950
So do make sure that
you’re trying to give everyone

00:15:19,950 –> 00:15:25,740
a chance to shine on social
media. Number twelve comes

00:15:25,740 –> 00:15:29,490
quite nicely on from the
skills analysis, resources.

00:15:29,490 –> 00:15:31,680
So what resources do
you need to do this?

00:15:31,680 –> 00:15:34,190
And this is a
brilliant opportunity

00:15:34,190 –> 00:15:35,900
with your social
media strategy to say

00:15:35,900 –> 00:15:38,390
I’ve made the case for all the
things that are going to do

00:15:38,390 –> 00:15:41,450
and here’s what we need to do
it. Much easier to ask for things

00:15:41,450 –> 00:15:46,730
like new equipment, social media
management software, whatever

00:15:46,730 –> 00:15:47,570
it is that you want,

00:15:47,570 –> 00:15:50,770
training, after you’ve
made a case for it,

00:15:50,770 –> 00:15:52,250
than to just kind of ask for it.

00:15:52,250 –> 00:15:55,190
So make sure that you’re
clear on the things

00:15:55,190 –> 00:15:57,590
that you need to achieve
everything that you’ve talked

00:15:57,590 –> 00:16:01,140
about up until this point.

00:16:01,140 –> 00:16:03,710
So there are 12 steps and
12 things that you

00:16:03,710 –> 00:16:05,472
need to have in your strategy.

00:16:05,472 –> 00:16:07,430
Are there any things that
you’re thinking about

00:16:07,430 –> 00:16:09,830
that you could include
in your strategy as well.

00:16:09,830 –> 00:16:11,570
Tell us tell us on social media.

00:16:11,570 –> 00:16:13,580
We’d love to hear that.

00:16:13,580 –> 00:16:14,750
We’d love to hear as well

00:16:14,750 –> 00:16:17,960
what you’re doing as you make
your social media strategy.

00:16:17,960 –> 00:16:19,130
How do you feel about it.

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

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

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

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

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

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

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

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