Social Media Strategy

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Social Media Strategy by Mind Map: Social Media Strategy

1. sentiment analysis

2. Provide alerts/warnings/notification

3. Social Metrics

3.1. retweets

3.2. favorites

3.3. comments

3.4. shares

3.5. likes

3.6. mentions

3.7. Twitter Engagement Rate (TER) = total social actions/total reach

4. reach by region

5. Keep Count/EM with positive focus

6. Audience

6.1. School/Education

6.2. Residents

6.2.1. Prepare

6.2.2. Heed Warnings

6.2.3. Build knowledge of potential disaster

6.2.4. Share our messages

6.3. News Media

6.3.1. Share Messages

6.4. First Responders

6.4.1. Share messages

6.5. VOADs

6.5.1. share messages

6.5.2. prepare internally

6.6. Other Emergency Managers

6.6.1. share messages

7. Goals

7.1. Humanize EM

7.1.1. Stories

7.2. Behavior Change

7.2.1. Commitments

7.3. Become trusted source of incident info

7.3.1. Action oriented

7.3.1.1. pinerest library

7.3.2. Accurate

7.3.3. Timely

7.4. Appropriate Humor

7.4.1. Match mood/expectations

7.4.2. Fun & lighthearted

7.5. Educate

7.5.1. Links to sources

7.6. Interaction

7.6.1. Surveys/invite responses

7.6.2. invite comments

7.7. Grow target audience

7.7.1. pictures/stories

8. Content Creation

8.1. Graphic Design

8.2. Videos

8.2.1. Public safety messaging

8.2.2. Preparedness messaging

8.3. Photos

8.4. Articles/Blog Postings

8.4.1. Audio Files

8.4.1.1. Canned audio messages on Sound Cloud

8.4.1.2. Just-in-time recording of messages

9. Measurements

9.1. Facebook Engagement Rate (FER) = total social actions/total reach

9.2. Website traffic

9.2.1. traffic from social media

9.2.2. URL clicks

9.3. Brand Awareness

9.3.1. Follower growth rate

9.3.2. % change in followers over time

9.3.3. twitter sentiment

9.3.4. clicks by region

9.4. Community Size

9.4.1. Followers/subscribers

9.4.2. Growth = change in community size over time

9.5. Video

9.5.1. Minutes Watched

9.5.2. Top videos

9.5.3. Views

9.6. Engagement Responsiveness

9.6.1. Questions answered

9.6.2. Response time

9.7. Metric analysis summary

9.8. Google Analytics

9.8.1. Click throughs

9.8.2. conversions

9.8.3. visitor loyalty

9.9. Strategic Outcomes

9.9.1. narrative