Social Media Strategy

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Social Media Strategy by Mind Map: Social Media Strategy

1. Audience

1.1. School/Education

1.2. Residents

1.2.1. Prepare

1.2.2. Heed Warnings

1.2.3. Build knowledge of potential disaster

1.2.4. Share our messages

1.3. News Media

1.3.1. Share Messages

1.4. First Responders

1.4.1. Share messages

1.5. Other Emergency Managers

1.5.1. share messages

1.6. VOADs

1.6.1. share messages

1.6.2. prepare internally

2. Goals

2.1. Keep Count/EM with positive focus

2.2. Humanize EM

2.2.1. Stories

2.3. Behavior Change

2.3.1. Commitments

2.4. Become trusted source of incident info

2.4.1. Provide alerts/warnings/notification

2.4.2. Action oriented

2.4.2.1. pinerest library

2.4.3. Accurate

2.4.4. Timely

2.5. Appropriate Humor

2.5.1. Match mood/expectations

2.5.2. Fun & lighthearted

2.6. Educate

2.6.1. Links to sources

2.7. Interaction

2.7.1. Surveys/invite responses

2.7.2. invite comments

2.7.3. pictures/stories

2.8. Grow target audience

3. Content Creation

3.1. Graphic Design

3.2. Videos

3.2.1. Public safety messaging

3.2.2. Preparedness messaging

3.3. Audio Files

3.3.1. Canned audio messages on Sound Cloud

3.3.2. Just-in-time recording of messages

3.4. Photos

3.5. Articles/Blog Postings

4. Measurements

4.1. Social Metrics

4.1.1. retweets

4.1.2. favorites

4.1.3. comments

4.1.4. shares

4.1.5. likes

4.1.6. mentions

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

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

4.2. Website traffic

4.2.1. traffic from social media

4.2.2. URL clicks

4.3. Brand Awareness

4.3.1. Follower growth rate

4.3.2. % change in followers over time

4.3.3. twitter sentiment

4.3.4. reach by region

4.3.5. clicks by region

4.4. Community Size

4.4.1. Followers/subscribers

4.4.2. Growth = change in community size over time

4.5. Google Analytics

4.5.1. Click throughs

4.5.2. conversions

4.5.3. visitor loyalty

4.5.4. sentiment analysis

4.6. Video

4.6.1. Minutes Watched

4.6.2. Top videos

4.6.3. Views

4.7. Engagement Responsiveness

4.7.1. Questions answered

4.7.2. Response time

4.8. Strategic Outcomes

4.8.1. narrative

4.8.2. Metric analysis summary