Social Media Strategy

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Social Media Strategy by Mind Map: Social Media Strategy

1. Grow target audience

1.1. pictures/stories

2. Humanize EM

2.1. Stories

3. VOADs

3.1. share messages

3.2. prepare internally

4. sentiment analysis

5. Provide alerts/warnings/notification

6. Social Metrics

6.1. retweets

6.2. favorites

6.3. comments

6.4. shares

6.5. likes

6.6. mentions

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

7. reach by region

8. Keep County/EM with positive focus

9. Audience

9.1. School/Education

9.2. Residents

9.2.1. Prepare

9.2.2. Heed Warnings

9.2.2.1. Share our messages

9.2.3. Build knowledge of potential disaster

9.3. News Media

9.3.1. Share Messages

9.4. First Responders

9.4.1. Share messages

9.5. Other Emergency Managers

9.5.1. share messages

10. Goals

10.1. Behavior Change

10.1.1. Commitments

10.2. Become trusted source of incident info

10.2.1. Action oriented

10.2.1.1. pinerest library

10.2.2. Accurate

10.2.3. Timely

10.3. Appropriate Humor

10.3.1. Match mood/expectations

10.4. Educate

10.4.1. Fun & lighthearted

10.5. Interaction

10.5.1. Links to sources

10.5.2. Surveys/invite responses

10.5.3. invite comments

11. Content Creation

11.1. Graphic Design

11.2. Videos

11.2.1. Public safety messaging

11.2.2. Preparedness messaging

11.3. Photos

11.4. Articles/Blog Postings

11.4.1. Audio Files

11.4.1.1. Canned audio messages on Sound Cloud

11.4.1.2. Just-in-time recording of messages

12. Measurements

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

12.2. Website traffic

12.2.1. traffic from social media

12.2.2. URL clicks

12.3. Brand Awareness

12.3.1. Follower growth rate

12.3.2. % change in followers over time

12.3.3. twitter sentiment

12.3.4. clicks by region

12.4. Community Size

12.4.1. Followers/subscribers

12.4.2. Growth = change in community size over time

12.5. Video

12.5.1. Minutes Watched

12.5.2. Top videos

12.5.3. Views

12.6. Engagement Responsiveness

12.6.1. Questions answered

12.6.2. Response time

12.7. Metric analysis summary

12.8. Google Analytics

12.8.1. Click throughs

12.8.2. conversions

12.8.3. visitor loyalty

12.9. Strategic Outcomes

12.9.1. narrative