Social Media 101 - Workbook
0 likes556 views
Communication and social media planning workbook originally designed for a workshop on communication strategy and social media use.
Social Media 101 - Workbook
- 2. Social Media Handout 2 Start with WHY. Why are you here? What do you want to be able to do or do better by the end of this session? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Why do you want to use social media? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________
- 5. Social Media Handout 5 Cultural Values Physical Values Organizational Values Psychological Values Tradition Accuracy Accountability Creativity Elders Cleanliness Communications Customer/Client Delight Youth Use of resources Cooperations/Teamwork Decisiveness Listening Orderliness Coordination Develop People Extended Family Punctuality Discipline Harmony Noninterference Quality of products/services Autonomy/Initiative Innovation Connectedness Regularity Standardization Integrity/Honesty Forgiveness Reliability Systemization Loyalty Patience Responsiveness Continuous Improvement Resourcefulness Ceremony Safety Transparency Respect for Individuals Community Speed Networking Service to Society/Community Connection to land Wellness Sustainability Tenacity/Will to Succeed Spirit Professionalism Fun Democracy Equality Collaboration Independence Regulations Safety/Tolerance Pick your organizations top 3 in each area. Add others if your organization has a value or values not listed. If there are values in con鍖ict you will need to address or balance those before you do anything else. Values inform your VISION and are the foundation of all decision making.
- 7. Social Media Handout 7 What is your VISION? A vision is like a destination. When you go to another place physically you know you are there because you see, hear and feel that you have arrived. What is your VISION? ____________________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________ What does your vision LOOK like? What will you see that suggests to you that you have arrived? ____________________________________________________________________________________________ What does your vision SOUND like? What will you hear that suggests to you that you have arrived? ____________________________________________________________________________________________ What does your vision FEEL like? What will you feel that suggests to you that you have arrived? ____________________________________________________________________________________________
- 8. Social Media Handout 8 Your Mission is what you do, in general, to achieve your Vision. What is you organizations Mission? _________________________________________________________________________________________ _________________________________________________________________________________________
- 10. Social Media Handout 10 Use this worksheet to help you strategize about your audience, and the potential social media tools and channels you may want to use for your campaign or communication activity. 1. Who are you trying to reach? This is your Target Audience Describe the person(s) you want to reach with your communication; be as speci鍖c as possible. More than one audience may be listed. Include a primary and secondary (in鍖uencers) audience if appropriate. Non Pro鍖t Example: Care givers of children under 5 (COHI promotion), Other local health providers (secondary) Business Example: School superintendents (primary), Teachers (secondary) Your Example 1: ___________________________________________________________________________ __________________________________________________________________________________________ Your Example 2: ___________________________________________________________________________ __________________________________________________________________________________________
- 11. Social Media Handout 11 2. What problem(s) are you solving for your Target Audience? What is the VALUE you bring to the conversation? Problems with kids teeth - Access to health care - Getting buy-in from parents/stakeholders - Understanding diabetes risk factors __________________________________________________________________________________________ __________________________________________________________________________________________ 3. What is your GOAL? What do you want to achieve through your social media activities? Do you want your target audience to DO something, THINK something, FEEL something? Provide information Highlight a campaign Encourage a health behaviour Reinforce health messages Encourage interaction Get feedback/exchange ideas Collaborate with partners Get email addresses Build trust __________________________________________________________________________________________ __________________________________________________________________________________________
- 12. Social Media Handout 12 Write out each goal using the SMART acronym. Speci鍖c Measurable Acceptable Realistic Time framed __________________________________________________________________________________________ ____________________________________________________________________________________________ ________________________________________________________________________________________ __________________________________________________________________________________________ 4. Goal Integration a) Describe how your social media goals support your organizations Values, Vision, Mission and/or overall communications strategy. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________
- 13. Social Media Handout 13 b) How does it support other online or of鍖ine components Events, newsletters, press releases, promotions, etc. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ 5. Message Development Develop the key messages based on the target audience and goals. (Example: for moms of young children to encourage late season 鍖u vaccination, Its not too late to vaccinate.) __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________
- 14. Social Media Handout 14 6. Resources and Capacity Who is going to do this, when and for how long (per day, week, month)? __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ 7. Identify Social Media Tools Decide and explain what tools will effectively reach your target audience. Match the needs of the target audience with the tools that best support your objectives and resources. (Example: Because Facebook has a large population of young women who have children, is free, and requires minimal technical expertise, it may be a good tool for a mom-centered program while only requiring a small amount of funding for social media activities.) __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________
- 15. Social Media Handout 15 8. De鍖ne Activities Based on all of the elements above, list the speci鍖c activities you will undertake to reach your communication goals and objectives. (Example: Develop and promote Facebook fan page for diabetes prevention for youth.) __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ 9. Partnerships, cooperators, collaborators. Identify any key partners and their roles and responsibilities. Ex. FNHA, Local Chamber of Commerce __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________
- 16. Social Media Handout 16 10. De鍖ne Success for Evaluation What are your measures of success? Your measures of success may be different depending on your goals and objectives. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ 11. Evaluate Create an evaluation plan - page 50 from link below is a good place to start. __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ __________________________________________________________________________________________ Adapted from the http://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf