Strategic Social Media Engagement Workbook
Developed by CEPSM’s Mike Kujawski, the Strategic Social Media Engagement Workbook is designed specifically for public sector and non-profit organizations. It is used to train hundreds of workshop participants across the globe each year through Mike’s highly-acclaimed 2-day workshop. It provides you with a practical, strategic framework for engaging on social media channels, while at the same time identifying potential risks and risk management strategies around them.
The modern era of social media and subsequent democratization of content has had a major impact on how public sector institutions communicate and engage with their audiences. The world of one-way communication, of one source to many readers, viewers or listeners – has changed into a multi-faceted communications universe, where niche-audience customization and increased relevancy have been made possible. To take advantage of the opportunities and deal with the challenges presented by this new universe, organizations need to go beyond tactics and employ a strategic approach to their engagement on digital channels. Actions need to take place that go far beyond merely opening up a few social accounts and/or hiring a community manager. As organizations mature in their approach to digital, specific resources are being assigned to content strategy, data analytics, channel strategy, technology and overarching social business strategy. Organizational leaders need to realize that the true foundation beneath all the tools is a powerful paradigm shift, led by a citizen culture that embraces and expects participation, collaboration and transparency.
The following 10-steps are covered in the workbook.
- Step 1: Set your social media engagement goals
- Step 2: Identify your audience(s)
- Step 3: Conduct an internal and external environmental scan
- Step 4: Determine your strategies
- Step 5: Select the appropriate social media tools
- Step 6: Determine your key tactics for each strategy
- Step 7: Identify your resource requirements
- Step 8: Develop an implementation plan
- Step 9: Manage risk
- Step 10: Measure performance and adjust as needed
Once you have completed the workbook, you will have a solid social media engagement framework for your next initiative.
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CEPSM public training can be customized to your needs and delivered internally. Contact us to learn more.
We conduct a wide variety of marketing and communications training in various formats, including: public workshops, custom in-house workshops at your location, the annual MARCOM Professional Development Forum; and a university-accredited certificate in public sector and non-profit marketing.
CEPSM public training can also be customized to your needs and delivered internally. Contact us to learn more.