A Conversation with Serena Ehrlich of Rogers & Cowan
By UCLA X425 Student Nicole Schaeffer
When I think about Social Media I think huge, vast, enormous, massive… and then I ask myself where do I begin? Thankfully Serena Ehlrich, Associate VP of eMedia, came to class and informed us on how to develop a social Media plan with seven simple steps:
Step 1: Determine goals and objectives – main question to ask your client “what is your goal?”
Step 2: Find your target audience – ask what platforms make sense for your client’s business?
Step 3: Strategy – choose platforms that work for your client’s business (i.e., Twitter, Facebook, Foursquare etc.)
Step 4: Competitive Analysis – look at your client’s competitors and find out what platforms they have chosen to capture an audience
Step 5: Tactics – must ask how are we going to meet clients goals? What platforms help meet those goals?
Step 6: Measurement benchmarks – track retweets and check out Google analytics and other online tools to guage response
Step 7: Develop an editorial calendar – match platforms like Twitter and Facebook with your PR release calendar
I find this to be a great outline to successfully create a social media plan. When looking at this outline, social media does not look as complicated as before.
Thank you Serena for these helpful and insightful tools to kick start a successful social media plan!