From the Ground Up: Your Guide to Executing a Social Media Marketing Plan

About the Author

Chapter 1 Evolution of Social Media
Once upon a time
The Facebook phenomenon
Exercise 1.1 Let’s take inventory
Summary

Chapter 2 What Is a Social Media Marketing Plan?
Why plan 5 Ads everywhere
Exercise 2.1 What are you seeing?
The Plan
Exercise 2.2 Who does it well
Summary

Chapter 3 Identifying Goals/Objectives
What about the summary?
Exercise 3.1 Writing the summary
What is the point 10 Exercise 3.2 The primary goal
Getting more with less
Exercise 3.3 Secondary goals
Summary

Chapter 4 Identifying the Audience
Doing the most damage
Understanding who we and they are
Exercise 4.1 Pros and Cons
Reading between the lines
Exercise 4.2 Choose the audience
Summary

Chapter 5 Identifying the Channels
Meeting them where they are
What we know
Exercise 5.1 Research
One big happy family
Exercise 5.2 Pick the channel
Summary

Chapter 6 Identifying the Message
What is a message?
Less is more
Exercise 6.1 Got Milk?
Finding the right language
The nonnegotiable
The drawing board
Exercise 6.2 Brainstorm
Summary

Chapter 7 Creating the Creative
The icing on the cake
Let the creatives create
Exercise 7.1
Exercise 7.2 Storyboarding
Summary

Chapter 8 The Plan: Putting it all together
Now what
The Plan
What to do with the creative
Timing, budget, and pitch
Exercise 8.1 Pitch It
Summary