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COMSTRAT 310 Syllabus - Fall 2017

COMSTRAT 310 - DIGITAL CONTENT PROMOTION (3 CREDITS) Instructor:  Brett Atwood                                EMAIL:    batwood@wsu.ed...

Social Media Marketing Plan Cycle

Listening to what people are saying about a company enables the organization to determine its current social media presence which in turn guides the setting of social media goals and strategies to achieve them.

Setting Goals is done by pinpointing the location, behavior, tastes and needs of the target audience and conducting a competitive analysis to determine an organization’s strengths and weaknesses and the opportunities and threats in the environment.

Defining Strategies must be done on a case-by-case basis, using all available pertinent information.

Identifying the Target Audience (market) enables a company to organize its marketing strategies to efficiently reach those most receptive and likely to become customers and even brand advocates.

Selecting tools is accomplished by finding the social media sites where the target audience resides and then focusing the company’s social media efforts on those platforms.

Implementing is the process whereby the goals, strategies, target market and tools are taken into consideration in creating actionable social media platform-specific marketing tactics.

Monitoring is measuring, tracking and evaluating an organization’s social media marketing initiatives.

Tuning is the constant and continuous process of adjusting and improving the elements of the plan.