Create Your Social Media Engagement Plan

In our previous post, Determine Social Media Engagement Readiness, we took a look getting ready to launch your engagement plan. In this post, we give an example of an engagement planning document.

Create Your Engagement Plan

Based on your listening and the preliminary planning based on the foregoing, lay out how you’re going to engage with the online community.

Your first step is a simple one: Determine Who, What, and Where.

You might try a format like this one.

Once you have defined your community, and the internal and external audiences you want to reach, think about:

  • In what ways can we use social media to communicate with each of these audiences?
  • When should we communicate (Year round? During other events or activities?)
  • What are some opportunities we may be missing?
  • What resources do we need?

Create a worksheet answering the first two questions for each of your audiences similar to the following.

Next up: Design Effective Social Media Community Processes

Create Your Social Media Engagement Plan is the 27th in a series of excerpts from our book, Be a Person: the Social Media Operating Manual for Enterprises (itself part of a series for different audiences). At this rate it’ll be a long time before we get through all 430 pages, but luckily, if you’re impatient, the book is available in paper form at and you can save $5 using Coupon Code 62YTRFCV

See the previous posts What is Social Media?Social Sites DefinedWhy Social Media? How is Social Media Relevant to Business? First Steps Toward a Social Media Strategy, and Decide What Your Business Will Do About Social Computing, pt. 1


About NextPhase Selling

Social Media Performance Group is a premier enterprise social media consulting company that offers a unique approach to integrating social media into the enterprise — forget about the tools, it's all about the strategy! Rather than focusing on the tactics (do this or that on LinkedIn, Twitter, YouTube), first we work with you and your senior leadership to comprehend your corporate strategy. Once we understand your strategic objectives and goals, we show you how a comprehensive social media strategy can integrate with and support your corporate strategy. We take an enterprise-wide view based on our unique Enterprise Social Media Framework, which maps social media to all appropriate touchpoints in your enterprise. We go beyond the obvious quick hits — sales and marketing — and help you achieve social-media-driven results in areas such as product development, customer service, and employee engagement and retention. As a result, social media is not just bolted on; it is integrated with, and provides support for, your company's existing strategy and operations, yielding unprecedented results.
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