Strategic Social Media Engagement Workbook

The new era of social media/web 2.0 is having a major impact on what and how public sector organizations communicate with key audiences. The world of one-way communication, of one source to many readers, viewers or listeners – is rapidly changing into a multi-faceted communications universe, where mass customization and increased relevancy are made possible. To take advantage of the opportunities and deal with the challenges presented by this new universe, public sector and non-profit organizations need to employ a strategic approach to enhancing and opening up communication channels with target audiences through the use of contextually relevant social media tools and applications. Organizational leaders need to realize that the true foundation beneath all the tools is composed of a powerful paradigm shift, led by a culture embracing and expecting participation, collaboration and transparency.

The Social Media Engagement Planning Workbook has been designed specifically for public sector and non-profit organizations. It has been used to train hundreds of workshop participants all around the world. It will provide you with a practical, strategic approach to engaging on social media channels all the while factoring in potential barriers you may encounter.

The following 10-steps are covered in the workbook.

• 0) Understand what you are up against and set context
• 1) Set social media engagement goals
• 2) Know your audience
• 3) Conduct a digital presence audit
• 4) Conduct an environmental scan
• 5) Set SMART social media engagement objectives
• 6) Determine your strategy for each objective
• 7) Determine your tactics for each strategy
• 8) Develop a social media guidelines and governance document
• 9) Develop a high-level implementation plan and budget
• 10) Continually evaluate and adjust

At the end of completing this process, you will have a solid social media engagement framework that will allow you to move forward with your initiative. A major advantage of using social media channels to engage with target audiences (and existing clients) is the fact that most tools and applications are free. As a result, tremendous cost-savings can be achieved.

Once you purchase this workbook, you will receive the PDF download link right away. Alternatively, you can book a spot in an upcoming Strategic Social Media Engagement Planning Workshop, where we offer the workbook as part of the course.