How to develop a social media plan: Expert’s Edit

Shawn Turner |

Our cadre of sources in the Expert’s Edit section of the March/April 2016 Mind Your Business did an excellent job of laying out how a small business can get rolling on a PR plan (hey, what can we say, we’re biased!)

Social media can play a big role in this, too. One of the aforementioned experts — Nancy Lesic, the CEO of Lesic & Camper Communications — offered her advice below on how best to leverage social channels as part of an ongoing PR plan.

Read and learn:

“Social media strategy is really dependent on the organization and/or the campaign, their goals and objectives and their target audience. There are so many mediums to explore between Facebook, Twitter, YouTube, LinkedIn, Instagram and others. It takes careful evaluation to determine what is the best choice.

Whenever we are getting started with social media for a client, we take time to sit down with them and do a thorough information gathering and assessment.  We use this process to determine both how to launch and also what background material is needed so we can best develop that material prior to launching.

For example, if you decide Facebook is an appropriate place to start for your business, I would wait to create a public Facebook page until you have all the basic page content prepared. Depending on the type of page you choose, this could mean a bio, contact information, a collection of photos and of course your chosen profile and cover photos.  We also like to have interesting “any time” posts ready so we are able to consistently engage the audience when there is a break in the current/trending news flow. 

Also, develop social media guidelines so you and your team are all playing from the same playbook, and think in advance of how to handle negative comments on social media. Yes, it may happen, but it’s not a reason to avoid it. 

But if you plan to run a social media campaign, make sure you, a staff person or a consultant have time to do it and do it well.  It can reflect poorly to have a social media presence that is not constantly up-to-date with at least a respectable number of followers.”