Creating a content and social media strategy is a structured process with ongoing goals, objectives, milestones and measurement points and should not be a series of random posts.

This strategy entails many details including:

• Alignment of social media with client’s objectives
• Market research and competitor analysis
• Ideas for content creation
• An online advertising strategy
• A yearly editorial and integrated campaign calendar
• A monthly content calendar that details the posts and tweets 
• A conversation calendar that details how the communication should take place between the client & the social media users
• Establishing client’s online target audience, voice and tone
• Community outreach and creating ways to build and engage with client’s online customers
• Establishing a posting schedule and frequency
• In-event social media integration
• Outline of offline events for the online community and discussion of partnership opportunities that may leverage client’s social media equity
• Understanding client’s customer personas and their online activities
• Measurement objectives