Social Media Planning

Christopher “Max” Seeley

Twitter: @MaxSeeley

Failing to prepare is preparing to fail

The use of social media is becoming more and more prominent in the business world. It would be a struggle to find a company that doesn’t participate in social media in one way or another. Many entities have mastered the use of their media forums and are able generate positive results with their inclusion in business strategy. Unfortunately, many companies fundamentally fail at using social media for a plethora of reasons all falling under one category: Planning.


Companies are often fast to create accounts on social media forum sites such as Twitter and Facebook because of their size and popularity. Although this is a correct and necessary tactic, a lot of companies misuse the forums due to a lack of overall guidance and planning. An interesting article talking about some of the common mistakes companies make can be found here.  In order to combat this, I have created a three-step analysis for companies to review when creating a social media account.


  1. What is the main purpose of the social media account?

Companies use social media very differently from each other due to their variances in business objectives. Many entities use accounts for different things such as promotions, information, sales, humor, etc. It is important that a company decides before hand what the primary use of the account will be. Companies often fail to provide consistency, which blurs the confines of their identity on the forum. Pick a motive and stick to it.


  1. Who will be controlling the social media account?

Creating accounts like Facebook and Twitter may seem like small additions, but they often carry a lot more weight and responsibility than the businesses give them credit for. The control of these accounts is a huge responsibility and randomly allocating these responsibilities to a person within the company could be detrimental to the organization. The person in control must have an aligned vision with what the company wants out of the social media forums and must be consistent in both voice and content with posts.


  1. What will interaction with customers be like?

The idea behind creating social media accounts is to increase interaction and transparency with and between customers. Different types of businesses require completely separate types of interaction in order to yield the most positive results. This is why the amount of “customer voice” allowed on the accounts should be planned and regulated before hand. There are many privacy options available with social media accounts, so customizing the layout and content available to visitors is a key aspect that must be decided before hand.


Although these three steps seem generic, they lay out the most basic foundational aspects of creating a social media account. Often, the demise of companies on social media forums are directly related to one of the three checkmarks above. Due to the speed and immediate access customers have to the forums, it only takes one mistake to create large problems. Proper planning and preparation can prevent these mistakes from ever happening. This Article talks a lot about companies planning their social media use correctly.

7 thoughts on “Social Media Planning

  1. Planning is an essential aspect in any realm, yet often is overlooked as we just jump into something without any idea of what our overall plan is. By looking at your three steps companies can develop a general sense of what they wish to achieve from their social media activity. Great post!

  2. Nice post! Planning is definitely an important step to take before getting into social media. I think it’s also important to make sure everyone who will be participating in the company’s social media knows how to properly use those sites. Like planning, this preparation can help make the transition to social media successful.

  3. I like your guidelines! Planning is key to having successful social media for a business. I have seen a lot of companies who have failed to plan and It leads to a weak online following. I think another important element of planning is to have a social media content and posting Calender. This way, you stay on top of it even when you get busy. Great post!

  4. I like your guidelines because they are simple yet necessary! Most companies don’t realize that their Twitter or Facebook accounts can make or break them in a sense. These guidelines will help keep the purpose and focus of these social media sites. I also enjoyed your links!

  5. Everyone loves to think and scheme the executions because these are the big fun touchpoints. It is the planning that makes a great campaign. Planning is what allows a brand to work towards a set of goals. Creating with out planning, cool or not, is like playing a football game without a gameplan.

  6. Very interesting article, I completely agree that companies believe that they just need to have a social media platform, but do not capitalize on all its possibilities with strategic planning. As Ali Manzano said in our class Monday, March 5 “An ineffective social media strategy is like talking to yourself. You have to earn your audience.” Just because a company has a social media platform does not mean it is successfully targeting its desired audience.

    Companies should establish their goals for social media, identify their target audiences and what type of media content they want to post. All of these elements will help contribute to successful social media outcomes.

  7. These are three very god questions to ask before jumping into social media with a business. I can suggest some additional guidelines that I think would help a company be successful in social media, before taking the leap.

    1. Target your audience: whom are you trying to reach? What are you trying to say? What is your tone of voice? (Which you’ve began to touch on)
    2. Find out where your audience is. Your audience may not be on Twitter, but on Facebook or you may have a high demand on Pinterest. Target your social media platform to verify that you are not talking to an empty world.
    3. Have a social media policy. This will help keep the conversation consistent and keep your brand from changing into something it is not. Additionally, it will help you in a communication crisis.

    Great post! Awesome tips for preparing to jump into the social media world!

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Additional comments powered by BackType