DIY Social Media Plan

Australians are amongst the most active social media users globally and your potential audiences are increasingly likely to be engaged in this space.  

If you are contacting specialist interest groups, the media or educational institutions remember to check to see if they have a social media presence (ie Facebook, Twitter, Youtube) that you can contribute to. 

This checklist will help you create a Social Media Plan for publicising your performance, exhibition or event.

Download: docDIY Social Media Plan 206.5 KB

General considerations

  • What social media programs are you using currently and in what context? How successful are they?
  • What is your timeframe for your social media strategy? Is there a deadline that needs to be met?
  • Who is your audience / customer base and what do you know about their online patterns and usage?
  • Develop some basic profiles for your most common user / audience member and consider what kind of editorial tone suits.
  • Have you asked any of your users / audience members for suggestions and what spaces they currently use and like? What are their expectations of your offering in the social media space?
  • What are other artists / art organisations doing in this space? What research have you done? (Reading the Mashable Social Media Guide is a good way to start: http://mashable.com/)
  • What are your resourcing needs?
  • What do you think the value is in having a presence in these spaces? Why do you want to do this?
  • Name the top five goals you want to achieve through using social media.
  • Break down each goal and how you are going to achieve them.     
  • What tools and platform/s do you think are the most suitable to achieve your goals?
  • What training is needed?
  • How are you going to measure the success of your social media presences?

Goal Setting

  • Name the top five goals you want to achieve through using social media.
  • Break down each goal and how you are going to achieve them.     
  • What tools and platform/s do you think are the most suitable to achieve your goals?
  • What training is needed?
  • How are you going to measure the success of your social media presences? 

Pre-launch

  • How will your social media presence differ from your official web presence?
  • How will you cross-promote with your own website and properties?
  • Have you considered doing a pilot, either around a particular event, or for a specific period of time leveraging existing social media presences? If so, do you know who else you could collaborate with?
  • Have you got an exit strategy in place?
  • Where will the user names and passwords be stored and how many people will have access? If you are collaborating with others, have you discussed who will have administration access?
  • Have you looked at what names/handles/URLs are available eg for Twitter, Facebook?

Day-to-Day Running

  • Who will be doing the day to day management of your account(s) and how will this be organised? Who will manage the account's @ replies?
  • How often are you posting material and how will you review whether this is working?
  • Put into place a publishing schedule if needed eg time, frequency etc and how flexible is this when something big happens or you want to crowd source comments/information  
  • What style guide will you be using? Have you considered appropriate tone, style, text speak, smiley faces, acceptable shorthands, retweet policy?
  • What escalation procedures do you have in place (eg dealing with controversial content etc)
  • What contingency plan do you have in place if you / someone is on holiday or away sick?

Building Community

  • How will you encourage people to become friends/fans/followers?
  • How often will material be posted? Will you be using automated feeds at any point?
  • What level of collaboration and engagement do you want with your audience?
  • Can you collaborate and cross-promote with other artists / arts organisations?

Reputation Management

  • How will serious mistakes or attacks be managed?
  • Are there possible legal issues and repercussions? Have you got someone that you can go to if an issue arises unexpectedly?

Credits

Produced with material from The ABC of Publicity event, October 2012. With thanks to the Australian Broadcasting Corporation.

To find out more

Download: docDIY Social Media Plan206.5 KB