A useful framework for planning social media activity is given in Chapter 2. This chapter summarises the next ten steps organisations should take to develop their social media activity, covering:

  • Audiences: Social media activity should focus on the user. What steps can brands take to develop their understanding of the audience, so that social media content resonates with them?
  • Content: Content calendars allow brands to plan and manage social media content so that always-on and campaign activity are posted at the best possible times. What should content calendars include, and how does publisher Penguin Random House plan its social media content?
  • Testing and optimisation: Social media offers brands real-time insight into the impact of their campaigns. What kinds of questions should brands ask to determine the optimal strategy for creative, and which brands are winning in terms of engagement?