I created this presentation in advance of teaching social media marketing strategy because I felt it important to emphasize to students that you don’t just jump into a social media strategy. There are a number of things you must consider first. Specifically, marketers must set goals and objectives that they would like to achieve so that the strategy is focused and effective. Second, brands need metrics that they will use to evaluate those goals. Third, the strategy must be clear on the people who comprise the target market and that can only be discovered after segmenting markets. Finally, it helps to determine what you want your target to do after you communicate with them.
These slides accompany Social Media & Mobile Marketing Strategy from Oxford University Press by Randi Priluck and are a social media teaching resource for faculty.