Social Media Strategy for Executives: Scenario & Application

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Crafting a social media strategy requires careful consideration of everything from a target audience to business objectives. Use the company information shared below to help craft a social media strategy that works.

Meet Candyist

The CEO of our fictional company, Candyist, doesn't have much training in social media strategy. She has asked you to take a look at her company's profile and help her by coming up with some ideas she can execute on social media.

Here's what you need to know about Candyist:

  • It is locally and privately owned, and is three years old.
  • It has a successful primary location in Seattle and plans to expand with two new locations in the next year.
  • Its product mix includes all types of candy and sweets.
  • Company is best known for its nostalgic section with hard-to-find candy.
  • Buyers are primarily in their mid-30s and younger.
  • It recently launched a delivery service on orders of $50 or more.
  • Employees currently number 10 and are primarily family members and friends of the family.
  • The business started as a result of the CEO's feelings of nostalgia toward her childhood.
  • The mission statement is, ''Bringing Back Childhood Fun One Bite At a Time.''
  • Candyist fulfills a need in the community by offering candy found nowhere else.
  • The company's goal for the coming year is to increase traffic to its stores by 20 percent.
  • Candyist's social media presence is limited to only Facebook and has about 1,500 followers.
  • So far, Candyist's CEO has been the only one posting on Facebook, and she has primarily limited her posts to upcoming sales.

Creating a Social Media Strategy

Now, please create a social media strategy that Candyist's CEO can use on the company's social media platforms. Write out your thoughts and ideas. As you proceed, use these questions to help guide your plans.

1. Who is the company's target audience?

2. What types of social media platforms are best for Candyist's target audience?

3. What unique selling proposition can the company highlight on its social networks?

4. What tone and style should Candyist's social media posts take?

5. What kind of content are Candyist's customers interested in (blogs, photos, videos, etc.)?

6. What needs to be changed or adjusted about the company's current social media presence?

7. What kind of social media mission statement would be a good fit for Candyist?

8. What Key Performance Indicators are most important for tracking social media success?

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