If you are tasked with managing your command's social media accounts, you will be responsible for a myriad of duties. Whether these duties aim to enhance online presence, gain new followers, engage users or achieve command goals, this collection is here to help! This collection covers the following social media topics:
- Roles and responsibilities
- Strategy and planning
- Leadership support
- Evaluation
It's a non-negotiable truth in public affairs — if the command has a social media account, a social media manager is needed. The Role of the Social Media Manager explains the diverse array of responsibilities this role entails. Become familiar with them so you can maximize your success and meet your goals.
Social media serves to entertain, inspire or inform users about issues, events or stories that may interest them. Learn how planning and strategy are essential with Grow Conversation with Strategy & Planning. Part of strategizing is realizing that social media is constantly changing. As a result, selecting the right platform to convey the commander's intent may be difficult. Learn how to recognize different platform categories, purposes, benefits and guidelines in Comparison of Social Media Platforms Used by the DoD and help make that decision process more manageable. Another aspect of strategy and planning is getting audiences to recognize you. To do this, your account must stand out against the masses on any platform. Establishing a unique value proposition is the first step to choosing and developing an account, and is essential to creating a successful social identity. Unique Value Proposition: Making Your Social Media Account Stand Out explains how to set your account(s) apart from others. Embedded in strategy includes choosing the right tone and language to make your social media platform unique and have an impact. Find the Right Voice for Your Social Media Platform will help you learn how to recognize and regularly engage with what is critical to garnering a loyal and active audience. After defining your UVP and the voice you want to use, it’s time to plan content. Explore Create a Social Media Content Calendar to learn how to create a calendar that uses the overarching content strategy.
Successful social media includes getting leadership buy-in and support. Leadership support helps to align goals, foster credibility, increase accountability and streamline communication efforts. Hear unique experiences and insights on gaining trust, providing analytics and embodying your leader's voice in Get Leadership Buy-In for Using Social Media.
Continuous evaluation of your social media is critical to success and future improvements. A thorough evaluation of your entire strategy requires using The Three A's of Social Media Evaluation: analytics, analysis and assessment. These three distinct phases of the evaluation process are often mistakenly used and discussed interchangeably. Knowing the difference, what to do for each phase and who should conduct each phase creates a more cohesive and thorough evaluation. In addition to the three A's, the Six Elements of Social Media Success also play a key role in any successful social media platform. Finally, refer to the Social Media Strategy Quality Check to ensure your social media strategy is complete, up-to-date and ready to address all questions and scenarios.
Social media success requires careful deliberation, strategic planning and continual evaluation, so go through each of these resources to take your skills to the next level.