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Steps for Building a Social Media Plan: Aim for the GOAL POST

May 16, 2011 by Kami Huyse

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christmas present - paper goal posts

 

Great ideas are only as good as their implementation and planning. The Goal POST method of public relations and social media planning is a great way to both organize your thoughts and keep from making easy-to-avoid mistakes. It is also something you can complete in about an hour or two, and which can save you untold hours when you start implementing the plan.

 

Here is an example of how the method looks in the context of the overall initiative, which includes Research, Planning, Implementation and Evaluation. Each of these other steps can also be broken into parts, but for this post we will only look at the Goal POST part.

 

 

Research

Using methods such as SWOT (Strengths, Weaknesses, Opportunities and Threats) as well as secondary and primary research on what others have done.
Planning

Goal

Large overarching vision for your communication
Example: To raise the number of people getting secondary education.

P 

People, the most important part of your purpose
Example: High-school Juniors and Seniors

O

Objectives, measureable, or SMART Objectives
Example: Raise the number of high school juniors and seniors applying for college by 20% over two years in the pilot schools.

S

Strategies, the general approach you plan to take
Example: Education and support to overcome obstacles and objections to college or other secondary programs

T 

Tactics, the channels and other things you will do
Example: Use Facebook, texting and in-person mentoring

Implementation

Should include timeline, budget and allocate the people and other resources to each task

Evaluation

This is the measurement portion of the plan and it should match with the Objectives

 

Using this method is not only a great way to win communication awards but also to get a great job. If you take have a portfolio filled with a couple of campaigns or programs that you approached in this manner it is much more impressive than a bunch of press release writing samples. If you add in the Research, Implementation and Evaluation pieces, it becomes even more valuable.

 

The Goal Post methodology is not new. I first heard of it in a public relations accreditation workshop in Washington, D.C., back in 1997. And more recently it showed up in Charlene Li and Josh Bernoff's book, Groundswell.

 

The following presentation was given to arts organizations in the Bay Area as part of a grant-supported program administered by Theater Bay Area, an arts organization that serves more than 300 member theatre companies and 2,900 individual members in Northern California. Beth Kanter has been leading this for Zoetica and designed the training. It goes into more detail about the Goal POST method using arts examples. However, you can drop in any examples that apply to your work and the method still works.

 

I would love your feedback. How do you approach social media planning?

 

Becoming a Networked Nonprofit: Social Media Planning

View more presentations from Kami Huyse

 

Photo credit: By woodleywonderworks

Filed Under: Strategy, Zoetica Talks DNA Tagged With: Public Relations, social media

About Kami Huyse

Kami Watson Huyse, CEO of Zoetica, is passionate about great communication. Working in Public Relations since 1994, and blogging since 2005, she has seen trends come and go, but one thing has stayed the same – people are looking for ways to authentically connect. She loves to connect with readers, so leave a comment or follow @kamichat on Twitter and connect there.

Trackbacks

  1. 15 Questions to Build a Social Media Strategy Action Plan says:
    November 19, 2015 at 4:37 pm

    […] A social media strategy action plan that hits it through the GOAL POST follows a pattern (see what I did there?). You can read a quick definition of a GOAL Post Social Media Action Strategy here. […]

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