A Playbook is a complete and modular social media system.


Social Media Playbook

A social media system. Outlines strategy and process for every social media dimension.

  • The role of social media
  • Custom playbook sections
  • Integration with business, marketing, and other goals
  • Cross-functional integration

Social Media Auditing

Analyzes all aspects of social media presence. A great foundation for all subsequent strategy.

  • Channel activity, ads, mentions
  • Employee, executive activity
  • Competitor, peer activity
  • Considering new channels

Social Media Operations

Refinement and documentation of the core processes that keep social media running.

  • What keeps the lights on
  • Daily, weekly, monthly, quarterly, annual activities
  • Social access, security
  • Key stakeholders and roles

Social Channel Strategy

How to leverage the brand's primary and secondary social media channels.

  • Digital and social mentions
  • Social response scenarios
  • Inbound monitoring process
  • Channel roles, audiences, nuances, and tactics
Hashtag filled

Organic Content Strategy

How the brand maintains the heartbeat of social media activity.

  • Content themes or pillars
  • Content calendar structure and key moments
  • Evergreen content
  • Content basis and production

Social Advertising Strategy

Planning for ads that drive business priorities and growth.

  • Audience targeting outlines
  • Matching key objectives
  • Priority budget allocations
  • Testing and learning from specific variables
Quotes filled

Social Media Listening

Boolean queries to monitor topics across digital and social media.

  • Native social platform features
  • Free and paid listening tools
  • Listening cadence, key moments, and questions
  • Keyword and hashtag groups
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Social Measurement and Reporting

Frameworks and considerations for assessing social impact.

  • Outlining metrics that matter
  • Simple reporting templates
  • Alignment with social channels (e.g., content, community)
  • Framework for ad analysis

Executive Social Media Presence

Establish company leaders as trusted brand ambassadors.

  • Matching company priorities
  • Executive social media audits
  • Thought leadership topics
  • Content calendar and engagement structure
employee advocacy

Employee Advocacy Strategy

Recommendations for fostering employee advocacy.

  • Pilot program outline
  • Communication channels
  • Program guardrails (e.g., topics, formats, distribution)
  • Tools to consider

Social Recruiting and Employer Brand

Expressing the talent brand and supporting recruiting needs.

  • Audit of existing presence
  • Recruiter social media audits
  • Tactics across digital channels
  • Expressing culture across the recruiting lifecycle

Social Media Community Strategy

Going beyond audience-building to guiding an authentic community.

  • Community Playbook
  • Community Operations
  • Code of Conduct, Guidelines, Terms of Service, Privacy
  • Cross-functional integration
Influencer magic wand

Social Influencer Strategy

Identifying, partnering, and maintaining relationships.

  • Research and identification
  • Contracting guardrails
  • Ensuring reach and measurement
  • Long-term considerations
Crisis Response

Social Media Crisis Management

Proactive monitoring, mitigation, and lessons from brand incidents.

  • Scope and identification
  • Expected scenarios
  • Crisis response protocol, key stakeholders and resources
  • Lessons for the future

Competitor Social Media Audit

A look at competitors and peer brands are doing on social media.

  • What they're doing well
  • What they're doing not so well
  • Opportunities to evolve and steal competitor share
  • Ongoing monitoring
Sprint rocket

Sprint / Hackathon / Base Camp

A safe space to quickly generate frameworks and align stakeholders.

  • Tackling big challenges, problems, and questions
  • Practical decision-making
  • Pre-read materials
  • Structured session time
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