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How an effective and comprehensive social media strategy can help reach relevant audiences: Looking at your social media strategy as a four-course meal
Journal of Digital & Social Media Marketing,
12
(3),
247-261
(2024)
Abstract
This paper analyses the importance of having a comprehensive social media strategy. It presents specific steps and advice to help the reader successfully conduct a gap analysis and a social media audit for any organisation (profit or nonprofit), and provides carefully curated pointers on how to create a brand toolkit. In addition, special emphasis is given to certain other social media documents that can aid organisations in their efforts to reach not just their audience but also succeed in other ambits. Finally, examples specific to the author’s organisation will be provided in order to help the reader understand how to apply the discussed concepts to their own organisation.
Keywords: social media; audit; brand; analysis; toolkit; content
The full article is available to subscribers to the journal.
Author's Biography
Cesar S. Caballero is the Social Media Strategist at the Youth Transportation Safety Program, which serves as part of the Texas Transportation Institute with Texas A&M University. In this role, he leads the social media content development and programming for 12 different channels and has helped reshape the organisation’s social media presence into something more cohesive. Cesar brings over a decade of experience in bilingual education and about five years of experience with social media analysis, content creation and communication focused on both nonprofit and for-profit models.
