The aim of this assessment task is to develop a comprehensive social media marketing plan using the latest theory. Having a plan in place improves an organisation's chances of success in executing their social media marketing goals.
The first step is to decide on a tourism organisation, (i.e. tourism attraction, tourism operator, accommodation provider or tourism destination marketing organisation).
Secondly, conduct an assessment of this organisation’s current social media presence.
Thirdly, you are then to develop a social media marketing plan to help the tourism organisation to build or grow their social media presence.
The social media marketing plan should be no longer than 2,500 words in length and include the following structure:
Title page with student information
The title page will include the name of your chosen tourism organisation, your name, student id number and lecturer/tutor name and course name and code.
Table of contents
The table of contents will present each section of the SMM plan, including sub-headings, with their appropriate page number(s). Sections should be numbered with page number (e.g. 1.0 Introduction on page 1). Do not use page numbering for the title page and the table of contents itself.
Introduction (approx. 200 words)
The introduction should present a brief description of the chosen tourism organisation and the tourism product/service/experience that is the major focus of this SMM plan. In addition, aims and structure of the report should be presented.
Target audience analysis and outline of the organisation’s current social media environment (approx. 500 words)
The target audience profile needs to be researched in a manner that gives the reader of your SMM plan a better understanding as to who you will be directing the proposed social media communications at. The outline of the current social media environment should outline what types of social media the organisation is currently using and other key metrics to measure social media presence, including
- Reach: Indicates the number of followers, fans, group members.
- Company posts: How often the company posts on each social media platform
- Average response time: Assesses response time to user comments on the company’s social media platforms
- Sentiment analysis: Indicates the number of positive or negative mentions on each social media platform where the organisation has a sizeable presence
3-5 Social media goals/objectives (no more than 500 words)
Students must present and explain 3 (minimum) to 5 (maximum) social media goals/objectives for their SMM plan with quantifiable targets and timeframe for achievement. These social media goals may include strengthening brand awareness, driving word-of-mouth recommendations, acquiring new customers, encouraging purchase behaviour or conducting market research. Think about, and justify, why you may chose particular goals for this target audience. Use of additional sources of information to help support the discussion is expected.
Determine strategies to achieve the goals (approx. 500 words)
Think about the desired outcomes that you would like to achieve with your social media goals and identify the strategies best suited for helping to achieve these outcomes. Strategies could include influencing the target market with videos and podcasts to feature new experiences; interacting with consumers via Facebook and Twitter to improve brand recognition; engaging customers to drive eWOM recommendations; and establishing vibrant brand communities where customers can post questions. Consider the 8 C’s of Strategic Development (see Lecture 3) which are guidelines for constructing social media marketing strategies.
SMM plan and monitoring (approx 500 words)
Select the platform-specific tactics to successfully execute the social media goals and justify your use of the tactics based on how this best communicates with your target audience. Tactics could include customising the content of the social media platform to best engage with target audience; determining the frequency of updates per day; creating special offers; using Facebook Ads to generate traffic to the company website, etc. Lastly state how progress of your social media marketing plan will be monitored.
Conclusion (no more than 200 words)
In your opinion, why do you think it will be possible to achieve each of your chosen social media goals? Briefly outline the target audience, each of the social media goats and the social media strategy adopted to explain your answer.
The SMM plan should include at least ten (10) sources of information from a combination of scholarly academic journal articles, academic textbooks, trade journals and websites. All sources listed should be in alphabetical order and be cited in the main body of the SMM plan using the
APA referencing style.