Where to Begin?
As a starting point for any research plan, it’s key to assess an organization’s goals and needs within the context of your focus area. Then communication goals and the appropriate audience must be identified. Communication objectives must align with organizational goals before any campaign is initiated.
When a strategic social media plan is required, it is important to find out ‘where’ on the Internet the specific community you want to reach is engaging. Once you find the conversation, it’s important to monitor the discussion before jumping in. It’s also important to evaluate what you’re already doing to reach these audiences and periodically check in on how your campaign is progressing to determine success or failure of any tactics.
My #SMRTCCE research plan will consider all of the above as well as identify risks, assumptions, key issues and opportunities for my case study client, McMaster University. Once the above elements are defined, a gap analysis will identify what research will help the organization reach the desired outcome of a social media strategy. After that, we can consider the ‘how’ and develop tactics to achieve our goals.
Scope of Plan
|Organization: McMaster University||Focus Area: Admissions
(Higher Education Liaison & Outreach)
|Organizational Goal: To build McMaster University’s reputation as a world-class post-secondary institution known for research and innovation and as a community of engaged teachers and learners.||Specific Goal: To increase applications and enrolment of high achieving high school students in Ontario.|
|Audiences: broad, ‘general public’ exposure (current students, future students, staff, faculty, alumni, donors, and industry).||Audience: Ontario secondary school students (ages 16-18) who are prospective undergraduate program applicants.|
|Current initiatives: McMasterUTV(YouTube), Facebook, LinkedIn, Twitter, Google+, iTunes University||Focus on: Facebook, Twitter (@McMasterU @macadmit) – mobile usage and integration with http://future.mcmaster.ca|