Social Media Strategy_STUDENT WORKSHEET 2023 (1)

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Arizona State University *

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320

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Marketing

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Feb 20, 2024

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HEP 361: Social Media and Marketing in Health Promotion Social Media Communication Plan Imagine you are getting ready to start a one-month social media campaign about the health topic you chose for this class (the CDC Fact Sheet you chose early on). Use this worksheet to help you strategize about your social media campaign. Look for the following arrow symbol to show you the action items you need to complete within the worksheet: This symbol designates the responses you need to input in the document Once you have completed the worksheet, remove any instructional text, like this top portion. A Plan for (Insert an Appropriate Title for Your Campaign Here) By: Your Name Title (2 point) Be sure to give your campaign a title/name. Naming your campaign is just as important as the content within it. There is a space in the worksheet for the title. Catch attention with your title. It does not have to be ridiculous, but it should stand out. The title of my campaign is… When? (2 points) Which month are you planning to implement your social media campaign? Is there anything special about the month you chose? Consider: Holidays, observed celebrations or awareness-raising months, like Bike Month, Diabetes Awareness Month, National Health Education Week, etc… Month: Why this month is significant for my campaign: Who? (2 points) Describe Target Audience (describe your target audience in as much detail as you can). The target audience is the people you are hoping to reach through your campaign. This is not necessarily the people your campaign should benefit. For example, if you are hoping to improve child nutrition, parents might rightly be your target audience. Think carefully and be sure your choice makes sense within the context of your campaign.
HEP 361: Social Media and Marketing in Health Promotion The target audience for my campaign is… Goal (2 points) Write One Social Media Campaign Goal (see ideas below) o Provide information o Raise awareness o Encourage a healthy behavior o Get new clients o Example: Increase awareness of sleep health and sleep hygiene practices to users of social media The goal of my campaign is… SMART Objectives (9 points, 3 per SMART objective) Define SMART objectives for communication in your social media campaign. Make sure to review the SMART objectives PPT and write objectives that are S pecific, M easurable, A ttainable, R ealistic, and T ime-bound. These objectives should serve the larger goal you identified for your campaign. Objectives are almost like smaller steps your campaign will take to reach your larger goal. For example, if you hope to raise awareness about sleep hygiene, your SMART objectives might read: 1. By Week 4 of the campaign, all posts will have received at least 50 views. 2. By the conclusion of the campaign, Instagram will measure at least 15 shares across all campaign images. Three objectives needed to reach the goal for this campaign are… 1. Objective 1 for the campaign: 2. Objective 2 for the campaign: 3. Objective 3 for the campaign: Messages (20 points, 5 points per week; so 2.5 points per post) Campaign Messages for Each Week (One message per each platform) Message(s) for week 1 o Facebook o Instagram (Include photo to post)
HEP 361: Social Media and Marketing in Health Promotion Message(s) for week 2 o Facebook o Instagram (Include photo to post) Message(s) for week 3 o Facebook o Instagram (Include photo to post) Message(s) for week 4 o Facebook o Instagram (Include photo to post) Unique Element (4 points) Describe Unique Activities (Describe two or three different content ideas you want to implement during your campaign: tell a story, offer a raffle drawing for new followers, and share behind-the-scenes photos, a contest, etc. Think of the Ice Bucket Challenge as an inspirational example. The unique element of this campaign is… Evaluation (9 points, 3 per objective) Define Success for Evaluation (using SMART Objectives) Examples: Likes, followers, mentions, impressions, traffic to your organization’s websites, increase clinic utilization or client base. These should very clearly measure the SMART objectives you created for your campaign. For example, if you determined that your campaign should reach 100 people, you should evaluate whether it succeeded in that aim. Measure SMART objectives- Examples: Get 100 likes on the Sleep Health Education Facebook page by the end of the campaign. Obtain 50 impressions in a 28 day period on Instagram for sleep health information. Make sure to have one measure for each of the three SMART objectives you identified above. Three measures I will use to evaluate my campaign are… 1. Measure for objective 1 for the campaign: 2. Measure for objective 2 for the campaign: 3. Measure for objective 3 for the campaign: Submission Requirements
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HEP 361: Social Media and Marketing in Health Promotion ● Name word doc file: HEP 361_Social Media Communication Strategy_Your First Name_Your Last Name ● Submit one Word document for this assignment Points Possible: 50 points

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