Social media: It’s not a chore

In the latest in our series of blog posts by CommsDirect speakers, Fifty Acres – The Communications Agency founder and principal Jo Scard writes on how to develop a social media action plan

While a social media presence is becoming increasingly non-negotiable for small businesses and organisations, it should not be seen as a chore but as an opportunity to engage constructively with your target audience.

Putting some time and research into developing an effective action plan for social media will help your business interact with your target audience and establish a solid and consistent social media presence as well as save you a lot of stress.

Step 1 – Audience

The first step in developing an action plan is determining who you want to engage with and what platform would be best for reaching them. For example, if your target audience is between the ages of 18 and 35 then Facebook is probably the most suitable platform. However, if your target audience is aged 35 to 44 then Twitter would be a better fit. You might also want to consider LinkedIn, Pinterest or even establishing a blog for your business.

Step 2 – Tactics

Your next step is tactics: What content are you going to post in order to engage your target audience and provoke a desired response from them? For example, including images with your post on Facebook will attract people to your content and encourage them to share it. Including questions in your post will encourage feedback and interaction. At this stage you’ll want to put a bit of time into researching the best tactics for engaging with users on your chosen platform.

Step 3 – Action Plan

Once you have an understanding of your target audience, selected platform and best tactics for engagement, you can establish your social media action plan. Your action plan should provide specific steps for managing your social media presence, including how often you will post, the type of content you will post and at what time of the day. You also may want to include guidelines for interacting with other users.

For example, your action plan for Twitter might include posting content three times per day, following a schedule of daily posts and themes, posting between 8.00am and 8.00pm to reach the greatest audience and retweeting from another user at least once a day.

Best of luck establishing a unique social-media action plan for your small business!


Jo Scard
Jo Scard has played a unique role as a senior adviser in the Australian Federal Government for over a decade. She’s also worked as a communications strategist in London, a TV political journalist (Australia/UK) and as a s strategic adviser to countless corporates and Not-For-Profits across the globe. You could say Jo is a bit of a communications guru, though that might make her blush.
Jo will be speaking at Comms Direct on August 7 on the “Thought Leadership panel.
Tickets are just $395 for those working in media or the not-for-profit sector and $495 for corporate: $100 off the regular price!