Social Media Marketing
Third Edition
Chapter 5: Tactical Planning and Execution
- Several resources contributed to the explanations, tables, and templates in this chapter. See in par-ticular the following excellent sources (all accessed June 16, 2017): 1) Content Strategy Alliance, Tools and Templates: A Best Practices Handbook, Content Strategy Alliance, 2015, http://content strategyalliance.com/csa-best-practices/csa-handbook; 2) Michelle Linn, “A Blueprint to Jump-Start Your Content Marketing Strategy,” Content Marketing Institute, January 1, 2015, http://content marketinginstitute.com/2015/01/blueprint-jump-start-content-marketing-strategy; 3) Jodi Harris, “The Content Marketing Book of Answers: Strategy & Planning,” Content Marketing Institute, 21 June, 2016, http://contentmarketinginstitute.com/2016/06/content-marketing-strategy-... and 4) templates and guides by CoSchedule (www.coschedule.com), Buffer (www.buffer.com), Hubspot (www.hubspot.com), Marketo (www.marketo.com), SmartSheet (www.smartsheet.com), Curata (www.curata.com), and Sprout Social (www.sproutsocial.com).
- The tactics listed include 11 identified and defined by Accenture; see Accenture, Talk With Me not At Me: Playing to Win with Social Media, 2014, www.accenture.com/t20150523T022446__w__/ us-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Dualpub_1/ Accenture-Playing-Win-Social-Media.pdf (accessed June 16, 2017).
- Diana Shafer, “Bizzuka CEO John Munsell’s Quote Heard Around the World,” Bizzuka Blog, December 1, 2011, https://bizzuka.com/company-blog/bizzuka-ceo-john-munsells-quote-heard-a... (accessed June 16, 2017).
- Danyl Bosomworth, “The Content Marketing Matrix,” Smart Insights, January 12, 2014, www. smartinsights.com/content-management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/?utm_source=hubspot&utm_medium=pdf&utm_campaign=contentplanning (accessed June 16, 2017).
- “Types of Content Created vs. Considered Most Effective According to US Content Marketers, Sep 2016 (% of respondents),” eMarketer, January 20, 2017, www.emarketer.com/Chart/Types-of-Content-Created-vs-Considered-Most-Effe... (accessed June 16, 2017).
- Joe Pulizzi, “A Simple Approach to Document Your Content Marketing Strategy,” Content Marketing Institute, October 10, 2016, http://contentmarketinginstitute.com/2016/10/simple-content-marketing-st... (accessed June 16, 2017).
- Google, “The YouTube Creator Playbook for Brands,” https://think.storage.googleapis.com/docs/ creator-playbook-for-brands_research-studies.pdf (accessed June 16, 2017).
- Jack Neff, “Can Brita Filter the Negativity Out of Twitter? Here’s How It’s Trying,” Advertising Age, April 5, 2017, http://adage.com/article/cmo-strategy/brita-filter-negativity-twitter/30... source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1492036735&utm_ visit=2032908 (accessed June 16, 2017).
- A list to several excellent templates is provided at Mitchel Hall, “Content Marketing Editorial Calendar Templates: The Ultimate List,” May 8, 2017, www.curata.com/blog/content-marketing-editorial-calendar-templates-the-u... (accessed June 16, 2017).
- “How to Use A Content Marketing Editorial Calendar to Save a Ton of Time,” CoSchedule, https:// coschedule.com/content-marketing-editorial-calendar (accessed June 16, 2017).
- “#Fail: 29 of the Biggest Corporate Brand Social Media Flubs,” CB Insights, March 17, 2017, www. cbinsights.com/blog/corporate-social-media-fails (accessed June 16, 2017).
- Bethany Biron, “How Instagram Beat Out Snapchat as Fashion’s ‘Social Darling’,” Glossy, March 28, 2017, www.glossy.co/platform-effect/how-instagram-beat-out-snapchat-as-fashion... (accessed June 16, 2017).
- Maggie McGary, “Social Media Stress is Real,” SocialFish, March 13, 2017, www.socialfish. org/2017/03/social-media-stress-is-real (accessed June 16, 2017).