Chapter 6 Reading Analysis
Last week we read Chapter 6 of "Social Media for Strategic Communication," which was all about strategic planning, which directly relates to Chapter 5: Research. Making and implementing a strategic plan is the culmination of all your hard work in researching. Basically, research is the blueprint, and strategic planning is the bricks and other materials working together to create a cohesive piece of work.
As we already know from Chapter 5, utilizing research and analytics is instrumental in a successful campaign, but there's much more than just research in strategic planning. Some key components of a strategic plan include, brand voice, vision and mission, SWOT analysis, goals and objectives and audience.
One of the most important things in my opinion, is that objectives need to be SMART (Specific, Measurable, Achievable, Realistic, Time bound). Without SMART objectives, there's no way to go back and analyze if a campaign was effective. For example, if your objective is to raise awareness on a topic, and you don't give "awareness" a measurable value to compare before and after the campaign, how would you know if it worked? Creating smart objectives leads to smart implementation.
Go forth and be SMART 😎
Strategic planning is my jam! I have such a love for many of the components you listed as part of strategic planning. Also, SMART is such a good way to build those objectives. I agree having those SMART objectives is really going to create that benchmark for you to analyze effectiveness. I loved your example and think it really helped explain the function of having that benchmark!
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