1. Identify top brand social complaints and the root business- unit cause. In this part of the social media plan, go back to the social media audit to quantify and analyze negative versus positive social media content. In addition, the tool Socialmention

.com may help in quantifying overall social media sentiment toward the brand. If negative commentary is signifi cant, specifi cally identify customer- service, product, operations, HR, or marketing- message problems that may be causing negative social media talk. Create an interdepartmental plan to fi x the root cause of negative comments. Even if negative talk isn’t signifi cant, identify a plan to reduce the negative comments that are there. Next gather and conduct consumer research through various primary and secondary methods to discover a key actionable consumer insight that leads to a campaign big idea that is interesting and has legs.