In this part of the social media plan, fi rst identify quantifi ed and time- bound business objectives and specifi cally defi ne the target audience for listening and communication.

Then gather a snapshot of the organization’s industry, recent performance of the brand, existing marketing campaign, and all current social media talk and traditional marketing promotion for the product or service and its competitors. This part of the plan is about identifying where the business or organization wants to go and where it is currently.

Cover these four areas in this report, following the process and tools outlined in this chapter:

1. Identify overall SMART business objectives.

2. Perform a situation analysis and develop a complete SWOT table.

3. Explain the current marketing campaign and identify key themes, images, and taglines.

4. Defi ne a target audience with multiple bases of segmentation.

5. Perform a social media audit, report results, and describe insights gained.