Social Media

Social Media Strategy... What's yours?

After reviewing a variety of other models, this explanation evolved from a semester long discussion between and among students in two sections of my course at Salisbury University’s Perdue School of Business; MKTG338- Special Topics in Marketing: Social Media Marketing. One section created the graphic design of the strategy, the other section wrote the narrative.

This model represents the process of planning, developing, and implementing a Social Media strategy for virtually any individual, company, or brand.    


Unlike many linear, step-by-step procedures, this model addresses intersecting and overlapping activities.

Listening is central and constant. The core of any marketing strategy is listening. Before taking any action, we must actively listen to what people are saying about our brand. 

Based upon who is speaking, what they are saying, and where they communicate, there are three fundamental steps in developing a social media strategy: Define, Strategize, and Implement

First, while engaging with our audience and measuring their responses, it’s time to DEFINE goals and objectives. Then, based upon the audience, and their conversations, STRATEGIZE methods of effectively and successfully communicating with them.  Remember to measure and evaluate the strategy at planned intervals.  Then, IMPLEMENT your new plan with tailored content while systematically engaging target groups and evaluating the response rates.  

Creating a social media strategy is an ongoing process.  There is neither beginning nor end. The strategy evolves continuously as brands adapt messaging to specific audiences and market-based opportunities.

Remember that a Social Media Strategy needs to tie into and coordinate with your overall Integrated Marketing Communications plan.  

 What are your thoughts about this model? Is it thorough? Comprehensive? What do you like about it? What’s missing? Please share your thoughts and comments. We’re all ears!

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Don’t be a Social Media Creeper

Use MrsPTMorris’ Social Media Rule of 10 to engage your audience before trying to sell them something!

Let’s say you and a bunch of friends are at the beach, standing in a bar, chatting, while you wait for your dinner table. A stranger walks up to your group and says, “Hi, let me show you this really cool APP. Want to buy it?”

What’s your first thought?

  • A - CREEPER!
  • B - How RUDE?
  • C - Who is this dude?
  • D - How fast can we get out of here?
  • E – Sure, tell me more about your APP.

I’m guessing E is not your first thought. 

Yet, when it comes to Social Media Marketing, companies tend to lead with the offer…. Often their posts sound like the stranger (Creeper) in the bar… “Let me show you this cool APP.” “Use this coupon.” or “Buy our product.” “Look, here’s another color.”

Mariah Calagione’s comment that “Social Media Marketing is a lot like bar talk, but, it’s a really big bar,” makes complete sense to me. Think about it.

When walking up to a group of people in a social setting (close friends, acquaintances, or potential new friends), we usually stand quietly and listen to the conversation before participating. Then, occasionally, we’ll nod our head acknowledging the direction the conversation takes. After a while, we might feel comfortable enough to agree or comment on something someone else says. Finally, after nodding, commenting and engaging in the conversation, we’ve earned the right to share our own opinion.

Only after we’re fully engaged, do we earn the right to be part of the group. It’s at that point we’ve can start sharing ideas and potentially changing the flow of the conversation. Don’t dominate the conversation. The rules start over again as the topic changes.

Remember, Social Media is SOCIAL. Etiquette rules apply.

I’ve heard some folks boil it down to this advice. When you see someone you want to meet, don’t propose marriage before saying hello.

Simply stated, use MrsPTMorris’ Social Media Rule of 10:

  • Listen first
  • Like 10 times before you comment
  • Comment 10 times before you share
  • Share 10 times before you post

Your posts should be:

  • 70% curated (stuff you found)
  • 20% created (stuff you wrote)
  • 10% promoted (stuff about your products / events)

I’d love to hear your opinions. Please share your comments and thoughts below.  Do you have any Social Media RULES?  hat companies do Social Media Marketing really well?  Which ones are CREEPY?

If you’re interested in conversations like this, please join my mailing list. It’s easy! Just text MRSPTMORRIS to 22828, visit, or e-mail