Social Media Strategy (A sample plan)


John Hope-Johnstone

John Hope-Johnstone


Hello, we have been speaking in the last three posts about “strategy”. In the last post about how to develop a strategy about your social media use and networking. We spoke about how 70% of all social media is wasted effort due to a lack of strategy.


Well, we have heard back that you would like us to put our money where our mouth is, so here is our social media strategy for the coming year. Yes, there are a few deleted sections but most of it is there, if it helps you then use it as a template with our love.

Social Media Strategy 2010-2011 (Example Only)

Company Goals from Social Media:

HPR is a Public Relations coaching firm with heavy emphasis on social media and social networking. Our social media goals are to create a “buzz” that HPR is knowledgeable in Public Relations and would be a good coaching partner to develop a social media strategy.

Company Objectives from Social Media:

HPR will obtain 5 speaking engagements and 7 new coaching clients through social media during the calendar year.

Communities of Common Interest:

HPR will become involved in the following communities (not in order of importance):

  • Destination Marketing Organizations
  • Lodging Associations
  • Restaurant Associations
  • Tourism Organizations
  • Speakers Guilds
  • Tourism industry bloggers and E-Zine publishers
  • Public Relations Society of America
  • Other marketing experts in a similar position as myself who can back link to us
  • University and Community College New Media Programs

 Key Influencer List:

HPR has developed a key influencer list of 172 key people (total) in each of the above communities (sorry, not available for public viewing). These will be added to on a daily basis as the year unfolds.

 The following social media platforms have been isolated as containing a majority of the people on the key influencer lists:

Linkedin         114
facebook        132
Twitter            74
My Space        12
Flickr              27
You Tube        7

The key influencer list also connects and names mutual “friends” for each of the key influencers. It also indicates that 42 of the key influencers do not have mutual friends on any of the platform and will need to be reached through other means.

Community Managers:

The following are assigned to be social media community managers because of their expertise and contacts within each of the communities listed:

John Hope-Johnstone                       Destination Marketing Organizations

                                                                     Lodging Associations

                                                                     Tourism Organizations

                                                                     Other Marketing Experts


XXXXXXXX                                            Restaurant Association

                                                                    Public Relations Society of America

 XXXXXXXX                                           New Media Programs                                                                      Travel Industry Bloggers and E-Zine  

Zoya Bondaruk                                     Speaker Guilds and Speaker Agents


Communication Platforms:

Relating to the numbers of key influencers found on each social media platform as listed above HPR will develop or expand its presence on the following social media platforms:

  1. facebook fan page
  2. Linkedin
  3. Twitter
  4. Buzz Master Blog
  5. You Tube  HPR Channel

We will make sure that all of our platforms provide a link and a progression to move the reader into a deeper understanding of HPR and our expertise. Moving from Twitter, facebook, Linkedin (micro blogs), to macro blogs and V-logs such as and to our Web site  and book “How to Market Tourism in the 21st Century.”

 Media Content and Messaging:

 (Sorry, not available for public viewing)

Reporting Measurements of Success:

facebook fan page:             500 fans by year end
Linkedin:                                300 Invites accepted by year end Twitter                                    200 followers (up from 74) Buzz Master Blog                                          100 readers per day average.
You Tube                               100 subscribers to channel       5,000 hits per month and 2,000 unique users
E-Newsletter Opt Ins:              300 subscribers to Tsunami Report
Speaking Engagements:          5
New coaching clients:             7


Is this the “be all” in a Social Media Strategy? I expect not, but it works for us. I hope this helps you and if you have any suggestions as to how to make it work better, please let us know and we will spread the word. Have a great week. Next week we will talk about promoting your social media work. HPR_Small



  1. Well said John! It doesn’t have to be a “be all” strategy, it just has to work for you. Many people avoid creating a social media strategy because of time; ignoring the importance of having a plan. Your example is simple and gets it done, and it lays out a foundation to expand on in the future.

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