Based on my own social media strategy consulting experience, in order to create a comprehensive social media strategy, there are certain elements or concepts that must be in the actual document. Although there is general overlap among these concepts, they should be listed in the social media strategy individually to give the reader a better understanding of how they all work together. Note that the lengths of each of these sections will vary, with the channels section undoubtedly taking up the largest real estate.
The importance of extending branding guidelines to social media was discussed earlier in this book. Now branding guidelines must be brought in line with consideration to social media in the following areas:
It goes without saying that every account in social media should be the same name as your company. However, there are three special circumstances to consider: