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1) Your Team has been hired as an independent contractor to evaluate Tim Hortons

Management

1) Your Team has been hired as an independent contractor to evaluate Tim Hortons.  You will be assigned a Company and you must conduct your own research and provide recommendations on how they can improve their social media strategy.  A Social Media Marketing Plan (SMM) is a key component of running a business, describing how and when social media should be used and provides a strategy for developing customer relationships, increasing engagement and conversations with customers, and increasing revenue. Your plan should also refer to and incorporate the SDG's.  Your Team will build the SMM Plan following the categories provided below and make a presentation to walkthrough the Company Executives on the key points of your plan.

 

      2. As you work through creating your SMM Plan with the sections below, you will plan out your recommendations on achieving these goals. 

 

       3. Your Social Media Marketing Plan should contain the following sections:

   
   
Executive Summary Your Executive Summary should provide a summary of your plan at a high level and what it will accomplish.  It is recommended that you address this section at the end after you have built the rest of the report.
Brief Overview   The overview should lay the groundwork for reading the plan and also the benefits of implementing the plan.   See page 273 of the textbook for more information.
Social Media Presence In this section you will listen to what people are saying about the company.  This section should contain:  Sentiment Analysis, Reach, Company Posts, Feedback and Average Response Time. 
Competitive Analysis Who are the company's main competitors?  This section should also contain a SWOT.
Goals & Strategies In light of your findings in the previous sections, what are the social media goals for this organization?  What are the strategies for achieving these goals?
Target Market Determine who the target market is for your assigned company. Provide a persona that illustrates that target market. 
SDG's Discuss how you will incorporate a minimum of one of the SDG's into this Social Media Plan for this company. 
Platforms Now that you have the target market established, what social media platforms will you select for this company?   Make sure you include why you chose those platforms. Keep in mind the companies may already have social media platforms established, you should consider those and any others that they do not have established yet. 
Implementation List each platform that you have selected and give platform specific tactics and strategies for each.   What content will you require to be developed for each platform?  Provide a sample content calendar for one month. 
Monitoring How will you monitor and track the social media platforms? What metrics will you use? 
Social Media Tools What social media tools will you recommend that the company use to automate and maintain consistency with their social media efforts. 
Recommendations

Develop 3 high-quality recommendations for the company. 

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