An environmental scan is also referred to as a PEST analysis, which is an acronym for Political, Economic, Social and Technological trends.
Sometimes it is helpful to also include Ecological and Legal trends as well.
Discuss your results with your marketing team to determine whether you can improve key performance indicators such as sales, leads generated, social media mentions, and other gauges of interest.
Executing a social media plan will require time, effort, and most importantly, support from you and your managers.
Move at a pace that works best for you and your team and leverage this as a resource.
For more of a deep dive look into each part of the planning phase, you will see a link to the detailed How-To Guide at the top of each phase.
*To access the worksheets under “Tools & Techniques” please refer to our Strategic Planning Kit for Dummies.
Strategic issues are critical unknowns that are driving you to embark on a strategic planning process now.
If you find that there’s little or no interest in what you’re posting, try different topics until you identify themes that resonate with your audience. Although that schedule may be too demanding for your organization, do try to post something at least five times per week.
You can post information about your business, but try to keep it to less than 15 percent to 25 percent of what you are posting. The “latest news” gets old quickly on social media, so you don’t want your content to seem stale. Although some of your content will be in reaction to emerging news and industry developments, other pieces of content can be planned in advance.