The SMM Planning Cycle

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Source: Debra Zahay, Mary Lou Roberts, Janna M. Parker, Melissa S. Barker, & Barker, D. I. (2023). Social Media Marketing: A Strategic Approach (3e): Cengage Learning, Inc.

Class Activity: What does each element in the SMM Planning Cycle represent?

🔖 Refer to pp. 25-27

Listen and Observe

Class Activity: Listen for the Voice and Tone of the Brands-

  1. What technical jargon, acronyms, or slang do they use?
  2. How do they interact with customers/ users?

When analyzing the brand’s social media accounts, pay attention to:

Product X Service

Product – Top 100 Best Global Brands 2024 in Luxury Fashion

Service- World's Best Luxury Hotel Brands 2025

Also, 🔖 Refer to p. 37 “What Was Learned from Listening?”

Setting Goals and Objectives

Class Activity: What is a company’s objectivity when using SMM?

🔖 Refer to pp. 33-34