Example communication plan: tweet

This is, generally speaking, a much smaller task, with less budget and less potential gain, so the process and sign off will be much less complex.

Information gathering

• Here’s the core information you’d need to start planning this project:
• The time and date the tweet will be published
• What information the tweet needs to contain
• Data about your audience demographic
• Requirements for any multi-media to go in it
• Any creative assets you can repurpose
• What hashtags should you use
• What the Join the Discussion is
• What has worked in the past

Dependencies and timelines

• Make any changes to the asset you have
• Write the copy for the tweet
• Get a colleague to peer review your tweet
• Schedule or publish your tweet

If the tweet is part of the same campaign as the new brochure, you may decide to add the tweet on to the same Gantt chart as the brochure alongside any other activity taking place as part of the brochure launch.

Briefing
You are gathering the information for a single tweet so a formal written brief is not required.

Production
You have no one to follow up with as you are solely responsible for creating the tweet.

Sign off
The first few times you are responsible for creating and publishing a tweet you would ask someone to check it’s ok.

Launch & monitor
Either schedule your tweet to automatically publish at the required date and time, or publish manually. Gather the statistics of the tweet performance alongside other social activity as part of your weekly or monthly reporting.

Join the Discussion

Based on your observations of the above mentioned communication methods (brochures and tweets), what are the limitations of each? What can a brochure accomplish that a tweet isn’t able to, and vice versa? Write your comments below.