When were the goals and objectives last discussed? In some cases, they may never have been. We start off by revisiting any goals and objectives previously set and evaluating them for current relevance.
What analytics are available for any previous campaigns? This may indicate areas which were successful as well as areas which were not and this data can be used for future strategy decisions.
If there were measures for success previously defined, are they still relevant? What now constitutes success for you? How are you going to determine if it is making a difference in your business? Will you measure ROI?
What are the demographics of your current audience? Are they engaging with you? Are they the right audience? Do you need to re-define your audience? This may impact on message and platforms used.
What are you saying to your current audience? Are you providing them with solutions to problems? Are they accepting your message? How are you measuring that? How are you showing your expertise?
Who are your competitors and what are they now doing? Are they utilising new channels? Have they improved their content, eg video? Have they increased post frequency? Are they committing to increased ad spend?
Are you using certain channels because that’s what you’ve always used? Is you audience still there? Are you trying to position yourself differently than before? Is the demographic you are targeting somewhere different than it used to be?
Is there a wider brand rethink happening? Does this impact on the voice you use on social media? Your original authentic voice may no longer be consistent with a revamped brand image.
Are you posting consistently? Are you a social media content calendar? How are you generating content to post? Are you generating content in different formats than before, eg video?