Date post: | 27-May-2015 |
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Social Media: Reality Check List
The Context: Web 2.0 Revolution
Networking Platforms
2
Cloud Computing
Look Before You Jump…
The Right Approach
The Wrong Approach
… but don’t mistake inaction for a strategy
Avoid The “Me Too” Syndrome
My CEO wants to have a Facebook page is not a social media strategy….
• There is no shortage of new, exciting technology options• There are numerous opportunities to get involved• There are plenty of success stories…and failures
Develop a strategy that suits your agenda, situation and culture
Reality Check List
Due diligence Purpose Strategy Platforms Resources Team Rules Content Process Branding Marketing Metrics
Due Diligence
Purpose
What do you want to achieve through social media? Why should you get involved? What issue(s) are you trying to address? What are potential benefits and risks?
Strategy
Objectives
Developing a clear, cogent
strategy – or plan of action – is the most important
step in any social media initiative.
Strategic Focus•Will your focus be on internal or external audience(s)?•Where will you start? • How will you integrate your planning & execution?
Key Considerations: Web 2.0 Etiquette
Social Media programs should
consider the dynamics and
ethos of the Web 2.0 environment.
Platform(s)
• Build, buy or borrow?• Open source or proprietary?• Out-of-box or customized? • What is infrastructure status?• What is available budget?
Platform Considerations
ContentRelevant, timely
and credible content is a critical success factor for any social media
platform. User Input
Community Interests
User Comment
s
Topical Issues
Passion
Personality
Authenticity
External
Influences
Resources
Do you have resources – funds, staff – dedicated to social media? Do you have (or have access to) relevant skills, expertise? Are you committed for a pilot or long-term? What is your funding model?
Social Media Costs
Team RequirementsA social media
strategy requires a dedicated cross-
functional team to design, develop and manage the
program.
Social Media Strate
gy
Rules of Engagement
A social media program requires clear, simple rules of engagement for users, contributors
and editors.
ProcessA social media
program requires a streamlined,
dedicated governance
process to direct execution.
Social Media Strate
gy
Blogger Training
Branding
What is the positioning of your social media platform(s)? What are key themes? What is the look and feel?
Does your platform brand fit the content? The community? How does your branding fit with related corporate platforms
or identities?
MarketingLaunching a social media platform is only the first part - you need to build
and sustain an audience.
• Why would somebody come to your platform or network niche? Why would they come back?• Will you pull traffic to site…or push content to users?• What are your big draws – content, people, user experience, service?• What tone and tools are appropriate for your community? • What is your ultimate objective for visitors?
MetricsEvery program
requires a definition of success and
related metrics to gauge progress.
Realistic Expectations
Social Media is not just technology – it’s a strategic and cultural mindset… so it may take time to get traction
Forget about concept of “controlling” information or conversation – the best you can do is contribute
It usually takes time to get attention and build an audience Popular networks have easy entry, but are crowded There will be negative comments and a few who strain the
boundaries…but typically the community will self-regulate Social media requires sustained commitment and
dedicated resources You will make mistakes…and learn along the way Valuable content wins out in the end