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