I came across an interesting post the other day that puts together an action plan of how one should tackle a new social media engagement, specifically around a marketing engagement. Here are the steps it defines:
- Understand what social media is: First of all you need to learn about social media and the different channels that make it up. Remember that these change over time. Twitter wasn’t important a year ago and who know what will be next year.
- Understand what social media can and can’t do: It’s not a magic bullet that can cure all ills, and it’s very hard to get a hard ROI off it. Understand what benefits you’re looking for, whether it’s conversion or just brand awareness and apply them to the medium,
- Determine where conversations are happening: Put some effort into analysing the ecosystem. There are a number of social media monitoring tools out there that you can use to understand where conversations are happening.
- Divide .. : Decide which social networks you’re going to target. Based on capabilities, usage and profiles this will be a selection rather than the whole set.
- and Conquer: Implement your strategy across the channels you have selected and using the mechanisms you have decided. Remember that each channel is different and what works in one may not work in another. Don’t forget to define what you consider a success in each channel.
- Trust in the Force: Social engagement is all about Trust. You need to gain this from your channels and it’s awfully easy to lose. So be sincere and honest in your relationship as this is the key to your success.
These steps are important whether you’re promoting Britney Spears or just trying to sell social security disability online, and following a plan is always better than jumping in without looking.
Some interesting ideas in there. What do you think?