I’d like to extract nearly exactly her tips because everyone eventually finds themselves at the boardroom table trying to lure the C suite into social media engagement. Perhaps it’s your client, perhaps it’s your own extended staff, virtual team, or peers…it matters not, these strong suggestions are worth a review.
- Create an organizational chart of various divisions/departments where social media may touch. Might be HR, PR, legal, marketing, customer services, or elsewhere.
- Create a best-practice approach to a successful social media program that meets needs.
- Create an audience profile; then spend time understanding how your audience uses the Web and social media. This becomes the foundation of the social media effort.
- Check out the competition among those who share your audience. Estimate the budget associated with this effort, and DOUBLE it! Social media is not free – strategy, creative, outreach, internal training, and many other items come into play.
- Bring in the creative team.
- Develop a content strategy and a content plan with resources outlined.
- Identify a monitoring and listening tool. (Jayme suggests Radian6 or Trackur.)
- Create a set of guiding principles that strongly state “Our social media program is about our customers – not about us.”
- Build relationships over time; ask for engagement internally for two or more years.
- Determine what your company is going to offer i.e. programs, content, tools, discounts, entertainment, access to members, etc.
- Talk goals.
- Remove “viral” from the vocabulary.
- Set regular check-in meetings to review program performance against goals.
Regardless of when you engage in social media, ensure you have a plan in place. Use these tips above to develop your own that are suitable to your situation, business environment, or service offering. Remember, the tips above came from NetPlus Marketing, a top 50 interactive agency established in 1996.
What tips might you offer to further the conversation?