Developing & Executing Your Social Strategy
There are many Social Networks to experiment with. My advice is to clear the clutter and focus on the ones that have business/brand building impact. Also, do the honest sanity check with yourself and your company as to how many social initiatives you can really manage. I have seen so many companies start an initiative with good intent and then see it aging quickly.
It takes a firm commitment from you and the team to make it happen well. I highly recommend that you assign content contributors as part of their job descriptions and not just have it as their after hours hobby. I recommend that your company build it into their MBOs & Compensation plans and make them accountable for content contributions on a regular and consistent basis.
” At the end of the day people do what they are compensated to do!”
Best intentions don’t count for much. If your management team is serious about a Social Marketing Strategy then have them commit and give your people the time and mandate to make it a success. Otherwise they are setting your people and the company up for failure in the Social Marketing arena. Unfortunately, it can be a very public failure. So gain executive commitment and do the following:
Top 10 Steps to Developing Your Social Marketing Strategy:
- Define Social KPI’s – Set your Social Marketing Objectives – determine Social KPI’s
- Define Company Voice– Determine who will be the voice of the company and be consistent.
- Social Outlets -Determine which Social Outlets make sense for reaching your community
- Hard & Soft Budget Setting-Set a budget of both hard and soft dollar commitments for the Social Programs, even if you are using existing employees set a fixed budget
- Accountability – Set clear accountability for the Social Strategy and actions.
- Voice of Customer – Make it a two way conversation not just another one way marketing channel. That will fail in Social Marketing. This should be your VOC program.
- Provide Value – Provide Unique/special value to the Social Community that you build so they stay loyal. Dell does a really good job with this.
- Empower your Social Champions – Empower your team that is customer and market facing to represent the company and make certain business decisions.
- Communicate Results – Develop a Social Marketing dashboard to communicate key finding within the company at all levels of management.
- Take Action on Findings– Be ready to be responsive and take quick action on what you learn.
There are a number of white papers out there that are helpful in setting your strategy. Razorfish put out the one called Fluent which you can download below:
Warren Raisch Social Marketing Success Stories Post: October 7, 2009