How to Pick the Right Social Media Channels


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From the #socialstrategy Series | My personal experience in choosing social media channels in an enterprise setting (clearly biased towards customer service).

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How to Pick the Right Social Media Channels

  1. 1. “HOW TO PICK SOCIAL MEDIA CHANNELS” an enterprise perspective#socialstrategy series |
  2. 2. 1. listen carefullyAre our customers already present on thischannel? Listen long and hard. To find out. Ifnot, we’ll spend a lot of time, energy, andresources trying to lure them over to yetanother “community”.“If you occupy it they will come” doesn’t workin social media. listen | learn |observe
  3. 3. 2. profile wisely What kind of customer is prevalent on this channel? Identify our segments. Analyze what they’re doing there, what their expectations are, what their pain points might be. Know their behavior patterns on that channel before we ever set foot in it. We might have supporters, and we might have detractors. Usually both. We better know who’s who before showing up to the party.know thy friend and foe even better
  4. 4. 3. do the value mathWhat specific unique value will we bring tocustomers on this channel that they cannot orwill not find elsewhere? what’s in it for them?
  5. 5. 4. size mattersHas the channel reached critical membershipmass? That’s in the hundreds of millions ofusers these days.How many active users per month do theyclaim? What’s the growth pattern? Will thischannel be used to publish content? If so,does it have enough “juice”? critical mass is good
  6. 6. 5. global mattersIs the channel adequately represented in allour markets and geos? What does its regionalsegmentation look like culturally andlinguistically?Do I need to reach BRIC markets? The usualsocial vectors may not always be our best bet.When and where should we go local instead? think global
  7. 7. 6. competitorsAre competitors already present on thechannel? If so, how extensively? How muchengagement are they generating? Will ourpresence yield a competitive advantage?How about an intelligence gatheringopportunity? What are our competitors talkingabout there? How do they behave? match or surpass | observe
  8. 8. 7. shush, it’s privatePrivate customer conversations are part ofour engagement mix . Does the channelsupport private streams?If not, that could be a show stopper right offthe bat. when privacy matters
  9. 9. 8. support candyDoes the channel offer any customer service-specific features?Hangouts. Screen sharing. Swarmingmodalities. Chat? leverage unique features
  10. 10. 9. external buzzWill onboarding this channel offer us anypublic PR opportunities? Is this something thepress would pick up on?Either because it’s a new channel, or becausewe’re doing something unique or different onit? Or because no one ever dreamed ourbrand would be on that channel?Will you shock, surprise, or enchant? look at my pretty channel!
  11. 11. 10. internal juiceWill adopting this channel offer my team anyinternal promotional opportunities?How about a chance to make colleagues’lives easier. Or executives look good? Otherbusiness units might already be on thechannel. Will this create a cooperativeopportunity?Will you be loved, envied, or admired foronboarding this new channel? How aboutrespected? look at my profitable channel!
  12. 12. 11. standing out As my old boss Jean-Claude Biver always says, will our presence on this channel bring something first, and/or unique, and/or different to our customers? If not, is it really worth the effort?“Always be first, or unique, or different”
  13. 13. 12. metrics Can I get good, frequent, convenient, and reliable metrics from this channel?don’t go flying without instruments
  14. 14. 13. push it baby Does this channel support push-model notifications to the folks who will manage it? Can I integrate it in my existing engagement platform? How quickly will we be able to respond to customers on it? Can out teams manage it remotely from mobile devices?real-time requires a little all push
  15. 15. 14. brand fit Will this channel be a good corporate citizen? Does it fit into the overall offering and existing contact points for my brand? Is it consistent with other occupied channels in our portfolio? If not, is that an advantage or a mistake?if it doesn’t fit, you must rethink
  16. 16. 15. strategic fitWill onboarding this channel contribute tomost, or better yet, all of your corporateobjectives?Can we show how using metrics? (see #12) please, do feed the goals
  17. 17. 16. exit strategy If we decide to abandon the channel, or if the channel disappears, will damage to the brand ensue? If so, is it manageable? What’s our exit strategy?in case of emergency, break glass
  18. 18. 17. mobileIs the channel natively adapted to mobileusage and devices? What’s the impact oncontent and our publishing engine?If not, do we really want to shut out mobileusers? Hint: no mobile is where the world lives