Rolling out social across an organization can be daunting. Depending on when you get started, your social garden
may already be overrun with multiple channels and accounts that result in a fragmented brand presence. Keep
these ideas in mind as you plot out an organized social strategy.
Plan your Social Footprint
Determine your Optimal Gardening Routine
What business goals do you wish to achieve with
social? Will members of multiple internal teams such
as marketing, customer care, and sales be involved?
Do you want to organize you social presence by brand,
geography, or business unit? Ask yourself questions
that help determine the size and scope of your ideal
Social programs require a planned routine. Does
content need to be assigned to teams in advance?
Do certain people need to have access to plan which
seeds of engagement to plant while only your most
senior members actually approve these plans? Find
the right permissions, workflows and approval paths
that map to your internal structure to enable growth
and protect your brand.
Plant Firm Roots
As social spreads in your organization and more
people get involved, you’ll want to offer a sturdy
foundation of defined roles, goals, and social policies.
Offer initial trainings and occasional brush-up sessions
to keep your team current on social best practices.
Provide Resources to Nurture Growth
Consider creating a garden manual- a content
repository with approved messages, photos, and
videos that your socially active employees can use.
This can serve as inspiration and guidance as they
create their own content and is great to have on hand
when you need to provide a timely response.
Harvest Data and Insights
Have a plan on how you’ll measure social success.
Identify which Key Performance Indicators you’ll need
to track like reach, activity and engagement to make
sure your social presence isn’t wilting. As the sheer
volume of social activity increases, it becomes harder
to track these metrics in an organized way. Identifying
the proper tools to aid in the management and
analysis of your social activity can save you from the
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