Snapshot social media strategy (May 2010: links and data may be outdated)Presentation Transcript
SOCIAL MEDIA SNAPSHOT STRATEGY DEVELOPMENT
You would never go into an operation without a plan of attack, so why would you use social media with out a plan? Even the smallest social media ENGAGEMENT DESERVES A STRATEGY
A strategy allows your command to:
Define and measure success
Develop shared understanding of the purpose of social media use for your command
Define social media roles and responsibilities among your command
Justify future resources
CHINFO has a social media strategy Vision/Goal: Provide the leadership and assistance necessary to foster and most effectively align social media use throughout the U.S. Navy Objectives include:
Integrate and optimize CHINFO members’ use of social media as an engagement tactic
Achieve greater understanding of the use of social media among PAOs
Foster and align use of social media by commands and commanders
Firstconsider how social media fits into overall communication strategy Publishing – Print & Web Social Media Newsletters Personal Engagements COMMUNICATION PLAN Mobile Media Navy.mil Email 5
Your command should have a social media strategy Goal What big picture reason do you have for using social media? Objectives Set realistic & measurable objectives to track progress Target stakeholders Identify the groups you hope to engage Content Determine the story you want to tell and how TIP: Ground content decisions in goals and target audience SOP Create a set of standard operating procedures & sustainable work flow
To develop a strategy, ask your command: ? Why should we use social media? Who do we want to engage? When do we choose to engage & how often? What are we going to talk about? How will we manage our accounts and who will do it?
1. Why should we use social media? Tip 1 What is your goal? Social media goals should reflect your command’s communication goals Tip 2 What are your measurable objectives? Plan for the near, medium & long-term BONUS: Consider engagement not headcounts of fans.
2. Who do we want to engage? Be specific! Sailors in our command Veterans Local community authorities Local residents Navy families in the your geographic region
3. Whendo we engage & how often? Social media issocial. It is not a broadcast (one-way). Tip 1 After you post, monitor conversation for responses Tip 2 Manage expectations from the onset on how & how often you’ll respond Tip 3 Recognize this is public, so you have a responsibility to ensure your info is correct & congruent with command’s release policy. Use common sense public affairs best practices – especially in more sensitive issues. Tip 4 Ensure violations of your posting guidelines are honored by those engaging you – including appropriateness and OPSEC violations. Mind the store!
4. What do we want to talk about? Tip 1 Find topics that interest your stakeholders and achieve your communication goals Tip 2 Create a content calendar, providing a quick visual for plans BONUS: Share the calendar across your organization for full communication integration Tip 3 Be flexible & allow your stakeholders to shape conversation too. Listen to your audience & enable a real dialogue.
5. Howis the account managed & by whom? Tip 1 Determine most appropriate team to manage account(s) BONUS: Use mix of public affairs, leadership, other personnel. Tip 2 Determine the right roles and level of access for each manager on each tool BONUS: Have a back-up plan for emergencies. Tip 3 Develop a standard operating procedure to manage workflow, assign tasks & allow for seamless personnel transitions
Resources for developing your strategy Rhumb Lines (for planning relevant and timely content), http://www.navy.mil/navco/pages/rhumb_lines.html Navy social media policies and best practices, http://www.chinfo.navy.mil/socialmedia.html CDR Scott McIlnayDirector, Emerging Media Integration (OI-54)DON, Office of InformationOffice:(703) 692-4718Fax:(703) 692-9046Email: email@example.comFB: /scott.mcilnay LT Lesley LykinsDeputy, Emerging Media Integration (OI-54A)DON, Office of InformationOffice:(703) 695-6915Fax:(703) 692-9046Email: firstname.lastname@example.orgFB: /lesleylykinsTwitter: @lyfsgr8 LT Kathleen "Kaye" SweetserActing Deputy, Emerging Media Integration (OI-54A)DON, Office of InformationOffice:(703) 695-6915Fax:(703) 692-9046Email: email@example.com