How to conduct a social media assessment

How to Conduct a Social Media Assessment
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Andrea Baker
Twitter: @immunity
LinkedIN – Andrea R. Baker

How this session works:
This is a question filled discussion. Many of these points are abstract and independent to your organizational needs. Around the room, please feel free to volunteer how your organization can answer these questions.

Do you have a plan?

Strategy Step of the Roadmap
Conduct organization assessment
Conduct brand assessment
Planning and project management
Internal marketing
Build your team
Develop social business strategy
Organizational roadmap

Get Ready
Get out your iPads, laptops or notepads and let’s brainstorm!
Keep an open mind

Initial questions
What is the benefit for our organization in using social media? What are we trying to accomplish?
Who is our target audience if we use social media?
Will we be able to manage our presence ourselves?
What happens if we do not execute our presence effectively?
How does this fit into our organizations big picture? Mission? Goals?
Where should we be and what tools exists? What will we need to create?
What do we expect from our target audience?
What kind of metrics do we want to capture?
What other information/data can we extract?
How often will we revisit our strategy?

Let’s not forget
Are we prepared to let go of control of our brand, at least a little?
What will we do to encourage participation?
How do we measure success? What constitutes failure?

Starting you assessments

Conduct an organizational assessment
Starting with an internal and/or external assessment based on the desired state of engagement with one or more communities should be priority before you go any further with your involvement in social media services.

Ask senior management
Who are the actual stakeholders for this initiative and what are their perspectives?
Does – or will – our organization foster an environment of collaboration and co-creation?
What are the goals and objectives of the social media initiative(s)?
Determine your priorities – what is most important to achieve?
What is working within your organization and what is broken?

Who are your target audiences? Are you trying to focus internally in the organization, externally to your customers, or both?
What social technologies are being used formally / informally by your organization?
What social business processes and practices are being used in the organization and how effective are they currently?
What social technologies are desired that are not being used or available?
Where are the interesting conversations happening currently?
What are your competitors doing? Are they successful?

Brand assessment
Conduct a thorough search, both through social media and through more traditional search engines, to see if you have a presence on various commercial services. Where you find organization-related accounts, you need to determine whether or not they are official presences.

If you cannot determine that your organization controls a particular account, you should contact the service and ask for your official presence to be verified.
Even where this is not available, however, you should ask the service for control over the account where it is clear that it could be associated with your brand or cause confusion.
Doing this can help you in the event there is an unauthorized presence of your brand on a commercial service.

Personal assessment
Do I want to use my current brand/username?
Do my personal views conflict with my role?
Do I have passion?

Let’s create a detailed checklist
The more questions you ask, the more prepared you will be
As we ask these questions, consider noting your answers
Contribute to the conversation

Understand how social media fits into the overall marketing plans and goals of your organization
Build a sound social business strategy
Establish a social media program that actually drive revenue/feedback
Be accountable for the quality/planning/execution of all social media plans/strategies/services within your organization
Plan for strategy development, gaining tactical expertise and the execution, and measurement of all your social engagement programs?

Develop a methodology that includes resources, team structure, core processes, and best practices that can be scalable across the board with media and marketing teams

Corporate presence
Act or be the central resource for information related to social media
Be a credible spokesperson of social media at industry events
Increase and raise the awareness of your organization's credentials on social media both internally and externally

Human resources
Plan how to manage the recruitment, hiring, retention, and professional development of a social media team
Identify and act on opportunities to attract, market, and recruit top social media talent
Determine the correct roles, responsibilities, and expertise needed on your team to scale and grow a social media practice based on the organizational needs

Monitoring
Learn how to monitor trends in any industry and collaborate with upper management
Position the company or division for success as an industry leader

Internal Collaboration
Collaborate closely across all departments and teams within an organization to discuss how you will develop your social media presence and policies
Identify and define social media opportunities for clients as they align with their overall digital marketing goals and strategies?
Remember to collaborate across all departments and disciplines to identify and implement social training needs!

What tools do I use?

Personal advice
Pick one social media tool/presence and establish yourself
Once you got the hang of it and some best practices, adopt another platform

Who is on my social media team?

Social media team
This group should include Content Managers, IT, Legal, Security, and any other office that specifically deals with content and presence on the internet.
In the government this also means Freedom of Information Act officers (FOIA), Records Management, and Privacy Act officers.

Putting it all together

Does this fit your roadmap?
Emergence
Strategy
Development
Monitoring
Participation
Engagement
Governance
Optimization

Emergence checklist
Encourage innovation
Find external reference examples
Prototype

Strategy checklist
Conduct an organizational assessment
Conduct a brand assessment
Begin the planning and project management
Establish an initial governance framework
Conduct internal marketing
Develop the social business team
Develop the social business strategy
Develop the organization-specific social business roadmap

Development checklist
Identify desired functionality
Identify desired deployment options
Implement the desired solution(s)
Develop and deliver training and support
Integrate the solution(s) with other systems

Listening checklist
Listen to internal sites and comments
Listen to external sites and comments
Set up queries and alerts
Empower community managers

Participation checklist
Seed content into the tools
Ensure consistent messaging across platforms

Engagement checklist
Evolve the technology and communication
Evolve the culture

Governance checklist
Develop proactive governance
Develop and implement active governance
Provide retroactive governance

Optimization checklist
Management tasks
Monitor the tools and processes
Measure and analyze social processes and usage
Continue to educate users and management

Get the Roadmap
Available under Creative Commons – you can add to and expand
www.aiim.org/roadmap
Contribute to the wiki

Resources
AIIM Social Business Roadmap and Briefings
http://www.aiim.org/Research/Briefings/Social-Business
The Social Media Self Assessment Checklist
http://socialmediatoday.com/index.php?q=SMC/184957
10 Step Social Media Assessment by Jeffrey Ader
http://www.slideshare.net/JeffreyAder/10-step-social-media-assessment#
A Social Media Strategy Checklist by Sean Carton
http://www.clickz.com/clickz/column/1713141/a-social-media-strategy-checklist

How to conduct a social media assessment

by Andrea Baker on Sep 13, 2011

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