How to Conduct a Social Media Assessment . 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.
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?
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
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