How to conduct a social media assessment


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  • Early 2011, co-wrote “The Social Business Roadmap” . Strategy is the second step of the roadmap.
  • It is not uncommon for different users or departments within an organization to set up accounts on popular or new commercial services – in fact this is part of what we described in the Emergence step. In many cases a simple email or direct message to the owner of the account will get the conversation going.
  • For example, Twitter verifies some accounts automatically (notably politicians and celebrities) and displays a unique icon on those accounts.
  • How to conduct a social media assessment

    1. 1. How to Conduct a Social Media Assessment<br />.<br />Andrea Baker<br />Twitter: @immunity<br />LinkedIN – Andrea R. Baker<br />
    2. 2. How this session works:<br />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. <br />
    3. 3. Do you have a plan?<br />
    4. 4. Strategy Step of the Roadmap<br />Conduct organization assessment<br />Conduct brand assessment<br />Planning and project management<br />Internal marketing<br />Build your team<br />Develop social business strategy<br />Organizational roadmap<br />
    5. 5. Get Ready<br />Get out your iPads, laptops or notepads and let’s brainstorm!<br />Keep an open mind<br />
    6. 6. Initial questions<br />What is the benefit for our organization in using social media? What are we trying to accomplish?<br />Who is our target audience if we use social media?<br />Will we be able to manage our presence ourselves?<br />What happens if we do not execute our presence effectively?<br />How does this fit into our organizations big picture? Mission? Goals?<br />Where should we be and what tools exists? What will we need to create?<br />What do we expect from our target audience?<br />What kind of metrics do we want to capture?<br />What other information/data can we extract?<br />How often will we revisit our strategy?<br />
    7. 7. Let’s not forget<br />Are we prepared to let go of control of our brand, at least a little? <br />What will we do to encourage participation? <br />How do we measure success? What constitutes failure?<br />
    8. 8. Starting you assessments<br />
    9. 9. Conduct an organizational assessment<br />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.<br />
    10. 10. Ask senior management<br />Who are the actual stakeholders for this initiative and what are their perspectives?<br />Does – or will – our organization foster an environment of collaboration and co-creation?<br />What are the goals and objectives of the social media initiative(s)?<br />Determine your priorities – what is most important to achieve?<br />What is working within your organization and what is broken?<br />
    11. 11. Who are your target audiences? Are you trying to focus internally in the organization, externally to your customers, or both?<br />What social technologies are being used formally / informally by your organization?<br />What social business processes and practices are being used in the organization and how effective are they currently?<br />What social technologies are desired that are not being used or available?<br />Where are the interesting conversations happening currently?<br />What are your competitors doing? Are they successful?<br />
    12. 12. Brand assessment<br />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. <br />
    13. 13. 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. <br />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. <br />Doing this can help you in the event there is an unauthorized presence of your brand on a commercial service.<br />
    14. 14. Personal assessment<br />Do I want to use my current brand/username?<br />Do my personal views conflict with my role?<br />Do I have passion?<br />
    15. 15. Let’s create a detailed checklist<br />The more questions you ask, the more prepared you will be<br />As we ask these questions, consider noting your answers <br />Contribute to the conversation<br />
    16. 16. <ul><li>Understand how social media fits into the overall marketing plans and goals of your organization
    17. 17. Build a sound social business strategy
    18. 18. Establish a social media program that actually drive revenue/feedback
    19. 19. Be accountable for the quality/planning/execution of all social media plans/strategies/services within your organization
    20. 20. Plan for strategy development, gaining tactical expertise and the execution, and measurement of all your social engagement programs?</li></li></ul><li>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<br />
    21. 21. Corporate presence<br /><ul><li>Act or be the central resource for information related to social media
    22. 22. Be a credible spokesperson of social media at industry events
    23. 23. Increase and raise the awareness of your organization's credentials on social media both internally and externally</li></li></ul><li>Human resources<br /><ul><li>Plan how to manage the recruitment, hiring, retention, and professional development of a social media team
    24. 24. Identify and act on opportunities to attract, market, and recruit top social media talent</li></ul>Determine the correct roles, responsibilities, and expertise needed on your team to scale and grow a social media practice based on the organizational needs<br />
    25. 25. Monitoring<br />Learn how to monitor trends in any industry and collaborate with upper management <br />Position the company or division for success as an industry leader<br />
    26. 26. Internal Collaboration<br /><ul><li>Collaborate closely across all departments and teams within an organization to discuss how you will develop your social media presence and policies
    27. 27. Identify and define social media opportunities for clients as they align with their overall digital marketing goals and strategies?</li></ul>Remember to collaborate  across all departments and disciplines to identify and implement social training needs!<br />
    28. 28. What tools do I use?<br />
    29. 29.
    30. 30. Personal advice<br />Pick one social media tool/presence and establish yourself<br />Once you got the hang of it and some best practices, adopt another platform<br />
    31. 31. Who is on my social media team?<br />
    32. 32. Social media team<br /><ul><li>This group should include Content Managers, IT, Legal, Security, and any other office that specifically deals with content and presence on the internet.
    33. 33. In the government this also means Freedom of Information Act officers (FOIA), Records Management, and Privacy Act officers.</li></li></ul><li>Putting it all together<br />
    34. 34. Does this fit your roadmap?<br /><ul><li>Emergence
    35. 35. Strategy
    36. 36. Development
    37. 37. Monitoring
    38. 38. Participation
    39. 39. Engagement
    40. 40. Governance
    41. 41. Optimization </li></li></ul><li>Emergence checklist<br />Encourage innovation<br />Find external reference examples<br />Prototype<br />
    42. 42. Strategy checklist<br />Conduct an organizational assessment<br />Conduct a brand assessment<br />Begin the planning and project management<br />Establish an initial governance framework<br />Conduct internal marketing<br />Develop the social business team<br />Develop the social business strategy<br />Develop the organization-specific social business roadmap<br />
    43. 43. Development checklist<br />Identify desired functionality<br />Identify desired deployment options<br />Implement the desired solution(s)<br />Develop and deliver training and support<br />Integrate the solution(s) with other systems<br />
    44. 44. Listening checklist<br />Listen to internal sites and comments<br />Listen to external sites and comments<br />Set up queries and alerts<br />Empower community managers<br />
    45. 45. Participation checklist<br />Seed content into the tools<br />Ensure consistent messaging across platforms<br />
    46. 46. Engagement checklist<br />Evolve the technology and communication<br />Evolve the culture<br />
    47. 47. Governance checklist<br />Develop proactive governance<br />Develop and implement active governance<br />Provide retroactive governance<br />
    48. 48. Optimization checklist<br />Management tasks<br />Monitor the tools and processes<br />Measure and analyze social processes and usage<br />Continue to educate users and management<br />
    49. 49. Get the Roadmap<br />Available under Creative Commons – you can add to and expand <br /><br />Contribute to the wiki<br />
    50. 50. Resources <br /><ul><li>AIIM Social Business Roadmap and Briefings</li></ul><br /><ul><li>The Social Media Self Assessment Checklist</li></ul><br /><ul><li>10 Step Social Media Assessment by Jeffrey Ader</li></ul><br /><ul><li>A Social Media Strategy Checklist by Sean Carton</li></ul><br />