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How to conduct a social media assessment
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How to conduct a social media assessment

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A rough version of my pr

A rough version of my pr

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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.


  • 1. How to Conduct a Social Media Assessment
    Andrea Baker
    Twitter: @immunity
    LinkedIN – Andrea R. Baker
  • 2. 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.
  • 3. Do you have a plan?
  • 4. 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
  • 5. Get Ready
    Get out your iPads, laptops or notepads and let’s brainstorm!
    Keep an open mind
  • 6. 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?
  • 7. 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?
  • 8. Starting you assessments
  • 9. 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.
  • 10. 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?
  • 11. 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?
  • 12. 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.
  • 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.
    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.
  • 14. Personal assessment
    Do I want to use my current brand/username?
    Do my personal views conflict with my role?
    Do I have passion?
  • 15. 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
  • 16.
    • Understand how social media fits into the overall marketing plans and goals of your organization
    • 17. Build a sound social business strategy
    • 18. Establish a social media program that actually drive revenue/feedback
    • 19. Be accountable for the quality/planning/execution of all social media plans/strategies/services within your organization
    • 20. 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
  • 21. Corporate presence
    • Act or be the central resource for information related to social media
    • 22. Be a credible spokesperson of social media at industry events
    • 23. 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
    • 24. 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
  • 25. 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
  • 26. Internal Collaboration
    • Collaborate closely across all departments and teams within an organization to discuss how you will develop your social media presence and policies
    • 27. 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!
  • 28. What tools do I use?
  • 29.
  • 30. 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
  • 31. Who is on my social media team?
  • 32. 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.
    • 33. In the government this also means Freedom of Information Act officers (FOIA), Records Management, and Privacy Act officers.
  • Putting it all together
  • 34. Does this fit your roadmap?
  • Emergence checklist
    Encourage innovation
    Find external reference examples
  • 42. 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
  • 43. 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
  • 44. Listening checklist
    Listen to internal sites and comments
    Listen to external sites and comments
    Set up queries and alerts
    Empower community managers
  • 45. Participation checklist
    Seed content into the tools
    Ensure consistent messaging across platforms
  • 46. Engagement checklist
    Evolve the technology and communication
    Evolve the culture
  • 47. Governance checklist
    Develop proactive governance
    Develop and implement active governance
    Provide retroactive governance
  • 48. Optimization checklist
    Management tasks
    Monitor the tools and processes
    Measure and analyze social processes and usage
    Continue to educate users and management
  • 49. Get the Roadmap
    Available under Creative Commons – you can add to and expand
    Contribute to the wiki
  • 50. Resources
    • AIIM Social Business Roadmap and Briefings
    • The Social Media Self Assessment Checklist
    • 10 Step Social Media Assessment by Jeffrey Ader
    • A Social Media Strategy Checklist by Sean Carton