For example, social media for your business might be a matter of generating and publishing content to attract visitors to your website, where they buy services. It might also be about publishing information, like the whereabouts of the taco truck. Or it might be to deal with complaints, like bad reviews. Maybe it's like sales collateral, helping to close sales by positioning the business and its expertise. Start your plan by stating the goal.
Use contents that fit with your core values or organizational goals. This can be as simple as maintaining a certain image for your organization, or as complex as protecting it from legal problems.This is also the time to consider what types of content should never be posted, or posted only with approval.
How will you judge performance? Numbers in order to review and revise your plan?Standard numbers for measuring social media could be traffic generated, tweets, updates, likes, retweets, increase in sales, orders for special deals, or even the interesting social-media measurements like Klout or peer index that combine numbers into theoretical measurement of influence or impact.
Committees, groups, and meetings don't actually do anything for a real business. It takes people. So an strategy plan includes very clearly defined tasks and responsibilities. Who does what? Make that explicit. Beware of the dangers of having multiple people involved in a solution, without any one person committed to doing something.Develop commitment, not just involvement. Compare the role of the pig to the role of the chicken in the classic bacon-and-egg breakfast: The chicken is involved, the pig is committed.The social-media strategy plan should define who's doing what. Is it one person on Twitter and another on Facebook? Is one gathering and curating content and another watching complaints? Who does the messaging? Who develops blog posts? Spell it out.
An action plan must have specific concrete steps that need to be taken. For social media, that would be actions like setting up accounts, developing graphics for the different pages, defining what kinds of updates should be done, on which platform, and others. How many tweets are required? How many are too many? Do you post the same thing exactly on Twitter, Facebook, and LinkedIn? What kind of content gets liked or retweeted? What's supposed to happen?
GeoNet Facebook page
GeoNet Facebook page
HOW TO: Build Your Personal Brand on Facebook: http://mashable.com/2009/04/02/facebook-personal-brand/
7 Adopting & integrating SM in organisations
Lecture 7Adopting and Integratingthe Use of Social Media in Organisations
Recall these from thriving online communities lecture? 2
Common Steps to Adopting the Use of Social Media in OrganisationsIdentify a team to support SM use in the organisationDevelop a strategyCreate policy & guidelinesAction planAnalyse, adapt, and improve COMP113: Social Media & Online Communities 4
what’s involved in creating one• It depends on the organisation’s particular needs• If the organisation already has a policy• to guide staff toward a better fit of organization’s brand and values presence on social media.• Identifying and Incorporating Values• Assigning Roles• Protecting rights to content• Personal Vs. Professional COMP113: Social Media & Online Communities 17
Social Media Policy Guidelines for the SM team• Be knowledgeable of various legal terms and what they mean in your business environment, such as defamation, endorsements, intellectual property, and any form of wrongful disclosure• Be aware of global implications of your online communication• Avoid inappropriate comments about competitors or others onlineOn the other hand, they must also:• Remain positive• Be helpful and add value• Be transparentExamples COMP113: Social Media & Online Communities 20
Social Media Policy Guidelines for Staff• Some companies feel the need to provide their employees with general guidelines on how to use social media for both their personal profiles as well as professional profiles.• These guidelines can simply be reminders of what’s considered confidential information or information that could have legal ramifications if shared on social networks in any format.• You need to be upfront and specific about what is an absolute no-no. What are the prohibited forms of communication?• Do you wish to monitor employee use of social media? Have you received legal advice about this and inserted the correct clauses into the policy regarding monitoring?• The most important part: what are the appropriate use guidelines? This section needs to cover off on areas such as confidentiality, privacy, honesty and accuracy, competition, respect and fair use.• What happens if an employee violates the policy?• There needs to be a section where the employee signs the policy and indicates that they have understood the policy.Examples COMP113: Social Media & Online Communities 21
Action PlanAn action plan must have specific concrete steps that need to be taken.For example• setting up accounts,• developing graphics for the different pages,• defining what kinds of updates should be done, on which platform, and others.• How many tweets are required?• How many are too many?• Do you post the same thing exactly on Twitter, Facebook, and LinkedIn? What kind of content gets liked or retweeted?• Whats supposed to happen? COMP113: Social Media & Online Communities 22
Tracking &Following up• Review performance of the individuals and specific tasks against their numeric measurement• Review like once a month COMP113: Social Media & Online Communities 23
Example - Facebook• Set rules guidelines before you set up the page• Basic info• Limits : • How many hours per day? • What happens out of hours? • Swearing / rude posts – what to do?• Manage permission