This document summarizes the challenges of managing social media at scale. It discusses moving from managing one account to millions, and outlines strategies for structure, community management, content, and measurement. Structure requires deciding on centralized vs decentralized control. Community management involves scaling one-on-one interactions while maintaining relationships. Content requires understanding objectives, channels, and executing rigorously. Measurement focuses on the right metrics and connecting them to objectives to generate insights. The key is having a full-program approach that ties measurement to objectives, plans, execution, and assessment.
17. Challenges
STRUCTURE
• Centralize vs Decentralize
• Corporate vs Business Unit
• Consistency vs Variation
• Specialized Software vs Large suites
• Enterprise Deployment vs Organic Growth
• Individual Disruptors vs Established Program
Managers
Source: Altimeter Group, 2013
23. Challenges
COMMUNITY
• Scaling 1:1 interactions
• Maintaining a focus on relationships
• Avoiding becoming a social media call centre
• Filtering the signal from the noise
26. 2. Embrace proactiveness
COMMUNITY
• Help people before they need help
• Win the search battle
• Dive into your analytics and identify new needs
to solve
27. 3. Recognize you can’t talk to everyone
COMMUNITY
Source: David Armano,
Edelman 2011, edelmandigital.com
28. 4. Respond publicly when possible
COMMUNITY
• The Internet doesn’t forget
• Others see you responding
• Help others with the same issue
• REMEMBER: There are exceptions
35. Objectives: A quick refresher
CONTENT
Business
Objectives
Social Media
Goals
Program
Objectives
Strategy
Source: Dave Fleet Tactics
Edelman 2012, edelman.ca
36. 2. Know your channels
CONTENT
1. Demographics
2. Psychographics
3. Reactions
4. Global differences
37. 3. Execute with rigor
• Optimize volume
• Balance business outcomes with engagement
• Determine the format mix
41. 2. Connect metrics with objectives
MEASUREMENT
Key Performance
Business Objective
Indicator (KPI)
Conversation Reach
Foster Dialog
Share of Voice
Active Advocates
Promote Advocacy
Advocate Influence
Resolution Rate
Facilitate Support
Resolution Time
Topic Trends
Spur Innovation
Idea Impact
42. 3. Know what the numbers mean
MEASUREMENT
“Right now you may
only reach 16% of your
fans each week.”
43. 4. Generate and drive insights
MEASUREMENT
BUILDS ON
EXISTING
COMMUNITY
EQUITY
ACTIVE ACTIVE
CAMPAIGN CAMPAIGN
SPIKE SPIKE
ABANDONMENT VALLEY
MANAGED COMMUNITY
CONSUMER CONVERSATIONS