Talk about using strategic thinking in terms of social media.Ask who are their audiences for specific social media platforms.Acknowledge that facebook likes are your customers and your advocates.For example: King Arthur Flour, Coldwater Creek, Iowa StateTwitter audiences: different, not necessarily advocates, my be more interested in learning, content, wanting to know what is happening, info gatheringFlickr: probably interested in your contentLinked In: business man or looking for a new job
Post from: Brass Tack Thinking is written by Amber Naslund, a communications and business strategist and the VP of Social Strategy for Radian6. She's a writer, professional speaker, community and social media strategist, and has worked with businesses of all sizes to solve business problems through better communication.we’ve got legions of people out there that are missing fundamental business acumen.What we need desperately?People who can craft coherent, clear correspondence that has proper grammar, punctuation, and spelling.People who know how a budget is put together, and the difference between profit, costs, and revenue.People who know the differences between marketing, branding, and public relations, and how they all tie together.People who can put together a simple plan for getting from A to B, complete with goals and objectives, and explain it to someone else.People who can see how different areas of the business work together to form a systematic operation.People who have basic customer service skills like patience,politeness, helpfulness, and common courtesy.People who know how to communicate clearly, collaborate on projects, and manage people positively.People who can admit what they don’t know, and seek knowledge or help.People who can engage in intelligent discourse and discussion instead of self-aggrandizing rants.Looking back over the list, I suppose I’m illustrating more than a lack of business skills, but also a lack of communication and interpersonal skills. We’re so spoiled by all the information coming to us with a few keystrokes, and we’re losing the ability to synthesize it ourselves and articulate it to someone else.Filter out the people that lack the majority of these abilities, and you’ve solved a great deal of the guru problem right out of the gate. The businesses that earn progress will apply those filters for themselves. The ones that don’t have problems far larger than their social media expert choices.At the moment, I’m frustrated. But I’m working on some constructive solutions to try and help solve this problem rather than just whining about it (more on that here soon).But seriously? The “expert” discussion is only happening with fervor inside the fishbowl it affects. Out there, where the business and economy is moving forward and progress is being made, it’s not more qualified social media gurus that they need.They need better, more professional, more equipped business people. Not just MBAs on paper, but those with applied knowledge and practice. It’s about time we stopped slinging our internet prowess, and instead spent some time understanding and honing the part we play in the bigger picture.
Why do you want to monitor social media?Who do you want to monitor?What do you want to monitor in social media?Where do you monitor in social media?How will you use the results?
Your Social Media Goals Could Include… Drive people to website Build relationships Build educational content Be responsive/timely in meeting needs
… and more goals Be more relevant Get those outside of your organization talking about you Multi-purposing your work Energizing client base/community Establish support among community
Think about Key customer, client, community member Why would they care? Do you have ways for members of your community to interact, comment Is your information mobile accessible?
The Social Media “What For? Connect with Interested People Challenge/Ask questions Share Interesting Information Be Present at the Social Media Table Serve our Clients Track/Monitor Share Crucial Information
Keys to Success Provide something they can’t get anywhere else Demonstrate passion for your work Follow fundamental business acumen. ROI? Sure…but also a ROR (return on relationships)
Who, what, where, why, how? Why do you want to monitor social media? Who do you want to monitor? What do you want to monitor in social media? Where do you monitor in social media? How will you use the results?
Purposeexamples Companies want to track reputation, brand, & product mentions to increase sales.Companies want to monitor what consumers are saying about their own or their competitors' products. Companies want to monitor what consumers are saying to improve their products and services.
Listen Content (what's being said) Context (where is it being said) Sentiment What are the gaps in the conversation? Volume (strength of the conversation; higher in volume, greater vibe).
Determine next step Join conversation Become engaged Develop relationships Find and utilize influentials Use what you learned to integrate into programming Can you be helpful--just by joining the conversation Is the community teaching you something you did not know?
Evaluation What kind of change in content and context What kind of change in sentiment (when referred to your materials or references) Did you fill a gap? Volume in change in links (visited/comments/references) Is there evidence of learning? Changed behavior? >>>Use relationships to assess changed behavior
Examples AgChat…agvocacy Farm Progress Show 2011 … event promotion Ag Media … multipurposing content Farmers for the Future…water cooler discussions Farm Blogs…information sharing Others?
Questions? Comments?Elaine Edwards, email@example.com@elainecarol Thanks to Anne Adrian and Terry Meisenbach, eXtension. This presentation is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License.