Who Is Your Audience?
• Who must you reach • What key points do
to meet your you want to make?
• What is your
• Why this target audience doing
group? online? How do they
like to interact?
• What do they know
or believe about your • What research do
organization or you need to do?
How will your culture adapt?
• Once you have an initial strategy,
how do you get your organization to
• How will you address any fears or
• What is the rate of change your
organization can tolerate?
5 Common Fears
• Loss of control
• Failure (especially publicly)
• People won’t use it
• Waste of time
Maddie Grant, Five Fears Associations Have About Social Media
Fight the Fear!
• Social Media Policies
• Dialog with Stakeholders
• “Never let a good crisis go to waste”
• Who will implement your organization’s social
• Can you allocate a minimum of ﬁve hours per week
to your strategy once you've passed the learning
• Do you have the most efﬁcient work ﬂow and tasks
• Do you need any outside expertise?
• Will your content updates depend on any other
resource or person?
Tools & Tactics
• What tactics and tools best support your objectives and
match your targeted audience?
• Generating Buzz
• Professional development
Tools & Tactics
• What tools and tactics do you have the
capacity to implement?
What/how will you measure?
• What is your original, measurable objective (e.g., # of
event attendees or petitions signed)?
• What hard data points or metrics will you use to track
your objectives? How often will you track? Do you
have the systems and tools set up to track efﬁciently?
• How will you harvest insights from hard data and
qualitative data as the project unfolds? What questions
will you ask to generate insights? Who will participate?
Some things to track. . .
• Unique visitors
• Time on site
• Tags, ratings, rankings
• Comments & trackbacks
• Members and active contributors