Your Social Media Strategic Map
Presented by Michele Martin

Objective
• Review steps in creating a social media
strategic map

Social Media Strategic Mapping
• Objective • Capacity
• Target Audience(s) • Tools and Tactics
• Integration • Measurement
• Culture change • Experiment

Objectives
http://www.flickr.com/photos/gareandkitty/276471187/

Objectives
• What do you want to accomplish with
social media?
• How does it tie in with other goals or
objectives for your organization?

Is it S.M.A.R.T?
• Specific
• Measurable
• Achievable
• Realistic
• Time-based

S.M.A.R.T. Goal
“To draw political
attention to ongoing
genocide in Darfur by
delivering 1 million
postcards to be sent to
Obama within his first
100 days in office.”

Audience
http://www.flickr.com/photos/nakedfrog/3583322992/in/pool-rockthatdisability

Who Is Your Audience?
• Who must you reach • What key points do
to meet your you want to make?
objective(s)?
• 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?
issue?

Source: Business Week

Integration
Source: WeAreMedia

1/3 One-Way
1/3 Web Presence
1/3 Social Media

Culture Change
http://www.gapingvoid.com/Moveable_Type/archives/003948.html

How will your culture adapt?
• Once you have an initial strategy,
how do you get your organization to
own it?
• How will you address any fears or
concerns?
• What is the rate of change your
organization can tolerate?

5 Common Fears
• Loss of control
• Privacy
• Failure (especially publicly)
• People won’t use it
• Waste of time
Maddie Grant, Five Fears Associations Have About Social Media

Fight the Fear!
• Experiments
• Demos
• Social Media Policies
• Dialog with Stakeholders
• “Never let a good crisis go to waste”

Capacity
http://www.flickr.com/photos/hometowninvasion/277063345/

Capacity Questions
• Who will implement your organization’s social
media strategy?
• Can you allocate a minimum of five hours per week
to your strategy once you've passed the learning
curve?
• Do you have the most efficient work flow and tasks
in place?
• Do you need any outside expertise?
• Will your content updates depend on any other
resource or person?

Tools & Tactics

Tools & Tactics
• What tactics and tools best support your objectives and
match your targeted audience?
• Listening
• Participating
• Storytelling
• Generating Buzz
• Fundraising
• Professional development

Tools & Tactics
• What tools and tactics do you have the
capacity to implement?
• Time
• Staff
• Skills

Measurement

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
• Keywords
• Time on site
• Referrals
• Tags, ratings, rankings
• Comments & trackbacks
• Connections
• Members and active contributors

Experiment
http://www.flickr.com/photos/cadelagarza/208725322/

How can you experiment?
• What small piece can you implement
first as a pilot?
• How will you learn from the pilot
for your next experiment?

From the field. . . .

QUESTIONS?

Let’s get started. . .

Resources
• WeAreMedia.org: The Social Media Starter Kit for
Nonprofits--Creating Your Organization’s Strategy
Map
http://www.slideshare.net/WeAreMedia/strategy-map-day-1