Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish andstrengthen new and existing relationships in a feedback loop.
Social Media ObjectiveDefine objectivesSet goals, benchmarks and Key Performance Indicators (KPIs)Establish social media guidelinesMake sure your objectives align with the overall organization objectives, or they won’t be seen as valuableMake sure your goals can be measuredMake sure your policies are in place
Participation in the conversation is the best way to begin building a network. Being a wallflower is no way to make friends, so you’re going to have to start interacting. There are, of course, ways to do this well. Obviously, you have to be present to win, so create an account in the communities you want to leverage. Take some time to learn the etiquette of the community you want to enter. Nobody likes the person who tries to change to whole vibe of a party to suit his or her whims. Observe for a little while and then begin to interact in a way that fits the “norms” of the community. Give a little first before asking for anything. Leave helpful or insightful comments on profiles, blogs, photos and videos. Point to useful resources (many of which might be part of your content). Be responsive to people who react to you. If you make a comment and then disappear, people won’t take you seriously as a member of the community. Forward along content you find interesting, providing ample credit to the creator. Chances are, they are listening and will see that you are helping them spread their content. They may return the favor some day.
Develop Content & PlanKeyword searches & RSS feedsVoices & personasContent templatesIdentify key influencers
Influence is not just about network size, although that helps. A true influencer can have a small network that is very loyal and vocal. A true influencer is also engaged with your mission.Remember, not all influencers are positive!
Don’t be afraid to copy. Look at other organizations in your space you study their communications to determine a schedule. Test it out and see if it works with your audience.Monitor engagement with your content, sorted by time of publication
Six Steps To Running A Social Media Initiative For HandsOn Network August 12, 2010
Does this sound familiar? We blog. We have a Twitter account and a Facebook page but we have no focus. We also don’t have the resources to manage it all. We don’t know if it’s effective. But we know we have to do it. Isaac Barchas, former McKinsey & Co. consultant & Director of the Austin Technology Incubator
Determine the Social Media Initiative’s Objective The most effective social media initiatives are tied together by a common business objective. The key performance indicators (KPIs) are determined by business objective.
Identify & Engage Influencers The number of times they talk about you The number of times other people repurpose or share their content that is about you The size of their network
Publish Content The publishing of content should be viewed holistically and establish a cadence that does not border on “spew” or social media spam. Use roles and access controls to help with governance.
Gather Analytics With an objective in mind, and goals in hand, measurement is imperative to know if you’ve succeeded or failed. Failure is OK, and to be expected at first, as long as you fail informatively.
Measure the effectiveness of each message
Gather metrics by channel, voice, account and initiative
Measure the sentiment of your product, brand or company
Calculate both “hard” & “soft” ROI on the initiative
Refine Campaign & Content Sharpen the initiative: Leveraging the gathered analytics, assess the effectiveness of the content and refine the messaging if necessary.
Revise content strategy: Add, edit, delete scheduled messages according to historical performance