Broadcast (shouting) doesn’t work This is a pull medium, pushing doesn’t get you far
Quick sweep review on content, conversations that exist, are getting buzz.
Example of a monitoring tool dashboard
What are your goals? Focus resources on 1 or 2
Customer service: EMBARQ_name Industry SEM: employee individual name We listened, provided customers/industry what they were looking for in our industry – they responded with positive sentiment
Find the firm/individual you want to emulate (learn from their experience) Do you need (update) an online communication policy? When sharing start out slowly…what do you have that you can repurpose…slideshare – natural Long term approach: content strategy
EDUCATE : Train to create breadth and depth in our employee base to give them the tools and opportunity to actively engage in social and emerging media.
SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers.
3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen; ensure all marketing and communication strategies are interwoven to create consistent messaging.
4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from followers to leaders; monitor brand perceptions to identify opportunities and gaps.
5) MEASURE : Use media appropriate metrics to evaluate performance against best-in-class examples.
6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for future growth.