What are potential benefits and risks?</li></li></ul><li>Objectives<br />Strategy<br />Developing a clear, cogent strategy – or plan of action – is the most important step in any social media initiative. <br />
Key Considerations: Web 2.0 Etiquette<br />Social Media programs should consider the dynamics and ethos of the Web 2.0 environment. <br />
Platform(s)<br /><ul><li> Build, buy or borrow?
What is available budget? </li></li></ul><li>Platform Considerations<br />
Content<br />Relevant, timely and credible content is a critical success factor for any social media platform. <br />External Influences<br />User Input<br />Community Interests<br />Personality<br />User Comments<br />Passion<br />Topical Issues<br />Authenticity<br />
Resources<br />Do you have resources – funds, staff – dedicated to social media?<br />Do you have (or have access to) relevant skills, expertise? <br />Are you committed for a pilot or long-term?<br />What is your funding model? <br />Social Media Costs<br />
Team Requirements<br />A social media strategy requires a dedicated cross-functional team to design, develop and manage the program. <br />Social Media Strategy<br />
Rules of Engagement<br />A social media program requires clear, simple rules of engagement for users, contributors and editors. <br />
Process<br />A social media program requires a streamlined, dedicated governance process to direct execution. <br />Social Media Strategy<br />Blogger Training<br />
Branding<br />What is the positioning of your social media platform(s)? What are key themes? What is the look and feel?<br />Does your platform brand fit the content? The community?<br />How does your branding fit with related corporate platforms or identities?<br />
Marketing<br /><ul><li>Why would somebody come to your platform? Why would they come back?
Will you pull traffic to site…or push content to users?
What are your big draws – content, people, user experience, service?
What tone and tools are appropriate for your community?
What is your ultimate objective for visitors?</li></ul>Launching a social media platform is only the first part - you need to build and sustain an audience. <br />
Metrics<br />Every program requires a definition of success and related metrics to gauge progress. <br />
Realistic Expectations<br />Social Media is not just technology – it’s a strategic and cultural mindset… so it may take time to get traction<br />Forget about concept of “controlling” information or conversation – the best you can do is contribute<br />It usually takes time to get attention and build an audience<br />There will be negative comments and a few who strain the boundaries…but typically the community will self-regulate<br />Social media requires sustained commitment and dedicated resources<br />You will make mistakes…and learn along the way <br />Valuable content wins out in the end<br />