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Social Media - Reality Check List


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Checklist for organizations considering engaging in social media program(s) - used as background for due diligence with clients/peers.

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Social Media - Reality Check List

  1. 1. Social Media Reality Check list<br />
  2. 2. The Context: Web 2.0 Revolution<br />Networking Platforms<br />2<br />Cloud Computing<br />
  3. 3. Look Before You Jump…<br />The Right Approach<br />The Wrong Approach<br />… but don’t mistake inaction for a strategy<br />
  4. 4. Reality Check List<br /><ul><li> Due diligence
  5. 5. Purpose
  6. 6. Strategy
  7. 7. Platforms
  8. 8. Resources
  9. 9. Team
  10. 10. Rules
  11. 11. Content
  12. 12. Process
  13. 13. Branding
  14. 14. Marketing
  15. 15. Metrics</li></li></ul><li>Due Diligence<br />
  16. 16. Purpose<br /><ul><li>What do you want to achieve through social media?
  17. 17. Why should you get involved?
  18. 18. What issue(s) are you trying to address?
  19. 19. 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 />
  20. 20. Key Considerations: Web 2.0 Etiquette<br />Social Media programs should consider the dynamics and ethos of the Web 2.0 environment. <br />
  21. 21. Platform(s)<br /><ul><li> Build, buy or borrow?
  22. 22. Open source or proprietary?
  23. 23. Out-of-box or customized?
  24. 24. What is infrastructure status?
  25. 25. What is available budget? </li></li></ul><li>Platform Considerations<br />
  26. 26. 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 />
  27. 27. 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 />
  28. 28. 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 />
  29. 29. Rules of Engagement<br />A social media program requires clear, simple rules of engagement for users, contributors and editors. <br />
  30. 30. Process<br />A social media program requires a streamlined, dedicated governance process to direct execution. <br />Social Media Strategy<br />Blogger Training<br />
  31. 31. 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 />
  32. 32. Marketing<br /><ul><li>Why would somebody come to your platform? Why would they come back?
  33. 33. Will you pull traffic to site…or push content to users?
  34. 34. What are your big draws – content, people, user experience, service?
  35. 35. What tone and tools are appropriate for your community?
  36. 36. 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 />
  37. 37. Metrics<br />Every program requires a definition of success and related metrics to gauge progress. <br />
  38. 38. 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 />