2. Authority
Have top-level approval to make decisions on the
spot. Social Media enables you to be agile and move
quickly – don’t go unprepared.
by Mike Beauchamp
@myz06vette
3. Budget
While getting started is free (except your salary),
running a campaign can get expensive quickly. Figure
out your budget up front and work within it.
by Mike Beauchamp
@myz06vette
4. Content
Content is King. What are you going to share,
discuss and push through your social channels?
What do your customers want and expect out of
connecting with you?
by Mike Beauchamp
@myz06vette
5. Demographic
Who is your target or key demo? Where do they
“hang out” online? How will you connect and
interact with them in each channel?
by Mike Beauchamp
@myz06vette
6. Enthusiasm
If you’re the only one evangelizing for social media
in your organization, it’s an uphill battle. Get others
on board, especially decision makers and leaders.
by Mike Beauchamp
@myz06vette
7. Fans & Followers
A strategy all on it’s own is how you’re going to
attract (and retain) fans and followers: your
audience. Start by letting your current customers
know using existing communication channels.
by Mike Beauchamp
@myz06vette
8. Goals
Determine what you want to accomplish,
specifically. Identify the three top reasons you’re
going to use social media, besides
“everyone else is doing it.” Also determine what
you want to gain from these efforts.
by Mike Beauchamp
@myz06vette
9. Have a Crisis Plan
Chrysler’s f-bomb? Kenneth Cole’s bad humor?
NBC’s Ground Zero attack hack? Develop a plan
with your PR department for worst case scenarios.
by Mike Beauchamp
@myz06vette
10. Influencers
Make a list of existing social users who are
influencers on topics about your products, services
or industry. Sort them using Twitter Lists and / or
your CRM platform.
by Mike Beauchamp
@myz06vette
11. Justification
Have a reason for everything you post, every
channel you join or create, every promotion you
run, and every resource you consume.Your C-suite
bosses will come knocking with questions.
by Mike Beauchamp
@myz06vette
12. Knowledge
Know your company, your industry, your
competitors, and everything you possibly can about
all of them. Your customers do.
by Mike Beauchamp
@myz06vette
13. Listening
Use free tools like HootSuite, Google Alerts, CoTweet,
Crowdbooster and TweetDeck initially.
Use them to search & monitor for conversation about
your company, brand, products and competition.
by Mike Beauchamp
@myz06vette
14. Measurement
Everything you do online can be measured and
tracked. Hone in on key metrics that will determine
your success and opportunities. This is especially
more critical if you’re “bootstrapping” a social
program together with a hesitant boss.
by Mike Beauchamp
@myz06vette
15. No Bulls#$%
The quickest way to fall flat on your face is being
disingenuous, uninformed, fake, overly bubbly, or by
trying too hard. Be real, be you. Portray your
company’s brand and image just as you do offline.
by Mike Beauchamp
@myz06vette
16. Offline
Social channels exist online, but your promotion of
your presence there should also exist offline. Add
URLs to your printed literature, email signatures,
biz cards, TV ads, radio spots, phone support,
billboards, etc. Consistency in branding is key.
by Mike Beauchamp
@myz06vette
17. Promotions
Customers who find and interact with you in the
social space have come to expect deals and
discounts. Have some planned from the start.Your
interaction levels will skyrocket overnight. Literally.
by Mike Beauchamp
@myz06vette
18. Questions & Answers
Never stop asking questions, both internally and to
your customers. Ask them what they want. They’ll
tell you. Then listen to their answers.
by Mike Beauchamp
@myz06vette
19. Results
Monitor results often. Weekly at minimum. Daily is
cool, too. Whether positive or negative, monitoring
often enables you to be quick and agile in making
changes and taking advantage of opportunities.
by Mike Beauchamp
@myz06vette
20. Support
Ideally, from the “top dog” at the company. If not
right away, at least from a few other motivated
leaders who can help you push the envelope or
resolve internal issues.
by Mike Beauchamp
@myz06vette
21. Time
Determine up front how much time you (and
others in the organization) are going to devote to
social efforts.
Then, more specifically, how much in each channel.
by Mike Beauchamp
@myz06vette
22. Undeterred
You’re not going to create the next Starbucks or
Coca Cola brand Page on Facebook overnight. It
takes time, persistence and company-wide support.
Don’t abandon your Page.
by Mike Beauchamp
@myz06vette
23. Voices
No, not the ones inside your head. Remember, the
keyword is social. Customers won’t engage with a
robotic PR rep that speaks in a 1992 Press Release
voice. Be real. Be a human. With a name and face.
With interests and feelings.
And most importantly, with empathy.
by Mike Beauchamp
@myz06vette
24. Wiggle Room
Don’t be afraid to try new strategies. “If at first you
don’t succeed, try, try again.” Make sure
management shares this sentiment and is
supportive as you get to know your customers.
Don’t agree to impossible standards and
unattainable KPIs.
by Mike Beauchamp
@myz06vette
25. X-Axis
Quality of posts, interaction and engagement with
users over time. “Always moving forward.”
[Qualitative Growth]
by Mike Beauchamp
@myz06vette
26. Y-Axis
Audience size (Facebook Fans, Twitter Followers,
YouTube Subscribers) over time.
[Vertical Growth]
by Mike Beauchamp
@myz06vette
27. Z-Axis
Entire social presence; each channel’s independent
purpose and identity when combined with the
others. Each is unique, but branded.
[Multi-Dimensional Growth]
by Mike Beauchamp
@myz06vette
28. Mike Beauchamp is the Corporate Social Strategist for
TGW.com - The Golf Warehouse. He specializes, obsesses and
loses sleep over innovation in social media strategies. He’s almost
always online, so reach out and connect with him.
Twitter: @myz06vette
LinkedIn: BeauchampMike
EmpireAvenue.com/myz06vette
about.me/MikeBeauchamp
by Mike Beauchamp
@myz06vette
