The document provides guidance on developing an effective social media strategy. It recommends defining objectives aligned with business goals, determining which platforms are most appropriate, and creating a strategic plan with analyses, timelines, and responsibilities. It also stresses the importance of defining success metrics and regularly reviewing performance to ensure the strategy continues to meet its objectives.

1. doing social Execution & Strategy for Being Social Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Twitter: joannejacobs Phone: (+44) 07948 318 298

2. Index Why? Strategy Objectives Where? Which social media What? Basics of Strategic planning Who? Manning a social media strategy How and When? Metrics, review scheduling Further advice

3. WHY?

4. Why? Strategy objectives What are our social media objectives? What does success and failure look like? How does this fit with overall business strategy

5. Why? What are our social media objectives? Why are we using social tools? Image Source: http://www.flickr.com/photos/extranoise/350901033 /

6. Why? What does success look like? What does failure look like? Image Sources: http://failblog.org/2010/03/03/slide-fail-3/ and http://succeedblog.org/post/428832053/rainbow-shutters-succeed

7. Why? How does social fit in with the overall business strategy? Image Source: http://www.flickr.com/photos/pshan427/2331162310/

8. WHERE?

9. Where? Which social media? FB: sustaining existing networks LinkedIn: corporate audience Twitter: low barrier to participation 2 nd Life: high entry barrier What devices are being used? Netbooks Smart phones Internet-integrated HDTVs

10. Where? Which social media tools? Image Source: http://www.flickr.com/photos/webtreatsetc/4091128553/

11. Where? What about virtual worlds? Image Source: http://www.flickr.com/photos/hiperia3d/2921668129/

12. Where? What devices? Image Source: http://www.flickr.com/photos/kerryvaughan/3195272449/

13. WHAT?

14. What? Strategic plan components Vision/Mission Market analysis (Social status quo) SWOT (Opportunities analysis) 5 Forces (Supplier analysis) PEST (outside forces) Show how this fits with overall biz strategy

15. What? What does a strategic plan involve? Image Source: http://thebasicsofbusiness.com/images/dilbert%20strategy%20cartoon.jpg

16. What? Analyses Image Source: http://www.flickr.com/photos/lumaxart/2136954043/ SWOT 5-Forces PEST

17. What? Timelines and Responsibilities Image Source: http://www.flickr.com/photos/chanceprojects/4387500299/

18. WHO? Yes this really IS important

19. Who? Role based responsibilities Listeners Researchers Writers Responders Don’t assume ‘young’ = ‘digital native’ or right person for the job

20. Who? Digital Native ≠ Best Communicator Image Source: http://www.marketingpilgrim.com/wp-content/uploads/2009/06/habitatuk-twitter-search-hasthtags1.jpg

21. Who? Listeners Researchers Image Sources: http://www.flickr.com/photos/renneville/3202443193/ and http://autocompleteme.com/2010/03/16/funny-autocompletes-some-useful-advice/

22. Who? Writers Service & Support Image Source: http://www.flickr.com/photos/laffy4k/441037582/ and http://twitter.com/ajgaskin/statuses/10564778429

23. HOW AND WHEN?

24. How and When? Metrics Aligned with strategy Don’t waste time measuring things you don’t need Don’t assume followers, brand recall = conversions/sales When to review strategy/performance criteria

25. How and When? What are we measuring? Image Source: http://www.flickr.com/photos/kevingessner/3467725637/

26. How and When? Followers ≠ Sales OR Brand Awareness Image Source: http://www.purchasetwitterfriends.com/

27. How and When? When should we review strategy? How often should we review it? Image Source: http://www.flickr.com/photos/kio/61959361/

28. FURTHER ADVICE

29. Further advice Tech blogs Metrics companies (Eg: Trovis, Commetrics) Social media professionals groups (Eg: Tuttle) Image Source: http://www.techcrunch.com/ , http://mashable.com/ and http://www.readwriteweb.com/

30. Further advice AVOID: Social Media 'Experts' who have only been involved in the sector for less than 2 years. Image Source: http://www.google.com/

31. Further advice Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Blog: http://joannejacobs.net/ Twitter: joannejacobs Skype: bgsbjj Skype-in: (+44) 0208 144 9348 Mob: (+44) 07948 318 298