SlideShare a Scribd company logo
P   People
    •   Who are you trying to reach?
    •   What do you know about how/if they use new
        media?
    •   How can you find out more?

    Don't start a social strategy until you understand
     the capabilities and preferences of your
     audience.




O   Objective
    •   What do you want to accomplish with new
        media?
    •   How does new media support your
        organization’s mission or communications
        plan?

    Are you starting a program to get information from
      your target audiences, to educate or inform
      them, to exchange ideas, or to collaborate on
      projects? Decide on your objective before you
      decide on a technology. Consider how you’ll
      measure success.



S   Strategy
    • How does new media support your online
        strategy?
    •   How will you get your organization to embrace
        your new media strategy?
    •   Is there an “offline” component that you need
        to support/connect?

    Strategy here means figuring out what will be
      different after you're done. Do you want a closer,
      two-way relationship with your best trainers or
      trainees? Do you want to get people talking
      about your program? Do you want a permanent
      focus group for testing new ideas and generating
      new ones? Imagine the endpoint and you'll know
      where to begin.



T   Technology
    • Technology: What tools best support your
        objectives and match your intended audience?
    •   What do you have the capacity to implement?

    A community. A wiki. A blog or several blogs. Once
      you know your people, objectives, and strategy,
      then you can decide with confidence.
Bernoff J. The POST method: a systematic approach to social strategy. In: Groundswell: How People with Social
Technologies Are Changing Everything. December 11, 2007. http://blogs.forrester.com/groundswell/2007/12/the-
post-method.html. Accessed September 1, 2009.

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POST method

  • 1. P People • Who are you trying to reach? • What do you know about how/if they use new media? • How can you find out more? Don't start a social strategy until you understand the capabilities and preferences of your audience. O Objective • What do you want to accomplish with new media? • How does new media support your organization’s mission or communications plan? Are you starting a program to get information from your target audiences, to educate or inform them, to exchange ideas, or to collaborate on projects? Decide on your objective before you decide on a technology. Consider how you’ll measure success. S Strategy • How does new media support your online strategy? • How will you get your organization to embrace your new media strategy? • Is there an “offline” component that you need to support/connect? Strategy here means figuring out what will be different after you're done. Do you want a closer, two-way relationship with your best trainers or trainees? Do you want to get people talking about your program? Do you want a permanent focus group for testing new ideas and generating new ones? Imagine the endpoint and you'll know where to begin. T Technology • Technology: What tools best support your objectives and match your intended audience? • What do you have the capacity to implement? A community. A wiki. A blog or several blogs. Once you know your people, objectives, and strategy, then you can decide with confidence.
  • 2. Bernoff J. The POST method: a systematic approach to social strategy. In: Groundswell: How People with Social Technologies Are Changing Everything. December 11, 2007. http://blogs.forrester.com/groundswell/2007/12/the- post-method.html. Accessed September 1, 2009.