Six Steps to Running a Social Media initiative
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1. The document outlines six steps to running an effective social media initiative: determine objectives and key performance indicators, build an engaged audience, develop and plan content, select appropriate channels, identify and engage influencers, and publish and analyze content and metrics. 2. It emphasizes the importance of listening to conversations, engaging authentically, and giving more than taking in order to build trust and an engaged audience. 3. Content should be tied to business objectives and goals, and channels and influencers should be selected strategically based on demographic and psychographic targets. Ongoing analysis allows refinement of the initiative over time.
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Six Steps to Running a Social Media initiative
- 1. Six Steps To Running A Social Media Initiative For HandsOn Network August 12, 2010
- 3. Social media sucks up 23% of our online time, email is third at 8.3%
- 4. In May, Twitter users posted 2 billion posts in the month
- 6. Steps to Running a Social Media Initiative
- 8. Set goals, benchmarks & KPIs
- 9. Establish social media guidelinesAre You Ready? Examples of Social Media Policies http://socialmediagovernance.com/policies.php
- 12. Engage in the conversation
- 13. Give more than you take
- 16. Take some time to learn the etiquette of the community you want to enter.
- 17. Give a little first before asking for anything.
- 18. Be responsive to people who react to you.
- 19. Forward along content you find interesting, providing ample credit to the creator. No shy robots
- 21. Use of multiple voices & personas depending on demographic/psychographic targets
- 25. Identify & Engage Influencers The number of times they talk about you The number of times other people repurpose or share their content that is about you The size of their network
- 28. Gather metrics by channel, voice, account and initiative
- 29. Measure the sentiment of your product, brand or company
Editor's Notes
- Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish andstrengthen new and existing relationships in a feedback loop.
- Social Media ObjectiveDefine objectivesSet goals, benchmarks and Key Performance Indicators (KPIs)Establish social media guidelinesMake sure your objectives align with the overall organization objectives, or they won’t be seen as valuableMake sure your goals can be measuredMake sure your policies are in place
- Participation in the conversation is the best way to begin building a network. Being a wallflower is no way to make friends, so you’re going to have to start interacting. There are, of course, ways to do this well. Obviously, you have to be present to win, so create an account in the communities you want to leverage. Take some time to learn the etiquette of the community you want to enter. Nobody likes the person who tries to change to whole vibe of a party to suit his or her whims. Observe for a little while and then begin to interact in a way that fits the “norms” of the community. Give a little first before asking for anything. Leave helpful or insightful comments on profiles, blogs, photos and videos. Point to useful resources (many of which might be part of your content). Be responsive to people who react to you. If you make a comment and then disappear, people won’t take you seriously as a member of the community. Forward along content you find interesting, providing ample credit to the creator. Chances are, they are listening and will see that you are helping them spread their content. They may return the favor some day.
- Develop Content & PlanKeyword searches & RSS feedsVoices & personasContent templatesIdentify key influencers
- Influence is not just about network size, although that helps. A true influencer can have a small network that is very loyal and vocal. A true influencer is also engaged with your mission.Remember, not all influencers are positive!
- Don’t be afraid to copy. Look at other organizations in your space you study their communications to determine a schedule. Test it out and see if it works with your audience.Monitor engagement with your content, sorted by time of publication