This document outlines key steps for using social media effectively. It recommends identifying the target audience and where they engage online. It also suggests defining the purpose of the social media presence, such as creating community or awareness. Goals and metrics for success should be established upfront. The right tools and dedicated staff are needed to engage the audience. Content should align with brand values and objectives. While speed of response is important, effectively steering conversations is more important.

1. Social KEY STEPS TO FOLLOW BEFORE YOU START
MEDIA
Sachin Dabir
Sachin.dabir@ashnik.com

2. Route to Market It should be integrated in all
and role of Press - magazine the route to market channels
Social media
TARGET
AUDIENCE
Digital communication
Offline events Email
Website
Social MEDIA

3. 1 GO WHERE THE AUDIENCE IS
l Identify where you audience is : Facebook, Twitter, Buzz,
Orkut or any other local network
l Don't forget to check where the social networking sites are
going in terms of new features, growth or decline of
members etc

4. 2 'WHAT' YOU WANT TO BE KNOWS AS
l Have a clear picture of what your audience should know
you for – your brand values come in handy here
l If your social media communication and your brand values
are not in sync you would have major challenges, if you
are in the game for long term purpose

5. 3 DEFINE THE PURPOSE
l Define why are you there for
l Creating community?
l Creating awareness of your offerings?
l Getting market feedback?
l Understanding your buyer's behavior?
l Communicating your views?
l Define why community should come to your page, why
should it follow you, in short define what are you
giving

6. 4 DEFINE SUCCESS CRITERION
l Define what would constitute a success not just in terms of
fans and followers but also in terms of buzz
l Define Time frame : How much in what time
l Define the milestones : 3months – 6 months – 1000 fans
l Examples :
l Getting 5000 fans on fan page, 2000 followers etc
l How many posts, re-tweets etc expected to gauge
community engagement

7. 5 GET RIGHT TOOLS, PLAN YOUR DAY
l When you want to deal with large number of fans and
serious about engaging with them, it is important to have
right tools to help you 'do more with less'
l Plan your day : Need to plan to spend dedicated time each
day to engage with your audience

8. 6 IDENTIFY AND EMPOWER PEOPLE
l Identify who is going to engage with your audience
l Empower that person with all information and access to
other people in the organisation

9. 7 KEEP YOUR CONTENTS READY
l You should have contents and outline ready
l Make sure your contents are in sync with your objectives
and in line with your brand value
l Make the contents that would be engaging, enlightening,
entertaining
l Your contents should support your other route to market
initiatives

10. 8 NOT SPEED, VELOCITY IS IMPORTANT
l Though how fast you respond is important, but more
important is how do you steer the conversation
l Social media needs to be handled carefully when sensitive
topics are discussed. Hence it is important to make sure
that the conversation does not lose its direction

11. Thank you
Sachin.dabir@ashnik.com