Secrets of Social Media Planning

Secrets of
Social Media
Planning

Simplified Thinking

James Rowe
Rowe and Company, LLC
Revised March, 2012

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Rowe and Company, LLC - Professional Services for Social Media March 17, 2001

Secrets of Social Media Planning
James Rowe presenter


It’s time to bring law and order to the wild world of social media. This is a story of how
simplicity and organization, the good guys, conquer technology’s complexity, the villain. In
this world of “simplicity” the threes rule and there is only one exception. The exception, we’ll
present, is a simple solution and a weapon of mass destruction against social media confusion.

P.O. Box 853, Shirley, MA 01464 | Telephone (617) 652-0611 | www.roweandcompany.biz | Email 411@roweandcompany.biz 03/17/12

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Simplified Thinking

When you finish this story you will have three secrets to social media planning. You’ll have the
weapons to tackle the bewilderment. Let’s count them down.

One - social media is simple when you consider people, your audience, first.

Two – literal understanding of the terms social, network and media is the easiest way to
always think about social networks and social media utility.

Third – Forrester Research, of Cambridge, Massachusetts, promotes the P-O-S-T process and
the four steps are the WMD approach to developing social media blueprints. It’s the four in
our rule of threes and the secret conqueror.


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What it means
Social media thinking

Social

• characterized by friendly companionship or relations: a social club

Network

• an association of individuals having a common interest, formed to
provide mutual assistance, helpful information: club members

Medium or Media

•the means or channels of communication, information, or entertainment

Let’s start to piece together the puzzle that is the battle.

Deconstruct these words – “social,” “network” and “media” or “medium.”

Doing so will begin to vanquish the complexity of social media and its associated technologies.
The process allows you to orderly put together the puzzle and the battle.


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What it means
Social media thinking

Social

• characterized by friendly companionship or relations: a social club

Network

• an association of individuals having a common interest, formed to
provide mutual assistance, helpful information: club members

Medium or Media

•the means or channels of communication, information, or entertainment

Social is people and their interaction; how they mingle and relate to each other, in work and
play, and how people endeavor to improve day to day life.

Network is the way people group themselves by relationships – family, friends, church, and clubs.
These are real world networks or groups. You must keep it real to win the social media battle.

Lastly and always last:

Medium or media is the technology people use to communicate with each other; phones, the
Internet, videos, photos, audio, documents, text messages, and events offline and online.


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Simplified Thinking


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It’s About People
Social media is how people connect online

Everything in life is about people – employees, customers, clients, members, friends, family and
business associates. All different circles and sometimes forming a Venn diagram

People helping people is as natural as breathing; a natural order and part of a simple world.
Each person an individual they are still; friends, family and associates.

So let’s share a few secrets of being productive and safe online as well as in the real world.


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Real Life Social Networks
Sometimes distinct groups overlap

The distinctions of real world networks and groups complicate people’s struggle to manage social
media technologies safely and efficiently and to solve the puzzle.

Typically, individuals have different personas for family and church; behaving differently in
each group. And yet we have even different faces for friends, work life, and clubs. We accept
the multiple characters because these circles are mostly disconnected but sometimes do connect.

Relationships often tend to overlap in these groups; for the most part though real world networks
are detached. The perils of social technology blur detachments and many times dismays
individuals. The fog causes embarrassment that affects ones reputation, the reason we project
multiple offline personas is to protect our respectability.


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Real Life Social Networks
Sometimes distinct groups overlap

The disrespect of online social networks for the sanctity of real life is yet another
professional concern in the battle to constrain social media and make life simple, safe and
better for everyone.


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Pieces of Social Media Puzzle
Puzzle pieces are usually distinct

Distinct Offline
Social Networks

We have three basic secrets to instill order in cyberspace. They are really very obvious.

Now for the simplicity of the threes again; real world networks can be broken into a trio of
basic circles – you and family, your friends and your associates.

Your friends are connected with the same three groups and so are your associates. You can see
that each individual has these extensions of three instinctive networks.

Communication runs along these three key networks and evolve around trust, confidence and favor.
It’s the natural order of real life which offers social media such tremendous liberty.


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Pieces of Social Media Puzzle
Puzzle pieces are usually distinct

Distinct Offline
Social Networks

Natural network extensions however complicate social media technology. The issue frustrates the
capacity to simplify life for people. We offer rules to bring order, though.


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It’s about networking
Connecting social network puzzles

• Associates trusting • Friends confident • Your connections
enough to share enough to share approval to share
favor for you with favor for you with favor for you with
friends, family and friends, family and friends, family and
associates. associates. associates.

Be happy. Don’t worry. Have fun with the process. We’ll present methods to simplify life and
creation of a battle plan to smack down social media technology complexity with law and order.

We all wish our associates to trust us, our friends to have confidence in us, and our family to
approve of us. It’s innate to desire trust, confidence and approval. Such should truly be the
objective of social media planning and it’s the foundation of our rules.


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Simplified Thinking


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Social Media Blueprint
Professional approach to online social networks

POST process from
Forrester Research

People Objectives Strategy Technology
•real world •goals •blueprint to •social media
activities connect chosen

Are you ready for the law and order method?

Our simple social media engagement strategy exceeds of the rule of threes, slightly but justly.

Forrester Research deems the four step approach to law and order in social media as the P-O-S-T
process. A method best used to decide safe and professional organization of social media
technology.

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POST process from
Forrester Research


P – Stands for people – the social in social media – friends, family, and associates.
O – The objective – what you want from people or what you wish for people.
S – The strategy – your “style of engagement.” It’s how you achieve your objective for people.

T – The technology - lastly and always last decided in the four step process manage online
networks safely and professionally - smart phones, text messaging, inexpensive point and shoot
cameras video and still, and entertainment devices.


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POST process from
Forrester Research


The P-O-S-T process, in my humble opinion, is the easiest plot to construct a blitzkrieg plan to
conquer social media technology.


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Simplified Thinking


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Social Media Puzzle
Technology decisions
How to engage customers,
members and friends.
•Blogs
•Microblogs
•Directories
•Wikis
•Media players
•Video
•Cameras
•Documents
•Cell phones

Technology has tentacles that makes it difficult and confusing to apply law and order to social
media.

This peculiarity is why the P-O-S-T process is best lay out for technology puzzle pieces and to
conceive battle strategy to civilize our digital lives. Use the four P-O-S-T steps to decide
correct technology and simplify the blueprint for battle.

Use the P-O-S-T process to pin down if you require a blog, a microblog like Twitter or a wiki
such as Wikipedia. There so many technologies on the battlefield – SurveyMonkey for polls, point
and shoot cameras, podcasts for audio and other sundry devices and platforms cluttering up
planning. The technologies are propitious when law and order directs.


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Social Media Puzzle
Technology decisions
How to engage customers,
members and friends.
•Blogs
•Microblogs
•Directories
•Wikis
•Media players
•Video
•Cameras
•Documents
•Cell phones

Best of all the P-O-S-T process guides in organizing utilities in the strategy to improve life
for everyone and win the contest against confounding social media technologies.

Holy cow! It’s the four step P-O-S-T process - conqueror of social media complexity and
confusion. Victory is in hand.


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Simplified Thinking


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Complete the Social Media Puzzle
For business and community service
• It’s about people and real life.

• It’s about real world networking.

• Professional use of social media
• Real world networking on
steroids.
• Taking offline life online securely
and productively.

You have simply three rules for law and order in social media.

The social media planning rule of threes:

One - It’s all about people – family, friends and associates.

Two - It is remembering literal meanings of the labels social, network and media.

And three - wow wee, the four step P-O-S-T process for law and order in framing a plan to bridle
and conquer myriad new media technologies.


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Social Media Business Cases
Customer and Community Service
•Engage customers and
members with real world
Pepsi activities.
• refresh everything project •Create a policy to govern
social media
Hannaford’s Supermarkets
participation.

•Embrace positive and
• social media policy
critical customer and
member service .
Sean Patrick’s Restaurant

• customer relations

Consider how other professionals have civilized social media with law and order; Here are some
best cases. There are quite a few but here we present only three to keep it simple Samaritan.

First - Pepsi, the soft drink maker, and its refresh everything project. Pepsi diverts most of
its advertising budget these days to pay people to do good for people; to come up with ways to
improve life. You get it – people helping people – that’s social; that’s civilized.


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Pepsi activities.
social media
participation.

member service .


Two -Hannaford’s Supermarket chain has a strict law and order policy to engage friends on its
Facebook page. Hannaford clearly states its “Terms of Use” for Facebook fans. The chain’s
business page rules link to their corporate social media policy, the laws governing Hannaford
employees and their professional digital life. Hannaford workers are included as “people” in the
company’s social media policy, as should all guidelines for professional use of online social
networks and social media tools.


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Pepsi activities.
social media
participation.

member service .


Three - Sean Patrick’s Restaurant’s Facebook page tackles social media openness and its extreme
tolerance of criticism in a calm demeanor actions online require.

Sean Patrick’s handling of a critical diner’s one star review on its Facebook business page with
an offer for another menu item is a positive example of customer service.


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Simplified Thinking


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Rowe and Company is Social
Big Picture Consultants
Project Managers
Media Technologists
411@roweandcompany.biz
(617) 652-0611

Rowe and Company practices what we preach. We believe in simplicity and clarity. Law and order
is best in the wild world of social media.

We’re sheriffs. Well, we are consultants, instructors, project managers, solutions architects
and technologists. R&C works with businesses and broadcasters to inform and entertain people.
We bring the social and professional to social media planning for correct technologies to serve
audiences. R&C makes life easier and safer in work, play and community service. We wear a
simple badge of law and order.


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Big Picture Consultants
Project Managers
Media Technologists
(617) 652-0611

Call us at (617) 652-0611 or email us at 411@roweandcompany.biz and discover how to design
social media policy, without stress, to serve and connect people, and manage technology –
wrestling it down to simplicity and easy consumption with rules and processes.


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(617) 652-0611

Send your questions to 411@roweandcompany.biz or call (617) 652-0611 for a proposal to oblige
your budget. You will learn we’re available address to your organization and to lay out
professional use of social media.

Click here to take our survey and tell us how we can serve you right now.

Take a respite for a few seconds and download and watch our brief video “Social Media Thinking”
at this link.


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Here’s a page of sources for R&C’s social media law and order; our simple business
practices for digital living.


Connections

Business Profile James Rowe Focus Business Expert

“Social Media Thinking” Video

Email 411@roweandcompany.biz

Website www.roweandcompany.biz

Blogs Rowe and Company

Twitter

YouTube

Pages Facebook

LinkedIn

Google Phone (617) 652-0611


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Ask for a proposal from Rowe and Company,
your professional resource
for
social media law and order.
(617) 652-0611


Secrets of Social Media Planning

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Secrets of Social Media Planning