How to build a strong foundation of policies, procedures and plans to help ensure effective Social Media practice on behalf of your brand/organization.
3. Just the Facts…
8 out of 10 of online Americans between the ages of 18 and 35 now
use social networks.
52% of Americans have a profile on Facebook, Linkedin, MySpace or
elsewhere.
48 percent U.S. consumers over the age of 35 are now on social media.
The average Twitter user is 30, the average Facebook user is 38 and the
average LinkedIn user is 40, though each channel shows usage across
ages.
78% of customers trust peer recommendations on sites.
47% of Social Media users join brand communities.
Nearly 20% of marketing dollars will go to Social marketing in 5 Years.
*The CMO Survey”, from Duke University’s Fuqua School of Business and the American Marketing
Association., Pew Research
4. Brand Usage
79% of Fortune 100 companies use Twitter, Facebook,
YouTube or blogs to communicate with customers, with
Twitter being the platform of choice.
90% of Inc 500 companies report using at least one social
media channel.
6. Yet despite all that usage…
*66% of companies admit to not
having a Social Media strategy.
**69% of companies worldwide
don’t have a formal Social Media
Policy regarding employee use.
***84% of companies worldwide
don’t have a Crisis Response
plan.
*75% of companies said that they
don't know where their customers
are talking about them.
*Harvard Business Review,**Manpower, ***Gartner Communications
8. The Private Side…
THIS is where the
REAL Social
Media disasters
are happening
as most
organizations
continue to dive
in nose first
without plans,
procedures or
policies in place.
10. So please, before you jump in…
Make sure you can answer YES to the following:
#Can you clearly identify goals and expectations?
#Do your goals/expectations align with your budget/bandwidth?
#Who will have ownership of your channels/campaigns?
#Have you invested in education for yourself & your team?
#Are you prepared to be transparent and give up some “control”?
And last but not least……
Are key decision makers/senior management on board & ready
to embrace a Social business?
11. The Starter Kit
What every organization should
have before getting Social:
Metrics
Dashboard
Playbook Policy
Strategy Crisis Response
12. The Starter Kit
Policy: Guiding principles for Social Media communication
on personal and external platforms.
Key Components:
‐Social ‘Rules of Engagement’
for Employees
‐Disclosure Policy
‐FTC Guidelines
‐Official Spokespersons
‐Blog CommenFng Policy
‐Ownership of “policing” efforts
Cartoon by: www.tomfishburne.com
13. The Starter Kit
Crisis Response: An organization’s plan for handling crisis in
the context of Social Media.
Key Components
‐Crisis IdenFficaFon/ClassificaFon
‐Key stakeholders/required sign‐off’s
‐Response protocols
‐Messaging strategy
‐Timeline
14. The Starter Kit
The Playbook: A framework for how Social Media will be
managed, planned and implemented within and on behalf
of an organization.
Key Components:
‐IdenFficaFon of stakeholders
‐Roles/ResponsibiliFes
‐EducaFon/Training
‐IntegraFon with other
departments
15. The Starter Kit
The Strategy: The why, when & where of implementing a
Social Media plan on behalf of your organization.
Key Components:
‐Goals/ObjecFves
‐Target Audience
‐Timeline
‐Budget
‐Success Metrics
Cartoon by: www.tomfishburne.com
16. The Starter Kit
Metrics Dashboard: A customized suite of tools for listening,
engaging and analyzing the Social Media based
conversations about your brand.
Key Components:
Analyze
Listen: ConversaFon ShiSs,
ReputaFon Management,
Feedback.
Engage: Campaign Management,
Engage
Response RaFos, Influence,
Content InteracFons.
Listen
Analyze: PlaXorm, Brand,
Campaign and CompeFtor Analysis.
17. There’s no such thing as foolproof…
As long as humans power
Social Media, there’s no
way to positively ensure
that mistakes won’t be
made.
That said, having plans,
policies and procedures in
place can significantly
mitigate a brand’s risk level.
And when mistakes do
happen, organizations are So ask yourself, can your brand
prepared to respond afford to take the risk?
thoughtfully and
strategically.
18. Resources
Database of Governance Policies FTC Guidelines
http://socialmediagovernance.com/ h[p://www.Sc.gov/opa/2009/10
policies.php endortest.shtm
Social Readiness Checklist
Blogs
http://www.charleneli.com/resources/
checklist-for-social-readiness/ h[p://socialmediagovernance.com/blog/
http://www.slideshare.net/ h[p://www.britopian.com/
jeremiah_owyang/social-strategy-
gettingcompanyreadyapr14final
Books
Open Leadership, Charlene Li
Metrics/Analysis
http://www.socialbusinesstoday.net/ The NOW Revolu/on, Amber Naslund
2011/05/top-20-social-media- Socialnomics, Erik Qualman
monitoring-vendors.html Smart Business, Social Business, Michael Brito
http://www.socialmediaexaminer.com/how-
to-build-a-free-social-media-
monitoring-dashboard/