Checklist for organizations considering engaging in social media program(s) - used as background for due diligence with clients/peers.

1. Social Media: Reality Check List

2. The Context: Web 2.0 Revolution Networking Platforms 2 Cloud Computing

3. Look Before You Jump… The Right Approach The Wrong Approach … but don’t mistake inaction for a strategy

5. There are numerous opportunities to get involved

6. There are plenty of success stories…and failuresDevelop a strategy that suits your agenda, situation and culture

8. Purpose

9. Strategy

10. Platforms

11. Resources

12. Team

13. Rules

14. Content

15. Process

16. Branding

17. Marketing

20. Why should you get involved?

21. What issue(s) are you trying to address?

24. Where will you start?

27. Open source or proprietary?

28. Out-of-box or customized?

29. What is infrastructure status?

31. Content Relevant, timely and credible content is a critical success factor for any social media platform. External Influences User Input Community Interests Personality User Comments Passion Topical Issues Authenticity

32. Resources Do you have resources – funds, staff – dedicated to social media? Do you have (or have access to) relevant skills, expertise? Are you committed for a pilot or long-term? What is your funding model? Social Media Costs

33. Team Requirements A social media strategy requires a dedicated cross-functional team to design, develop and manage the program. Social Media Strategy

34. Rules of Engagement A social media program requires clear, simple rules of engagement for users, contributors and editors.

35. Process A social media program requires a streamlined, dedicated governance process to direct execution. Social Media Strategy Blogger Training

36. Branding What is the positioning of your social media platform(s)? What are key themes? What is the look and feel? Does your platform brand fit the content? The community? How does your branding fit with related corporate platforms or identities?

38. Will you pull traffic to site…or push content to users?

39. What are your big draws – content, people, user experience, service?

40. What tone and tools are appropriate for your community?

42. Realistic Expectations Social Media is not just technology – it’s a strategic and cultural mindset… so it may take time to get traction Forget about concept of “controlling” information or conversation – the best you can do is contribute It usually takes time to get attention and build an audience Popular networks have easy entry, but are crowded There will be negative comments and a few who strain the boundaries…but typically the community will self-regulate Social media requires sustained commitment and dedicated resources You will make mistakes…and learn along the way Valuable content wins out in the end