The document discusses the key elements to becoming a successful social business: people, goals, metrics, and tools. It emphasizes that social media is about building relationships, not just broadcasting messages. The people element involves understanding your audience and aligning your social media strategy with them. Goals must be clear and specific to different teams in the organization. Metrics should measure awareness, consideration, and convergence. And tools should be chosen based on which will provide the best return on investment and engagement for reaching goals. The overall message is that social media requires a clear strategic plan to optimize reach and build strong online communities.

1. By Rasha Proctor

2. Before We Start
Remember:
1. Social media is about building relationships
 It’s an ongoing program
2. Facebook, Twitter, etc., are just tools
 They are a means to an end
3. Social media comes with authenticity and
transparency
4. You can’t completely control the message, you
can however manage it
5. Social media is about engagement not
broadcasting

3. The approach
Four key elements to become a social
business:
1. People
2. Goals
3. Metrics
4. Tools

4. People of Social Media
The People of a social business encompass your
customers, your competitor, your suppliers and your
employees
The difference between social media and social business
is that social media program uses the digital tools to
reach out to your audience, whereas social business is
an organization that engages everyone to connect on
every aspect of the business.
Always start by understanding your audience and your
resources.
Keys to successful alignment of your audience with your
team are:
 Relevance
 Engagement
 Governance
Check out Forrester Technographic tool to understand your people social engagement

5. Goals of Social Media
It is very important to be clear on the goals of your social
media program.
Different company teams have different goals. For
instance, your marketing team goals will include
awareness and lead generation campaigns, while your
customer service will be customer satisfaction.
Align the social media tools with your goals and your
audience. For example, your Facebook Page will be
used to exhibit your company culture while your blog will
be used to address your customers inquiries
Engagement is the key to successful implementation
Have policies and processes in place to address your
audience, that circle back to your goals

6. Metrics of Social Media
Metrics are crucial to measuring the success of your
strategy. They help you understand what worked and
what didn’t.
There are generally three buckets to social media efforts:
 Awareness – Aware of you at specific instant
 Consideration – You are in the top runners
 Convergence – You are the chosen one
Aligning your goals with the above buckets will help you
assign the right metrics based on your organization
history or your industry standards
Understanding the analytics of the social media tools
helps in defining your success metrics

7. Tools of Social Media
Each social media tool has its own audience, its means
of usage and analytics, chose those that will meet your
audience and goals needs
Focus on the tools that will give you the best ROI in
terms of time and effort
Not sure where to start? Find how your competitor (or
adjacent market peer) is deploying social media tools
and learn from their success and failure—it’s a good
place to start!
It’s important to keep up with the changes in the social
media tools as well as upcoming tools for their updates
might alter their usage
Learn engagement rules and the etiquette of your social
media tools to avoid unnecessary faux-pas

8. In a nutshell
Learning about your people, your goals and your metrics
is not new practice. Yet many marketers rush into using
the tools social business without a clear plan or strategy.
As in real life, building a community and establishing
strong relationships takes time. We are lucky to live in a
time where there are tools to help us reach the global
community
Remember: Social media will help you optimize your
reach and efforts, but it won’t work magic on its own.
Best of Luck!!!!

9. Questions?
Contact me @rashaproctor
www.rashaproctor.com