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Social Media - Reality Check List

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Social Media - Reality Check List

  1. 1. Social Media: Reality Check List<br />
  2. 2. The Context: Web 2.0 Revolution<br />Networking Platforms<br />2<br />Cloud Computing<br />
  3. 3. Look Before You Jump…<br />The Right Approach<br />The Wrong Approach<br />… but don’t mistake inaction for a strategy<br />
  4. 4. Avoid The “Me Too” Syndrome <br /> My CEO wants to have a Facebook page is not a social media strategy….<br /><ul><li> There is no shortage of new, exciting technology options
  5. 5. There are numerous opportunities to get involved
  6. 6. There are plenty of success stories…and failures</li></ul>Develop a strategy that suits your agenda, situation and culture<br />
  7. 7. Reality Check List<br /><ul><li> Due diligence
  8. 8. Purpose
  9. 9. Strategy
  10. 10. Platforms
  11. 11. Resources
  12. 12. Team
  13. 13. Rules
  14. 14. Content
  15. 15. Process
  16. 16. Branding
  17. 17. Marketing
  18. 18. Metrics</li></li></ul><li>Due Diligence<br />
  19. 19. Purpose<br /><ul><li>What do you want to achieve through social media?
  20. 20. Why should you get involved?
  21. 21. What issue(s) are you trying to address?
  22. 22. What are potential benefits and risks?</li></li></ul><li>Objectives<br />Strategy<br />Developing a clear, cogent strategy – or plan of action – is the most important step in any social media initiative. <br />
  23. 23. Strategic Focus<br /><ul><li>Will your focus be on internal or external audience(s)?
  24. 24. Where will you start?
  25. 25. How will you integrate your planning & execution?</li></li></ul><li>Key Considerations: Web 2.0 Etiquette<br />Social Media programs should consider the dynamics and ethos of the Web 2.0 environment. <br />
  26. 26. Platform(s)<br /><ul><li> Build, buy or borrow?
  27. 27. Open source or proprietary?
  28. 28. Out-of-box or customized?
  29. 29. What is infrastructure status?
  30. 30. What is available budget? </li></li></ul><li>Platform Considerations<br />
  31. 31. Content<br />Relevant, timely and credible content is a critical success factor for any social media platform. <br />External Influences<br />User Input<br />Community Interests<br />Personality<br />User Comments<br />Passion<br />Topical Issues<br />Authenticity<br />
  32. 32. Resources<br />Do you have resources – funds, staff – dedicated to social media?<br />Do you have (or have access to) relevant skills, expertise? <br />Are you committed for a pilot or long-term?<br />What is your funding model? <br />Social Media Costs<br />
  33. 33. Team Requirements<br />A social media strategy requires a dedicated cross-functional team to design, develop and manage the program. <br />Social Media Strategy<br />
  34. 34. Rules of Engagement<br />A social media program requires clear, simple rules of engagement for users, contributors and editors. <br />
  35. 35. Process<br />A social media program requires a streamlined, dedicated governance process to direct execution. <br />Social Media Strategy<br />Blogger Training<br />
  36. 36. Branding<br />What is the positioning of your social media platform(s)? What are key themes? What is the look and feel?<br />Does your platform brand fit the content? The community?<br />How does your branding fit with related corporate platforms or identities?<br />
  37. 37. Marketing<br />Launching a social media platform is only the first part - you need to build and sustain an audience. <br /><ul><li> Why would somebody come to your platform or network niche? Why would they come back?
  38. 38. Will you pull traffic to site…or push content to users?
  39. 39. What are your big draws – content, people, user experience, service?
  40. 40. What tone and tools are appropriate for your community?
  41. 41. What is your ultimate objective for visitors?</li></li></ul><li>Metrics<br />Every program requires a definition of success and related metrics to gauge progress. <br />
  42. 42. Realistic Expectations<br />Social Media is not just technology – it’s a strategic and cultural mindset… so it may take time to get traction<br />Forget about concept of “controlling” information or conversation – the best you can do is contribute<br />It usually takes time to get attention and build an audience<br />Popular networks have easy entry, but are crowded<br />There will be negative comments and a few who strain the boundaries…but typically the community will self-regulate<br />Social media requires sustained commitment and dedicated resources<br />You will make mistakes…and learn along the way <br />Valuable content wins out in the end<br />