Approaching social media is no different than approaching any other discipline. The more deliberate and strategic your approach, the more successful the outcome. As a woman business leader and owner of a strategic communications firm, I participate in many forms of social media, but more importantly, I have a plan and a schedule (not that I always stick to it). And, although my firm has been creating and implementing social media strategies for our clients for years, I am still surprised when I meet a business owner who hasn’t embraced social media … or worse, one who embraces it without a specific, detailed and integrated plan.
A recent article by Steven Van Belleghem offered a comprehensive plan of action for integrating social media into a company’s overall marketing strategy. I’ve condensed Steven’s list of things an organization needs to do to create a social media plan:
- Conduct an internal and external conversation audit
- Organize training and formation
- Adapt your HR strategy
- Prepare your infrastructure
- Create a center of excellence
- Choose and realize pilot projects
- Create a listening culture
- Adapt your company structure
- Create cooperation between collaborators and customers
- Develop a content strategy
- Use new success indicators
- Introduce flexible and quick marketing responses
I participated in a communications conference in Boston recently and as I sat in the audience during the sessions, many were busy doing their social media “thing” using smartphones, tablets and laptops. But I wondered how many of the attendees’ organizations had specific and strategic social media processes in place? Does your firm have a detailed plan? Let me know what’s working and not working in your organization.