Last Friday, I published an article in MarketingProfs that outlined a roadmap to create social media strategy rather than tactic. So far, it is generating a lot of conversation on why you must first outline goals and strategies before jumping metaphorically into the social pool.
It has been several months since I wrote this article. Given a fresh set of eyes and points readers have made, I wanted to add to my to my list of five. Here are some more thoughts to building a successful social media roadmap.
One of the readers commented that measurement needed to move up on the priority list. Fair statement, but I think first before any measurement can be assessed, your organization needs to have the framework in place first. Logically putting measurement first doesn’t make sense unless the framework is in place.
If social is going to work in your organization, you need to be an expert at leading implementation of strategy and tactic. It is really important to understand this ever-changing business beyond deliver and promotion. I talk a lot about that social media is merely a vehicle to a human need we all have: we want to belong and connect with others. Whether it was the writing, talking on the phone, sending an e-card of funny cats, we all want to communicate with others and share. If you forget social media is about learning, sharing, and experiencing you will treat this channel like an other communication channel such as e-mail or direct mail. Don’t forget the human that is behind those tweets or LinkedIn posts.
Tough Conversations Ahead
One of the commenters discussed the importance of presence on major social channels. I wouldn’t say you need to have a presence on every channel, but think really hard what value you bring to your future clients, curent customers, and marketplace. If you are in a small department or the only resource dedicated to social media it’s hard to be everywhere. Pick and choose where you bring real value. Solve for the Customer first. Your ego is last.
No Matter How Hard You Plan, Folks Will Still Focus on the Shiny Object
Make no illusions that focusing on strategy rather than tactic is hard. Really hard. You will inevitably have higher ups or your manager just plainly say, ” We need to be on X.” Change this conversation around by performing a content audit of what your currently have to share. Without thinking about the content you will share or the value you provide, then it is about you rather than the customer. Get ready to have a lot of discussion about this. You may win some and you could lost some. Pick your battles wisely.
Don’t Forget the impact to Brand
Every been on Twitter and looked up a brand that has 10 different handles? Think long and hard why different business units or products need their own space. Ultimately, in my opinion, your are splitting your audience and your efforts. When possible keep your audience together.
Social Media is Not a Short Term Game
One of the readers talked about what ways can you get folks on board to be a more social business. I wish there were a silver bullet for adoption, but there isn’t. What you can do is be clear on what you want to achieve and how each person’s contribution supports your strategy. Here is the excerpt to my response:
First, and most important, everyone needs to be trained and understand his or her contributing role to social media. I think some folks are not interested because of time or not sure how this relates to their day job. So you have to be explicit what you are asking from them. Liz Bullock, formerly of Dell, did a great job outlining how she implemented company-wide adoption, http://www.slideshare.net/LizBullock1/achieve-buy-in-at-all-levels-creating…. Second, I think getting folks on board with social media is like any other change management project; you need to set expectations, training, evaluate what works (or doesn’t) and repeat. Another read worth considering, is Altimeter report on the career path of a social strategist, http://www.slideshare.net/jeremiah_owyang/career-social-strategist . It helped me put in context that some of the challenges were not unique to just me, but anyone who’s working on getting social media accepted in their organization.
Overall, it is a fun ride to to implement and gain company-wide adoption of social media. If you are up to the challenge, buckle up!