How to create a social media strategy

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A simple guide to being strategic with social media for business.

Text of How to create a social media strategy

  • First, a big thanks to: Jeremy Flint (@jeremyint) IPSA (@ipsaonline) Shift Workspace (@ShiftWorkspace) For hosting this presentation on quot; June 4, 2009.
  • Social Media Clients
  • So why create a quot; social media strategy?
  • Without a clear direction, quot; social media can pull you quot; in all directions.
  • Clear goals and realistic expectations can help avoid: Wasted time Wasted effort Backlash Social media fatigue Missed opportunities
  • It starts with asking yourself a few tough questions.
  • Question 1: What are you after?
  • Sales? Client leads? Awareness? Proving your brand? Buzz? Thought leadership?
  • Can you distill your quot; social media mission down toquot; one sentence?
  • quot;Anything that creates positive lasting memory is customer service.quot; Tony Hsieh, Zappos CEO
  • Zappos live chat excerpt: (done entirely in 3rd person) Timmy: Timmy thanks Jonathan for good help. Jonathan: Jonathan welcomes Timmy. Can Jonathan do anything more for Timmy? Timmy: no that is all timmy needs Timmy: timmy happy Jonathan: Good. Does Timmy have an account set up with Zappos yet? Jonathan: Jonathan will upgrade Timmys account. Source:
  • Humanize the Ford brand and put consumers in touch with Ford employees.quot; Scott Monty, Ford Motor Co.
  • quot;Instill trust in the brand, and highlight that the people behind the brand are parents too. Lindsay Lebresco, Graco
  • A core philosophy gives you a daily focus and helps dene your goals.
  • Question 2: How will you know quot; if its working?
  • Social media gives you a chance to set metrics that quot; suit your philosophy.
  • Gracos mission: Reach 1,000,000 parents online
  • What can be measured? Blog posts Inbound trafc Reader comments Clickthroughs Twitter mentions Video views Twitter followers Channel subscribers Facebook fans Video embeds Links SlideShare views RSS subscribers Tags Google trends Diggs Alexa rankings Stumbles Search results App downloads Nielsen BuzzMetrics Podcast subscribers
  • What about impressions? CPM? Those still have a place, especially in winning over quot; the old guard.
  • Measurement tools: There are lots out there. My favorite? Google Docs.
  • Most data can be easily tracked and graphed with simple spreadsheets.
  • Once your scope (and budget) expands, consider paid monitoring services such as Radian6.
  • Question 3: Whos responsible for reaching these goals?
  • Social media is a murky mix of PR, marketing, interactive, customer service and more. But try to make it everyones job, and it becomes no ones job.
  • Nows the time to quot; take ownership, quot; take responsibility and take the credit.
  • Social media will never be quot; a real part of your business quot; until its included in job descriptions and expectations.
  • Set your goals and live by them, even if they seem arbitrary at rst. Prove to your colleagues that this is work, not screwing around.
  • Question 4: Whats in it for your customers?
  • Corporate social media is hollow if it doesnt create some sort of valuable content for the reader.
  • Provide your customers with insight, sneak peeks, discounts, support, a good laugh, etc. Make yourself worthy of their time (and, hopefully, their money).
  • Question 5: Where do you go from here?
  • Once you build momentum, quot; dont squander it. Use your successes to justify bigger budgets, more stafng and cooler projects.
  • And once youre a blogillionaire, dont forget the little people, like