20130602 ARMA Canada Conducting a Social Business Assessment

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Conducting a Social Business Assessment

Jesse Wilkins, CIP, CRMARMA Canada 2013

June 2, 2013


Learning objectives

At the end of this session you should be able to: Describe the importance of a social business

assessment Describe how to conduct an assessment Identify key areas to consider and the questions

to ask as part of an assessment


Why assess?


Purpose of the assessment

What the organization is doing And isn’t but should be

What’s working – and what isn’t Develop the roadmap


How to conduct an assessment

Gather information Review and analyze findings to identify gaps Update strategy and roadmap


Gather information


Review and analyze results


Update strategy and roadmap


Assessment areas

Strategy Technology External brand Internal culture Process Governance


Strategy assessment

What are the goals of the initiative? What are the use cases included? What are competitors doing? Is this an internal or external initiative?


Technology assessment

What external sites are in use? What internal tools are in use? Which sites and tools are of interest but not being

used?


External brand assessment

Are there any unofficial or negative presences or communities on external sites?

Who are the influencers for a given page or community?


Internal culture assessment

Is the organization open and transparent? Does the organization restrict access to any social

media sites? Has management committed to support the

initiative?


Process assessment

What processes are included? What tools are being used or expected to be used? What are the inputs and outputs and who else is

affected by them?


Governance assessment

Is there a social media policy? Does external social content require review before

posting? Are there dedicated governance roles in place?


For more information

Jesse Wilkins, CIP, CRMDirector, Research and DevelopmentAIIM International +1 (720) 232-9638 direct

[email protected]

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