Estratégia de Social Media 1-on-1

(Source: benphoster.com)

Social Media Strategy is a widely talked about topic…but what does it mean? The final post of this series covers Social Media governance, how to get started, and evaluating your efforts. The first two posts covered how to create a Social Media strategy and how to figure out what tactics to use in your Social Media Marketing portfolio.

Through establishing measurements and Social Media metrics, avoiding consultants and doing the work yourself, and then experimentation and refinement, a company can better position itself for success.
In this post, I’ll cover how to execute the middle 3 stages of the strategy; the ones most traditionally associated with governance and experimentation.

9 Social Media Strategy Execution Steps
1 - Start with Business Objectives
2 - Staff a Diverse Team
3 - Study Customer Research
4 - Structure Problem Solving around Customer Needs
5 - Solve Problems Through Brainstorms
6 - Create a Social Media Portfolio
7 - Establish a Set of Metrics
8 - Learn by Doing
9 - Learn, Fix, Then Apply

7 – Establish a Set of Metrics
What does this mean?
Much has been said about the need for metrics, and it is often the biggest roadblock for Social Media practitioners;
Here, you should focus on how you are going to determine which elements of your Social Media Portfolio are working;
Metrics can be thought of as characters in a story; the story only makes sense when characters interact with each other;
How to Execute
Communicate to executive sponsors that in this case, metrics do not mean a “dashboard” with red and green lights;
Explain to leadership that a set of metrics can tell a complete story about how your efforts are meeting customer needs;
Align each part of your portfolio (from Step 6 – Create a Social Media Portfolio) to the Step 1 – Business Objectives ;
Write down the answer to this question, “What would indicate that we have satisfied this business objective?”;
Pick 3-5 metrics from the hundreds available that reflect that vision.

8 – Learn By Doing
What does this mean?
Skills and expertise will come from doing the hard work, not through training, delegation, or outsourcing;
Allocating resources and allowing them time to explore and experiment at their own pace
Setting expectations across the organization that success will not come fast, but it will grow exponentially;
How to Execute
Explain your plan to leadership emphasizing that “failure” is just as important as “success” so long as lessons are learned and communicated;
Assign each team member a primary and secondary tactic so that they have a partner to discuss ideas and lessons;
Start work immediately;
Communicate to the team the need for initial micro-management so that they feel comfortable with the assignment;
Meet frequently (2 – 3 times per week) to share lessons, frustrations, ideas, and successes;

9 – Learn, Fix, then Apply
What does this mean?
By establishing hypotheses and testing them in the real world, you can better understand how Social Media applies to your brand or industry;
The best lessons come from failure, but this is hard for employees who are trained to win rather than to establish and share knowledge;
Fixing is analogous to rapid software prototyping; figure out what can quickly be fixed then experiment again!
How to execute
Review your metrics in a group that asks “Why?” about every metric and drill down on the metrics until you get the answer;
Use 3-5 metrics to tell a story about how your tactics performed against your business objectives;
If possible, pull in someone from your Six Sigma department to help you test data against your hypotheses;
Brainstorm ways to make changes that would directly impact the metrics that are holding you back;