Tuesday, January 19, 2010
HOW TO: Implement a Social Media Business Strategy
Over the past few months, we’ve talked about whether you should have a social media policy and what should be included in that policy. It only seems logical to discuss the next step in the process, which is what to consider when implementing a social media strategy in your workplace.
Just having a policy isn’t good enough — you need a plan to put it in place. Here are five areas to discuss when implementing a social media strategy.
1. Determine Your Objective
Luis Ramos, CEO of The Network, reminds us that creating a social media strategy is a complex exercise because “it includes not only looking inside the organization to establish appropriate practices, usage policies and content parameters, but it also includes looking outside the organization to determine the proper degree of engagement.”
Figure out why you’re getting on the social media bandwagon and what you want to accomplish with it. This step is absolutely necessary if you plan to measure ROI or develop your own internal metrics tracking.
When General Motors put together their social media strategy, they had some specific objectives they wanted to accomplish. Christopher Barger, director of global social media at General Motors, outlined the following:
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