Launch of Social Media Strategy Framework

July 26th, 2009 / 08:07 by Ross Dawson

Today we launch our Social Media Strategy Framework. This provides guidance and a frame on how organizations can approach engaging with social media, following in the tradition of our highly popular frameworks such as Web 2.0 Framework, Future of the Media Lifecycle, and Influence Landscape.

SMSframework_500w.jpg
Click on the image to download pdf

This is a Beta version, pulled together to release before The Insight Exchange’s Social Media Strategy event today. I can already see some improvements to be made, but I would love to get your thoughts on what’s wrong (and right) for this to be taken into account for the next version.

The Framework begins with LEARN, follows two streams of ENGAGEMENT and STRATEGY DEVELOPMENT, and comes together in the ongoing imperative to DEVELOP CAPABILITIES.

The five key points for each element are also written below.

LEARN
Use social media yourself
Study relevant case studies
Educate senior executives
Hear from practitioners
Explore the latest trends

ENGAGEMENT

LISTEN
Identify relevant social media monitoring tools
Learn how you can best use the tools
Discover what’s said about you and your market
Find relevant communities and conversations
Uncover key influencers

ENGAGE IN CONVERSATION
Enter the conversation
Provide relevant content
Add value to communities
Engage with influencers
Respond positively

MEASURE AND REFINE
Set relevant measures of success
Monitor measures
Capture and communicate success stories
Report to senior executives
Refine your strategy and measures

STRATEGY DEVELOPMENT

PRIORITIZE OBJECTIVES
Improve customer engagement
Enhance brand and reputation management
Accelerate customer-driven innovation
Attract talented employees
Increase sales

ESTABLISH GOVERNANCE
Identify opportunities
Understand risks
Clarify risk of NOT engaging
Set clear social media policies
Communicate policies internally

DEFINE ACTIVITIES
Define first and subsequent phases
Target initial platforms
Identify resources required
Establish responsibilities and time commitment
Link to offline marketing activities

DEVELOP CAPABILITIES
Identify internal ‘champions’ for social media
Train and support champions and staff
Keep abreast of developments
Establish pilot program
Develop a culture of responsible transparency