Writing an Understandable Social Strategy

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Whilst wandering Flickr this morning. I found this nice diagram of a social media strategy framework produced for Headstream PR in London. However it’s 3 years old and written in a language that even I have trouble understanding. I thought I’d challenge myself to rewrite it in a way that anyone can read and make use of. I’m also wondering if this is still in use, or was it ever in use? Who know’s? I’ll tap up the original creators and find out. I’d be interested to hear about if things have changed regarding the company / individual advisers approach. I’m constantly learning and adapting, so I’m sure they will be too.

Here is the original inspirational graphic:

So, enjoy reading my re-written words below (admittedly, I’ve used much more copy space) and please challenge my approach.

Social strategy
Encourage all staff to use social media tools and services personally and professionally. Review the exploration weekly, monthly, and bi-annually until patterns can be clearly identified.

Influencer networks
Who is noisy?
Who talks a lot?
Who has a big following?
Who shares a lot?

Invest some time in what makes these people tick. They are the key to your content being distributed further and faster.

Brand Outposts
Select and assign social spaces to staff that excel in those spaces. Do not enforce it or outsource your brands reputation to anyone that doesn’t understand your business or customers or how to use that space appropriately. If you’re not sure, get an advisor! Review spaces constantly (weekly, monthly, and bi-annually until patterns can be clearly identified.)

Reputation Management
Don’t scare people! Your staff need to feel comfortable first. Overlaying your fears (mostly unsubstanciated) that lawsuits and anarchy will ensue, have no evidential basis… unless you’re Honda, BP or Greenpeace! Your reputation should always stay in-house (see above). For most companies who do not have a massive consumer base, they will have a hard job getting anyone to take notice of what is being talked about and shared on their social spaces, therefore encourage lots of dialogue, even if negative. You can always moderate comments and a healthy debate is valuable to your Google ranking and will get attention across the social web.

Conversation and Engagement Activity
Produce great content! Engagement and activity happens when an emotional trigger is hit. You can’t force it. You can understand what makes your users tick and press those buttons. But first, concentrate on replying to everything practically possible and advising all your staff to contribute to the conversation whenever relavant. Engagement and Activity is like money… it is the end result of doing something well. So stop worrying and get your own activity sorted before worrying about others.

Social Media Community
Over time, your best commentors and sharers will become apparent. Nuture them, like your own children. Treat them well and often, grow them like seedlings in a greenhouse. These are the people that will spread your message. They are the result of doing ‘social’ well. If they never appear, you’re doing something very wrong. These people will become apparent only after months of prolonged use. So commit to social tools for at least 12 months before deciding where to re-align your energies.

 

Thoughts? Mark