BY MARK SCHAEFER

As seen in:

When I work with businesses, there is often an enthusiastic attitude about moving on to the social web but...

...confusion about how to actually get started!

Hereʼs a 10 step overview on how to move ahead.

1. YOU CANNOT HAVE A SOCIAL MEDIA

MARKETING STRATEGY WITHOUT FIRST HAVING A

COMPANY MARKETING STRATEGY

I know this sounds basic but most companies don’t have a marketing strategy!

Here is a trick to see if you truly have a marketing strategy...

CAN YOU FINISH THIS SENTENCE:

“ONLY WE …”

2. ASSESS THE COMPANY CULTURE

You might be wondering what the company culture has to do with social media success...

IN A WORD,

EVERYTHING…

If your company is uptight and conservative, your social media presence will be uptight and conservative.

If you are open and customer-oriented, your online personality will come across that way too.

Look at the role of IT, legal, HR and company leadership in this journey...

ARE THEY READY TO BE PUBLISHERS?

ARE THEY READYTO ENGAGE WITH THE PUBLIC?

3. SOCIAL MEDIA LEAD TEAM

If you are in a large company...

I would recommend creating a team of leaders to oversee the progress of the initiative

...and address problems as they emerge.

This is also an opportunity for education and to promote internal successes.

4. SOCIAL MEDIA POLICY

every companyneeds one!rv

This provides the groundrules and sets expectations of employees interactions and engagement.

It should also provide a detailed action plan if something goes wrong.

5. IDENTIFY SOURCES OF RICH CONTENT

Content is the catalyst for business benefits on the web

BUT

Not all content is created equal.

Facebook posts or LinkedIn updates probably aren’t going to cut it. You need something deeper. You need rich content.

This means a blog, a podcast, a video series, or perhaps a combination. What might work best in your company culture?

6. CONSIDERING SOCIAL MEDIA MEASUREMENT

ASK YOURSELF THIS:

“If we meet in this room a year from now and you are telling me how successful

our social media marketing effort has been… what

would have happened?”

Then, it is up to you to find indicators in your data that demonstrate progress toward those goals.

0

10

20

30

AND PLEASE...

Not everything can be measured by something you stick on a spreadsheet!

7. DEVELOP A SOCIAL MEDIA NETWORK STRATEGY

are you doing this?rv

If you want your content to IGNITE

You need to AGGRESSIVELY build your network of people who will

share your messaging.

are you doing this?

MOST

COMPANIES

COMPANIES DO NOT

DO THIS!

8. INFORMATIONECO SYSTEM

Only now are we beginning to look at the actual platforms we need to populate — where will we post our rich content, where will we engage?

Choosing the right platforms is a very important decision because most

companies don’t have the resources to be everywhere and do it well.

While it may seem natural to immediately migrate to Facebook

...Twitter

...or YouTube

Don’t overlook other sites and even industry-specific platforms.

Newer options like Pinterest and Snapchat are also delivering real business value.

WELL, THAT SHOULD GET YOU STARTED!

WHAT DID YOU THINK?WHAT DID I MISS?

If you would like to delve deeper into this content please

visit: bit.ly/schaeferblog

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