Social Media Built to Last
by Bill FrenchCo-founder, MyST Technology Partners
Copyright © 2009 – MyST Technology Partners, Inc. ALL RIGHTS RESERVED
Copyright © 2009 – MyST Technology Partners, Inc. Page 2 of 12 ALL RIGHTS RESERVED
Social Media Built to Last
The Basics
In this eBook, we explore how to create sustainable social media thatwill be more agile in the face of likely change. This series of socialmedia e-books provides simple steps and tips to creating social mediathat is built to last.
I
NTRODUCTION
Every day, businesses publish lots of content artifacts for marketing,sales, and customer support purposes without giving much thought tothe longevity of the content. Until a few years ago businesses createda handful of web pages each year for web sites and other onlineobjectives; the tasks were minimal and typically focused on marketingand sales.Today, a typical business might create a few blog posts, respond to anumber of user or prospect comments, proactively engage in otherblogs by making comments, and may also generate a few to perhapsdozens of Twitter messages. The number of social media artifactsgenerated each day by an organization is big and likely to grow farbigger in the next few years.Thinking carefully about your social media content strategy so that youdon’t paint yourself into a corner, is the focus of this e-book.Harnessing and utilizing this content is not the focus of this e-book;that is a very large and complex subject that we’ll save for anotherday.Below (and in subsequent editions of this e-book series) you’ll findsimple tips and strategies that will help you create more sustainablesocial media that is also built to last.
Copyright © 2009 – MyST Technology Partners, Inc. Page 3 of 12 ALL RIGHTS RESERVED
T
HE
C
HALLENGE
Setting aside the significant benefit of increased findability of businessexpertise, business blogs and other forms of social media areemerging as an extremely important requirement for organizations of every type. While BusinessWeek and many other mainstream businesspublications delve into the marketing and public relations significanceof social media participation, comprehensive implementationrequirements and details are often set aside or glossed over in favor of a quick solution.Businesses (especially smaller and mid-sized firms) rarely spendenough time thinking about the combined contexts of strategic andtactical solutions, and it comes as no surprise that social mediainitiatives [such as business blogs] typically begin with a significant tilttoward tactical thinking. Without question, it’s possible to solve tacticalmarketing problems with a business blog, but the idea of putting ahuman face on a corporate entity creates significant long term impacton the organization at many levels. Much of the impact is caused bythe shear nature of blogging – blogs are very different from a typicalweb site. To help us create a context of long-term understanding,consider these observations and strategically-minded questions.
Your Future Social Media Topology
In five years, your social media topology will likely exhibit these typical(but relatively predictable) attributes:
•
Your business blogsite will be approximately 10 to 100 timeslarger than your main business web site.
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It will contain approximately 1,500 to 2,500 blog posts; somemay contain as many as 5,000 posts.
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The posts will contain 3,900 to 7,500 off-domain link references.
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It will include about 10,000 tags (or keywords).
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MyST eBook - Social Media Built to Last (the Basics)
In this eBook, we explore how to create sustainable social media that will be more agile in the face of likely change. This series of social media e-books provides simple steps and tips to creating social media that is built to last.
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