A Step-by-Step Guideto A SucceSSfulSociAl MediA proGrAM
Everything you need to know about establishingyour strategy, policy and team.
MArKetiNG HoW-to Guide
Contents at a Glance
8Step 2: Research the Marketplace 8Step 3: Decide Where to Concentrate Your Efforts 9Step 4: Plot Your Objectives and Strategy 10Step 5: Decide How To Measure Efforts 11
13Step 6: Dedicate the Appropriate Resources 13Step 7: Decide Who Should Represent the Organization 14Step 8: Weigh Whether to Allow Employee Participation 15Step 9: Set Parameters 16
17Step 10: Create “Must Have” Company Policy Inclusions 17Step 11: Create Add-ins and Supporting Policies 22
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Social media presents itself as the latest and greatest tool available to marketersand organizations. Why? It offers a revolutionary means for connecting with cus-tomers, sales prospects, media, partners, co-workers and recruits; for managing
brand reputation and inuencing public perceptions; for competing with the “big
guns” and establishing thought leadership; for augmenting traditional marketingcampaigns; and for search engine optimization.Organizations should do some planning, however, before integrating social mediainto their day-to-day routines.This report will guide you through best practices for garnering buy-in, determin-ing strategy, developing a corporate policy, educating your workforce, monitoringyour progress and results, and preparing for bumps along the way.
Companies have caught on to the far-reaching, positive effects of social media on their business. Butbefore jumping into it, you should establish guidelines for who has access and how they are using it.
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Step 17: Have a Plan for Handling a Crisis Situation for SM-HowToGuide-A Step-By-Step Guide to a Social Media Program
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