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A Social Business Plan for medium-sized organizations

A Social Business Plan for medium-sized organizations

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Published by JohnFMoore
This is an early draft but you and I can work together on fleshing this out and, at the very least, you can follow along.
This is an early draft but you and I can work together on fleshing this out and, at the very least, you can follow along.

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Published by: JohnFMoore on Aug 21, 2010
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06/26/2011

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Social Media Plan for Medium Sized Organizations(Draft Version 0.7.3)
Copyright The Lab, http://thelabinboston.com Page 1
A Social Media Plan for your mediumsized organizations
If you have been reading the news, blogs, heck, even tea leaves, you’ve probably picked up on the
fact that a lot of people seem to be excited by social media. While there is hype, I want to urge youto focus on one message that is absolutely true.
If you are not listening on social channels you’re missing out.
 This book is intended to provide you with a map to guide you and your company in your efforts to dipyour toes in the social waters. This is for any company with more than 20 and no more than 500employees that have customers engaging on social networks. If you do not fall into this target group,I would still give this a read as you can still make use of some of this information. Pull up a chair and
let’s chat.
 This is also for organizations struggling to understand if social media is useful for them and is intendedto help them dip their toes into the social media waters. Businesses need to invest time, sometimesseveral months, understanding the social landscape; truly understanding it. This book will help you tostart listening, finding your voice, and starting to engage with your customers and potentialcustomers.Throughout this book we will discuss The Social Ecosystem. I have spent a lot of time speaking withbusinesses and government agencies, exploring what is working, what is failing, and seeking tounderstand where confusion and hype are preventing these organizations from achieving full valuefrom their efforts. The Social Ecosystem is the result of this work and is meant to reduce confusionand offer guidance for organizations across the world.
 
Social Media Plan for Medium Sized Organizations(Draft Version 0.7.3)
Copyright The Lab, http://thelabinboston.com Page 2
Table of Contents
What is The Social Ecosystem? ................................................................................................................ 4Do you need Social Media?...................................................................................................................... 5Your social media business case .............................................................................................................. 6EXECUTIVE SUMMARY ..................................................................................................................... 6ALTERNATIVES ................................................................................................................................. 6BENEFITS ......................................................................................................................................... 6RISKS ............................................................................................................................................... 7COSTS .............................................................................................................................................. 7ROI .................................................................................................................................................. 7ASSUMPTIONS ................................................................................................................................. 7PROJECT DETAILS ............................................................................................................................. 7Your first social media hire ...................................................................................................................... 9
....................................................................................................... 9Great stats, now what? .................................................................................................................... 9The first thirty days for your new social media hire ................................................................................ 12How do they start out? .................................................................................................................. 12Where do they start? ..................................................................................................................... 12Your CIO ........................................................................................................................................ 13Your CFO, Your CMO, and Your VP of Services and Support............................................................ 14Start to listen, passively at first ...................................................................................................... 14Listen ............................................................................................................................................. 15Engagement .................................................................................................................................. 15Your social media usage guidelines ........................................................................................................ 16OVERVIEW ..................................................................................................................................... 16LICENSING ..................................................................................................................................... 17DEFINITIONS .................................................................................................................................. 17GUIDELINES ................................................................................................................................... 17Setting up your twitter account (s) ........................................................................................................ 19Before we begin, some basics to keep in mind ............................................................................... 19Who should have a Twitter account? ............................................................................................. 20
 
Social Media Plan for Medium Sized Organizations(Draft Version 0.7.3)
Copyright The Lab, http://thelabinboston.com Page 3
What should people be doing once they are on Twitter? ............................................................... 20The importance of the Twitter Retweet ......................................................................................... 22Setting up your blog .............................................................................................................................. 24How do you get started? ................................................................................................................ 24Boring, I want to start blogging ...................................................................................................... 24Your Social Business Goals ............................................................................................................. 26Setting up your Facebook Page .............................................................................................................. 27Getting people to Like your page ................................................................................................... 27Your Advocates .............................................................................................................................. 28All members ................................................................................................................................. 29How do I know if any of this is working? ........................................................................................ 30Want to learn more about Facebook? Check out these books (affiliate links) ................................ 30Using Yammer ....................................................................................................................................... 31What is Yammer? .......................................................................................................................... 31Who can see my stuff? ................................................................................................................... 31

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