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The socialMedia stage
JANUARY, 2011
2
Setting the stage
Have you been open to the idea of social media for some time now, but are still unsurewhether you’re ready to go all the way? Frankly, you are not alone. The conflicting reportsare numerous, arguing both for and against “letting go” of control. Unfortunately, the “con”arguments often read as “what were they thinking” stories. Some folks are diving in withouta keen understanding of what they’re doing, how they’re doing it and why they need todo it in the first place. All the while, marketers are offering Web 2.0 services without trulyunderstanding what the term actually means.
Tweetworthy:
“When a blind man leads a blind man, they both end up in the ditch.”
When a new communication platform emerges, it’s hard not to be attracted by its promise ofquick fixes to old communication problems. Social media is no different.In order to establish useful, long-term communications with a solid ROI, a social mediastage has been established to ensure that new ideas generated are filtered through a set ofcriteria to ensure:
a)
the success of the program
b)
that the suggested program observes the organizational mandate and group prioritiesas a whole.If the suggested program does not pass the filter test, further discussion on the validity ofthe program in general is needed, or another communication avenue would better serve theobjective.
microsite
“Let’s do a... !”
b l o g !
podcas t!
v i r a l v i d e o !
influenceroutreachevent!
f acebook page!
social network!widget!
social media pr ess r elease!
c o n s u m e r g e n e r a t e d m e d i a c o n t e s t !
i n fl u e n c e r i d e n t i fi c a t i o n i n i t i a t i v e !
digital r eputationpr ogr am!
wiki!app!
internalcommunicationslicensingpartners& suppliers
digital, events,grassroots, WOM
boutiquesretailpublicrelationsmarketing& advertising
Inconsistent measurementsLost insightsUnclear ROI
download @ http://bit.ly/gqjtsJ
3
The Spordic Stte
We all know that social media can be successful in the “one offs”. The problem is, asporadic state leads to scale issues, inconsistent measurements, lost insights and unclearROI.
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