Here are ten planning questions that you need to answer to deliver real value for your customers and your organization through your social media program. Note that by real value, I’m referring to important measures of influence, attitude and action (based on engaging on a deeper level and truly understanding what drives your customers) and not the less meaningful ones like page views, followers or fans.
1. What are your business goals; e.g. awareness, thought-leadership, support, prospecting/leads, public relations, corporate social responsibility
2. What are the practices of your audiences and competitors; e.g. who are they, where are they, why are they participating
3. How well do your audiences know you; e.g. familiarity, frequency of interactions, your reputation among them
4. What is your one thing; e.g. your niche or singular message
5. What’s your big-picture strategy; e.g. thought-leader (influencer), education (knowledge), entertainment (experience), empowerment (involvement)
6. How will you approach your content and conversations; e.g. what type, style, sources; guardrails (frequency, quality, legal implications, authenticity)
7. Type of outreach channels; e.g. what are the vehicles you’ll use to gain maximum participation; and how will you use traditional media to compliment and pull to social
8. How will you/can you marshall your internal resources; e.g. how much internal time and resource do you require; who will be your social face and voice; how will you get employees on-board
9. What policies are in place; e.g. for employee participation, brand consistency, handling of confidential and proprietary information, crisis situations
10. How will you monitor progress and performance; e.g. ongoing internal monitoring, performance criteria, qualitative and quantitative metrics
Are there any questions you’d add to this list?