In part 1, we took a look at the initial elements of your social media plan: research, goal setting and audience definition. Now, let’s look at the rest of the planning process.
Measurement – We talked in part 1 about goal setting. Those goals, we believe, must be achievable, aligned with business objectives, and measurable. Melissa Barker talks in a recent blog post about setting measurable goals. She says:
The challenge for some of these goals, such as engaging with consumers, is to make them specific, measurable, attainable, realistic, and timely (SMART). In addition, objectives must be established for each type of social media platform in order to maximize results. The following are examples of SMART goals for four popular social media platforms: blogs, microblogs (Twitter), social networking sites, as well as image and video sharing sites.
For blogs, Barker suggests goals could include increases in ratio of posts to comments; an increase in visits; growth in page views; or an increase in RSS subscribers.
One final thought on goals. Don’t just measure and report something for the heck of it. I’ve had clients who requested monthly reports on things that have no material effect on the success of the program. They just wanted to know that we were spending the “appropriate” amount of time on their account. Make sure what you are measuring aligns with the business objectives you have set for your program.
Tactical Plan – Here’s where the rubber meets the road. You are probably not going to have unlimited internal and external resources, so may we suggest that you select three things and do them well. This means focusing your efforts on the three elements that you believe will have the most impact upon your organization.
Determine who will perform the tactical aspect of your plan.
Get organizational buy-in to ensure that it does dovetail with the appropriate business objectives, and that you’ll have the support for program implementation.
Then, ensure that your social media program is integrated with your existing marketing program.