Видение Росса Давсона:
По шагам:
LEARN
Use social media yourself
Study relevant case studies
Educate senior executives
Hear from practitioners
Explore the latest trends
ENGAGEMENT
LISTEN
Identify relevant social media monitoring tools
Learn how you can best use the tools
Discover what’s said about you and your market
Find relevant communities and conversations
Uncover key influencers
ENGAGE IN CONVERSATION
Enter the conversation
Provide relevant content
Add value to communities
Engage with influencers
Respond positively
MEASURE AND REFINE
Set relevant measures of success
Monitor measures
Capture and communicate success stories
Report to senior executives
Refine your strategy and measures
STRATEGY DEVELOPMENT
PRIORITIZE OBJECTIVES
Improve customer engagement
Enhance brand and reputation management
Accelerate customer-driven innovation
Attract talented employees
Increase sales
ESTABLISH GOVERNANCE
Identify opportunities
Understand risks
Clarify risk of NOT engaging
Set clear social media policies
Communicate policies internally
DEFINE ACTIVITIES
Define first and subsequent phases
Target initial platforms
Identify resources required
Establish responsibilities and time commitment
Link to offline marketing activities
DEVELOP CAPABILITIES
Identify internal ‘champions’ for social media
Train and support champions and staff
Keep abreast of developments
Establish pilot program
Develop a culture of responsible transparency
Источник:
http://www.rossdawsonblog.com/SocialMediaStrategyFrameworkv2.pdf
