Posts tagged social media plan

5 Questions to Ask About Your New Social Media Campaign


question mark

It’s tempting to just jump in, and doing so isn’t going to kill you. But it won’t be entirely effective, either. Here are a few questions to ask yourself (and your colleagues) as you plan.

1) Who Are We?
You don’t have to navel-gaze, but take a few minutes to think about your institution. What do you do? How does your audience perceive you?

2) Who Is Our Audience?

You should already know this, but now is a good time to take another look. Consider geography, demographics, and psychographics.

3) Where Is Our Audience?

You’re meeting them on their turf, so make sure you know where to find them. Do they use social media? What sites do they use? How do they use them?

4) What Is Our Content?
Your content is not necessarily suited to every social media outlet, just like it’s not suited to every traditional outlet. Take some time to figure out what goes where. Do you have multiple pieces of information to share each day? A few a week? Once or twice a month? Are you planning to create blog posts that elaborate on an idea, or rely heavily on URLs with short intro statements?

5) How Will We Interact?
Are you planning to push information at your audience, or provide a forum for conversation? Are you going to moderate comments, or will free speech rule the day? Who will do this, and how much time will they need to dedicate to it?

There are more questions, but this will get you started. Now, go forth and strategize.

Photo by Leo Reynolds, via Flickr.

Why Every Organization Needs a Social Media Plan


Urban Outfitters is in the middle of a controversy, and it’s trending on Twitter. The company is accused of copying an independent jewelry designer’s creations, and people have taken to the Interwebs about it.

Urban Outfitters is also on Twitter, but so far they haven’t responded to the issue there. And they should.

There are plenty of examples of companies who responded well and poorly to crises playing out over social media. At this point, there’s really no excuse for failing to respond. If there’s a conversation going on, you need to be part of it. And you need to be part of it where it’s happening.

Do you work for an organization? Does your organization have a social media plan? If not, start working on one now. And remember, just because you’re not on a social media site doesn’t mean your customers aren’t. You need to be looking as broadly as possible.

Here are a few questions to get you started on your plan:

1) Who is our audience?
2) How do they use social media?
3) What monitoring tools are available to us?
4) How do we respond to common topics and issues that arise in our existing communications?
5) How can we adapt those to different kinds of social media sites?

Just as your approach to each site should be different, your method of responding to criticism or praise should depend on what site you’re using. Twitter is not Facebook is not YouTube is not Foursquare.

Learn. Think. Prepare.

You can’t anticipate everything, but the more you’ve done in advance, the better off you’ll be when the surprise comes. What’s stopping you?

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