Developing a social media strategy – prevent flops

The best way to prevent social media flops is to create a sound strategy in the first place. It sounds a lot of work and too much for many small businesses but this model has proven to work even in small organizations:

* ASSESSMENT
Social Media Assessment (4 quadrant assessment model) find out where your customers are, where they hang out and what is on their mind. Takes you a week or two to make it right. But you learn more than ever before. If you feel you know already – this is your first red flag to a social media flop. Check your customers presence, research how your brand is seen in the market, research your partners and your competitors.

* SWOT
The assessment leads you to a good ol’ SWOT analysis. You will find out what your (brand, product, service) strengths and weaknesses are from a market point of view – develop your opportunity and threat profile. You do that in a few hours.


* STRATEGY

Now since you know more about your market from a social connection and conversation point of view develop your strategy: Goals objectives, value to the market, major activities to achieve your goals, resources, budgets. Develop a strategy team that includes some of your customers (the X-Team) – that is the most magic difference to old world strategies. May take a few days and online conference calls. But if you do it without your customers – you flop – guaranteed.

* PROGRAMS
Once the strategy is sealed, you construct and execute your programs together with your X-Team. Instead of the old model of blowing something into the market you work with the market. May take a week or two to develop. The key to successful programs is PARTICIPATION and CONTRIBUTION. Each program need to be designed that your eco system contributes and other participates. Otherwise it is just yet another marketing splash – random noise. But your X-Team will prevent you from that type of campaigns anyway.

* REPORTING
The key like in any other business project: Measure, Model and Tune your activities until they are truly successful. Select the right tools and monitor your activities daily – some in real time.

So all in all it may take a few weeks – but you have a wonder weapon – versus yet another boring marketing campaign nobody is listening to.

Make a difference WITH your market!

Axel Schultze Axel Schultze MyXeeSM


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