Executing Your Social Computing Strategy

In our previous post, Assign a Social Media Monitor, we took a look at an important keystone of your social media strategy: social media listening. If you’ve followed all the advice in our previous posts, you’re finally ready to start executing your social media strategy.

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Executing Your Social Media Strategy

“You’ve heard it said again and again, but I’ll say it again.
Companies don’t fail because their strategy is flawed.
They fail because their strategy execution is flawed.”

Jennifer Johnston Canfield

“Your social media strategy execution should be in line with the company innovation, future direction, reputation management, campaigns, customer satisfaction improvements, and social CRM.”

Debajyoti Banerjee

Yes, it’s true. The best strategy in the world is only as good as its execution, and that’s where many enterprises fall down. They may spend lots of resources creating a strategy only to have it sit in a binder, gathering dust on an executive’s credenza.

If you’ve been following along with these posts, by this time you’ve created your strategy or at least sketched it out. You may have begun listening, and perhaps measuring. Now it’s time for the rubber to meet the road. You’re ready to get started. But before you do, there’s one more task you need to complete: integrating your social media strategy and tactics with your other marketing and public relations efforts.

Some organizations get the mistaken idea that using social media means they should stop doing what they’re already doing. Far from it. You need to look at how your social computing efforts support your existing efforts.


Integrate Social Media

The following are some suggestions for how you can integrate your social media efforts with your existing offline marketing and promotion efforts.

  • If you send out direct mail, continue, and:
    • Add social media URLs to your materials along with a call to action such as: Follow us on Facebook; Watch our videos on YouTube; Get the latest info on Twitter
    • Create events to entice recipients to join you online
    • Invite your offline followers to a Tweetup,[1] where online followers can meet one another in person
  • If you send out newsletters, continue, and:
    • Add social media URLs and enticements
    • Enable immediate action by making URLs clickable
  • If you do real-world events, continue, and:
    • Add a real-time social media component
    • Allow virtual attendance
    • Webcams
    • Live tweeting and blogging
    • Use TweetWally[2] to project on a wall a live Twitter feed based on a hashtag

Executing Your Social Computing Strategy is the 50th in a series of excerpts from our book, Be a Person: the Social Operating Manual for Enterprises (itself part of a series for different audiences). At this rate it’ll be a long time before we get through all 430 pages, but luckily, if you’re impatient, the book is available in paper form at http://bit.ly/OrderBeAPerson and you can save $5 using Coupon Code 62YTRFCV

See the previous posts What is Social Media?, Social Sites Defined, Why Social Media? How is Social Media Relevant to Business? First Steps Toward a Social Media Strategy, and Decide What Your Business Will Do About Social Computing, pt. 1

Next up: Think About Your Approach to Social Media: Be A Person

[1] HOW TO: Organize a Successful Tweetup: bit.ly/dpWPpx

[2] TweetWally: bit.ly/cdS1oM

About NextPhase Selling

Social Media Performance Group is a premier enterprise social media consulting company that offers a unique approach to integrating social media into the enterprise — forget about the tools, it's all about the strategy! Rather than focusing on the tactics (do this or that on LinkedIn, Twitter, YouTube), first we work with you and your senior leadership to comprehend your corporate strategy. Once we understand your strategic objectives and goals, we show you how a comprehensive social media strategy can integrate with and support your corporate strategy. We take an enterprise-wide view based on our unique Enterprise Social Media Framework, which maps social media to all appropriate touchpoints in your enterprise. We go beyond the obvious quick hits — sales and marketing — and help you achieve social-media-driven results in areas such as product development, customer service, and employee engagement and retention. As a result, social media is not just bolted on; it is integrated with, and provides support for, your company's existing strategy and operations, yielding unprecedented results.
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