December 20, 2010

What to look for in social media execution

idea execution
“A really great talent finds its happiness in execution.” — Johann Wolfgang von Goethe

Jessica ValenzuelaThere is a lot of talk about social media, the latest and greatest in communication innovation spurred by social companies like Facebook, Twitter, YouTube, LinkedIn, DailyBooth and many niche destinations. With all the noise compared with signal, how do you start a social media program that works whether it is for a small business, a start-up, a product, a service, an organization or a brand?

The simple answer: details and scope of your social media execution should be based on what your goals are. Goals can be set on macro and micro levels. In large organizations, it’s a must that each business unit, team or department flows in sync to achieve the company’s social media goals.

It sounds simple — but executing it properly is not a simple matter.

There is no shortage of ideas

  • Gather the best ideas people from your organization. They do not necessarily have to be the upper management or executive-level types — sometimes the best ideas come from the mail room.
  • You’re a one-man or one-woman operation? Ask your friends and clients to collaborate with you. You’d be amazed at the ideas they’d come up to help grow your business or develop your personal brand.
  • Set clear goals that are approved and supported by the ultimate decision-maker of your social media program – the guy who has your program in his or her P&L.

Execution

  • Define your program requirements. Now that the goals are set and you have ideas — social media program managers need to create the scope of the program and the requirements list.
  • Any scale of social media program should consider these requirement areas:
  1. Define rules and variables
  2. Type of creative and development assets needed
  3. The resources you need to execute
  4. Identify distribution channels
  5. Performance metrics (data!)
  6. Risk and change management (Plan B/Plan C, in case Plan A sucks!)

You’re not a techie or a media person and don’t know anything about how all these social media tools can help you grow your business and shape your personal brand? Start small. Really small.

  • Check out Tumblr, a social media site that allows you to share information in various forms of media. It’s very easy and simple to use. Content can be auto shared to your Facebook and Twitter accounts. I use it more for fun!
  • WordPress is great for small or large operations. Highly customizable and an array of social and ecommerce plug-ins is available. We’re using it for a number of small and medium-scale client projects.
  • Get comfortable with exploring new technology and social media destinations. Be curious. It’s a great way to understand and learn about the demographic you’d like to engage your services or products with.
  • Build on top of what you’ve learned.
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