Your social media strategy is only as smart as the questions it answers.
Here are eight I recently worked through with a client:
- What are your goals? You want to have a clear goal for using Facebook, Twitter, Blogging, etc. This is the best way to save time, get results, and know if your strategy is working or not.
- Who really are your people? What makes your people talk about you? What deep emotional need do they satisfy by supporting your organization? How do you know that you really understand them?
- What makes your org awesome? Why is your organization taking up space on planet earth? What do you offer that no other organization offers? If your organization was a Star Wars character, who would it be?
- Who’s your team? Do they really care? Are they likable? Are there clear policies and workflows that are clear and encourage participation? How supportive of social media are executive staff and other departments?
- How will you integrated with other channels? Where do you naturally have lots of attention? Events? Email? How can you “wrap” social media in and around things you’re already doing in a way that feels completely natural to your people? Bonus points if it feels exciting, fresh and innovative!
- How will you launch? What are the steps in planning, preparing, rallying cultists, and taking advantage of trending effects (blogger outreach, Twitter chats, Facebook ads)? Who’s the conductor in the orchestra, and when does each instrument play their part?
- How will you keep people interested? How will you keep your people interested enough to take action, without making them feel like it’s all about your organization? What different ways can you create value (and meaning) for your supporters during and after campaign? How will you leverage the campaign’s momentum towards the next campaign?
- How will you prove to yourself you’re on track to achieve your goals? What will you measure, and how will you measure it? Notice how the emphasis is on measuring as a process towards achieving a goal and not a final step in a campaign?
You have more good questions, I’m sure.