The Marketing Leadership Council have published some useful principles for successfully incorporating social media into you mix.
- Savvy social media-ites can cite their business objective clearly and succinctly. All members of the social media team know what their efforts are designed to achieve.
- You've made principled decisions on your target audience. You know which customer segment to pursue and what social media vehicles they've adopted.
- You know your customers' outcomes and how social media facilitates the achievement of those outcomes <https://mlc.executiveboard.com/Members/ResearchAndTools/Abstract.aspx?cid=100159003> better, faster, and cheaper than other methods.
- You act on the intersection of customer outcomes and your organization's broader unique strengths, creating strategic social media advantage within your competitive set.
- Fast-cycle test-and-learn experiments comprise your tactical social media endeavors. Each experiment is hypothesis-led.
- The team holds hands and pre-commits to next steps based on each social media experiment's result. This facilitates buy-in upfront and limits time lost to analysis paralysis post-experiment.
- Teams lay out required resources for each experiment to boost transparency for budget owners and pave the way for measurement clarity.
- With ROI still a mirage for many, social media winners link transactional metrics to attitudinal and behavioral objectives that the broader organization knows have an impact on financial performance.
- Social media teams don't hide the ball. They are upfront with the risks each project faces, and utilize RACI methods to mitigate them.
- Social media teams tell other marketing teams how much more fun they're having working on this topic. What, you thought all ten were going to be serious? And I'm only somewhat kidding.'
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