Zoetica Media

  • Home
  • Services
  • Speaking
  • About
  • Resources
  • Blog
  • Contact

Five Steps to Strategic Social Media Management

July 29, 2010 by Kami Huyse

Share this:
Twitter0
Facebook0
Google+0
LinkedIn0

 

Maturing in your use of social media requires a different way of thinking. Integrating social media into your communication practices is much more than getting a Facebook page, or starting to send out tweets on Twitter. You can see my full presentation on this topic below,

 

After conducting quite a few social media efforts for a wide variety of clients, I have found the following five steps to be the most critical to overall success. What would you add to these?

Five Steps to Strategic Social Media Management

1. Situation Audit: Know the Landscape

Social media shouldn’t sit by itself. it should be integrated with the overall communications and marketing program. Evaluate what you are already doing in social media with a simple SWOT Analysis to see what you could be doing better. Also, look at

 

2. Build a Business Case: Start With the End in Mind

PRSA has a really nice section on their website about building a business case for public relations. But it really comes down to managing expectations and spelling out opportunity costs for not engaging. And engaging goes well beyond publishing your links in social networks.

 

3. Become a Conductor: Plan It and Practice

 

The realities of the relentless need to create content in social media require you to make, and work a plan. It also requires you to be a sociologist, looking at what is needed in your stakeholder community that your organization is prepared to fill.

 

4. Human Resources: You Need an Orchestra of Voices

More than ever, the person running the social media team needs to be a conductor rather than a soloist. Moreover, the whole organization needs to be a part of that mix. There are subject matter experts (SMEs) in your organization that have amazing credibility with your stakeholders. You should be adding them to the mix. You also will be building a community that extends inside and outside of the organizational walls. As such, you will need a more open leadership style and need to build in relational objectives.

 

5. Measurement and Objectives: Proving It!

One of the hardest things that a communication professional faces is the overall expectation to prove the value of what you do. As a result, most people measure the easy stuff, Facebook friends, web traffic, and other numbers that can be very high and impressive looking. The problem becomes that this never satisfies the bosses, because they are looking to achieve business objectives like sales, legislation, donations, attendance, etc. The first measures are outputs, or interest, while the second set of objectives are outcomes or actions that are taken by your community, You have to measure both, the first is like asking for a date and the second is more like going steady, it requires committed action.

 

Measurement guru Katie Paine recommends a Kick Butt Index. Others like the Online Promoter Score. Olivier Blanchard has a pretty great set of resources on the basics of measuring ROI. And you can always read Mashable’s 100 Ways to Measure Social Media, or my own Social Media Measurement Triad and this one about measurement resources.

 

Finally, I have put together this Slideshare presentation that outlines these concepts in more detail. Would love to hear what you think is important to your social media program. What have you found to be invaluable to your approach in your organization? Always love to hear what is working.

Strategic Social Media Management March 2010

View more presentations from Kami Huyse.

Filed Under: Measurement, Strategy, Zoetica Talks DNA

About Kami Huyse

Kami Watson Huyse, CEO of Zoetica, is passionate about great communication. Working in Public Relations since 1994, and blogging since 2005, she has seen trends come and go, but one thing has stayed the same – people are looking for ways to authentically connect. She loves to connect with readers, so leave a comment or follow @kamichat on Twitter and connect there.

Subscribe to get the newsletter and premiums

Enter your email to subscribe:

  • LinkedIn
  • RSS
  • Twitter

About Zoetica

Zoetica Swish SmallWelcome to Zoetica! We are an experienced team of communicators led by Kami Huyse who are dedicated to teaching you how to bring your communication to life with sound strategy, community building and solid success measures. Check out our blog, Zoetica Talks, browse our Resources, and check out our Sevices.We can't wait to get to know you better.

Recent Posts

  • Which Social Media Platforms to Use for Business in 2023
  • Creative Professionals, Get Ready for the Artificial Intelligence Takeover
  • The 5 Social Media Trends That Will Shape the Industry in 2023
  • The 5-Part Visibility Plan That Will Help Promote and Grow Your Business
  • Are You Ready for AI in Creative Work?

Zoetica in the News

5 Tools to Measure (and Manage) Reputation in Complex Environment PR News Byline

2014 trends for public relations, marketing and social media | Business | Kentucky.com (mobile mention) 

Digital PR & Social Media Guidebook – Contributing Author

How Communicators Can Get Started with PR Measurement, PR News Mention

Proving PR’s Value in the Age of ROI—How to Tie Results to Corporate Objectives | Bulldog Reporter (Speaker)

A Gnawing Crisis in PR: Measuring The ROI on Social Media Channels, PR News Byline

Named as one of AGBeat's top 50 industry influencers in 2014

Will Houston B2B companies answer the social media call? - Houston Business Journal

Social Media Measurement Twitter Chat: Evaluating Impact of Social Media on Foundation Outcomes (with tweets) · RWJF (Moderator)

Top 100 Social Media Power Influencers in Houston 2013

Named as one of 30 PR Experts You Should Follow on Twitter by e-releases

BusinessWire Congrats for Making the Top 100 Women on Twitter

Posts by Topic

Zoetica Talks

 

#SMBHOU

Influencer Outreach

Best Ranked

Measurement

Book Shelf

Nonprofit and CSR

Community

Online Ethics

CoolTools

Social Media Tactics

Crisis

Guidelines

How To

Social Networks

Humor

Speaking

Trends

Strategy

Latest Tweets

Tweets by @kamichat
© Zoetica, LLC | Disclaimer | Terms & Conditions | Privacy Policy

Copyright © 2023 - Zoetica Media · designed/developed by Petersen Media Group