Execution: Meeting Goals, Community Sourcing and Creating Shareable Content (OMS Conference Notes)

What to Use Your Social Media Account(s) For:

• Stay in touch
• Give them opportunities
• Share fun, relevant, related information
• Information Source – pull user created content to fill your blog, site, emails, etc.
• Define and manage  your brand
• Make announcements
• Discounts/deals/promotions
• Share videos/podcasts/blogs you’re placing elsewhere
• Answer customer concerns and complaints
• Troubleshooting/support

Tactical Goals

• Acquisition
• Retention
• Reactivation
• Engagement with influences

Campaign Goals

• Define key messages, audiences, channels, stakeholders nad spokespeople
• Agree on targets, objectives and strategy
• Evaluate social media tools
• Create a cross-functional approach
• Agree with a light-touch editorial approach
• Write internal policies and terms of use
• Try using your IT policy for email and sway “social media” for “email”
• Implement social media monitoring
• Criticism is inevitable, plan for an attack
• Appoint a social media person/team
• Conduct appropriate training
• Define metrics and determine ROI

Metrics for Social Media

• __ number of website visitors per month via Social Media channels
• __ number of new Twitter followers per month
• __% increase of visitors to the blog
• __% of positive brand mentions from month to month, quarterly, etc.
• Engagement levels
• How many mentions across channels?
• Number of fans
• How many blog articles and comments?
• How many people are watching videos?
• Sentimental analysis (comparing positive vs. negative)
• What do you web stats show?