In 2011, the discussion among businesses has largely shifted from “should I be in social media?” to “I am using social media, how can I be most effective?”
I offer a series of questions you need to ask and answer to be effective.
- When was the last time you updated your social media strategy. If your answer here is “what social media strategy” you need to develop one before you do anything else. If your answer is “not since we started” and your effort is more than 3 months old, it is time to revisit your strategy and make sure it is as targeted and effective as possible.
- What do the metrics say? Look at the measures you outlined in the strategy. If you have met them, then move on to another goal. If you have not met them, take stock of whether a new approach or a refinement in strategy are warranted.
- Why are you using the social media you are using? If you can’t name a strategic reason for each tool you are using (and, no, “because everyone else is doing it” is not a strategic reason), then you need to either find the answer or change course. There are an endless number of social networks and more born every day. If you don’t take the time now to be strategic you will quickly find that you are spread to thin with no results to show.
- Who is responsible? A great plan needs to be implemented. If you haven’t defined the resources in terms of time and people, you need to do that ASAP.