Every time you log in to LinkedIn you see that little “% complete” bar just sitting there, nagging you. Maybe you give in and fill out all the details LinkedIn wants, or maybe you procrastinate and let that 40% stay at 40%. My advice? Complete that thing. You’ll thank me later.
The way I see it, there are two ways of getting into social media:
1) Dive right in and see what happens or
2) Apply a sound method to what you’re doing.
Both ways can lead to success but if you put some thought into your social media efforts, your likelihood of success will surely increase. Also, when you’re trying to get a company (vs individual) started in social media, the “see what happens” approach may not be an option.
The following framework is one tool you could use to go about thinking and planning your social media program. It’s based on the GO MAD thinking framework. Here, I’ve applied it to social media. I originally presented this framework at ad:tech Sydney 2010. The full presentation is below for your reference. The actual framework starts on slide 7.
Do you have a goal you want to achieve? If it’s something like “Increase customer engagement” then you actually have no goal at all. It’s too generic. That is, if that’s a goal, when will you know that you have achieved it? Instead, set your goals using the SMART technique and you’ll know exactly when success happens.
Even if you have the best of plans for taking your company social, you won’t get very far without buy-in from the powers that be. (Well, unless you’re a one-man show, at which point you have all the buy-in you’ll ever need!) But how do you get buy in? Do you take a risk and start your social media activity and hope that your results are so self-evident that they convince others of the need for a social media program? Or should you rather start by getting buy-in before you do anything else? In my job at Real Insurance I jumped right in and got VERY lucky in that the whole thing didn’t backfire. If I were to do it all over again, I’d take my time and get buy-in first. Here’s my advice as to how you should go about getting started.
If your company is just starting off in social media, the first thing you should do is get buy in from some key stakeholders in your company. The most effective way to do this is to get them involved in your plans early on. An early way to get them involved is by holding a brainstorming session.