Not Social But Community Strategy
August 27, 2012 § Leave a comment
Your organization does not need a social strategy but a community strategy. Defining your community is essential to having a successful social presence.
There are a few simple rules your organization needs to follow:
1) Who is responsible for the community? Every community has a leader – one who drives the conversation and maintains interest in the community.
2) Build your community profile. What does your community look like or more importantly what do you want your community to look like?
3) Invite them. You need to create a reason for these people to join. What makes your community so compelling?
4) Engage them. Once you have them, how are you going to keep them? It’s not simply through content but dialogue – get them started by creating an outreach to each new member with the intention of keeping them engaged for the first few weeks.
5) Growth. How do you want to grow – selectively or open invitation? The bigger the community does not always equate to a larger return on investment.
6) Platform. What platform/s (forums, email, etc.) will you leverage?
7) Content. It’s all about content. You MUST have an editorial calendar or content calendar planned well in advance – this can’t simply be a ‘fly by the seat of your pants’ kind of plan for obvious reasons.
8) Measurement. How will you measure success? What will be your success metrics?
To be successful you must have a detailed plan for your community. Don’t plan in a vacuum; make certain you include all stakeholders in your planning process – otherwise you may find yourself having to go back to the proverbial drawing board.