vince alexander

People…Objectives…Strategy…Technology… As the landscape of the social web explodes with developments, new entrants and increased utility, business leaders wonder how to capture the attraction of all this “social stuff” to meet business objectives. Leveraging social technologies is becoming an important aspect of any strategic planning process as more and more markets are engaging customers and achieving effectiveness in their marketing efforts.

Social Engagement

The POST Method: A systematic approach to social strategy

In any other business endeavor we start by figuring out what we want to accomplish. Social technologies are not magic. They accomplish things, too. It’s time to stop doing social because it’s cool. It’s time to start doing it because it’s effective.

POST STRATEGY

P is People. Don’t start a social strategy until you know the capabilities of your audience. If you’re targeting college students, use social networks. If you’re reaching out business travelers, consider ratings and reviews.

O is objectives. Pick one. Are you starting an application to listen to your customers, or to talk with them? To support them, or to energize your best customers to evangelize others? Or are you trying to collaborate with them? Decide on your objective before you decide on a technology. Then figure out how you will measure it.

S is Strategy. Strategy here means figuring out what will be different after you’re done. Do you want a closer, two-way relationship with your best customers? Do you want to get people talking about your products? Do you want a permanent focus group for testing product ideas and generating new ones? Imagine you succeed. How will things be different afterwards? Imagine the endpoint and you’ll know where to begin.

T is Technology. A community. A Social Network. A blog or a hundred blogs. Once you know your people, objectives, and strategy, then you can decide with confidence.

The body of people in your business goes beyond marketing and unless all parties are “connected” to the purpose social media could hurt your business.

One thing is certain. Unless you have a plan of strategies, initiatives, measures and knowledge then the end result may not be what you wanted for your business. Get it?

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