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Make social media a capability not a campaign:
The document outlines 4 steps to creating a sustainable social media program: 1) Listen to conversations to understand customer sentiment and competitor activity, 2) Learn from insights by taking action, 3) Engage where customers are while defining the role of each social media platform, and 4) Replicate successes by documenting metrics and processes so others can repeat and refine results over time. The goal is to make social media an integral part of business operations that can achieve goals and be repeated.
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Editor's Notes
- #3 According to a recent study only 12% of companies think they are successful in their social media efforts this might be because 40% of the respondents cited they have not social media strategy in place.
- #21 . In many cases this will require several people to get an answer, make a comment or add to idea pipeline. To streamline cross-functional collaboration Radian6 allows you to create workflows around most content types across the social web. This would allow you to be notified if a customer posted a tweet that mentioned \"service down\". This tweet could then be routed to a customer support person to follow up on. The customer service example is an obvious one.
- #29 Once you have identified places you plan on engaging with customers,
- #30 Successful experimentation should have a basic hypothesis on what conclusions can be drawn by using social media.