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Nobody cares what your

Klout Score is..…………

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Nobody cares what your

Klout Score is..…………

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Social Web – Post

analysis

Define your target audience is and plan

accordingly. Do we want to engage your

customers directly? Or, do we want to engage

other like-minded organizations in the same

‘business’ ? Do we have the appropriate

resources to converse and engage on Social

Web?

What are we trying to accomplish? Are we

trying to communicate directly with our customers

– to engage in direct conversation? Or, are we

attempting to demonstrate subject matter

expertise? Is our goal customer service? The

answer to these questions will determine our

Strategies and which Social Web technologies

we choose.

How are we going to accomplish

our Goals? Will we be using Social

Web as a broadcast tool – for Calls

to Action? Or, will we be engaging

constituents in deeper and broader

conversation? Again, this influences

or choice of tools.

With literally thousands of Social Web channels to

choose from, this can be an interesting challenge.

For most organizations, it makes sense to start

small, stable and proven and then expand as

required. A review of what peers are doing is also

prudent.

A starter toolkit normally involves a broadcast tool

(Twitter); a conversation tool (FaceBook); a video

channel (YouTube, Vimeo); and a ‘Business to

Business’ channel (LinkedIn). 14

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2. Build a Relevant Presence

After identifying key organizations

and it will be important to Connect

with the top 5% of this constituency

to give you credibility.

1. Evaluate the Landscape

Identify established channels,

influential organizations and users

as well as editorial themes and

content. This research is critical

before establishing

any kind of Social Web presence.

4. Use your Influence

You can then amplify and scale by

arming active users information and

the tools they require. This also

represents the ‘tipping point’ – when

you can begin to use your Social

Web channels for appeals and

promotions. But, trust must be

earned.

3. Develop the

Community

Next, the need to move

community stakeholders from

being indifferent towards your

‘brand’ to champions and

advocates of the programs and

services you provide.

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What is Good Design?

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