Interactive & Social Media Strategy

This is not about Facebook or Twitter. This is about a board range of on-line communities that your clients are participating in or need to participate in. This is about organizational and client networking. This is about knowledge sharing and customer experience management.  Today many B2B organizations are dabbling in the interactive and social media space, but they have not strategically integrated into their larger business strategy. Social Media adds a whole new set of considerations and needs to by methodically and strategically planned, executed and measured to have its fullest benefit.

Best practices include:

• Considering the use of or impact of social media in business/marketing strategies
• Integrating interactive and social media with other media/campaign elements
• Getting a broad understanding of the new considerations, issues and opportunities associated with deploying interactive and social media
• Enabling the sharing of relevant content (not a product or a service push) in the social media arena and being prepared to manage the outcomes of the discussions both on-line and off-line

There are four areas of focus in our interactive and social media strategy services:

• Discovery – understanding an organization’s starting point prior to strategic planning and the development of social media and interactive tactics is often a necessary. Do you know what is being said about you, by who and where? This effort not only ensures that the current state is defined by facts prior to planning the future state, but it helps organizations understand the unauthorized and frequently unintentional engagements they already have in the social media realm. Having difficulting building a business case for Social media? The discovery phase is the single most important step you can take to get your executive team on board.
  
• Strategy – includes the development of social media and/or interactive organizational goals and objectives. Defines the role of interactive and social media at the company level, including establishing roles and responsibilities, necessary process modifications and initial measurement approaches.
• Planning and Execution – includes the development of social media and/or interactive campaign specific goals, objectives and target audiences in an integrated fashion.
• Measurement – involves integration of interactive and social media with other marketing measurement activities. May also include a general upgrade to marketing measurement and management as indicated. Interactive dashboard development may be included.

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