Monday, February 16, 2009
The authors of Groundswell (who also have day jobs at Forrester Research) have put together this very helpful and straightforward methodology for planning your social media strategy; it's called POST. I strongly encourage you to read the entire post on their website but here is an overview.
Note that choosing the technology(ies) to power your social media program is THE LAST STEP in the process. Why? Technology is just a tool. Figuring out who you are trying to reach and what you want them to do always comes first.
Before you leap out into the social web...
1. Determine who you are trying to reach online. Who are the PEOPLE you want to connect with? What are they already doing online? Where do they hang out?
2. Determine your specific goal or OBJECTIVE, i.e. what do you want to do with social media, i.e. reach your major donors, involve members in the creation of a new service or program, connect your volunteers to each other, etc.
3. Decide what you want to change and how you will know if that change occurs? In other words, 1 year from now, how will you know if you your social media experiment has succeeded or failed? What will be different? This plan for change is your STRATEGY.
4. Choose the right TECHNOLOGY/tools to get you there. For example, you might create a invitation-only social network to bring your major donors together and connect with them regarding how their dollars are being put to use. On the other hand, a wiki might be the best tool for building a new program or curriculum in concert with your members.