Force yourself to start with the goals & objectives before thinking of the social media tools

When planning a social media program you should never start with questions such as “what should we do with Pinterest” or “is Youtube the right channel for us?”. Surely these questions needs to be asked, but at a later stage.

I know it’s hard, but you must force yourself to start with clearly defining what you want to achieve? If “just exploring what these tools can do for me” is your objective, that may pass, but you must then be honest to yourself and measure the result towards that goal.

Social CRM strategy

Clearly define your goals

Most likely you’re looking to increase revenues, reduce costs, enhance your brand or increase your customer satisfaction. What are you going to do to impact these metrics and what values should you assign to them?

Clearly define how success is looking like.

Pick the right strategies

I’ve cherry picked five keywords for you to easily create your strategies. Will you be listening to what people say about your brand in order to do customer outreach in social media channels, and hence improve customer satisfaction? Or will you talk on social channels describing your products hence increasing sales?

Identify the right people

No social media program will work unless you have skilful and motivated people. By now you know what you want to achieve and how you’re going to do it. Now is the time to find the right people with the right skill set.

Select the channels, tools & technologies

You’ve now decided how success will look like, f.ex. how much you will need to reduce costs, how you’re going to do it and who will be doing it. Only now should you think about what social media monitoring tool you need, wether Pinterest is the right platform for you or not, and if you should be on Facebook or Google+.

Planning and executing social media programs can be difficult enough, alas there’s no need to over complicate the methodology used to get there.

I do workshops on the above topic both online and onsite, let me know how I can help you!


About Joakim Nilsson

I've this thing that I'm obsessed with helping brands and organisations to make better use of their social media data... so in 2013 I launched the SCRM Cloud, now a Paris based Social CRM agency providing some of the biggest names and brands with technology and professional services for social media monitoring, analytics and engagement. My +10 years experience in various online marketing & communications roles have provided me with a solid grounding in both operations and strategy, most notably as Head of social for one of Europe's largest iGaming groups. Having an entrepreneurial mindset and genuine passion for Internet applications spending part of my time as a small seed investor with various Internet start-ups such as; Curious Hat (500startups), Casumo, Casino Saga, FundedByMe, Nordic Design Collective, Kyoogi, AvalanShare, Unified Inbox, Åre Water, Virtuous Vodka and NOA Potions.