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.
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.