The document discusses using social media for business goals. It recommends defining your target audience and goals for social media use upfront. Specifically, whether your goal is direct customer engagement or demonstrating subject matter expertise. It also suggests starting with a few proven social media channels like Twitter, Facebook, YouTube and LinkedIn. The document outlines a four step process: 1) Evaluate established channels and influencers in your industry; 2) Build a relevant presence by connecting with key audiences; 3) Develop your community from indifferent to advocates; 4) Use your influence by providing supporters with information and tools to amplify your message.

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4. Nobody cares what your
Klout Score is..…………
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5. Nobody cares what your
Klout Score is..…………
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14. Social Web – Post
analysis
Define your target audience is and plan What are we trying to accomplish? Are we
accordingly. Do we want to engage your trying to communicate directly with our customers
customers directly? Or, do we want to engage – to engage in direct conversation? Or, are we
other like-minded organizations in the same attempting to demonstrate subject matter
‘business’ ? Do we have the appropriate expertise? Is our goal customer service? The
resources to converse and engage on Social answer to these questions will determine our
Web? Strategies and which Social Web technologies
we choose.
With literally thousands of Social Web channels to
How are we going to accomplish
choose from, this can be an interesting challenge.
our Goals? Will we be using Social
For most organizations, it makes sense to start
Web as a broadcast tool – for Calls
small, stable and proven and then expand as
to Action? Or, will we be engaging
required. A review of what peers are doing is also
constituents in deeper and broader
prudent.
conversation? Again, this influences
A starter toolkit normally involves a broadcast tool
or choice of tools.
(Twitter); a conversation tool (FaceBook); a video
channel (YouTube, Vimeo); and a ‘Business to
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Business’ channel (LinkedIn). 14

15. 1. Evaluate the Landscape 2. Build a Relevant Presence
Identify established channels, After identifying key organizations
influential organizations and users and it will be important to Connect
as well as editorial themes and with the top 5% of this constituency
content. This research is critical to give you credibility.
before establishing
any kind of Social Web presence.
4. Use your Influence 3. Develop the
You can then amplify and scale by
Community
arming active users information and Next, the need to move
the tools they require. This also community stakeholders from
represents the ‘tipping point’ – when being indifferent towards your
you can begin to use your Social ‘brand’ to champions and
Web channels for appeals and advocates of the programs and
promotions. But, trust must be services you provide.
earned.
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19. What is Good Design?
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