31. Content Relevant, timely and credible content is a critical success factor for any social media platform. External Influences User Input Community Interests Personality User Comments Passion Topical Issues Authenticity
32. Resources Do you have resources – funds, staff – dedicated to social media? Do you have (or have access to) relevant skills, expertise? Are you committed for a pilot or long-term? What is your funding model? Social Media Costs
33. Team Requirements A social media strategy requires a dedicated cross-functional team to design, develop and manage the program. Social Media Strategy
34. Rules of Engagement A social media program requires clear, simple rules of engagement for users, contributors and editors.
35. Process A social media program requires a streamlined, dedicated governance process to direct execution. Social Media Strategy Blogger Training
36. Branding What is the positioning of your social media platform(s)? What are key themes? What is the look and feel? Does your platform brand fit the content? The community? How does your branding fit with related corporate platforms or identities?
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38. Will you pull traffic to site…or push content to users?
39. What are your big draws – content, people, user experience, service?
40. What tone and tools are appropriate for your community?
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42. Realistic Expectations Social Media is not just technology – it’s a strategic and cultural mindset… so it may take time to get traction Forget about concept of “controlling” information or conversation – the best you can do is contribute It usually takes time to get attention and build an audience Popular networks have easy entry, but are crowded There will be negative comments and a few who strain the boundaries…but typically the community will self-regulate Social media requires sustained commitment and dedicated resources You will make mistakes…and learn along the way Valuable content wins out in the end