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© 2011
© 2011
© 2011
© 2011
Nobody cares what your
Klout Score is..…………
© 2011
Nobody cares what your
Klout Score is..…………
© 2011
© 2011
© 2011
© 2011
© 2011
© 2011
© 2011
© 2011
© 2011
Social Web – Post
analysis
Define your target audience is and plan
accordingly. Do we want to engage your
customers directly? Or, do we want to engage
other like-minded organizations in the same
‘business’ ? Do we have the appropriate
resources to converse and engage on Social
Web?
What are we trying to accomplish? Are we
trying to communicate directly with our customers
– to engage in direct conversation? Or, are we
attempting to demonstrate subject matter
expertise? Is our goal customer service? The
answer to these questions will determine our
Strategies and which Social Web technologies
we choose.
How are we going to accomplish
our Goals? Will we be using Social
Web as a broadcast tool – for Calls
to Action? Or, will we be engaging
constituents in deeper and broader
conversation? Again, this influences
or choice of tools.
With literally thousands of Social Web channels to
choose from, this can be an interesting challenge.
For most organizations, it makes sense to start
small, stable and proven and then expand as
required. A review of what peers are doing is also
prudent.
A starter toolkit normally involves a broadcast tool
(Twitter); a conversation tool (FaceBook); a video
channel (YouTube, Vimeo); and a ‘Business to
Business’ channel (LinkedIn). 14
© 2011
2. Build a Relevant Presence
After identifying key organizations
and it will be important to Connect
with the top 5% of this constituency
to give you credibility.
1. Evaluate the Landscape
Identify established channels,
influential organizations and users
as well as editorial themes and
content. This research is critical
before establishing
any kind of Social Web presence.
4. Use your Influence
You can then amplify and scale by
arming active users information and
the tools they require. This also
represents the ‘tipping point’ – when
you can begin to use your Social
Web channels for appeals and
promotions. But, trust must be
earned.
3. Develop the
Community
Next, the need to move
community stakeholders from
being indifferent towards your
‘brand’ to champions and
advocates of the programs and
services you provide.
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What is Good Design?
© 2011
© 2011