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A Social Media Strategy Checklist
A Social Media Strategy Checklist
By Sean Carton
Why should you spend your ad dollars on social media?
That might seem like a silly question, given that everyone seems to be shifting ad budgets to hop on the social media bandwagon. But if you aren't asking it, you're asking for disaster. And if you can't answer the question with a comprehensive, strategic answer, you're wasting your money.
It might sound harsh, but a recent Center for Media Research report has me worried. After surveying more than 1,000 people with media buying or planning responsibilities, the center found that "having a presence on social networks" is one of the top priorities for media plans in 2010.
1. What are we trying to accomplish?
2. Why social media?
3. What kind of social media will help us best achieve our goals?
4. Are we prepared to let go of control of our brand, at least a little?
5. What will we do to encourage participation?
6. Who will maintain our social media presence?
7. Do we have the resources to keep this up, or will this be a short campaign?
8. How does engaging users via social media integrate into our overall marketing/communications strategy?
9. How do we measure success? What constitutes failure?
10. What will we do less of if we're spending resources on social media?
By Sean Carton
Why should you spend your ad dollars on social media?
That might seem like a silly question, given that everyone seems to be shifting ad budgets to hop on the social media bandwagon. But if you aren't asking it, you're asking for disaster. And if you can't answer the question with a comprehensive, strategic answer, you're wasting your money.
It might sound harsh, but a recent Center for Media Research report has me worried. After surveying more than 1,000 people with media buying or planning responsibilities, the center found that "having a presence on social networks" is one of the top priorities for media plans in 2010.
1. What are we trying to accomplish?
2. Why social media?
3. What kind of social media will help us best achieve our goals?
4. Are we prepared to let go of control of our brand, at least a little?
5. What will we do to encourage participation?
6. Who will maintain our social media presence?
7. Do we have the resources to keep this up, or will this be a short campaign?
8. How does engaging users via social media integrate into our overall marketing/communications strategy?
9. How do we measure success? What constitutes failure?
10. What will we do less of if we're spending resources on social media?
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