5 Phases of Strategic Approach to Social Media

5 Phases of Strategic Approach to Social Media

According to Social Computing Journal, a strategic approach has 5 phases:

Phase 1 - Discovery
In this phase, we explore three variables:
1. People: Who are your prospects and customers, and how do they feel about your brand, service and products online?
2. Competition: What are your competitors doing online? Where can we overtake them? What is their online reputation?
3. Spiders: How easy is it for you to be found by an average searcher who may be searching for your products online?

Phase 2 - Strategy
In this phase, we explore the opportunities and establish the objectives of a social media plan - based on the lessons we've learned in the Discovery phase. Questions include:
• What do you want your prospects and customers to think of you, and how do you want them to experience you, once you've begun your dialogue?
This Phase is usually highly collaborative; and involves key players from around an organization, not just the marketing folks.

Phase 3 - Skills
Once we have developed a Strategy, we’ll review an organization's internal resources to identify gaps. Whose skills need building? How might we best train participants?

Phase 4 - Execution
As we prepare to implement our strategy, we determine which tools to use, how they interface with your existing infrastructure, and ensure the processes and platforms are properly tied together. We explore the following:
• Are your systems all operating together as desired?
• Are your company policies updated for blogging, texting and IM and other social media tools?
• Will your CRM system interface with your social media tools? How will you move people into your sales process?

Phase 5 - Maintenance
After the launch, Maintenance becomes the kit is in this phase, that a company’s commitment to social media approach becomes evident.