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Chapter Resources

Section 1: Understanding the Fundamentals of Social Media

Chapter 1: Who Needs a Social Media Strategy?

  • Defining Social Media

  • Who Can Benefit from a Social Media Strategy?

  • So What?

  • Conclusion

Chapter 2: What is a Social Media Strategy?

  • The Essence of a Superior Social Media Strategy

    • Superior strategists assess the competitive landscape

    • Superior strategists make big-picture choices

    • Superior strategists coordinate the choices

    • Superior strategists coordinate the choices into a coherent path forward

    • Superior strategy results in an orchestrated set of tactics

  • Conclusion

Chapter 3: What are the Benefits of a Social Media Strategy?

  • The Benefits of Strategy

    • A sound strategy helps guide your deployment of scarce resources

    • A sound strategy helps coordinate people and resources

    • A sound strategy provides a powerful message to educate employees in the organization

    • A sound strategy provides stability during tumultuous times and crises

  • Conclusion

Chapter 4: The Social Media Cosmos

  • Functional Perspective

  • Dynamics Perspective

  • Experiential Perspective

  • Conclusion

Section 2: Crafting Your Strategy

 

Chapter 5: Understanding the Competitive Environment

  • Stage 1: Facts – Collect relevant facts

  • Stage 2: Anchors – Isolate the essential analytical anchors implied by the facts

  • Stage 3: Judgments – Make judgments based on the analytical anchors

  • Stage 4: Validation – Validate your judgments

  • Conclusion

Chapter 6: Coordinates

  • Characteristics of Superior Coordinates

    • Superior coordinates represent tough, “big-picture” choices about what to do and what not to do

    • Superior coordinates enrich one another

    • Superior coordinates robustly define the operating space

  • Principles for Formulating Coordinates

    • Respect the “unequal dialogue” in your organization

    • “Don’t fight the last war”

    • Know when to play offense, defense, and use special teams

  • A Discussion Protocol for Crafting Coordinates

    • Review your competitive analysis and seek out hidden connections

    • Construct a “brain-prodding” chart

    • Discover clusters of goals or pods of insights

    • Label and evaluate the pods

    • Determine how the goals could be linked together to accomplish something unique and spectacular

  • Conclusion

Chapter 7: Channels

  • Channel Dynamics

    • Channels connect senders and receivers

    • Each channel has a unique capacity to transmit particular types of signals

    • Channels cultivate unique conventions, customs, and norms

  • Principles for Selecting Channels

    • Select platforms that sync with your coordinates and your target audiences’ preferences

    • Consider niche-like platforms that may serve your needs

    • Select platforms that you can master on a tactical level

  • Strategic Channel Selection

    • Systemically study a wide variety of potential social media platforms

    • Evaluate and select the platforms for active and passive management

    • Craft a “job description” for each channel

    • Bundle the channel “duties” into manageable jobs for your social media team

    • Assign the right person or team to the tasks

  • Conclusion

Chapter 8: Content

  • What Are My Content Options?

  • Who Generates the Content?

    • Internally-produced content

    • Curated content

    • Co-created content

    • User-generated content

  • How do I Select the Right Content?

    • Coordinate aligned

    • Audience sensitive

    • Channel compatible

    • Category apportioned

    • Feedback driven

  • Conclusion

Chapter 9: Connections

  • Understanding Connectivity

    • Nodes

    • Links

      • Direction

      • Capacity

      • Volume

  • Networks

    • Hubs

    • Hinges

    • Path length

  • Connection Principles

    • The pattern of connections (network) is more important than the strength of individual components (nodes)

    • There are tradeoffs associated with every type of network

    • Networks have both structural and emergent properties

  • Connections Matrix

  • Crafting Network Strategy

    • Identify a broad range of nodes and links

    • Map out and evaluate your existing network structure

    • Mix and match your connection strategies

    • Develop the skills and commitments to match your connection strategies

    • Judge effectiveness based on the strategy employed and the ease of reaching “bullseye nodes”

  • Conclusion

Chapter 10: Corrections

  • Sources of Errors

    • Attention

    • Speed

    • Habits

    • Thinking biases

    • Organizational structures, procedures and protocols

  • Corrections Matrix

    • Minor oversight

    • Modest gaffe

    • Missed opportunity

    • Major blunder

  • So What?

    • Detect patterns of errors

    • Build an eagle-eyed radar screen

    • Augment your radar screen by recruiting and maintaining your own friendly spy network

    • Build an experimental lab

    • Determine what type of corrective action to take

    • Set up a regular assessment process

  • Conclusion

Chapter 11: Syncing the Strategy Dots and Crafting Action Plans

  • Test 1: The Coordinate Test (note: the following questions apply to a specific example)

    • Will the selected channels increase your target audience’s attendance at your event?

    • Will your content choices increase your target audience’s attendance at your event?

    • Will your connection choices increase your target audience’s attendance at your event?

    • Will your correction plan increase your target audience’s attendance at your event?

  • Test 2: The Synergy Test

    • Are the channels aligned with your message choices?

    • Are the channels aligned with your connection decisions?

    • Are the channels aligned with your correction plan?

    • Are the message choices aligned with your connection decisions?

    • Are the message choices aligned with your correction decisions?

    • Are the connection decisions aligned with our correction plan?

  • Test 3: The Translation Test

  • Test-Taking Advice

    • Don’t assume that because you passed test 1 that you will ace test 2

    • Solicit the opinions and insights of others

    • Expect imperfections

  • Conclusion

Section 3: Assessing Results

Chapter 12: Develop the Assessment Protocol

  • How We Fool Ourselves

    • Focusing on one or a few metrics

    • Neglecting to identify underlying actionable issues

    • Failing to take the situation into account

  • Purpose of Assessments

    • Setting benchmarks

    • Orienting management processes

    • Identifying continuous improvement opportunities

  • Developing a Social Media Assessment Tool

    • Coordinates

      • Our social media efforts help us meet our business goals

      • We have the proper communication goals to support our business goals

      • We are meeting our communication goals

      • We have the right measures for our goals

      • Our goals are aligned with one another

  • Channels

    • We have selected the proper platforms to meet our goals

    • We have clearly defined roles for our different platforms

    • Our core audiences consistently use our selected platforms

    • We share the right type of content on our platforms

    • We properly manage the logistics of our platforms

  • Content

    • Our content resonates with our core audiences

    • We have the right mix of different types of content

    • Our content creates a consistent brand image

    • We have the right mix of in-house-created, user-generated and curated content

    • Our content syncs with our goals

  • Connections

    • Our social media platforms logically link to one another

    • Users can easily connect to our target site

    • We have the right internal organizational relationships to properly manage our platforms and related content

    • Our social media platforms properly link to our other communication tools

    • We are connected to the right communities to achieve our goals

  • Corrections

    • We have in place mechanisms to quickly detect social media gaffes and identify emerging opportunities

    • We avoid making the same kinds of mistakes

    • We consistently and quickly correct errors

    • We have informal protocols in place to regularly review performance and detect trends

    • We have a formal process in place to review our strategy and performance on a quarterly or semi-annual basis

  • So What?

    • Do your homework by collecting relevant metrics and holding discussions with a wide range of people

    • Embrace the debate

    • Acknowledge the relationships between the 5 Cs.

  • Conclusion

Chapter 13: Measuring Social Media Effectiveness

  • Step 1: Master Metric Language

    • Audience composition

    • Traffic patterns

    • Engagement measures

    • Community sentiment

  • Step 2: Dive Deeper into the Measures and Analytics

    • Platform-specific measures

    • Non-platform-specific measures

  • Step 3: Avoid the Metrics Minefield

    • Resist being seduced by the glamour metrics

    • Don’t assume that metric language transfers across platforms

    • Watch out for comparisons across organizations and time

  • Step 4: Match Metrics with Your Assessment Plan

  • Conclusion

Chapter 14: Crafting the Social Media Assessment Report

  • Key Principles

    • Analyze your audiences

    • Establish the right comparison points

    • Spotlight the return on investment

    • Highlight connections between social media platforms, other communication tools, and events

    • Focus on continuous improvement

  • Main Sections of the Assessment Report

    • Introduction

    • Limitations

    • Comparative framework

    • Data and analysis

    • Success stories

    • Conclusions and recommendations

    • Appendices

  • Conclusion

Chapter 15: The Mindset of a Strategist, the Sensibilities of a Professional and the Zeal of an Enthusiast

  • Strategic Mindset

    • Strategists are always grounded by the current reality even as they envision the next steps forward

    • Strategists focus on making the right tradeoffs

    • Strategists cultivate synergies

  • Professional Sensibilities

    • Professionals are committed to a core set of values and related ethical standards

    • Professionals cultivate collaborative, respectful relationships with others in their organization

    • Professionals exercise good judgment

  • Enthusiasts’ Zeal

    • Enthusiasts have fun, within limits

    • Enthusiasts devour the latest news and trends in their field

    • Enthusiasts experiment

  • Conclusion

Glossary of Terms

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