Social Media Strategy Framework
As I spoken on the subject of web 2.0 technologies and social networking repeatedly over the last four years, I always been amazed by the number of CEOs and Directors that express an active interest in helping their organizations shape strategies, policies and practices in this space, yet see no benefit for them to learn or engage in it themselves.
Whenever I come across this, I’m reminded of a point that I’ve often heard Stephen Abram share with folks, paraphrased in my words here --- You can’t have informed opinion about the use and application of social networking tools, if you haven’t gained some knowledge yourself based upon personal exploration and experience.
Stephen actually posted some more great thoughts related to this in his recent post, Facebook is no fad. Here’s a quote related to libraries, that really resonated with me.
“information professionals have a professional obligation to learn and evaluate all major new technologies and determine when and where these might be useful in the service of learning, community and the social good.”
In order to learn and be knowledgeable about social media, quite honestly, you have to try it out and live for awhile in the space. The typical rules of engagement long formed by corporate growth and policy don’t apply to social media. Social media is all about the engaging individual (& their scope of personal influence) it’s not about extending your organization’s traditional marketing approach and techniques out into new channels.
Take a look Ross’s framework, I think it does an excellent job in supporting the notion that you need to learn and gain experience in order to understand the full capabilities that social media can offer your organization.
top-to-bottom buy-in of technology (not everyday usage) is what will propel the organizations of tomorrow.
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