July | 2010
Being an Innovation and Social Media evangelist at Wipro, there are a few questions which come back frequently to me while interacting with Brand & PR managers – Am I doing enough on Social Media? Can I bank upon it as a channel of marketing/sales? How do I know if I am being effective?
Following is an approach to ascertain whether your organization/brand is following a good Social Media strategy and test how strong your Social Media harness really is.
1. Defined roles
a. Do you have a Social Media leader in your organization? 4 points
b. Is there a defined role and KRA for that leader? 2 points
c. A social media execution team to go with it? 3 points
2. Ubiquitous presence - Presence on Social Media channels is a relative thing. A niche brand might do well by not only creating its own community but also connecting to customers on other popular social networks. Below are some broad classifications of Social Media channels that exist today.
a. Popular channels – Channels where your customers go frequently.
b. Targeted channels – Focused content targeted towards women, men, teenagers etc.
c. Concept channels – Channels heavily into content for gaming, music, cooking etc.
d. Professional networking channels – Opportunity zones for businesses to connect to prospects, leads and business community
e. Bookmark channels – Users share, organize and manage interesting links from the web
3. Tenets of the new media
a. Content – Do you create content for your customers on products, services or in general about your brand? 3 points
b. Creative – Do you strive to make the content creative, interesting and insightful? 3 points
c. Collaboration – Do you allow/encourage your customers to give feedback, collaborate, and crowdsource ideas? 4 points
d. Reach – Does your website link back to your social media initiatives? 3 points
4. Monitor A successful social media strategy entails implementing a listening platform that lets you view relevant conversations happening around your brand and products in real time and analyze them to make it meaningful and actionable.
a. Have you implemented a Social Media listening platform for your brand? 4 points
b. Do you analyze the reports and bring upon changes in your Social Media strategy? 5 points
5. Crisis communication
a. Does your Social Media team know how to handle a crisis and communicate it internally or externally? 3 points
b. Is there a defined crisis communication approach in the organization? 4 points
So what was your score?
The above points are indicative of a broad based Social Media approach. Inviting a Social Media consultant for assessment and analysis would work well for organizations.
It would be interesting to know your comments on this.
Ramanujam Srinivasan is a Enterprise Innovation Evangelist/Lead Technology Architect in Retail, Consumer Goods, Transportation and Government vertical of Wipro Limited. He is an Innovation and Social Media evangelist responsible for the online and social media initiatives. He has conceived and built Wipro's Social Media offering known as 'Digital Marketing Cockpit' which includes online brand monitoring, search rank analysis, community building and real time price monitoring. He is also the creator of TINA - 'The Intelligent Next Gen Associate' - an automated robot and platform, and works actively to develop unique solutions on user experience devices/concepts such as Android, Microsoft Surface, Augmented reality etc.
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