Editor's note: See Lee in person at the MarketingProfs B2B Forum, Driving Sales: What's New + What Works. Catch her session on "Creating a B-to-B Social Media Strategy: A Guide to Defining It and How Your Company Should Take the Social Media Plunge." Sign up for the event and use promo code ESPK08 to save $200 on the registration fee.
"Three Factors to Consider Before You Jump on the Social Media Bandwagon," the first in this two-part series of articles, talks about your market, your competitor, and your buyer—the three factors to consider when creating a social media strategy.
In this article we'll dive into the fourth factor—assessing your company's readiness, which consists of three key areas: resources, content, and culture.
1. Do you have the resources you need?
Even if you're just monitoring the social-media conversation, you'll need to dedicate time to listen, evaluate what's being said, and share important information with others.
And when you're ready to join the conversation, you'll need a knowledgeable resource that has time to respond in a thoughtful and helpful way, and on a regular basis (at least weekly).
Questions to ask:
- Who inside my organization is leveraging or participating in social media?
- What resources or tools are available to monitor destination sites (weekly)?
- Who is currently responsible for publishing new content for our Web site and customer communications?
- Can our experts set aside time to share their knowledge on a regular basis? Realistically, how often would they be able to participate? Can they play a roll in defining key issues to be addressed?
- What PR activities can be leveraged?
What to look for:
- Identify persons who are already active. They'll be the best in terms of having the passion and understanding the commitment level it takes. They may even be willing to put in some extra hours to get things started.
- Find out who already produces content for your organization (whitepapers, seminars, or training). Typically, these are your true experts and they're already in the mode of sharing information.
- If you're communicating on a regular basis with customers and prospects, talk with those responsible about sharing resources and content.
- If you have an outside PR group, find out if it can create relationships with A-listers and influencers and feed you key industry insights.