Link to Google Form Self Assessment
Action:
- Company begins to listen and observe customers' and competitors' sentiments and tone on social media
Success:
- Measured by occasional mentions by customers, clients, or partners.
Elements:
- Individual employees use some social media without company involvement
- Company has no social media policy or strategy
- Company doesn’t consistently monitor social media mentions
Action:
- Company or contracted agency creates achievable strategy and enacts pilot program.
- Defined platforms and social media calendar including growth priorities.
Success:
- Measured by growing awareness and collection of appropriate persons to formulate strategy including platforms, risk strategy, and desired outcomes.
- Tracking of basic analytics begins.
Elements:
- Social media are used by single departments (pr, hr)
- Need for social media strategy is apparent
- No set procedure for responding to social media mentions
Action:
- Social media procedures are considered throughout company decisions both for informing decision making through clearly defined company culture as well as adding value and marketing opportunities.
Success:
- Measured by ROI in customer acquisitions and path to purchase.
- Lower costs on customer support.
- Company is seen as available, accurate, and authentic via social media.
- Company connections become visible and add value.
Elements:
- Social media is used for defined specific purposes
- Social media supports internal company culture through crossover and support of multiple departments
- Social media is a component of marketing campaigns
- Social media supports individual employees through recognition
- Conversation between company and customers, clients, or partners via social media
- Social media policy is clearly stated and known company wide
- Set procedure for responding to social media mentions
Action:
- Company maintains multiple platforms that cover varied content and tone with ease through inter-departmental enactment of social media strategy.
Success:
- Measured by established and well utilized company culture represented through all levels of company interactions.
- Observed metrics specific to lines of business.
- Specialized teams continue to work across departments to advance social media strategies, actions, and outcomes.
- All departments and company members are included in strategy and responsibility and enjoy social media roles.
- Company is known as solution facilitator to clients and partner companies.
Elements:
- Internal culture of cooperative network becomes evidenced and supported through social media
- Individual employees contribute to social media strategy and add value
- Customers, clients, and partners develop and enact social media collaborative campaigns, and spontaneously add value
- Structure for continuing collaborative campaigns becomes a priority in marketing strategy
- Internal company culture and external customer/client culture becomes integrated
- Company’s unique outlook and approach are solidified and celebrated internally and externally
By Even Howard based on: