Sunday, February 15, 2009

Five Social Media Strategies

From BuzzBin

In our class this week, we discussed several strategies presented in Groundswell. To augment next week’s reading and to benefit Buzz Bin readers in general, I’ve compiled several other social media posts that have been published here or on the Now Is Gone blog. These methodologies and frameworks can either form strategies or inform larger, more complicated efforts

Influencing Journalists Using Social Media – The Fifth Estate manifesto outlined the dynamics between traditional media (sometimes dubbed the fourth estate in communications circles) and social media. This strategy was also discussed on Now Is Gone in the Public Relations Long Tail. Intelligently deployed influencer relations strategies can be used to cause a “fifth estate” social media “groundswell,” which attracts the attention of newspapers, TV reporters, etc.:

In essence, the community informs the media when a story reaches a level of importance. The Fifth Estate has become the ultimate source.

Confederated Social Media – Large unwieldy corporate and nonprofit organizations cannot deploy social media from corporate communications. “Instead of trying to control the social media effort under one roof, confederated models try to empower individual stakeholders in the larger organization. A confederated model for a company or non-profit assumes and includes the following:

  • Lack of control on the local frontline
  • An engaged communicator who will use social tools, regardless of corporate communication activities
  • That same communicator will likely cooperate if they are free to communicate as they like
  • Corporate decides to build a framework of tools for local chapters
  • Tools include social network and blogging platforms, graphics, tagging guidelines, and social media best practice training and guidelines
  • A corresponding corporate initiative that embodies best practices
  • “Wayward” efforts are met with suggestions for betterment rather than enforcement
  • A continuing commitment by corporate to highlight great local case studies
  • A continuing commitment to enhance, better and promote the framework”
  • Water Strategy – In Think Liquid (the final chapter of Now Is Gone), it’s important that the strategist acknowledge that tools and technologies and applications evolve rapidly in social media. The community moves relatively rapidly from social network to social network, from blog to blog. Popularity can be measured in years or even months. To remain relevant, marketers will be forced into a constant social media adaptation process. They will need to be liquid, moving with their community.

    Participation Is Marketing – With a fractured, traditional media marketplace and new social media channels, message control is dead. Participation is marketing is not new (as Rich Becker likes to remind me), but it is reborn because of social media. Most marketers can recognize the traditional participation approach with community evangelists (usually non-profits and philanthropic efforts — see the National Business Community blog). Successful social media marketing efforts require companies to become a part of the community. Case studies are listed.

    Team Social Media – Small businesses and consultants often feature an individual as the face of the company. But companies and organizations that want to market on the social web for the long term need to deploy teams. This allows them to avoid the pitfalls of a “personal brand” departure and nurture a social media presence built to last.

    Additional Resources

    Social Media Content Process: This process on Now Is Gone helps new and old communicators alike build social media content strategies from start to finish.

    Strategy — A primer on what exactly strategy is…



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