Best PracticesWhat Makes for a Winning Program
Think of your social media effort as a business within a business. As you would with a start-up business or a major internal initiative, write a project charter and business plan for your social media program. This is important for the following reasons:
- Social is still a new medium, whose goals and measurements won’t be understood or embraced across the enterprise unless you document them in writing, and
- The fast pace of change and frequent emergence of new social platforms and tactics means you need to define your priorities—and stay disciplined in pursuit of those priorities.
I know most readers ...