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Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program by Tom Funk

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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.

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