Smart Business, Social Business: A Playbook for Social Media in Your Organization

9. Creating a Comprehensive Social Media Strategic Plan

Contrary to popular belief, crafting a social media strategy is actually the last step in the process of becoming a social business. First, a company must become completely aligned internally; that is, it has completely evolved into a more collaborative and integrated structure. It has comprehensively defined ownership of the social media function, established a governance model, and sourced and selected technology partners and agencies.

Creating a social media strategic plan is a comprehensive and detailed task that organizations handle in a variety of ways, depending on their size and structure. Some companies create a strategy that encompasses an entire fiscal year and then create smaller ...