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Social Media 101: Tactics and Tips to DevelopYour Business Online by Chris Brogan

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Chapter 67. Starting a Social Media Strategy

Let's discuss the parts and premises of building a social media strategy. Remember that these are just some starting points. When I build strategy documents and plans with clients, we usually start in one small "need" corner, fashion a goal for that need, and then come up with the various paths that could get us there. Those paths are the arching strategies, and then we lay out tactics to fit those.

BEGIN WITH THE END IN MIND

Strategy isn't the goal. It's the path you plan to take to get there. So, let's lay out some goals, then talk through how to build a strategy to reach them. Here are a few sample goals. Feel free to add some to the comments at http://chrisbrogan.com/comments-from-101, if I don't cover yours.

  • Increase customer base.

  • Generate leads.

  • Drive sales.

  • Build awareness.

  • Make money from your content.

  • Establish thought leadership.

  • Educate customers.

  • Customer-source part of your product development.

  • Reach new channels of customers.

  • Improve internal communication.

QUESTIONS BEFORE THE STRATEGY

Before we go too far down any one path, we should ask some questions:

  • Are your customers likely to be online? Note that lots of people are online these days, but maybe you have a product or service that isn't frequently purchased via the Web. What's your story?

  • Are you ready to handle negativity? Platforms like blogs and videos allow for negative comments, and some company cultures aren't ready to engage with those opinions.

  • How will you incorporate this ...

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