We suggest you view these two videos before reading this chapter:
Some reading this book are social media geniuses, whereas others are just starting. The interesting part is that no matter where you are in this cycle, there are four easy steps that should always be adhered to and revisited.
Even if your company is a social media trailblazer, it's important to always take a step back and make certain you are following the basics. This is similar to when two college football teams are preparing for the National Championship. In 2010, as Alabama and Texas prepared for the game, Alabama's philosophy was as follows:
“The focus will be on fundamentals and execution, rather than scouting Texas.…It's going to be important for us that we get back to where we're physical and aggressive in what we're doing,” Alabama Coach Nick Saban said. “That we play with the mental and physical toughness that kind of trademarks our team.”1
This was very similar to how Texas was striving to achieve excellence:
“It's like starting over and having a one-game season,” Texas coach Mack Brown said. “So you really have to go back and work on fundamentals.”2
These teams were the best in the country; both had perfect records. Yet, they still both felt it was necessary to go back to the fundamentals.
Now, if we are going to replicate a championship-caliber ...